The China tourism boom is one of the most significant trends in the country’s economic landscape. With the upcoming five-day holiday from May 1 to May 5, the tourism industry is expected to experience a massive surge in demand. But what drives this trend, and what can tourists expect from this year’s May Day holiday?

Immersive Experiences: A New Era in Chinese Tourism

The 2025 May Day holiday is projected to reach a peak travel volume since 2023, according to data from tourism platform Tongcheng Travel. By combining paid leave, Chinese travelers can extend their May Day holiday, resulting in a growing interest in immersive, experiential experiences.

• 62 percent of travelers opted for three-to-five-day itineraries
• Nearly 10 percent chose vacations lasting six days or longer

These trends reflect a shift in consumer behavior, with tourists seeking more than just fleeting sightseeing experiences. Instead, they’re looking for sustained cultural immersion, which is driving a growing interest in northwest China’s popular destinations.

A New Wave of Tourism in Northwest China

The Silk Road Route and Gansu-Qinghai Loop packages sold out two weeks in advance, according to Yang Jiming, deputy manager of Gansu Silk Road International Tours. These tours feature UNESCO World Heritage sites, including the ancient Buddhist murals at Mogao Grottoes, the crimson-hued danxia landforms, and desert activities such as camel riding and camping at Crescent Lake.

To accommodate the surge in visitors, some attractions have extended operating hours and enhanced programming. Mingsha Mountain-Crescent Lake Scenic Area in Dunhuang City has introduced a desert stargazing concert and cultural bazaar featuring local performances, handicrafts and northwestern cuisines.

A New Era of Tourism in Smaller Gansu Cities

Yang Jiming is pleased to see the growing popularity of renowned tourism routes revitalizing niche tourism markets in smaller Gansu cities like Longnan, Tianshui and Dingxi. In Longnan City, tourist Zhang Xin and her family from neighboring Shaanxi Province explored a local intangible cultural heritage experience center near the renowned Wanxiang Cave. “Before, we just visited the cave and leave,” Zhang said. “Now we hike through ethnic villages, stargaze at campsites, and shop at artisan markets. The trip feels more immersive and rewarding.”

This shift from fleeting sightseeing to sustained cultural immersion is an example of how lesser-known cities are leveraging improved tourism resources to attract visitors away from overcrowded hotspots.

The Rise of Emerging Destinations

Data from Tongcheng Travel reveals surging interest in emerging destinations. Scenic and culturally rich locales like Xinzhou City in north China’s Shanxi Province and Pu’er in southwest China’s Yunnan Province, have seen year-on-year search volumes rise over 50 percent.

China’s tourism frenzy is also injecting momentum into the global tourism market. Travel booking platform Fliggy has reported a significant expansion in China’s outbound tourism market during this year’s May Day holiday period.

The Global Impact of China’s Tourism Boom

Travel booking platform Fliggy reported substantial year-on-year growth across all key metrics, including international flight bookings, hotel reservations and ticket sales. The data also shows an evolving trend among Chinese travelers, who are increasingly seeking specialized experiences, such as cultural tours of French museums, marine activities like fishing and snorkeling in Malaysia, and adventure tourism including mountain climbing and hiking in Nepal.

A Growing Demand for Visa-Free Travel

China’s National Immigration Administration estimated an average of 2.15 million daily border crossings during the five-day May Day holiday, representing a 27 percent increase from last year. Meanwhile, China also introduced a series of policies to enhance the travel experience for foreign visitors, including visa-free policies and payment facilitation.

“It’s a steady rise in long-haul international travelers to China, and our tour agency plans to further cooperate with high-standard hotels and restaurants, and expand English, French and Spanish-language guide services,” said Yang.

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