Golden Week: Surge in Outbound Travel from Lower-Tier Cities

As the National Day holiday begins, travelers from China’s smaller cities are heading abroad in record numbers, with outbound bookings from third-tier cities more than doubling from last year, according to data from domestic travel platforms.

Cheaper flights, visa-free destinations, and more disposable income are driving this surge, particularly among younger travelers.

Running from Oct. 1 to Oct. 7, the National Day holiday, known as Golden Week, is traditionally the busiest travel period in China. Government estimates project 15.65 million air passengers and 175 million rail travelers this year, both up from last year’s figures.

This year, data from travel platform Tuniu shows that 28% of all trips are international, while Trip.com reports a 70% year-on-year increase in visa applications. The top destinations include Japan, South Korea, Thailand, Malaysia, and Singapore.

But the biggest shift this year comes from smaller Chinese cities. Data shows that residents from third and lower-tier cities now make up over 40% of long-distance outbound travelers, with booking demand more than doubling.

Meanwhile, the travel platform Qunar reported a 76% increase in travel orders from second-tier cities, and a 45% rise in new first-tier cities, while demand from the major first-tier cities has remained steady.

Young people are driving the outbound travel boom in lower-tier cities, with the majority of travelers from these areas under the age of 33. Among these cities, residents from Jiangmen, Liuzhou, and the coastal city of Sanya — all in southern China — are more likely to travel internationally.

While lower-tier cities are increasingly venturing abroad, travelers from first- and second-tier cities are opting for domestic getaways, heading to smaller towns for leisure or family visits. This shift has driven a 60% surge in rural tourism orders and a 20% increase in county-level tourism bookings, according to Trip.com.

Cai Muzi, a researcher at Qunar’s Data Research Institute, underscored that residents in tier-three cities often have stable jobs, lower living costs, and more free time, fueling a rise in tourism.

A Qunar survey shows that travelers from lower-tier cities book their trips about 58 days in advance — nine days later than those from first-tier cities — suggesting higher consumer confidence and more flexible schedules.

The availability of visa-free destinations and cheaper flights has further boosted demand. For instance, Azerbaijan and Georgia opened visa-free entry to Chinese travelers this year, leading to a 16-fold and 13-fold increase in overall bookings on Qunar.

Cao Jian, Vice President of Beijing-based outbound travel company Utour Group, told domestic media that flight routes have expanded from first-tier cities to more provincial capitals since 2023, catering to growing demand from lower-tier cities.

“The most crucial factor for travelers from third-tier and smaller cities is the availability of direct flights,” he said. “Many prefer straightforward journeys without the hassle of connecting flights.”

Editor: Apurva.

(Header image: Travelers at Pudong International Airport, Shanghai, Sept. 30, 2024. IC)