China’s tourism sector is set to witness another peak during the upcoming Dragon Boat Festival and the subsequent summer vacation period, following a significant resurgence in tourist numbers seen during the May Day holidays. This continued upward trend highlights the enduring vitality of China’s domestic consumption, laying a robust foundation for a full economic recovery this year, according to experts and industry insiders.

Tourism agencies and online travel platforms have reported a surge in bookings as the traditional Dragon Boat Festival approaches. Meituan, China’s leading online retail platform, reported a nearly 70 percent year-on-year increase in pre-bookings for cultural and tourism activities during the holidays, with short-distance destinations gaining particular popularity.

Data from the travel platform Fliggy indicates that this year’s Dragon Boat Festival has seen higher per capita booking volumes for both domestic and outbound travel compared to the previous year. Lesser-known destinations across the country are emerging as the fastest-growing travel hotspots. Moreover, bookings for overseas products such as cruises, car rentals, and private tours have doubled in volume.

Tujia, a homestay booking platform, informed that bookings for the three-day holiday period have surged by 40 percent year-on-year. Searches for homestays featuring folk activities have risen by 50 percent month-on-month, with bookings doubling year-on-year.

Cheng Xin, a sales consultant at the travel agency UTour Group Co., noted a notable uptick in both inquiries and bookings ahead of the Dragon Boat Festival compared to the May Day holidays. “Domestic group tour bookings have risen by over 10 percent, while outbound group tour bookings have surged by more than 15 percent,” Cheng said.

Cheng attributed this surge in travel inquiries to the approaching summer holidays, prompting many consumers to proactively plan their travel schedules. She expects the travel boom to extend into the second half of the year.

Economic Indicators

China’s tourism sector posted robust growth during the May Day holidays, recording 295 million domestic trips nationwide, marking a 7.6 percent year-on-year increase and a 28.2 percent surge from pre-Covid levels in 2019. Tourism revenue totaled 166.89 billion yuan ($23.1 billion), up 12.7 percent from the previous year and 13.5 percent from 2019, according to the Ministry of Culture and Tourism.

“The improvement of people’s living standards and the upgrading of their consumption habits have greatly propelled the tourism growth,” said Li Chang’an, a professor from the Academy of China Open Economy Studies of the University of International Business and Economics.

With the government’s various facilitation measures for travel and rapid infrastructure advancements, particularly in high-tech sectors, consumers now have a wider range of travel products to choose from. Li emphasized that “the continuous travel boom will inject more vitality and stronger momentum into the country’s domestic consumption.”

Travel Preferences and Trends

Flexible and convenient car rental self-driving trips have emerged as the top choice for many holidaymakers during the three-day holiday. Data from Trip.com reveals that the platform has experienced a 260 percent year-on-year surge in domestic car rental self-driving bookings. Ninety-two percent of travelers prefer short-distance self-driving trips, with intra-provincial travel also gaining popularity.

Industry insiders have noted the emergence of various new travel trends, providing ordinary people with more options. These trends are expected to drive accelerated consumption expansion and enhance the quality of local services, thus laying a solid foundation for the upcoming peak season in the cultural and tourism industry across various regions.

Dragon Boat Festival: Cultural Significance

The Dragon Boat Festival, also known as Duanwu Festival, is celebrated on the fifth day of the fifth month of the Chinese lunar calendar. This traditional festival commemorates the ancient Chinese poet Qu Yuan and features dragon boat races, zongzi (glutinous rice dumplings), and other folk activities. These cultural elements attract both domestic and international tourists, adding to the festive atmosphere and boosting the local economies.

One of the most notable trends during this travel surge is the growing popularity of lesser-known destinations. These areas, often rich in natural beauty and cultural heritage, are becoming new travel hotspots. Platforms like Fliggy have noted significant increases in bookings to these destinations, highlighting a shift in traveler preferences. This shift not only helps in decongesting traditional tourist spots but also brings economic benefits to remote areas, promoting balanced regional development.

The integration of technology in tourism has played a significant role in facilitating this travel surge. From AI-driven travel recommendations to virtual tours and digital payment solutions, technology is enhancing the travel experience for consumers. Platforms like Meituan and Trip.com have leveraged big data to provide personalized travel itineraries and real-time updates, ensuring a smooth and enjoyable journey for travelers.

Future Prospects

Looking ahead, the travel industry is poised for sustained growth, driven by continuous improvements in infrastructure, technology, and consumer confidence. The anticipated travel surge during the Dragon Boat Festival and summer vacation period is expected to extend into the latter half of the year, further bolstering domestic consumption.

Experts believe that the travel boom will not only contribute to the economic recovery but also promote cultural exchange and social cohesion. The tourism sector’s resilience and adaptability in the face of challenges underscore its critical role in China’s broader economic landscape.

China’s tourism sector is on an upward trajectory, with the upcoming Dragon Boat Festival expected to further stimulate domestic consumption. The surge in travel bookings, driven by improved living standards, government support, and technological advancements, highlights the sector’s potential to contribute significantly to the country’s economic recovery.

As more travelers explore lesser-known destinations and embrace new travel trends, the tourism industry is set to thrive, bringing economic benefits to various regions and enhancing the overall quality of local services. The Dragon Boat Festival, with its rich cultural significance, serves as a catalyst for this travel boom, underscoring the enduring vitality of China’s domestic consumption.