It is estimated that during China National Day’s golden week starting on Oct 1, tourism market is expected to see 480 million person-trips in 2014 with an increase of 13% YoY and total revenue will reach RMB270 billion ($43.96 billion) with an increase of 20% YoY according to China Tourism Academy’s latest research.
In addition, the research estimates that during golden week in China, China travel industry will show stable growth in inbound tourism and rapid growth in outbound tourism.
According to latest data of China Railway Corporation, a new record 91.007 million passenger trips were taken in China during the period from 28 September to 7 October 2014. The number increased by 8.886 million from same period of prior year. Volume of Online tickets buying first had been a peak, accounting for 60% of total tickets.
Air is another convenient transportation for travelers during golden week. According to data of Civil Aviation Administration of China, the number of passengers carried was 8.15 million and the average number of daily passengers carried was over 1 million. On National Day, the daily number exceeded 1.25 million which made a new record.
Before China’s National Day comes, Chinese travelers already have searched hotel and air-tickets online.
Air-tickets and hotel booking are top 2 popular China online travel services before National Day which accounted for 45.2% and 30% respectively according to data of GEO.
Qunar.com, ranked the top one by its most traffic in air-tickets and hotel booking service among China online travel companies. In China online travel guide market, Ctrip.com ranks top, followed by Qyer.com and Mafengwo.cn.
Outbound tourism is nowadays popular among Chinese travelers. The total number of China’s outbound travelers reached 54.1 million in the first half of 2014, up 18.7%, with a total spend of over USD 70 billion (YoY 20.7%) according to China Tourism Academy.
Outbound Tourism Consumptions during Golden Week
Outbound tourism is another highlight of the golden week consumption. Southeast Asia remains a popular destination while other outbound travel destinations are diversifying. The countries seeing the highest growth by consumption value are South Korea (111%), Germany (102%) and UAE (88%) according to data from Unionpay.
Chinese outbound travelers spent more on food & accommodations (increase of 52.2%), leisure (56.6%) than shopping (30.4%).
GEO data shows about 37.3% of Chinese travelers are enthusiastic about outbound tourism, followed by area tourism (36.4%) and inbound tourism (26.3%) during China National Day’s golden week. According to research of GEO, during National Day, Beijing is the most popular destination for inbound travelers and Hong Kong for the outbound travelers.
Females were more like to take outbound trips, which accounted for 60% of total Chinese travelers during golden week according to data of Baicheng.com. Popular destinations for post-80s outbound travelers were Jeju Island, Maldives, Phuket Island while post-70s favored European countries with whole family members.
Domestic Travelers During China Golden Week
During China’s National Day golden week, China received 475 million person-trips with an increase of 10.9% YoY and total revenue exceeded RMB245.3 billion ($40.01 billion) with an increase of 15.7% according to data of National Tourism Administration and National Bureau of Statistics. Among all the travelers, the number of overnight travelers was 99.43 million with a YoY increase of 5.9%. The number of one-day tour travelers was 375 million with a YoY increase of 12.3%.
124 scenic spots which are listed in national holiday tourism forecast system, received 31.69 million person-trips during national day’s golden week and total revenue of tickets exceeded RMB1.604 billion ($0.26 billion).
China group traveling travelers are most female ones, 30-35 year-old with income between RMB3,000 and 8,000 from third and fourth tier cities. They like shopping and concern about life quality.
In contrast, the free and easy trip travelers in Chinese tourism market are highly educated young people between 20-35 years old with income between RMB5,000 and 10,000; they like photography and outdoor activities. It is estimated that such group traveling featured with free traveling style will be more and more popular in China tourism market.