China’s week-long National Day holiday, concluding earlier this week, has once again demonstrated the country’s resilient economic momentum and vibrant consumer market. The Golden Week, centered around the October 1 National Day celebrations, saw a surge in tourism, retail, and cultural activities, underscoring China’s continued economic vitality despite global uncertainties.
According to official data from the Ministry of Culture and Tourism, over 700 million domestic trips were made during the holiday, generating approximately 650 billion yuan ($92 billion) in tourism revenue. Popular destinations like Beijing, Shanghai, and scenic provinces such as Yunnan and Sichuan reported record visitor numbers, with hotels and attractions operating at near-full capacity.
The boom in travel was complemented by a significant uptick in consumer spending, with e-commerce platforms and brick-and-mortar stores reporting robust sales in electronics, fashion, and luxury goods.
Across China, the synergy between cultural enrichment and economic growth is becoming increasingly evident.
In Shanghai, the historic Customs House building now features an XR experience, enabling visitors to explore the past, present, and future of the Bund.
In Beijing, the Shougang Park hosted the World Table Tennis (WTT) China Smash, with over 88,000 tickets sold, blending industrial heritage with modern sports culture.
In a village deep within a mountain in Nanjing, capital city of Jiangsu province, Xiangtang has reinvented itself as a tranquil retreat. Its rustic cottages, cafes, and campsites attract urban visitors seeking a slower pace of life.
By building a cultural brand, local products like gardenia flowers now sell at a premium, and creative goods generate nearly 5 million yuan ($703,680) in annual sales for the small community.
The holiday also served as a barometer of China’s consumption upgrading, with new business models and scenarios stimulating market vitality.
In Tianjin, a pop-up store themed on a homegrown animated series allowed fans to interact with their favorite characters. “It’s amazing to see the fictional world come to life,” said Xu Lin, a visitor from Shandong province.
In Huzhou city, Zhejiang province, low-altitude tourism – including helicopter, paragliding, and hot-air balloon rides – gained popularity, with 16 routes and seven operating sites offered during the holiday.
Meanwhile, smart appliances are driving sales of higher-value home products. Preliminary figures showed that AI smart appliances accounted for 55 percent of Suning’s holiday sales. “Shoppers are increasingly focused on intelligence and user experience,” said Ma Ye, deputy manager of a Suning store in Beijing.
Policies also played a key role in stimulating spending. On September 30, the central government issued the fourth tranche of this year’s 69 billion yuan ultra-long special treasury bonds, designated for consumer-goods trade-ins. Local authorities also issued consumption vouchers and launched initiatives such as “credit-based travel” to facilitate spending.
According to Fliggy, a leading online travel agency, bookings for rural homestays during the holiday season increased by over 40 percent year-on-year, reflecting a growing preference for immersive and personalized travel experiences.
Cultural events also played a pivotal role, with festivals, concerts, and historical reenactments drawing millions. The integration of digital payment systems and smart tourism initiatives, such as real-time crowd management apps, further enhanced the holiday experience, showcasing China’s technological advancements.
As China looks ahead, the success of the National Day holiday serves as a powerful reminder of its economic resilience and the growing purchasing power of its 1.4 billion citizens. Policymakers are expected to build on this momentum, with initiatives aimed at further stimulating domestic consumption and sustainable growth.
