China’s May Day holiday sparks a tourism boom with record-breaking domestic and international travel, as extended vacations and immersive experiences soar in 2025.
As the May Day holiday approaches, expectations are high for a tourism surge in China, particularly during the five-day break from May 1 to May 5, 2025. The holiday is one of the longest in the Chinese calendar, and this year, the travel demand is projected to hit its highest peak since 2023. The holiday period offers an ideal opportunity for Chinese travelers to explore the country and beyond, especially with the option to extend the break by combining paid leave. According to booking data from the popular travel platform Tuniu, the demand for extended trips is on the rise, with 62% of travelers opting for three-to-five-day itineraries, while nearly around 10% of travelers are opting for trips that extend for six days or longer.
This trend reflects a broader shift toward more immersive and experiential travel, particularly in regions of China that have long been associated with historical significance and scenic beauty. One such area is northwest China, which has become a popular destination for travelers looking to experience cultural heritage and natural wonders. The growing interest in these regions is particularly noticeable in the tourism hotspots of Gansu Province, including Dunhuang, where the famous night markets attract large numbers of visitors, purchasing everything from traditional crafts to locally made souvenirs.
The rise in demand has resulted in the early sellout of tour packages, including the much-coveted “Weeklong Silk Road Route” and “Gansu-Qinghai Loop.” These packages, which include visits to UNESCO World Heritage sites such as the Mogao Grottoes—renowned for their ancient Buddhist murals—along with the dramatic crimson Danxia landforms and desert activities like camel riding, have been booked out weeks in advance. According to the deputy manager of Gansu Silk Road International Tours, the early sell-out of these tours is indicative of the increasing demand for in-depth cultural experiences and historical immersion.
To accommodate the growing number of visitors, some attractions have introduced extended hours and new programming. For example, the Mingsha Mountain-Crescent Lake Scenic Area in Dunhuang City has launched unique experiences like desert stargazing concerts and vibrant cultural bazaars.. These events feature local performances, traditional handicrafts, and cuisine from the northwestern regions, providing visitors with a fuller experience of the local culture. These additions help manage the influx of tourists while simultaneously enhancing the visitor experience.
This trend is not limited to just the well-established tourist destinations but also extends to smaller cities in Gansu Province such as Longnan, Tianshui, and Dingxi. These lesser-known cities are increasingly leveraging improved tourism resources to attract visitors, moving away from fleeting sightseeing toward more sustainable and immersive experiences. In Longnan City, for example, tourist Zhang Xin and her family from neighboring Shaanxi Province visited an intangible cultural heritage experience center near the renowned Wanxiang Cave.Previously a standalone site, the cave is now integrated into a broader tourism experience, offering seamless transport connections to nearby karst formations, alpine meadows, and ethnic village homestays. This shift marks a growing trend where tourists are increasingly drawn to these under-the-radar destinations for their authenticity and cultural richness.
Such experiences reflect a wider trend identified by Tongcheng Travel, which reports that emerging destinations in China are seeing a surge in interest. Scenic and culturally rich locations like Xinzhou City in Shanxi Province and Pu’er in Yunnan Province have experienced year-on-year search volume increases of over 50%. This indicates a dual-driven tourism market where both traditional hotspots and emerging destinations are thriving side by side. Travelers are now looking for more unique and meaningful experiences, rather than simply visiting popular or overcrowded spots.
In addition to boosting domestic tourism, China’s travel boom is making a substantial impact on the international tourism sector. According to travel booking platform Fliggy, outbound tourism from China has expanded rapidly during this year’s May Day holiday period, showing impressive year-on-year growth across key metrics, including international flight bookings, hotel reservations, and ticket sales. This shift points to a growing demand for specialized experiences abroad, with travelers increasingly seeking cultural tours in destinations like France, marine activities such as fishing and snorkeling in Malaysia, and adventure tourism including mountain climbing and hiking in Nepal.
The surge in outbound tourism has been further bolstered by China’s recent policy changes, aimed at enhancing the travel experience for both domestic and international visitors. The National Immigration Administration of China estimates that there will be an average of 2.15 million daily border crossings during the May Day holiday, a 27% increase from last year. These statistics reflect the steady rise in long-haul international travelers visiting China, driven by the country’s growing appeal as a tourist destination.
To further encourage international tourism, China has introduced several policies designed to improve the travel experience for foreign visitors. A major change is the transition from a refund-upon-departure system to an instant refund-upon-purchase model for value-added tax (VAT) rebates. This new system allows foreign tourists to claim VAT rebates immediately at the point of purchase, streamlining the process and making it more convenient for travelers. Additionally, new visa-free policies and the facilitation of payments for international tourists are expected to make China a more attractive destination for travelers from around the world.
The combination of these policy shifts, coupled with an increasing appetite for both domestic and international travel, is set to further elevate China’s role in the global tourism market. Travel agencies in China are keen to collaborate with high-standard hotels, restaurants, and guide services to enhance the overall travel experience, particularly for foreign tourists. These initiatives reflect China’s ongoing commitment to becoming a leading destination for travelers worldwide, while also supporting the growth of its domestic tourism industry.
In conclusion, the May Day holiday in 2025 is poised to be a landmark period for both domestic and international tourism in China. The rise in demand for immersive cultural experiences, the growing popularity of lesser-known destinations, and the surge in outbound tourism indicate a dynamic and evolving travel landscape. With the support of new policies and a focus on enhancing the visitor experience, China is well-positioned to continue driving tourism growth both within its borders and on the global stage.
