Those reviewing the May Day 2025 travel data were said to have noticed how price-conscious decisions and shorter but frequent trips were defining the new rhythm of global travel. Across both inbound and outbound Chinese tourism, value-for-money emerged as a critical driving force behind the surge in demand. Industry watchers were said to be noting a visible shift in traveler behavior, underlining a preference for tailored experiences and short-haul escapes, which many believed would continue to influence travel across Asia, Europe, and beyond.
China’s Inbound Travel Soars With Visa-Friendly Momentum
It was indicated that inbound tourism to China had skyrocketed, with the number of international travelers rising by 306% year-on-year during the May Day holiday. This was reportedly credited to visa-friendly policies and the growing global appeal of China as a cultural and leisure destination. Observers believed this sharp rise reflected not only pent-up demand but also how China had positioned itself as an increasingly accessible destination for global tourists.
The surge was not just in numbers. The quality of travel appeared to be shifting as well, with premium stays and well-organized travel playing a larger role.
Domestic Tourism on the Rise, But Travelers Still Look Abroad
Within China, domestic travel increased by 33% compared to the same period in 2024. While international bookings soared, local holidays continued to play a vital role in the tourism ecosystem. This dual surge — in both domestic and outbound tourism — was seen as evidence of a wider recovery in global tourism, driven by confident consumer spending and an eagerness to explore post-restriction.
Travelers reportedly embraced shorter but more frequent trips, a trend which reflected a shift in travel planning—possibly indicating that the modern traveler was looking to maximize time and value rather than duration.
International Hotel Bookings by Chinese Travelers Skyrocket
Between May 1 to May 5, international hotel bookings by Chinese travelers reportedly rose by 103% year-on-year, more than doubling the volume compared to the same period in 2024. According to industry observers, this remarkable increase reflected a major revival in outbound travel, with Chinese tourists returning to global travel hubs with renewed enthusiasm.
The Average Daily Rate (ADR) of international hotel bookings had also increased by 5%, which analysts interpreted as a sign that travelers were seeking higher quality accommodations, with premium experiences regaining popularity and nearing pre-pandemic levels.
However, while price-per-night increased, the average stay duration decreased slightly to 2 days, down by 6.4% year-on-year. Experts speculated that this hinted at a clear trend toward short-haul, high-frequency getaways, favored by travelers who wanted frequent exposure to new experiences while staying within a manageable budget.
Top International Destinations: Asia & Europe in High Demand
The 10 most booked destinations for Chinese travelers during May Day included a blend of Asian neighbors and European hotspots, in the following order:
- Japan
- South Korea
- Malaysia
- Thailand
- Hong Kong SAR
- Singapore
- Italy
- Indonesia
- Vietnam
- United Arab Emirates (UAE)
This mix was seen as reflecting travelers’ preference for a balance of regional proximity, cultural familiarity, and international allure. Destinations like Japan and Thailand continued to be top choices due to their accessibility, rich experiences, and tourism infrastructure, while Italy and the UAE attracted those looking for cultural depth and luxury appeal.
Observers saw this as an indication that both Asia and Europe were poised to benefit significantly from the Chinese outbound wave, particularly those offering competitive pricing and visa flexibility.
Distribution Channels: Customization Matters
Those analyzing the booking data said that tailor-made tour operators generated the largest share of international bookings, accounting for 43% of the total. This was reportedly followed by retail travel agencies at 34%, online travel agencies at 16%, and the remaining 7% coming from various other sources.
This trend was interpreted as a sign that customization and personalized service were in high demand. Travelers were no longer just looking for standard packages — they wanted curated experiences, flexibility, and tailored services that aligned with value-for-money expectations.
Value-for-Money: The Core of the Travel Rebound
Across all markets and trends, value-for-money reportedly remained the central motivator behind travel decisions. Whether choosing a shorter trip, a closer destination, or a slightly more premium hotel stay, travelers were believed to be calculating value at every level of their journey.
Off-peak travel was also noted as becoming more desirable, offering the same experiences with fewer crowds and lower costs. This was not only a strategy for travelers but was also being embraced by destinations aiming to distribute tourist flows more sustainably throughout the year.
Final Insights for the Travel Industry
The patterns seen during May Day 2025 were believed to reflect broader shifts that could shape the next phase of global tourism. Chinese travelers were viewed as becoming more strategic, value-driven, and eager to explore the world again. Simultaneously, China itself was reportedly becoming a magnet for inbound tourists, driven by its visa reforms and increasingly polished hospitality offerings.
Travel insiders projected that this dual dynamic—outbound exploration and inbound allure—would likely redefine travel expectations, not only within Asia but across the globe. The blend of value-conscious planning, shorter stays, and personalized travel appeared set to become the new standard in a post-pandemic travel world.
