China’s May Day Holiday Report

Chinese outbound tourism is evolving rapidly.
In 2025, the May Day holiday was officially extended from 3 to 5 days, a strategic move to encourage travel and boost domestic consumption.

Driven by rising spending power and a growing appetite for deeper, more personalized experiences, Chinese travelers are venturing farther, staying longer, and expecting more from every journey.

Understanding these shifts is essential for travel and hospitality brands seeking to attract, engage, and retain this powerful audience.

In our report, you’ll discover the four major trends shaping China’s May Day travel behaviors:

1. New Breakthroughs in Mobility  

   Cross-border travel is surging, with over 10.9 million trips during May Day alone, a year-on-year increase of 35%. Chinese travelers are exploring a record number of destinations; both nearby and long-haul, reflecting a strong rebound in outbound tourism and growing consumer confidence

2. New Tendencies in Travel Mindset

   Immersion, niche exploration, and quality over quantity now define the modern Chinese travel experience. From hiking in the Dolomites to cruising through Japan, expectations are rising fast.

3. New Opportunities for Brands

   There’s growing demand for curated itineraries, off-the-beaten-path destinations, and full-service travel advisory. Players who adapt quickly can turn these trends into long-term value.

4. New Challenges to Solve  

   Visa complexities, language barriers, and infrastructure gaps remain key friction points. Solving them is essential to unlocking the market’s full potential.