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China Golden Week 2019

Chinese travel habits revealed

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As both domestic and international tourism from China booms, what are the travel habits of Chinese guests? We explore the results of a recent survey by

Last year, Chinese tourists took over 5.5 billion domestic trips and a further 149.72 million outbound trips, with both segments benefitting from continued YOY growth.

This positive trend is anticipated to continue with remarkable pace; according to Euromonitor, domestic trips are expected to hit 6.7 billion by 2023 and Chinese tourists will be the biggest source of tourists to other countries by 2030.

With this boom in potential guests comes a need to understand the interests and preferences of Chinese tourists, particularly around key travel periods such as Golden Week (1 - 7 October 2019). We delved into recent research, which revealed typical habits and priorities among Chinese travellers.

Making the most of national holidays

National holidays, including the likes of New Year and Labour Day, are a popular time to travel among Chinese tourists. A resounding 57% of those surveyed took a trip around the National Day (which kicks off Golden Week) last year.

Taking time to reset

When asked about the motivations for their most recent trip, 57% of Chinese travellers prioritised rest and relaxation while 37% were looking to escape from work pressures and the daily routine. Perhaps a result of this need to switch off, 27% of respondents sought out opportunities to experience nature while 15% opted to engage with other cultures with a city break.

Domestic destinations

Based on their most recent trip, the majority (67%) of leisure trips were made to domestic destinations while only 14% travelled internationally. Chengdu (11%), Beijing (10%) and Shanghai (10%) were the top domestic destinations, while Japan (24%) attracted the lion’s share of international trips.

Accommodation preferences

Hotels were the most popular accommodation type for Chinese travellers with 43% of respondents having stayed in such a property in 2018. Cleanliness, safety and free wifi were the most desired accommodation features among respondents. Younger travellers (18-24 years) placed more value on free wifi, while older guests (35-44 years) prioritised safety.

Ahead of Golden Week, select partners in the Asia-Pacific region will be able to boost their visibility and attract more guests with the Golden Week Deal; visit the Promotions Centre to check your eligibility and activate the deal.


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As both domestic and international tourism from China booms, what are the travel habits of Chinese guests? We explore the results of a recent survey by

Research overview:

  • Research was commissioned by and independently conducted among a sample of adults who had taken a trip in the last 12 months / planned to take a trip in the next 12 months
  • In total, 2,000 respondents from China, aged between 18 and 44, were surveyed
  • Respondents completed a survey between September and October 2018