As China prepares for the 2026 National Day holiday, travelers are planning longer trips and exploring more distant destinations, yet cautious consumer spending amid broader economic challenges is dampening the financial benefits typically associated with the annual “Golden Week.”
This year’s holiday period, starting October 1, is extended to 13 days by combining the traditional seven-day National Day break with the Mid-Autumn Festival, which falls on September 25. The extended timeframe has generated optimism for the tourism sector, but analysts note that weak consumer demand, persistent deflationary pressures, and an ongoing property market downturn continue to suppress overall household spending.
Despite rising travel volumes, consumer expenditure per trip has remained subdued. Government data used by analysts indicate that during the 2025 Golden Week, the average spending per traveler hit a three-year low of approximately 911 yuan ($138). This pattern suggests a divergence where large numbers of travelers do not necessarily translate into higher revenues for tourism businesses.
“Consumers still have a strong appetite for travel, but they remain cautious about how much they spend,” said Aisa Liao, senior analyst at Forthright Securities. She described the phenomenon as a “K-shaped spending pattern,” where trip volumes can grow even as individual spending remains constrained.
In response to the subdued consumer activity, the Chinese government initiated a month-long “National Day Cultural and Tourism Consumption Month” starting September 22, accompanied by an extended 16-day peak rail travel period. China Railway has boosted its high-speed and overnight services to accommodate the expected surge in travelers.
Outbound travel packages for the holiday also reflect shifting consumer preferences. Shanghai-based Spring Tour reported increased demand for multi-country and long-haul trips to destinations such as Spain, Portugal, the Balkans, Northern Europe, Greece, New Zealand, Central Asia, the Caucasus, and Australia. Many of these packages sold out by mid-August. More than half of Spring Tour’s long-haul customers departed before the Mid-Autumn Festival on September 25.
Sienna Parulis-Cook, director of marketing and communications at Dragon Trail International, highlighted a significant rise in outbound travel interest compared to previous years. A survey conducted by her firm in August found that 54% of respondents planned overseas travel during the holiday, up from 35% in 2025. Nonetheless, cost sensitivity remains heightened, with only 5% opting for luxury accommodations and the majority favoring mid-range hotels.
Further data from Trip.com Group shows that over half of outbound flights booked during the holiday are scheduled to depart before October 1, with an average trip length exceeding nine days. Bookings for hotels staying seven nights or more increased by 123% compared with the previous year’s Golden Week, while multi-destination itineraries rose 84%.
Still, analysts remain skeptical that the increased travel activity will translate into a significant boost in daily spending. Liao noted that per capita tourism expenditure declined during both last year’s National Day holiday and this year’s Spring Festival. “More travellers do not necessarily mean proportionately higher profits,” she said.
Among travelers planning to take advantage of the extended break is Kenny Zhao, a Beijing resident and real estate employee, who intends to spend five days in Japan. “It feels like a waste to stay at home during such a long holiday,” he remarked, reflecting the widespread desire to travel despite economic constraints.