China's May Day Holiday: Rising Trips and Evolving Spending Patterns

During China's May Day holiday, tourist activity increased, with a 3.6% rise in domestic trips. However, spending per trip dipped slightly amid economic challenges and a property crisis. Interest-driven travel influenced destination choices, while the film market and ticket prices saw minor growth and a decrease, respectively.

China witnessed a surge in tourist activity during the May Day holiday, with official data revealing a modest boost in travel compared to last year. Despite a 3.6% rise in domestic trips, consumer spending per trip saw a slight decline amid ongoing economic challenges.

The Ministry of Culture and Tourism reported 325 million trips over the May 1-5 holiday, with total expenditure reaching 185.49 billion yuan, marking a 2.9% increase from the previous year. However, spending per trip dropped to 571 yuan from 574.1 in 2025, according to Reuters calculations.

Interest-led travel became a significant factor, as highlighted by Fliggy and Xiaohongshu, with a rise in experiential product demand surpassing general platform growth. Meanwhile, the holiday film market showed lukewarm growth, with box office revenue and ticket prices experiencing marginal changes.