Holiday spending during China’s National Day and Mid-Autumn Festival holidays shows the nation’s growing economic resilience. This year, the convergence of both holidays revealed clear evidence of China’s shift toward consumption and experience-driven growth. Holiday spending now reflects the public’s desire for cultural enrichment alongside traditional shopping.
More than 12,000 cultural events were held nationwide, attracting millions of participants. Travelers completed around 2.43 billion trips, demonstrating both mobility and strong consumer demand. Officials and analysts noted that this rise in holiday spending indicates changing consumer behavior. People increasingly value personal experiences and self-fulfillment over purely material purchases.
Tourism has evolved from sightseeing to immersive cultural experiences. “Guochao” or China-chic offerings gained popularity, with museums, galleries, and intangible cultural heritage programs providing interactive and educational activities. Officials highlighted that these experiences contribute to upgrading consumption and strengthening domestic demand.
Rural and smaller city destinations saw higher visitor numbers, as travelers sought the tranquility and simplicity of village life. Sports tourism also gained traction. Events like the China Open tennis tournament in Beijing and local competitions increased ticket-based travel, while fitness activities such as running, cycling, and swimming encouraged health-focused spending.
Technology enhanced holiday spending by making experiences more convenient and interactive. AI-assisted ticketing, virtual reality, and augmented reality allowed tourists to engage with cultural sites in innovative ways. In Zhejiang Province, a low-altitude shuttle service offered helicopter rides over autumn landscapes, while urban shoppers favored AI-powered home appliances.
Data from the first half of 2025 showed that total retail sales of consumer goods rose by 5 percent year-on-year. Services consumption grew faster, at 5.3 percent, reflecting the economy’s transition toward service-led growth. Analysts emphasized that sustaining this momentum requires continuous innovation and boosting domestic consumption.
Looking ahead, holiday spending is expected to expand further. Cultural, tourism, leisure, and entertainment sectors will remain central to China’s consumption-driven growth. The trends observed this holiday period highlight both the resilience and potential of the country’s domestic market.
