Chinese travelers made 4.4 million outbound trips during the 2026 National Day holiday, marking a 9.3 percent increase from the previous year, according to data from the National Immigration Administration. The Mid-Autumn Festival from September 25 to 27 combined with the seven-day National Day holiday starting October 1 to create a continuous 13-day vacation period. Ctrip reported that one in ten travelers merged these two holidays for extended trips, with the share of journeys lasting eight days or longer rising from 29 percent in 2024 to about 42 percent in 2026.
Popular Destinations and Visitor Spending Trends
Europe saw Chinese travel share increase to approximately 1.5
times its usual level during Golden Week, while trips to New Zealand doubled year-on-year. Short-haul Asian destinations favored by Chinese tourists included South Korea, Thailand, Malaysia, Indonesia, and Vietnam. Japan no longer ranked among the top outbound destinations during this period. Australia, the United States, and Italy remained popular long-haul choices. Thailand recorded 522,532 foreign tourist arrivals between September 27 and October 3, an 8.24 percent week-on-week rise. Chinese visitors to Thailand surged by 41.98 percent week-on-week to 133,946, making China the largest source market for Thailand during Golden Week, according to the Thai Tourism and Sports Ministry.
South Korea
experienced approximately double the spending by foreign tourists at major retailers compared with last year’s Golden Week, as reported by the Maeil Business Newspaper. Convenience store sales to foreigners increased between 78 and 88 percent from October 1 to 5. Musinsa Standard’s offline stores saw sales rise 220 percent year-on-year, with Chinese customers accounting for 34 percent of foreign buyers. Department stores such as Lotte reported a 130 percent sales increase during the same period. Penang, Malaysia, benefited from Chinese tourist inflows supported by visa-free entry and improved flight links, with tour agent Lim Kian Hock noting a 20 percent
increase in bookings compared to 2025.
New South Wales (NSW) in Australia reported welcoming 4.1 million international visitors in the year ending June 2026, a 5.8 percent increase year-on-year. China was the largest international market for NSW. Tourism Research Australia indicated visitor expenditure in NSW grew 14.5 percent to A$15.1 billion (US$10.5 billion), driven significantly by Chinese tourist spending.
Official Statements Confirm Tourism Growth
Surasak Phancharoenworakul, Thailand’s Tourism and Sports Minister, confirmed China’s Golden Week holiday contributed to the rise in short-haul arrivals to Thailand, making China the top source market during the period. Tour agent Lim Kian Hock from Penang stated, “We’ve seen about
a 20 percent increase compared with last year. Many are returning visitors who share their experiences online and inspire first-timers.” Destination NSW acknowledged China as the largest source of international visitors in the 12 months ending June 2026, with visitor spending substantially increasing.
Factors Driving Increased Chinese Outbound Travel
The merged Mid-Autumn Festival and National Day holidays created a 13-day continuous vacation, encouraging extended trips among Chinese tourists. The preference for trips lasting eight days or longer increased markedly, reaching 42 percent in 2026. Visa-free travel policies in Malaysia and improved flight connectivity enhanced access to destinations like Penang. Digital sharing of travel experiences by returning
visitors has stimulated greater outbound travel from China during the Golden Week period, boosting global tourism demand.
Retail and Tourism Sector Spending Surge in Asia
Retail sectors in countries including South Korea experienced significant spending growth during Golden Week. Convenience store sales to foreign tourists rose sharply by up to 88 percent year-on-year in early October 2026. Fashion retailer Musinsa Standard’s offline outlets recorded a 220 percent increase in sales, with Chinese consumers representing a significant share of foreign customers. Department stores such as Lotte also saw sales rise 130 percent year-on-year. These sales surges reflect the broader economic impact of Chinese tourists in Asian markets during the
extended holiday period.
