China’s younger travelers took center stage during this year’s National Day and Mid-Autumn Festival holiday, with data from Fliggy, Alibaba Group’s online travel platform, showing that Gen Z travelers—those born between 1995 and 1999—accounted for nearly a quarter of all bookings.
The surge underscores a clear shift in travel behavior among younger consumers seeking richer experiences and more distant destinations.
According to Fliggy, the average order value for holiday activities rose 14.6 percent year-on-year, reflecting stronger spending confidence among travelers. Bookings for transportation services such as flights and car rentals increased 5 percent, while hotel, tour, and ticket bookings rose 4.6 percent as travelers explored more than 180 countries and regions worldwide.
The data also indicates that post-05 travelers—those born after 2005—are emerging as a new force in the travel market. Their independent travel bookings jumped 61 percent year-on-year, marking the fastest growth among all demographics. College students, in particular, are driving a transformation in travel preferences.
Moving beyond “special forces-style” trips with tight schedules and nearby destinations, they are increasingly opting for immersive and experience-oriented journeys. Fliggy recorded a 63 percent rise in flight bookings among college students, with international flight bookings surging 110 percent. The group’s average booking value climbed 31 percent compared to last year.
Fliggy’s report also highlights shifting travel hotspots. On the outbound front, Japan, Hong Kong SAR, Thailand, South Korea, Malaysia, Vietnam, France, Australia, the United States, and Indonesia ranked among the most popular destinations.
Many mid-sized cities across East Asia, Southeast Asia, and Europe saw their booking volumes double as travelers moved beyond traditional tourist hubs in search of unique local experiences.
Self-driving travel also saw a notable rise, supported by China’s toll-free highway policy for small passenger cars. Rental car orders increased 60 percent year-on-year, with most rentals picked up near airports and train stations.
Meanwhile, demand for domestic leisure activities such as show tickets, guided tours, cultural experiences, and local dining surged 78 percent. For outbound travelers, adventurous pursuits—including diving, skydiving, and skiing—rose nearly 30 percent, underscoring the growing popularity of experiential travel among Chinese holidaymakers.
China reports steady consumption growth during National Day holiday
China recorded steady consumption growth during the eight-day National Day and Mid-Autumn Festival holiday, as the so-called “super golden week” fueled diverse spending patterns, according to official data released on Wednesday.
Key retail and catering enterprises reported a year-on-year sales increase of 2.7 percent during the holiday, data from the Ministry of Commerce showed. Between October 1st and 7th, passenger traffic across 78 major pedestrian streets and commercial districts monitored by the ministry climbed 8.8 percent from a year earlier, while business revenues rose 6 percent.
The holiday also revealed evolving spending trends, with strong consumer enthusiasm for “green,” “smart,” and “China-chic” products. Sales of green organic food jumped 27.9 percent year-on-year, while smart home appliances and China-chic clothing recorded gains of 14.3 percent and 14.1 percent, respectively.
This year’s National Day holiday coincided with the Mid-Autumn Festival, extending the break from October 1st to 8th. Healthier, low-sugar, and low-fat mooncakes became a seasonal favorite, reflecting a broader shift among Chinese consumers toward quality and health-conscious products.
