As the Dragon Boat Festival holiday approaches from May 31st to June 2nd, Chinese tourists are preparing for a travel surge both at home and abroad.
Fliggy, an online travel platform under the Alibaba Group, has released its 2025 Dragon Boat Festival Travel Forecast, revealing the most popular destinations and key travel trends for the holiday period.
According to the platform, outbound travel is seeing a strong rebound compared to 2024. Regional destinations within a four-hour flight radius—including Hong Kong SAR, Japan, South Korea, Malaysia, and Thailand—remain the most popular among Chinese tourists.
Fliggy also notes a growing appetite for long-haul and off-the-beaten-path destinations. Countries such as Uzbekistan, Iceland, Qatar, Kazakhstan, and Tanzania are attracting adventurous travelers looking for unique international experiences.
In 2024, China’s outbound tourism made a strong recovery. During the first three quarters, nearly 95 million outbound trips were recorded, marking a 52 percent year-on-year increase and reaching 82 percent of the 2019 level.
By the end of 2024, the total number of outbound travelers was expected to hit approximately 130 million, representing 90 percent of pre-pandemic levels.
Southeast Asia remained a top destination last year, with travel to countries like Thailand, Malaysia, and Singapore nearing 2019 levels.
Provincial capitals lead, smaller cities surge
Major provincial capitals like Beijing, Guangzhou, Shanghai, Chengdu, and Kunming continue to dominate domestic travel itineraries. However, second- and third-tier cities are rapidly climbing in popularity thanks to viral social media exposure.
Jincheng in Shanxi province and Haidong in Qinghai province have seen booking booms, with travelers drawn to their natural beauty and cultural charm.
Emerging summer retreats such as Shuangyashan in Heilongjiang province and Pu’er in Yunnan province are also attracting a growing number of tourists seeking cooler climates and scenic escapes.
This year’s holiday coincides with Children’s Day, boosting interest in family-oriented vacations. Theme park ticket sales have more than doubled, while bookings for family hotel packages—which combine lodging, dining, and entertainment—are up 24 percent.
Traditional cultural activities like dragon boat racing and zongzi (glutinous rice dumpling) making are enjoying renewed interest, pointing to a growing appreciation for heritage-based experiences.
Meanwhile, suburban day trips for water activities, picnics, and pet-friendly camping are in high demand, with camping bookings rising 80 percent.
Short-haul travel is leading the way this year. Two-hour high-speed train rides and local getaways are preferred by many travelers. Car rentals have surged 47 percent year-on-year, reflecting a growing preference for self-driving tours. Popular self-drive destinations include Urumqi, Yili, Haikou, and Guiyang.
The shifting dynamics of China’s outbound travel also mean that integrated resort operators have to increasingly up their game to provide attractions that go far beyond the casino floor – with experience travel trumping the desire for the casino floor.
