Travel market poised for Mid-Autumn Festival surge, driven by cultural and short-distance trip boom

With this year's Mid-Autumn Festival drawing near, China's tourism market is gearing up for another surge in travel and consumption activity, building on the strong momentum from a just-concluded bustling summer travel season, industry insiders and experts said over the weekend.

They predicted that this year's Mid-Autumn Festival holidays, which runs from September 15 to 17, will see sustained high demand for short-distance travel. Combined with the upcoming National Day holidays (running from October 1 to 7）, this is expected to inject continued vitality into consumption, contributing to the country's economic growth in the latter part of the year.

Data from China's online travel services platform Fliggy showed a double-digit increase in bookings for hotels, domestic car rentals and tickets for this popular traditional festival compared with 2019. The overall booking volume for the Mid-Autumn Festival holidays is significantly higher compared with the Dragon Boat Festival in June, despite both having a three-day duration.

Several travel platforms in China have reported that the Mid-Autumn Festival travel trend is dominated by short to mid-distance trips, with "micro-vacations" to nearby cities and provinces being especially popular. Destinations within a two-hour drive or three-hour high-speed rail journey are particularly busy.

According to Tuniu, an online travel platform, nearly 40 percent of travelers are planning short trips to local or adjacent areas during the upcoming festival, with about 30 percent opting to start their journeys one day or two before the festival.

Experts attribute the strong travel demand to favorable weather, off-peak prices and the traditional cultural significance of family reunions during the Mid-Autumn Festival.

"Emerging travel trends, including cultural tours, urban leisure trips and sports tourism, not only reflect an expansion in the Chinese consumption preferences but also promise to inject sustained vitality into the domestic economy," Jiang Yiyi, vice dean of the School of Leisure Sports and Tourism at Beijing Sport University, told the Global Times on Saturday.

Tongcheng, another online travel services provider, reported a 77 percent increase in searches for ancient towns and gardens over the past week.

China's recent summer travel season had broken records for passenger volumes and witnessed strong growth in bookings and spending. Jiang expects this momentum to carry into October, potentially boosting sectors like transportation, hospitality and cultural products.