On October 8th, we had the opportunity to speak with officials from the Anhui Provincial Culture and Tourism Department about the remarkable tourism numbers recorded during this year’s National Day holiday. They shared that Anhui welcomed an impressive 65.3 million visitors, generating an astonishing revenue of 44.56 billion yuan. This indicates year-on-year increases of 7.4% in visitor numbers and 8% in revenue, marking a record-breaking year for the province.
When discussing specific attractions, the Huangshan region saw a notable surge in popularity. Tourists visiting the four cities of Huangshan, Xuancheng, Anqing, and Chizhou constituted 34.4% of all provincial visitors. Iconic sites such as Huangshan, Jiuhua Mountain, and Tianzhushan attracted 192,000, 274,000, and 210,000 visitors respectively, with year-on-year growth rates of 14.1%, 16%, and 16.8%. Moreover, the Yi County International Rural Tourism Resort reported hosting 727,000 guests, averaging over 100,000 visitors each day for five consecutive days.
Another intriguing trend this year was the rise in long-distance travelers, with guests from outside Anhui making up 21.6% of the total tourist demographic. Among these, those from Shanghai, Jiangsu, and Zhejiang accounted for 57.4% of out-of-province visitors, reflecting a 9.2% rise from last year. The top ten sources of external visitors also included Shandong, Henan, Guangdong, Beijing, Hubei, Jiangxi, and Fujian.
Officials also highlighted a notable shift in consumer behavior, emphasizing a clear upgrade in tourism consumption trends. Younger travelers, aged 23 to 45, comprised 63.9% of the visitors, increasingly driving the travel market. Family trips and self-driving tours saw significant participation, representing 36.8% and 65.2% of total trips, respectively.
One official emphasized a shift in tourism consumption: “We are witnessing a transition from merely fulfilling basic needs to prioritizing quality experiences. Tourists are focusing on personalized offerings that provide emotional value and a sense of self-reward.” Unique experiences such as rural homestays in Lujiang County, scenic drives along the China Red Ridge in Jinzhai, street events in Fuyang’s Guanzhong Old Street, and performances of “Hui Show” at Huangshan Performing Arts City are designed to cater to the diverse preferences of visitors. Additionally, the space-themed campsite in Yuexi attracted 31,000 tourists who enjoyed activities like “playing in the sky, staying in space, and gazing at the stars.”
Cultural tourism is thriving as well. With a continued interest in cultural heritage, Anhui’s museums and cultural markets have been bustling with visitors. Surveys revealed that over 70% of tourists engaged in cultural activities during the holiday, and nearly 20% of their shopping expenditures were on cultural and creative products.
County tourism has also experienced significant growth, as young travelers seeking relaxation are flocking to rural areas. Destinations like Tacun Village in Yi County, celebrated for its vibrant autumn foliage, and the fragrant pear orchards of Dangan County have become favorites among visitors looking for a quieter getaway. More than 33.25 million tourists visited rural areas in the province, making up over half of the total visitation. Notably, 100 selected “Beautiful Anhui Homestays” welcomed a combined total of 39,000 visitors, reflecting a 5.9% increase.
To enhance the visitor experience, the Anhui tourism system organized over 3,000 events during the National Day holiday, including cultural exhibitions, artistic performances, and unique festivals. The province’s “Welcome Guests” service received high praise.
During this period, the “520” Anhui Cultural Tourism Consumer Season launched over 510 promotional activities, such as the Huainan Jiaoganghu Beef Soup Cultural Festival and the Bengbu Huaiyuan Pomegranate Culture Tourism Festival. Local governments and businesses collaborated to distribute more than 45 million yuan in tourism coupons, while the initiative “Everyone is a Welcoming Pine Tree” mobilized over 16,000 volunteers to assist with tourism information, traffic direction, and general visitor services.
Furthermore, Anhui’s cultural and tourism departments implemented a 24-hour duty system to ensure visitor safety, mobilizing over 11,000 personnel before and during the holiday to conduct thorough safety inspections and streamline travel services. The department actively monitored tourist flow to provide timely alerts and manage emergency situations, reporting no significant safety incidents or complaints throughout the holiday period.