“I’ve long heard about the breathtaking autumn scenery in Altay, but I was truly awestruck when I finally saw it for myself. The birch forests are stunning; I found my body and mind completely relaxed while exploring there,” said Mr. Chen, who has grown accustomed to the year-round spring in Guangdong, but experienced a completely different kind of autumn beauty in Altay.

During the recent National Day holiday rush, Altay’s autumn landscapes have become a sought-after destination for many travelers. Local tour guide Xiao Li shared, “I’ve already led five tour groups; as soon as one ends, I rush to the next.” He described this busy period as a mix of exhaustion and happiness, reflecting the vibrant activity in Xinjiang’s tourism market.

According to the Xinjiang Uygur Autonomous Region’s Department of Culture and Tourism, from October 1 to 7, the region welcomed approximately 15.43 million visitors, marking a 19.77% year-on-year increase. The tourism revenue reached 20.72 billion yuan, a 16.38% growth and a record high.

Experts note that compared to other holiday periods like Labor Day and Dragon Boat Festival, National Day has demonstrated stronger consumer momentum, significantly boosting travel expenditure. The tourism market is exhibiting new trends, shifting from the once-popular “expedition-style travel” to a more relaxed and healing form of travel known as “slow tourism.” This shift is fostering new consumer habits such as car rentals, last-minute bookings, and off-peak travel.

The optimistic growth across various tourism metrics indicates a steady recovery in consumer confidence, deeply reflecting the resilience and potential of China’s economy.

This year, red tourism has risen in popularity during the National Day celebrations. For instance, the Beijing Municipal Bureau of Culture and Tourism reported on October 7 that the city received over 21.6 million visitors during the holiday, a year-on-year increase of 18.35%, with total tourism revenue reaching 26.88 billion yuan, up 11.67%. Both visitor numbers and revenue set historical records.

Data reveals that during this holiday, the top ten attractions in Beijing based on visitor numbers were Wangfujing, Qianmen Street, Temple of Heaven Park, Summer Palace, Nanluoguxiang, Yuanmingyuan, Olympic Park, Blue Harbor, Olympic Forest Park, and Shougang Park.

Several platforms have also released tourism data for the holiday. Ctrip reported that daily order volumes for classic red tourism sites surged by 70% compared to the previous year. Among the hottest red tourism destinations were Yuanmingyuan, the National Museum of China, Yuhuatai, the Broken Bridge at Yalu River, and Zhongshan Mausoleum.

In October’s golden autumn, nature unveils a vibrant tapestry. Tourists are making the most of this opportunity by exploring new activities like “cultural heritage tourism” and “county travel,” with daily orders for county tourism increasing by 40% year-on-year.

Experts from Ctrip Research Institute observe that a variety of local cultural and festive events have enriched traveler experiences. Notably, nearly 20% of orders during the National Day holiday came from post-00s (excluding those born in 2005), surpassing both post-85 and post-90 generations, becoming the main spending demographic. Their travel philosophy has evolved from “a trip to make myself happy” to “a trip that makes me happy,” unleashing their spending power and transforming the tourism industry.

“The integration of ‘intangible cultural heritage and tourism’ has given rise to new trends in travel this October,” stated a representative from T3. Many lesser-known cities are closely combining their local intangible heritage with arts performances and cultural events, allowing them to stand out during this holiday.

This observation is backed by T3’s big data, revealing that during the holiday, taxi booking volumes in Baoding’s Lianchi Academy, Dongying Folk Culture Village, and Shanhaiguan Ancient City rose significantly, with increases of 246.5%, 215.7%, and 191.6% respectively. Traditional performances, such as Baoding drum shows, Dongying’s yangge dance, and lion dances at Shanhaiguan, added to the vibrancy of these locations.

Notably, inbound tourism is also showing remarkable growth, demonstrating the impact of visa exemption policies and an expanded “circle of friends.” During the National Day holiday, Ctrip reported nearly an 80% increase in daily participation in inbound tourism. Over half of foreign travelers stayed longer than seven days in China, and since the beginning of the year, one in four inbound visitors has previously visited China. Travelers from Italy, Malaysia, Russia, and the United States have seen their daily order volumes triple.

Industry insiders believe that the deep integration of culture and tourism is driven by evolving consumer demands. As the market develops, people are seeking more diverse and personalized experiences, shifting from merely sightseeing to immersing themselves in culture and history. There is hope that concerted efforts and innovation will further empower this integration, better meeting the growing and diverse demands of consumers.