China’s extended holiday is generating a major travel surge, but consumer spending remains cautious, according to recent industry and government data.
Travellers are taking longer trips and booking more international destinations, yet average spending per trip has remained under pressure. Reuters reported that average tourism spending was 911.04 yuan per trip during the previous year’s comparable holiday period, a three-year low.
A mixed picture for consumption
The pattern suggests that Chinese households continue to value travel and leisure while controlling discretionary budgets. Longer trips, mid-range hotels and value-focused packages are gaining attention as consumers balance experiences with affordability.
For China’s economy, the holiday provides an important test of whether higher travel volumes can translate into stronger overall consumer spending.
Source: Reuters and Chinese tourism data. Published September 30, 2026.
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