Golden Week 2026 is shaping up to be a record-breaking period for Chinese outbound travel, with Trip.com Group reporting a significant rise in early departures and extended trips. By taking just three days off, workers can enjoy a 13-day holiday, combining Golden Week and Mid-Autumn Festival breaks. Outbound travel is expected to peak from 25 September, with trips averaging over nine days.
Early departures and long-haul growth
With the Mid-Autumn Festival preceding Golden Week, many travellers are opting to depart earlier to avoid the rush. Over half of outbound flight bookings are for departures before the official holiday start on 1 October, with peaks on 25 and 30 September. Long-haul travel is on the rise, with bookings for European cities like London and Paris seeing a 123% year-on-year increase.
The trend of multi-destination trips is also gaining traction, with an 84% rise in bookings. Popular routes include Singapore and Bali, and Amsterdam and Milan. Nature and cultural destinations are in high demand, with searches for scenic getaways up by 53%. Domestically, Qingdao, Lhasa, and Kashgar are popular, whilst Jeju and Bali lead international bookings.
Millennials and Gen Z driving demand
Millennials and Gen Z are driving this trend, with New Zealand emerging as a favourite among Gen Z travellers. Inbound tourism is also growing, with lesser-known Chinese cities like Yanji and Dunhuang seeing increased interest. The Mutianyu Great Wall remains a top attraction for international visitors.
Seoul ranks as the top destination, with a 91% increase in flight bookings. The overlap of Golden Week and South Korea's Chuseok holiday is boosting regional travel, with significant growth in bookings to Fukuoka and Shanghai. These patterns highlight robust travel growth across Asia, fuelled by extended holidays.
For travel professionals, this surge presents both opportunities and challenges. Airlines are adding capacity on key routes, while hotels and tour operators are tailoring packages to cater to the extended holiday period. For instance, ICONSIAM's cultural and luxury push is a prime example of how destinations are capitalising on the influx.
Hospitality groups are also responding. JW Marriott Phu Quoc's 15-day culinary festival is designed to attract Chinese travellers seeking unique experiences. Similarly, Kuda Villingili Maldives has rolled out a Golden Week programme to cater to this demographic.
On the aviation front, carriers are expanding networks to meet demand. Malaysia Aviation Group's new Busan and Kunming routes are a strategic move to capture regional traffic. Meanwhile, Air Astana's record summer with expanded China routes underscores the importance of the Chinese market.
However, not all news is positive. The Maldives tax overhaul has sparked backlash among luxury operators, potentially affecting Golden Week bookings. Similarly, the UK visitor levy plan raises competitiveness concerns for the travel industry.
As Golden Week approaches, travel professionals should monitor these trends closely. The extended holiday period offers a unique window to capture high-value travellers, but it also requires careful planning to manage capacity and deliver seamless experiences. With the right strategies, the industry can turn this surge into sustained growth.
