China's May Day Holiday: Rising Trips and Evolving Spending Patterns

China witnessed a surge in tourist activity during the May Day holiday, with official data revealing a modest boost in travel compared to last year. Despite a 3.6% rise in domestic trips, consumer spending per trip saw a slight decline amid ongoing economic challenges.

The Ministry of Culture and Tourism reported 325 million trips over the May 1-5 holiday, with total expenditure reaching 185.49 billion yuan, marking a 2.9% increase from the previous year. However, spending per trip dropped to 571 yuan from 574.1 in 2025, according to Reuters calculations.

Interest-led travel became a significant factor, as highlighted by Fliggy and Xiaohongshu, with a rise in experiential product demand surpassing general platform growth. Meanwhile, the holiday film market showed lukewarm growth, with box office revenue and ticket prices experiencing marginal changes.

(With inputs from agencies.)