As China approaches its Golden Week, which runs from October 1 to 7, digital platforms and pop culture are significantly transforming travel trends within the country.
Recent reports from travel agencies Mafengwo, Dragon Trail, and Fliggy provide insight into the changing landscape of Chinese tourism. These studies highlight how cultural influences and an increased enthusiasm for global exploration are shaping the destinations and experiences sought by Chinese travelers.
The data reveals a vibrant tourism market where domestic locations are evolving under the influence of media trends, while outbound travel is rebounding robustly after a period of pandemic-related decline.
The Impact of Media on Domestic Travel
Data from Mafengwo indicates that television dramas, video games, and variety shows are increasingly influencing travel preferences, especially among younger demographics. This year, destinations such as Xinjiang and Shanxi have experienced a notable rise in popularity, largely due to their representation in mainstream media.
For example, the Northern Xinjiang Ring Route, featured in the TV series My Altay, has emerged as one of the most sought-after travel experiences this fall. Similarly, the ancient architecture of Shanxi, showcased in the popular game Black Myth: Wukong, is attracting young travelers eager to explore these culturally significant sites.
Mafengwo reports a remarkable 116% increase in searches for “fall travel” over the past month, with natural scenic locations becoming the favored choice for seasonal excursions. This trend underscores a growing inclination among Chinese tourists to seek experiences that resonate with the cultural narratives they encounter in various media.
Additionally, newly released data from Fliggy, Alibaba’s online travel platform, reinforces this trend by highlighting a spike in interest for emerging destinations such as Wulong in Chongqing, Nujiang in Yunnan, and Shuozhou in Shanxi. Renowned for their breathtaking landscapes and affordability, these locations are gaining traction among culturally inspired domestic travelers.
Related Topics：
Where to See Tulips in Chicago
