During Golden Week 2024, the most visited domestic destinations included major cities such as Beijing, Shanghai, Guangzhou and Xi'an. These destinations offer a mix of history, modernity and culture that attract both local and international tourists. Landmarks such as the Forbidden City, the Bund and the Terracotta Army saw a significant increase in visitor numbers, reinforcing the appeal of China's historical and cultural sites.
However, it was not only the major cities that benefited from tourism during Golden Week. There was also a notable growth in travel to rural destinations and natural areas, reflecting a growing interest on the part of Chinese tourists in enjoying nature and quieter experiences. National parks, mountains and nature reserves, such as Yellow Mountain and West Lake, saw a considerable increase in the number of visitors seeking a respite from the urban bustle and a closer connection with nature.
Golden Week 2024 also saw a remarkable recovery in international tourism. Although overseas travel has not yet reached pre-pandemic levels, an increase in the number of Chinese tourists opting for international destinations was reported. Southeast Asian countries such as Thailand, Vietnam and Cambodia were among the favourite destinations, attracted by their proximity and the promotions offered by airlines and travel agencies. In addition, more distant destinations such as Japan, South Korea and Europe also saw an increase in Chinese tourist arrivals.
This increase in international travel reflects not only the Chinese desire to explore the world after years of restrictions, but also the growing purchasing power of the population. Travel agencies reported an increase in bookings of luxury package tours, suggesting a shift in the preferences of Chinese travellers, who are looking for more exclusive and personalised experiences.
Another highlight of Golden Week 2024 was the role of technology in the planning and enjoyment of travel. Online booking platforms, mapping apps and digital tour guides played a crucial role in facilitating travel and enhancing the traveller experience. Mobile payment systems, which are already widely used in China, enabled tourists to make seamless transactions both locally and abroad.
In addition, the use of advanced technologies, such as artificial intelligence and big data, helped authorities and tourism companies to manage the flow of tourists and avoid overcrowding in certain destinations. These tools made it possible to predict travel patterns and optimise services, thus improving the tourist experience and minimising the impact on popular destinations.
Despite the success of Golden Week 2024, tourism in China still faces some challenges. Sustainable management of tourist destinations is one of the most pressing issues, as the massive increase in tourists can put considerable pressure on natural resources and local infrastructure. Chinese authorities are working to implement policies that promote responsible and sustainable tourism, with the aim of preserving destinations for future generations.
In addition, fluctuating international relations and political barriers also pose a challenge for outbound tourism. The full recovery of international tourism depends to a large extent on global stability and the removal of travel restrictions in certain countries.
Golden Week 2024 not only set a record in terms of travel and spending, but also reflected the resilience of Chinese tourism and its ability to adapt to change. With the growing popularity of domestic tourism and the gradual recovery of international travel, the future of tourism in China looks promising. Technological innovations, coupled with a focus on sustainability, will be key to ensuring that this growth is long-lasting and beneficial for both travellers and tourism destinations.
