Last Updated on October 17, 2024
National Day is a symbolic event commemorating the founding of the People’s Republic of China. Its impact and significance on the Chinese tourism market can’t be underestimated, primarily because it’s a week-long celebration during which most locals go on vacation.
Read along as we discuss several travel marketing opportunities brands can explore during the October Golden Week in China. We’ll also touch base on how this holiday affects the way Chinese citizens consume online.
What is the National Day Golden Week in China?
There are two golden weeks in China, but the one in October (Huang jin zhou, 黄金周) is the celebration that coincides with the National Day holiday. The other golden week (Chun jie, 春節) is observed during the Spring Festival or Chinese New Year between January and February.
Typically, China’s national day is commemorated during the first week of October. It’s when businesses, schools, and other establishments give students and employees a break for travel activities and festivities. With the surrounding weekends, the holiday often lasts seven days, from October 1st to 7th.
The difference between October Golden Week and Spring Festival Golden Week
Do Chinese people travel during Golden Week?
The Golden Week holidays showed more cautious domestic travel spending trends than the previous year. According to a CNBC report, Chinese people are more keen on spending their travel budget on things they can post on local social media platforms rather than overly extravagant trips.
Reports also show that 10.45 million people entered and left the country during the first six days of this year’s golden week holiday. This impressive statistical data clearly indicates the large-scale travel trends that usually occur during these festivities.
Meanwhile, Japan, Thailand, and the U.K. are among the top foreign destinations locals visited during China’s National Day celebrations.
With seven days of break, it’s no surprise that mobile payment utilization saw a significant increment. Alipay even noted that their 60% usage rate increase mainly came from Chinese tourist transactions in Malaysia, Korea, Thailand, and Singapore.
Perhaps the most interesting travel trend emerging from the National Day holiday period is the significant increase in locals traveling abroad, specifically those from low-tier cities. Since September 2024, travel platforms like Tongcheng and Qunar have been reporting 50% to 300% year-on-year booking increments from these regions.
How Did Chinese Tourists Celebrate Golden Week in 2024?
The National Day Golden Week holidays saw record-high bookings of foreign hotel rooms. This trend indicates that many local tourists spend time outside the typical Chinese Mainland destinations during the seven-day holiday period.
Shopping also remains a cornerstone of spending patterns during the golden weeks. This shift in consumer behavior can be specifically seen in the increased seasonal revenue for duty-free shops, luxury goods, and local specialty stores.
Source: Asia Gaming Brief
Beyond travel retail, Chinese travelers are also keen on exploring new experiences. Cultural exploration, such as visiting a famous attraction, is a significant aspect of their travel consumption patterns.
Travel agencies often cater to this demand with tailor-made packages, providing guided tours in Chinese to accommodate language barriers.
It’s also worth noting that many outbound Chinese visitors came in groups during this year’s National Day holiday. In fact, recent statistics suggest that the rate of family travelers from China increased from 34% to 37% in 2024.
Travel Marketing Opportunities During the Golden Week Holiday in China
● Tap into Local Online Travel Booking Platforms
Travel planning is in full swing in the months leading up to the October Golden Week. Chinese consumers typically start booking their trips as early as July or August, with most travel plans locked in by September.
A smart strategy you can always rely on is tapping into popular Chinese booking platforms such as Ctrip (Trip.com), Fliggy, Agoda, and Mafengwo. Chinese travelers heavily use these apps for both domestic and international bookings.
These platforms typically run massive advertising campaigns weeks before big holidays like Golden Week or the Mid-Autumn Festival.
Brands can use this opportunity to offer early bird promotions, bundled travel packages, or loyalty program perks. This can give marketers an edge over other competitors, especially when consumers are still in the middle of making decisions.
By collaborating with these OTAs, businesses can ride along with the local credibility and visibility of these platforms. Not only are these apps used by hundreds of millions of Chinese tourists, but they also have significant reach on social channels like WeChat through Mini-Programs.
Ctrip, Airbnb, and Qunar Mini-Programs on WeChat
These dedicated WeChat mini-programs are integrated with local e-wallet functions, allowing people to book more seamlessly without switching to another application. It shortens the consumer journey, making conversions faster and more convenient.
You can also utilize user reviews and ratings within these platforms. Chinese travelers trust peer feedback. So, highlighting your online reviews and encouraging satisfied customers to share their experiences on these apps can be instrumental to driving more bookings during important local holidays.
● Localization of Digital Content and Consumer Experience
Localization is all about creating a culturally relevant and engaging experience that resonates with Chinese travelers. For Golden Week in China, this means understanding their preferences, values, and travel habits and reflecting that in your marketing efforts.
All digital touchpoints, from your website to social media posts, should be fully localized in Simplified Chinese. Your localization strategy should include not just the language itself but also design, tone, and visuals.
Beyond language, localized content should emphasize elements that resonate with Chinese consumers, such as safety, privacy, and personalized recommendations. This is especially important in the post-pandemic travel era.
● Collaboration with Popular Travel Influencers
Chinese consumers rely heavily on online recommendations from influencers to discover new travel destinations and products. With many consumers skeptical of overtly commercial advertising, collaborating with travel KOLs and KOCs can help your brand gain credibility.
The public sees these online personalities as travel experts and fellow consumers, making it easier for your target audience to relate to them. They also have access to different content types that appeal to many modern travelers, from interactive live streams to elaborate travel video guides and articles.
Types of Travel KOL Content on WeChat
Always remember that Chinese consumers are discerning, and they value authenticity. If an influencer doesn’t align with your brand or doesn’t genuinely enjoy the experience, audiences can see through it, and the campaign might backfire.
Select influencers with a solid engagement rate in the travel sector and a loyal following of users who align with your target market.
Travel KOLs on Little Red Book
Pro Tip: Micro-influencers with smaller but highly engaged followings often offer better ROI than mega KOLs. They have a highly targeted audience reach that tends to trust their recommendations more, and their rates are more affordable for smaller marketing budgets.
● Utilization of Short-Form Video Content
With the right strategy and approach, even small-scale video content can go viral on local social media platforms. Why? Because, in China, short-form videos are king.
It’s also why platforms like Douyin, WeChat Channels, and Kuaishou have become dominant apps for entertainment, discovery, and inspiration, particularly in the travel industry.
During National Day Golden Week, Chinese tourists actively search for destination ideas, tips on what to do, and insider travel hacks—all in short, snappy video formats.
Short-form video content offers a powerful way to capture attention. Consider creating bite-sized videos highlighting key attractions, unique travel experiences, or quick guides for visiting specific destinations.
Popular Golden Week Hashtag Trends on Xiaohongshu
Don’t underestimate the power of trends. Chinese short-form video platforms are fast-paced, and trends change quickly. Travel marketers should stay on top of trending hashtags and themes leading up to and during Golden Week to ensure their content is relevant.
Keywords like #国庆购物 (National Day Shopping) and #国庆旅游 (Golden Week Travel are prevalent before and during this holiday. Many influencers and content creators use these hashtags to recommend destinations and activities to consumers who intend to travel on National Day.
Your Trusted Digital Marketing Partner in the Chinese Market
National Day Golden Week is the second most crucial marketing period for travel brands after the Chinese New Year. It’s a chance to capture engagements and conversions, especially with local consumerism at its peak.
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At Sekkei Digital Group, we design data-driven marketing strategies. Our team has in-depth knowledge and expertise to help your brand maximize the visibility and engagements often brought by important local holidays.
Whether you aim to work with travel KOLs or launch advertisements on OTA platforms, we have all the digital solutions you need. Send us a message, and let’s start talking about your next digital marketing move in China.
