The 2024 China Golden Week holiday, which began on October 1, has witnessed a sharp rise in outbound travel by Chinese tourists. During this week-long national holiday, millions of people travel both within and outside the country, taking advantage of the break to relax, shop, and explore new places. This year, the travel industry has seen a notable increase in the number of people flying to international destinations, showing signs of strong recovery after the pandemic.
At the same time, Macau’s gambling sector is also seeing a solid rebound. The small region, known for its casinos, has been benefiting from changes in tourist behavior. A significant number of Chinese travelers are now choosing Macau as their destination, giving the local gambling and tourism industry a strong boost.
Strong Recovery of Outbound Travel
Golden Week is traditionally one of the busiest travel periods in China. However, since the COVID-19 pandemic, travel restrictions and health concerns had caused a major drop in travel activities. Many people stayed within China, choosing local destinations rather than going abroad. But in 2024, the situation has changed.
According to the Ministry of Culture and Tourism of China, this year’s Golden Week has seen more than 8 million outbound trips, a 150% increase compared to last year. Countries like Thailand, Japan, South Korea, and Singapore are among the top international destinations for Chinese tourists.
Travel agencies and airlines have confirmed this surge. Flights to neighboring Asian countries have been fully booked weeks in advance, and many travelers have struggled to find available seats. The reopening of borders and the removal of most COVID-19 travel restrictions have contributed to the spike in overseas travel. Travelers are also motivated by a sense of freedom after being unable to explore international destinations for years.
Chinese travelers are spending more money than before as well. Reports suggest that average spending per trip is up by 20% compared to previous years. Shopping, dining, and cultural experiences are the most popular activities for these outbound tourists.
Changing Tourist Behavior
The type of travel behavior seen this year is also different. Before the pandemic, many Chinese tourists would join large tour groups for a structured itinerary. However, post-pandemic, individual or small-group travel is becoming more popular. People are looking for more personalized travel experiences. They are more interested in leisure travel that allows them to explore at their own pace, rather than rushing through multiple tourist attractions.
Another key trend is that travelers are more focused on health and wellness. Many prefer to visit destinations that offer clean air, beautiful scenery, and opportunities for relaxation. This shift in priorities is also influencing where Chinese tourists choose to go during Golden Week. Natural attractions, beach resorts, and cities with a strong cultural focus are all gaining popularity.
This change in behavior is also linked to new social trends, where younger travelers seek more experiences than material goods. Many people in their 20s and 30s are booking trips to places that offer unique, once-in-a-lifetime experiences. For instance, hiking in the mountains, exploring ancient ruins, or staying at eco-friendly resorts are now seen as more appealing than shopping sprees.
Macau’s Gambling Sector Rebounds
Meanwhile, Macau, the “Las Vegas of Asia,” is experiencing its own economic revival during Golden Week. The city’s casinos, which are a major draw for Chinese tourists, are bustling again. The gambling industry in Macau suffered greatly during the pandemic, with fewer visitors and revenue losses. However, this year’s Golden Week has changed the game.
According to government data, Macau received over 1.5 million visitors in the first five days of Golden Week, a 50% increase from last year. Nearly 70% of these visitors are from mainland China, coming to the city to enjoy gambling, luxury shopping, and entertainment. The influx of tourists is not just benefiting the casinos but also hotels, restaurants, and other businesses.
One of the reasons for this rebound is the growing interest in entertainment experiences, not just gambling. Many visitors now come to Macau for its world-class shows, Michelin-starred restaurants, and luxury shopping experiences. Families and young travelers are looking for more than just a gaming table, pushing Macau to diversify its offerings.
Macau’s tourism officials say that the increase in visitors is a positive sign that the city’s economy is recovering well. The city has implemented new marketing campaigns targeting middle-class Chinese tourists. These campaigns emphasize Macau’s attractions beyond the casinos, such as its rich cultural heritage, Portuguese architecture, and festivals. This approach has been successful in attracting a wider range of visitors, including families and non-gamblers.
Government Initiatives Boosting Travel
The Chinese government has also played a role in encouraging travel during Golden Week 2024. Policies aimed at boosting domestic consumption and tourism have helped make this year’s holiday season particularly active. The government lifted quarantine restrictions earlier in the year, and there has been a strong focus on promoting both domestic and international travel.
In addition, financial incentives such as discounts on travel packages, flights, and accommodation have attracted many travelers. Airlines, hotels, and travel companies have all benefited from this government support, offering special deals during Golden Week to draw in customers.
The government’s policies are not only helping the tourism sector but also driving economic growth. Golden Week is traditionally a major contributor to the country’s economy, as millions of people spend on travel, dining, and shopping. With outbound travel and Macau’s gambling industry seeing a boost, the ripple effects are being felt across various industries.
Looking Ahead
The Golden Week surge in outbound travel and Macau’s gambling recovery suggest that the Chinese tourism industry is on the path to a strong recovery. However, the post-pandemic travel landscape is still changing. Tourists now have different expectations, and businesses must adapt to meet these new needs.
As Chinese tourists continue to seek more personalized, wellness-focused, and experience-driven travel, both domestic and international destinations will need to evolve. With the success of Golden Week 2024, travel experts are optimistic about the future. However, maintaining this momentum will require ongoing efforts to understand and cater to the evolving preferences of modern travelers.
For now, the rapid surge in outbound travel and the comeback of Macau’s casinos mark a promising sign for the global tourism sector. The 2024 Golden Week has provided a much-needed boost, not only for China but also for popular tourist destinations around the world.
