This year’s May Day holiday in China is witnessing an unprecedented surge in travel enthusiasm compared to 2024. With a notable 29% increase in domestic travel search volume, the nation’s travelers are eager to take advantage of the holiday. Interest in travel peaked once again on the holiday’s first day, signaling that the demand for both domestic and international trips remains high.
Following a dip in popularity last year, tropical island destinations such as Sanya and Haikou have regained their appeal. The resurgence is particularly noticeable in Haikou, which has seen an astonishing 86% rise in travel searches, while Sanya follows closely with a 48% increase. This renewed interest is a clear indication that China’s tropical islands are once again the preferred choice for holiday-goers seeking sun, sea, and relaxation.
Alongside these island destinations, traditional tourist hotspots like Kunming, Guiyang, and Lijiang continue to be major draws, each experiencing a robust growth of over 50%. These locations, celebrated for their scenic beauty, historical landmarks, and unique cultural experiences, remain favorites among travelers. However, it is the lesser-known destinations like Urumqi and Taiyuan that have truly surged in popularity this year. These two cities, renowned for their rich natural and cultural heritage, have seen an impressive rise of more than 65% in search interest, fueled by growing trends in natural tourism and entertainment offerings.
In terms of air travel, the most searched domestic routes are dominated by major cities. Routes like Shanghai-Haikou, Shanghai-Urumqi, Shanghai-Guiyang, and Shenzhen-Kunming have all experienced demand far surpassing the available seat capacity. The surge in search interest indicates a possible shortfall in flight availability, with last year’s occupancy rates exceeding 85% on these routes. It may be wise for airlines to consider increasing their flight frequency on these popular routes to accommodate the growing number of travelers.
Despite the strong demand for travel, airfare prices have notably decreased during this year’s May Day holiday. This marks a sharp contrast to last year’s high prices, with the most significant price increases once again being concentrated on the final day of the holiday—the peak return period. For domestic flights, Shanghai-Shenzhen is the only major route that has seen a price increase. In contrast, other key routes have seen a drop in fares, most notably the Guangzhou-Beijing route, where one-way fares have fallen by more than 30%. This price reduction has proven to be advantageous for price-sensitive travelers, particularly college students, who have shown the sharpest increase in travel numbers this year. The lower airfare prices have likely played a crucial role in encouraging this demographic to travel during the holiday.
International travel also experienced growth, albeit at a slower pace, with search volume rising by 3% compared to last year. The performance of international travel varies significantly by region. Japan, South Korea, and Europe have all seen robust growth, with searches in these destinations growing by over 20%. However, regions like Southeast Asia, Hong Kong/Macau/Taiwan, and North America have experienced declines in search volume. This suggests a shift in traveler preferences, with more people choosing destinations that are further afield or less affected by pandemic-related travel restrictions.
The Shanghai-Bangkok and Nanjing-Osaka routes, which were expected to see significant growth, have had lower search increases than anticipated, with seat occupancy rates in these routes remaining below 75% last year. This indicates that, despite the rise in search interest, the increase in flight capacity may have been disproportionate, suggesting potential for a reduction in flights to these regions.
Ticket prices for international travel have varied considerably by destination. While fares to destinations in Europe, Oceania, Africa, and Latin America have increased, fares to other regions, particularly Southeast Asia, have seen a decline. The fluctuation in international airfare is partly due to the differing demand levels across various regions, with some areas becoming more competitive in pricing to attract travelers, while others face rising costs due to higher demand or limited capacity.
The outbound travel landscape is also undergoing a notable shift. Among outbound travelers, solo travel is the fastest-growing trend, primarily driven by individuals between the ages of 25 and 44. This demographic is increasingly seeking independent travel experiences, motivated by both the freedom of solo exploration and the affordability that lower ticket prices provide. The growing trend of solo travel reflects a broader cultural shift toward more personalized and flexible holiday experiences, where travelers are eager to explore at their own pace, without the constraints of group itineraries.
This year’s May Day holiday travel patterns indicate a shift toward more diverse and experiential travel preferences. As domestic destinations like Haikou, Kunming, and Urumqi see growth, tropical islands and lesser-known cultural hubs are becoming more popular. International travel, while still growing, is showing more selectivity, with increasing interest in certain regions, particularly those in East Asia and Europe. Meanwhile, the rise in solo travel is reshaping how Chinese travelers are engaging with their destinations, prioritizing flexibility and unique experiences over traditional group tours.
As we move toward the summer months, the May Day holiday serves as a clear indicator of the trends that will likely dominate the travel industry in China for the remainder of the year. With the increased demand for both domestic and international travel, airlines and tourism providers will need to adapt to the evolving preferences of their customers, ensuring that they can meet the growing demand for flights, while also catering to the price-conscious traveler and those seeking more personalized travel experiences.
The 2025 May Day holiday has showcased the growing enthusiasm for travel within China, with both tropical and traditional destinations seeing significant increases in search volume. As travel patterns continue to evolve, both domestic and international tourism industries will need to adjust their strategies to accommodate the surge in demand and to capitalize on the growing trends in solo travel and cultural exploration.
