Ministry of Culture and Tourism: The number of domestic travelers during the 2026 National Day holiday increased 6.3% year-on-year

The Zhitong Finance App learned that on October 9, the Ministry of Culture and Tourism reported that during the 2026 National Day holiday, the national culture and tourism market is stable and orderly. According to estimates from the Ministry of Culture and Tourism's data center, during the 7-day National Day holiday, there were 826 million domestic trips across the country, and the total domestic travel expenses were 738,375 billion yuan, up 6.3% and 4.3%, respectively, on a comparable scale (daily average) compared to 2025.

The product supply is rich and diverse. Red tours are popular. 40% of visitors visit revolutionary venues, watch flag raising ceremonies, and patriotic shows. The popularity of rural tourism is rising, and autumn viewing, intangible heritage experiences, farming and picking, country night tours, bonfire markets, and rice field concerts are very popular. The performance market is hot, and 180 large-scale performances have been held nationwide, including 125 concerts and 55 music festivals.

Measures to benefit the people stimulate vitality. During the National Day Culture and Tourism Consumption Month, various regions held various cultural tourism activities to attract tourists, distributed more than 310 million yuan in consumer subsidies, and continued to release consumption momentum. The nighttime cultural tourism economy is booming, and various regions are concentrating on launching activities such as nighttime entertainment, night tours to Guofeng Ancient Town, and light and film shows to create a full-time global consumption scene. The national nighttime cultural and tourism consumption agglomeration area had a cumulative total of 107 million nighttime visitors, an increase of 5.6% over the previous year. The inbound tourism market is active. The country received a total of 2.983 million inbound visitors, up 19.0% and 6.5% from 2024 and 2025, respectively, according to comparable standards (daily average).

Integration and empowerment enhance the experience. Culture, commerce, and tourism are deeply integrated, and “travel with the tournament” continues to heat up, and mass events such as the “Su Chao”, “Northeast Super League”, and “Village BA” are strongly driving economic growth in the passenger transportation, catering, and lodging industries. Strengthen technological empowerment, enrich the tour experience with digital exhibitions, VR/AR experiences, AI escorts, etc., and smart management such as big data monitoring and AI scheduling to ensure a safe and orderly market.

This article was selected from the “Voice of Cultural Tourism” official account; Zhitong Finance Editor: Liu Jiayin.