As the Mid-Autumn Festival concluded, many curious minds wondered where the holiday crowd flocked to for relaxation and celebration. Thanks to big data analytics, we now have a clearer picture of the most popular destinations during this traditional Chinese festival.
Returning Home for Reunions
The eternal theme of the Mid-Autumn Festival is family reunions. According to data from China Mobile’s Wutong Big Data, the average return distance during the festival was 253 kilometers. Short-distance returnees, those traveling within 200 kilometers, accounted for 63% of the total, while those traveling between 200-500 kilometers made up 27%. Long-distance travelers, those over 500 kilometers, constituted 10% of the total. This indicates that short-distance returnees were the main force of the holiday travel.
Popular Tourist Destinations
For those who chose to spend the holiday exploring new places, big data revealed that Beijing, Guangzhou, Shenzhen, Chengdu, and Xi’an were the most sought-after destinations. These cities are known for their rich cultural heritage, historical sites, and vibrant urban life, making them perfect choices for a holiday break.
Rising Popularity of Niche Destinations
This year, several niche destinations also gained significant popularity. Jincheng, Jingdezhen, Daxing’anling, Qinhuangdao, and Aba Tibetan and Qiang Autonomous Prefecture were the top five destinations in terms of visitor growth. These locations offer unique cultural experiences and natural landscapes that attract adventure-seekers and cultural enthusiasts.
Midnight Lantern Tours
One of the traditional activities during the Mid-Autumn Festival is appreciating the moon and enjoying lantern displays. This year, Chinese-style night tours themed around lanterns became a highlight of cultural and tourism consumption. Popular spots for these tours included Beijing Garden Expo Park, Guangzhou Cultural Park, Hefei Luogang Park, Chongqing Yongchuan Songji Ancient Town, and Wuxi Meiyuan Hengshan Scenic Area.
Increase in International Tourism
With China’s visa waiver program expanding, the number of international tourists during the Mid-Autumn Festival saw a significant increase of 22% compared to the same period last year. Southeast Asia, Europe, and Africa were the regions with the highest growth in tourist numbers. From the perspective of inbound tourism, Shanxi Province, Jiangxi Province, Inner Mongolia Autonomous Region, Guizhou Province, and Hunan Province saw the most significant increases, with tourist numbers doubling year-on-year.
Conclusion
The Mid-Autumn Festival is a time for family, tradition, and celebration. Whether it’s returning home for reunions or exploring new destinations, the festival offers a diverse range of experiences. This year’s big data insights highlight the popularity of both traditional and niche destinations, showcasing the evolving preferences of Chinese travelers. As the festival continues to grow in popularity, it will be interesting to see how travel trends develop in the coming years.
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