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| Visitors view a Peking Opera-themed floral display at the Beijing National Botanical Garden on May 2, 2026. |
BEIJING: New consumption patterns are transforming tourism across China during the May Day holiday, with experience-driven travel significantly boosting demand and local economies.
Recent data show a sharp rise in interest for events such as concerts, music festivals and sports competitions, as travelers increasingly choose destinations based on specific experiences rather than traditional sightseeing.
According to industry data, searches for music festivals have surged, while activities like cultural photography and adventure experiences have also seen strong growth. In Beijing alone, more than 1,400 performances were held during the holiday period, contributing to increased tourism activity.
Sports events are also playing a key role, with local football leagues drawing large crowds and driving bookings in host cities. Regions hosting matches have reported noticeable increases in tourism-related spending.
Travel demand continues to expand, with authorities projecting a record number of cross-regional trips during the holiday. Domestic travel and spending have shown steady year-on-year growth, reflecting a broader shift in consumer behavior.
Officials say the trend highlights a move toward experience-based tourism, which is contributing to economic activity and supporting regional development.