Golden Week in China has always been synonymous with travel chaos, packed tourist spots, and high consumer spending. But Golden Week 2024? This year, it’s on another level. As Chinese borders flung open, pent-up demand for travel and shopping exploded across the globe, leaving a digital trace of financial booms and bustling tourist attractions. Let’s dive into what made Golden Week 2024 extraordinary.
The Alipay Boom: Tapping Into Overseas Markets
One of the most defining features of this year’s Golden Week was the Alipay surge. In just the first four days, Alipay saw a 60% increase in overseas travel transactions compared to 2023, with tourists flocking to countries like Thailand, South Korea, Malaysia, and Singapore. These destinations aren’t just attracting Chinese tourists for their beaches and food but because of visa-free travel agreements. The ability to seamlessly use Alipay in foreign markets has cemented this platform as a travel companion for millions.
What’s more, the newly launched Tap! payment system made spending more convenient for both inbound and outbound tourists, with a staggering 130% increase in tap-and-pay usage.`
Domestic Spending: No Place Like Home
While outbound tourism flourished, domestic tourism didn’t miss a beat. China’s scenic spots and cultural attractions were alive with energy as more Chinese tourists opted to stay within the country. The government’s visa-free policy for inbound tourists also sparked a 120% rise in international tourist spending in cities like Beijing and Shanghai. Talk about a win-win!
This year also saw a twist in travel patterns: while previous Golden Weeks had travellers rushing to get out of China as quickly as possible, this year, travel peaks were more distributed. Flights were consistently packed throughout the week, with a 32% rise in outbound travel bookings compared to 2023.
Visa-Free Magic and Cultural Immersion
Visa-free travel and special discounts lured in international tourists to places like Shanghai, which crafted a series of immersive tours for foreigners. Visitors soaked in culture through the Shanghai World Expo Museum and walked the “old town” streets of Alley 1192. These efforts not only enriched the travel experience but also bolstered local economies.
A Look Ahead: The Future of Golden Week Travel
With such high momentum in both inbound and outbound tourism, Golden Week 2024 marks the start of China’s travel resurgence post-pandemic. Whether it’s wandering through European cities, hitting the beaches of Southeast Asia, or exploring China’s hidden gems, this year has set new benchmarks for travel enthusiasm. What can we expect next? More visa exemptions? Further Alipay innovations? Whatever happens, Golden Week 2025 will have a lot to live up to.
If your brand is looking to tap into the excitement and reach Chinese consumers during these peak travel periods, it’s crucial to have a strong digital presence. Explore how Digital Crew’s Chinese marketing services can help your brand stand out and engage this powerful market.
