Wire flash
Mid-Autumn Holiday Sees Record Traveler Numbers as Students and Families Lead Surge
Editorial responsibility
- No named human review is recorded for this page.
- Source reporting is collected, normalized, translated or condensed automatically when needed.
- Automatically published source-backed update
The first day of China's extended Mid-Autumn Festival holiday on September 25 saw a surge in travel, described as potentially the 'hottest' Mid-Autumn on record. A 'take 3 off, get 13 off' leave-stacking trend pushed many long-haul National Day holiday travelers to depart early, combining with returning home and short-distance leisure trips. Student travelers were a major group, with over 50 universities granting 13 consecutive days off; Qunar data showed ticket bookings for students aged 13-22 more than doubled year-on-year. Family groups also drove demand, with multi-bedroom homestay bookings accounting for about 40% of the total, according to Tujia. The top 10 cities for hotel check-ins were Beijing, Nanjing, Shanghai, Hangzhou, Chongqing, Qingdao, Chengdu, Xi'an, Guangzhou, and Jinan. Shanghai received 2.77 million visitors with a hotel occupancy rate of 52.46%. Tongcheng Research noted that travel was 'localized and quality-oriented,' with consumers preferring to celebrate well in nearby destinations, and that culturally rich, immersive attractions performed best.
Source report
Early Departures Drive Peak Travel Volume
On the morning of September 25, Mr. Zhang and his family arrived at the airport to find long queues even at the VIP check-in counters—a scene that may mark the busiest Mid-Autumn Festival travel period on record.
The Zhang family's experience reflects a broader trend during this extended holiday. Driven by the "take 3 days off for 13 days of vacation" strategy, a large number of long-haul travelers originally scheduled for National Day departure moved their trips forward to September 25. This wave converged with返乡 (homecoming) travelers and those taking short周边 (surrounding area) micro-vacations, creating congestion on the roads.
Flexible Travel Patterns and Student Dominance
The extended holiday and opportunities for off-peak "bargain hunting" have made travelers more spontaneous in their plans.
Student Travelers:
- Students emerged as one of the main traveler groups during this extended holiday
- Over 50 universities announced a 13-day combined Mid-Autumn and National Day break
- According to Qunar Travel data, on the first day of Mid-Autumn Festival, ticket bookings for students aged 13–18 and 19–22 led all age groups, with year-on-year growth exceeding 200%
- Tujia reported that "post-95s" and "post-00s" were the main adopters of the "take 3 off 13" strategy, accounting for over 45% of homestay bookings during the Mid-Autumn and National Day holidays
Family Travelers:
- Family groups also formed a significant travel segment
- Ms. Chen Qing from Beijing decided to travel with friends and their extended families, renting a homestay in the Beijing suburbs for the festival
- Their chosen homestay was located in a valley near Fangshan's Pofengling area, where the host organized a "Moon-filled Valley" themed event
- Tujia noted that multi-bedroom units suitable for family occupancy accounted for about 40% of bookings during the holiday
- Travelers aged 30–45 made up over half of Mid-Autumn homestay bookings
- Family travelers showed stronger planning tendencies: Tongcheng Travel data showed that on September 25, hotel family room booking热度 (popularity) increased 21% year-on-year
Top Hotel Destinations and Occupancy Rates
According to comprehensive market data, the top 10 cities for hotel check-ins on the first day of the Mid-Autumn holiday were:
- Beijing
- Nanjing
- Shanghai
- Hangzhou
- Chongqing
- Qingdao
- Chengdu
- Xi'an
- Guangzhou
- Jinan
Shanghai tourism data showed that the city received 2.7738 million visitors on the first day, with an average hotel room occupancy rate of 52.46%.
Industry Insights: "Localization and Quality" Trends
The Tongcheng Research Institute noted that travel on the first day of the 2026 Mid-Autumn Festival exhibited characteristics of "localization and quality improvement." The short holiday boosted consumption density in local and surrounding cultural tourism scenarios, with users preferring to "celebrate the festival well in the vicinity."
From a product trend perspective, scenic spots with strong cultural attributes, opportunities for in-depth exploration, and comprehensive supporting facilities performed particularly well. The ability to transform festive customs into experiential, stay-worthy vacation products is becoming key to the appeal of surrounding destinations.
(Source: Yicai)
Source
东方财富网-创业研究Eastern
Part of this Story
Mid-Autumn Holiday Drives Record Travel Surge in China, Flight Bookings Up 60%