China is bracing for one of history’s most significant holiday travel movements. During this year’s Super Golden Week, which combines National Day and the Mid-Autumn Festival, officials forecast 2.36 billion passenger trips across the country, averaging 295 million daily journeys. While the vast majority will be domestic, immigration authorities still expect around 2 million cross-border trips daily, many bound for Hong Kong, Macau, and Southeast Asia.
Thailand, long a favourite destination for Chinese travellers, has clear potential. Even capturing a small slice of this travel wave could bring significant rewards to the tourism and hospitality industries.
China on the Move
Domestically, the surge reflects pent-up demand, family reunions, and cultural rediscovery. High-speed rail hubs, expressways, and airports are preparing for record volumes. Private vehicles are forecast to dominate traffic, with highways expected to see up to 70 million trips per day at peak.
Airlines are readying themselves for nearly 20 million passengers during the eight days. The movement of people and money will ripple across retail, dining, hotels, and cultural attractions, creating a festival atmosphere nationwide.
Top 5 Domestic Destinations
Chinese travellers often combine family obligations with cultural or scenic escapes during Golden Week. This year’s leading domestic draws include:
China is a global tourism phenomenon
- Beijing – Historic icons from the Forbidden City to the Great Wall.
- Shanghai has a modern skyline, shopping boulevards, and nightlife.
- Xi’an – The Terracotta Army and the ancient Silk Road connection.
- Guilin and Yangshuo – Karst peaks, winding rivers, and rural tranquillity.
- Zhangjiajie and Wulingyuan – Dramatic landscapes that inspired Avatar’s floating mountains.
These destinations reflect the dual pull of heritage and natural beauty that resonates with millions of holidaymakers.
Top 5 International Destinations
For those heading abroad, short-haul destinations dominate thanks to convenience and value. The top international picks are:
- Hong Kong– Shopping, dining, and cultural crossover.
- Macau– Casinos, luxury hotels, and entertainment.
- Thailand– Warm beaches, cultural attractions, and value for money.
- Japan and South Korea– Popular for food, culture, and shopping.
- Malaysia and Singapore– Visa-friendly, diverse, and accessible.
These favourites underline the strength of Asia’s intra-regional tourism links, with Thailand positioned as a prime beneficiary.
Thailand’s Golden Week Opportunity
Thailand’s Ministry of Tourism and sports media outlets estimate that Chinese spending during the 2025 Golden Week could reach around 9 billion baht, consistent with previous holiday peaks. Last year’s Golden Week generated roughly 5 billion baht from 183,000 visitors, showing the importance of this one week to national tourism revenue.
With Chinese travellers averaging 6,600 baht daily spending during multi-night stays, the economic impact extends beyond hotels and flights. Shopping malls, restaurants, entertainment venues, and wellness services all stand to gain. Phuket, Pattaya, Chiang Mai, and Bangkok’s retail hubs remain top draws, alongside new interest in cultural and wellness-driven tourism experiences.
For Thai businesses, the challenge is to ensure capacity, quality, security, safety and targeted promotions that capture attention before and during the holiday. Visa-free entry, seamless airport processing, and curated experiences will be key to securing higher-yield segments.
Chinese Confidence
Super Golden Week is not just about numbers; it symbolises the renewal of consumer confidence and mobility in Asia. It is a timely reminder for Thailand that Chinese travellers remain the country’s most important inbound market. By aligning infrastructure, marketing, and experience, Thailand can transform this holiday rush into a sustained rebound.
By Andrew Wood
BIO:
A Yorkshireman by birth and a Bangkokian by choice, Andrew J Wood has been exploring Southeast Asia’s hospitality and culinary landscapes since 1991. A seasoned travel writer, raconteur, and hotel reviewer, Andrew combines old-school courtesy with a dry wit that’s unmistakably English. His love of gracious service and good manners, traits he believes the world could use more, shines through every word he writes. From the gleaming hotel lobbies of Bangkok to the bustling markets of Hanoi, he finds joy in the details: a warm smile, a well-brewed cup of tea, or a perfectly folded napkin. For Andrew, travel isn’t just about movement—it’s about meaning, memory, and the gentle art of slowing down. In his book, the perfect Sunday is unhurried, well-fed, and always finished with something sweet.
