China's tourism sector projected to see surge bolstered by May Day holiday travels

China's tourism sector is expected to see another surge following the market boom brought by the Qingming Festival earlier this month, as data show that a nationwide May Day holiday travel rush is already around the corner.

Ahead of this year's May Day holiday, which runs from May 1 to 5, train and flight tickets to many popular domestic tourist attractions have already been fully booked.

Based on the data of visas, popular overseas destinations for the five-day holiday are Japan, South Korea, Australia, Vietnam, Canada and New Zealand.

In terms of inbound travels, statistics from several travel service platforms have shown that the bookings on long-distance trips have taken up half of the total, with cities such as Beijing, Shanghai, Chongqing and Hangzhou being the most that win hearts of tourists for holiday travel.

Many attractions have also brought forth new tour products to attract holidaymakers.

Beijing has launched three helicopter sightseeing routes, enabling tourists to see grand mountains, the Miyun Reservoir, the Baihe River Canyon and the Great Wall from the sky.

"The part of Great Wall in Miyun District stretches over 200 kilometers. Many sections of the Great Wall are not opened to the public yet, as they are still in protection. The helicopter tour which allows people to view the Great Wall from the sky has now become another way for sightseeing," said Wang Yongku, deputy director of Miyun District's Culture and Tourism Bureau.

Meanwhile, data also indicates that the number of tourists who would like to visit small cities across China has been increasing, as the hotel bookings in county-level areas have risen by 68 percent year on year.

Small cities with feeder airports such as Baoshan, Huaihua, Chifeng and Heze have seen a year-on-year surge in plane ticket booking, with that of most of them growing by over 50 percent.

China's tourism sector projected to see surge bolstered by May Day holiday travels

China's tourism sector projected to see surge bolstered by May Day holiday travels

China's tourism sector projected to see surge bolstered by May Day holiday travels

China's tourism sector projected to see surge bolstered by May Day holiday travels

Fueled by expanded visa waiver policies and improved visitor services, Shanghai's inbound tourism is surging this summer.

Beyond shopping, growing numbers of international visitors are embracing the "China Chic" trend, exploring revitalized historic landmarks and time-honored brands to experience the city's rich cultural heritage and modern evolution.

Along Nanjing Road, the century-old eyewear brand Wu Liangcai Optical has partnered with the Shanghai Museum’s summer exhibition, Ancient Civilizations of the Americas.

Its nearly 1,000-square-meter flagship store has been transformed into a vibrant cultural destination, blending retail with art to attract overseas visitors.

"So I think the idea is very nice, like to put the whole kind of traditional Maya into merchandise, it's very interesting. And I think the design is very nice as well. I think it's the first time I ever taste corn ice cream, and it's very nice, delicate, not too sweet, very good. See the culture, the food, the people, I think that's the most interesting thing. So, I think I would expect in China, in a city like Shanghai to see all the cultures, to see all the things," said James, a visitor from Britain.

Nearby, a historic building on the Bund is hosting an immersive Song Dynasty (960-1279) exhibition, combining classical paintings, life-sized sets, and dynamic light installations to offer international visitors a deeper appreciation of China's cultural heritage.

"The most I like was the Sun Wukong, because it's one of the most famous in the international places. Yeah, I really like how the Chinese they can put all the products, they can make art with the culture, and then they can spread in the world. Also, the foreigners they can enjoy about the books, the stories about China, and I really like it so much," said Torres, a Chilean visitor.

These innovative cultural attractions are encouraging visitors to stay longer and explore the city more extensively.

In the first half of 2026, Shanghai received over 5 million inbound overnight visitors, marking a 31 percent increase compared with the same period last year.

Fresh cultural experiences boost Shanghai's inbound tourism