A variety of consumption promotions based on the concept of “ticket-stub economy” have helped drive a noticeable increase in consumer spending during China’s five-day May Day holiday.
Under this initiative, consumers could present ticket stubs from movies, scenic spots, and sports events among others to receive discounts and added services in subsequent consumption scenarios.
This has been good news for movie lovers, sports enthusiasts, and travelers alike.
In Beijing, cinemas saw a steady stream of moviegoers during the holiday.
"My whole family loves watching movies. Domestic productions now are quite good," said Mrs. Cao, a moviegoer.
She is one of many moviegoers in Beijing taking advantage of the city's movie ticket-based promotions, where a single ticket not only grants access to the film but also offers discounts on dining, exhibitions, shopping, and more.
"A movie ticket is not just for watching a film, but also can be used for consumption in many other scenarios, enabling people to fully enjoy the fun and culture of movies. It helps integrate the cultural, business, tourism, and sports sectors," said Huo Zhijing, deputy head of the Communication Department of Beijing Municipal Committee of the Communist Party of China.
Meanwhile, in Dunhuang City of northwest China's Gansu Province, a similar initiative linked scenic admission tickets to cinema visits.
Visitors to Mingsha Mountain and Crescent Spring scenic spot can enjoy a complimentary small bucket of popcorn or a drink at any local cinema by presenting their tickets to the spot when watching a movie.
"I visited the Mingsha Mountain and Crescent Spring scenic spot yesterday, and when I returned to the hotel, the staff there told me about this promotion. Since there is the movie I wanted to watch, I came here. It's a pleasant surprise to see the collaboration between the scenic spot and the cinema," said Li Yan, a tourist.
Beyond movie and scenic tickets, large events like music festivals, concerts, and sports games have also provided prime opportunities for the ticket stub economy to thrive.
In Lanzhou City, capital of Gansu Province, major shopping malls and businesses capitalized on the events like the 2025 CFA Cup by offering various discounts and services. They have extended their operating hours, while also providing free daytime parking and hotel discounts, offering unexpected bonuses for consumers.
"I came to Lanzhou for the match and also wanted to explore the city for a couple of days. I didn't expect that a simple ticket would get me discounts on taxis, shopping, and even dining," shared Cao Kaida, a football fan.
Meanwhile, Quzhou City in east China's Zhejiang Province has introduced a similar initiative, offering music festival-goers free access to 14 key tourist attractions, along with complimentary public transport and shuttle services for three days.
"Data from the first two days of the holiday showed a 15 percent year-on-year increase in tourist arrivals at these 14 key tourist spots, with revenue in the cultural and tourism sectors increasing by nearly 10 million yuan (about 1.38 million U.S. dollars)," said Wang Fang, deputy head of Quzhou Municipal Tourism Development Center.
Ticket stub-based promotions drive consumption in China during May Day holiday
