Golden Week Tourism 2024: The rise of neo-Chinese night tours

This year's Golden Week holiday saw 765 million domestic trips, a 5.9% increase year-on-year and a 10.2% rise compared to 2019 according to estimates from the China’s Data Center of the Ministry of Culture and Tourism. Total domestic tourism spending reached ¥700.8 billion ($99b), marking a 6.3% year-on-year increase and a 7.9% growth compared to the same period in 2019.

The week-long holiday saw scenic spots come alive at night. As darkness fell, colourful lights, traditional Chinese performances like Hanfu dance, Kunqu opera, and intangible cultural heritage shows transformed the sites, creating an immersive night tourism experience. This trend had already begun to gain traction earlier in the year, with Mid-Autumn Festival searches for moon-watching and lantern tours up 61% and 267%, respectively, compared to last year. During the National Day holiday, the monitored national-level nighttime culture and tourism consumption zones attracted 96.86 million visitors at night, a 25.4% increase per night compared to 2023.

Nanjing National Day-themed garden party. Image: Xiaohongshu @是我的椰椰冻

Light show and drone performance in Suzhou Xiangmen City Wall. Image: Xiaohongshu @提笔书几行

Today's travellers crave more than just photo ops—they seek deeper connections with local history and culture. "Neo-Chinese night tours" not only offer stunning visuals but also inspire exploration of cultural heritage, making them especially popular with younger generations. Nearly 3,900 intangible cultural heritage events took place nationwide, with young people increasingly choosing to visit heritage markets, enjoy performances, and savour traditional flavours during their holidays.

Nighttime intangible cultural heritage performances: "Da Tie Hua" (Iron Flower Show) in Suzhou, Yi ethnic bonfire night performance in Wuhan, and neo-Chinese style dance performances in Wuxi. (From left to right) Image: Xiaohongshu @Joy有点库 @上上签 @冬茴winter

For the tourism industry, the night-tour economy extends beyond boosting revenue—it creates new opportunities for experience. From evening performances and dining to costume rentals and boutique stays, night tourism extends the consumer chain, generating fresh business growth. However, challenges remain. Issues like insufficient infrastructure, repetitive content, and poor planning still exist. To stand out, scenic spots must delve into local culture, innovate their marketing strategies, and collaborate with various industries to create memorable, immersive experiences in the growing night tourism market.