Key Highlights
According to Airbnb China data, outbound travel accommodation searches for the National Day Golden Week have surged to nearly 4 times higher compared to the May Day holiday earlier in the year.
European destinations are seeing widespread growth in popularity. For the first time, Italy has entered the top three most popular destinations for the Golden Week, reflecting a continued rise in interest in Europe as Chinese travelers creatively combine vacation days for long-haul, immersive travel experiences.
Cities such as Sydney, Melbourne, and Mt. Fuji, known for hosting major marathon events, have also become trending search destinations. Meanwhile, interest in nature-focused travel during the autumn holiday season is increasing sharply, with searches for Kenya rising by nearly 15 times year-on-year.
Gen Z travelers are increasingly heading to Seoul to experience K-pop and Korean pop culture, driving strong growth in travel demand across the Asia-Pacific region linked to Hallyu (the Korean Wave).
Airbnb China Golden Week Travel Trends Report
Airbnb China reports a significant surge in outbound travel demand during the National Day Golden Week, with accommodation searches nearly quadrupling compared to the May Day holiday earlier in the year. The top 10 most searched destinations include Japan, Italy, Thailand, South Korea, the United States, France, New Zealand, Malaysia, the United Kingdom, and Spain.
Italy’s rise into the top three marks a strong and sustained increase in European travel interest following the summer peak season. It also reflects a growing trend among Chinese travelers to strategically combine vacation days for long-haul international travel during the Golden Week.
Europe Emerging as a Multi-Destination Favorite
Italy has climbed to the second most searched destination for the holiday period, with Rome, Florence, and Milan as the key cities. October marks a cultural peak season in Italy, featuring art exhibitions, music concerts, and theater festivals across these cities.
Autumn is also the harvest season for grapes and olives. Staying at Italian vineyard accommodations allows travelers to enjoy scenic countryside views while tasting fresh local wine and cuisine. Popular accommodation types among Chinese travelers this season include:
- Vineyard stays
- Farm stays
- National park lodges
- Castles
- Traditional Trullo stone houses in southern Italy
These unique stays highlight a growing preference for immersive, experience-driven travel during the holiday season.
Meanwhile, Chinese Travelers Embrace “Reverse Tourism” to Europe and Beyond
With the combination of the long National Day Golden Week holiday and the global off-season travel period, Chinese travelers are increasingly taking advantage of both time and value opportunities to explore Europe beyond traditional destinations such as Italy and France. This trend has expanded into Northern and Eastern Europe, marking a rise in “reverse tourism” toward less crowded, hidden-gem destinations.
🇹🇷 Türkiye: A Rising Star Between Asia and Europe
Türkiye continues to see strong growth in popularity in recent years. In Cappadocia, with its surreal, moon-like landscape, travelers can take hot air balloon rides at sunrise, experiencing one of the most iconic romantic travel moments in the world.
❄️ Northern Europe: Aurora Season Peaks
Autumn is one of the best seasons to view the Northern Lights. Destinations such as Norway and Iceland have recorded significant year-on-year growth in search interest, as travelers seek magical Arctic experiences under the night sky.
🌍 Eastern Europe Gains Momentum
Eastern European countries are also entering the spotlight for Chinese travelers.
For example, Georgia, often described as the “back garden of God,” has seen over 500% year-on-year growth in Golden Week interest following its visa-free policy for Chinese travelers. With thousands of years of wine-making heritage, Georgia will also host its annual Tbilisi Festival in October, inviting global visitors to join a vibrant cultural celebration.
🏃♂️ Sports Tourism Drives Travel Growth
Following the global boom sparked by the Paris Olympics marathon movement, running tourism has become a major travel trend. Cities hosting major marathon events during the Golden Week period—such as Sydney, Melbourne, Mount Fuji, Kuala Lumpur, and Venice—have all ranked among top search destinations.
At the Mount Fuji Marathon in Japan, runners can enjoy one of the world’s most scenic routes, passing tranquil Lake Kawaguchi and vibrant autumn maple forests, with views of Mount Fuji enhancing the entire experience.
Meanwhile, the rise of tennis culture—boosted by Chinese athlete Zheng Qinwen’s Olympic success—has made Chiang Mai, Thailand a popular destination among Gen Z tennis enthusiasts. The city offers affordable private coaching, well-equipped facilities, and a relaxed lifestyle surrounded by lush northern mountain scenery.
🌿 Nature Travel & Seasonal Escapes Surge in Popularity
A growing number of travelers are seeking immersive nature experiences during the Golden Week.
Interest in Kenya has surged by nearly 15 times year-on-year, as more travelers hope to witness the Great Migration across the Maasai Mara and Serengeti—one of the most spectacular wildlife events on Earth.
At the same time, the Northern Hemisphere enters peak autumn foliage season. Top destinations such as Tokyo, Osaka, and Kyoto remain highly popular for maple viewing, while long-haul self-driving routes in northern USA and Canada offer breathtaking fall landscapes, creating unforgettable “fiery maple road trip” experiences.
🎤 Pop Culture Trend: K-Pop Ignites Gen Z Outbound Travel
Starting from late September, a series of major K-pop concerts by top idol groups will be held consecutively in Seoul, the home of K-pop. Gen Z travelers are “voting with their feet,” pushing Seoul to the second most searched city for the Golden Week holiday.
At the same time, K-pop live events are also touring across major cities in the Asia-Pacific region, boosting travel demand to destinations such as Bangkok, Jakarta, Melbourne, and Sydney, further amplifying the popularity of these cities among young travelers.
In addition, the Busan International Film Festival, held during the Golden Week period, has also attracted strong attention from younger Chinese travelers. Among Korean destinations, Busan ranks second only to Seoul in search popularity during the holiday season.
👯 Group Travel on the Rise, Driven by Product Innovation
Traveling in groups of friends and staying in vacation rentals has become an ideal travel style for many young travelers, offering shared experiences and memorable moments together.
According to Airbnb China data, group travel continues to be one of the dominant outbound travel patterns. During the National Day Golden Week, trips taken by groups of friends without children showed the most significant year-on-year growth.
To support this trend, Airbnb has introduced a series of new features, including:
- “Shared Wishlist”
- A redesigned “Messages” center
- “Trip Invitations” for easier group coordination
These innovations aim to make group travel planning more seamless, convenient, and collaborative for travelers.
