Insight ReportInsights from China’s National Day Golden Week 2025: Resilience and Evolution in Consumer Demand Sophie Anne Luo, Analyst Sector Lead: Anand Kumar, Associate Director of Retail Research October 17, 2025 Reasons to ReadUncover how shifting consumer behaviors during China’s Golden Week 2025 signal a new phase of domestic growth. Read this report to discover answers to these and other questions: How did domestic travel and spending during the extended 8-day holiday reflect strengthening consumer demand in China? What do rising average daily sales across consumption-related industries reveal about the depth and breadth of consumer activity during Golden Week? Why is off-peak, staggered travel gaining popularity—and what does it say about changing traveler priorities and behavior? Companies mentioned in this report include: Tuniu. Data in this report include: Volume of domestic trips and year-over-year travel growth; total tourism spending during the holiday period; average daily sales increases in consumption-related industries; consumer adoption of off-peak travel strategies. See also our coverage of Singles’ Day 2025 Already a subscriber? Log in You are currently viewing a preview of this report. Please select an access option to view the full report. Hide Options - Show Options + Get unlimited access to all our research with one of our subscription plans. View Subscription Plans or Contact us to purchase this report. Contact us ✕ This document was generated for Other research you may be interested in: Holiday 2025 Survey Insights: Holiday Shopping Jumps As Shutdown Impact FadesHoliday Bites: GLP-1 Disruption with Smaller Baskets, Smaller Sizes—and a Leaner Thanksgiving?—Data GraphicNRF 2026: Retail’s Big Show—Day 3—Agentic Commerce Expectations, Marketplace Best Practices and Disciplined Brand TransformationSector Focus: Department Stores—Data Graphic
