Golden Week in China

This year’s Golden Week, which started on Friday 29 and ends on October 6, represents a unique celebration in that it coincides with both Mid-Autumn Festival and National Day. The excitement of the Chinese for this extended vacation is evident because it is the first extended vacation period after the pandemic. Because of this, it takes the nickname “Super Golden Week.” The excitement among the Chinese for this extended vacation is evident.

What is the Golden Week?

Golden Week in China is a seven-day national holiday marked by substantial consumer expenditures, tourism, brand promotions, online shopping, and cultural festivities. 

Every year during this week, Chinese people commemorate the founding of the People’s Republic of China on October 1st. And throughout this time, the majority of businesses, factories, and government institutions remain closed.

Tourism Business during Golden Week

Domestic tourism in China is flourishing this year. Cities such as Hangzhou and Changsha, which have gained online popularity, are full of tourists. But remote regions such as Xinjiang and Xizang (Tibet) are also attracting significant numbers of visitors. 

In addition, also outbound travel has surged, with Chinese tourists flocking to destinations such as Japan, South Korea, Southeast Asia, Europe and Central Asia. 

In particular, there was a notable increase in long-distance travel. 37% of travelers planning trips of six to eight nights, a 3% increase from pre-COVID 2019. This shift highlights a significant shift in China’s vacation tourism patterns over the past three years. Various data indicate that the number of travelers during this “Super Golden Week” is set to set a new record. 

Although tourism does not account for a large part of Chinese consumption, it serves as a barometer and is a significant indicator of the improvement in people’s quality of life. It reflects society’s strong aspiration for a better life and is one of the main sources contributing to China’s solid economic resilience.

Travel Inspirations in China: Xiaohongshu and Douyin

Due to the user-generated content (UGC) nature of Xiaohongshu and Douyin, Chinese tourists can share their travel recommendations and reviews on these platforms. Therefore, these platforms have become the go-to sources for information on attractions, travel routes, dining, and accommodations. In fact, Chinese tourists perceive the content on these platforms as genuine and reliable

Nowadays, as Chinese travelers are eager to have new experiences and explore new destinations, Xiaohongshu and Douyin make it easier for them to discover unique or lesser-known destinations. 

Reports indicate that 63.7% of Chinese travelers rely on Xiaohongshu when making travel decisions. Brands have the opportunity to use these platforms to spark travel enthusiasm, create positive word-of-mouth by collaborating with Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs), and precisely target Chinese outbound travelers throughout their travel decision-making process with impactful travel campaigns.

Source: CNN

Marketing Campaigns during Golden Week

Golden Week, also known as National Day, offers companies the opportunity to incorporate nationalistic themes that resonate with Chinese pride into their marketing campaigns. Thus capturing public favor and involvement.

An example is KFC, one of the leading Western brands deeply rooted in China. KFC for the Golden Week campaign in 2019 used the patriotic spirit of National Day to its advantage through a campaign focused on the Chinese Dream

The Chinese Dream has immense significance in China and represents the belief that anyone can achieve their aspirations through diligence and perseverance. The influencers involved in the campaign shared their personal Chinese dreams and how KFC helped to achieve them. This approach resonated deeply with many Chinese individuals, resulting in a successful campaign.

KFC Golden Week campign 2019, source: Qumin

It is crucial to emphasize that the importance of Golden Week goes beyond economic aspects. Through holidays such as National Day and Spring Festival, we witness the authentic lifestyle and philosophy of the Chinese people: their desire for a good life and promotion of goodwill toward others. These values constitute strong public support for China’s pursuit of peaceful development.

Long Advisory digital marketing agency in China

Long Advisory supports Western companies in China through digital marketing. In fact, our experience has led us to believe that today, the best and most convenient approach to making your brand well-known in China is through a digital approach. Furthermore, thanks to our know-how, we know how to make your brand known to potential Chinese consumers. With the effective coordination of Long Advisory, your company will see a new rise in the largest market in the world: China.

Long Advisory is a digital marketing agency specializing in developing digital marketing solutions tailored for the Chinese market. 

Interested in expanding your brand in China? Contact us for more info and details at


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