On October 8, the Ministry of Transport revealed that during the National Day holiday of 2024, nearly 2 billion people traveled across regions, averaging around 28.6 million daily. This signifies a 3.9% increase in daily averages compared to the same period in 2023.

The holiday period showcased bustling tourist attractions and vibrant commercial districts, highlighting a robust consumer market.

**Policies Boosting Consumption**

On the same day, the State Administration of Taxation released value-added tax invoice data, demonstrating strong consumer activity during the holiday, with daily sales revenue in relevant sectors jumping by 25.1% year-over-year.

Consumer spending on essential goods also saw positive growth. Notably, sales of staple food items, like grains and oils, were up by 16.4%. Sales for meat, poultry, eggs, and dairy products surged by 12.7% and 17.4%, respectively. Overall, retail sales grew by 9%, with department stores, supermarkets, and convenience stores reporting increases of 34%, 8.9%, and 4.4%, effectively catering to the needs of residents.

Growth was steady in the restaurant and accommodation sectors. The sales revenue for street food and fast food rose by 8.1% and 9%, respectively, thanks to their broad appeal and affordable prices. New options in camping and homestays also saw significant sales increases, rising by 43.2% and 6.3%.

The furniture, appliance, and home goods sectors experienced remarkable growth. With discounts and online coupons available, sales of household appliances and audio-visual equipment soared by 149.1%. Specifically, refrigerator sales jumped by 160.8%, while television sales increased by 100.2%. Home renovation products like furniture, decorative materials, and paints also saw substantial sales growth, with increases of 35.7%, 12.9%, and 26.2%, respectively.

The automotive market leveraged this consumer enthusiasm effectively. Policies encouraging trade-ins for new vehicles lowered purchasing barriers, and automakers provided promotions and discounts, leading to a notable increase in vehicle sales. Nationwide, second-hand car sales soared by 65.9%, while new car sales grew by 11.7%, including a 45.8% increase in new energy vehicles. Additionally, heightened holiday travel boosted the vehicle charging industry by 29%, while sales of eco-friendly options like bicycles rose by 32.5%.

Cultural and entertainment sectors also saw heightened consumer engagement. During the holiday, residents participated in various cultural activities, resulting in an 85.2% increase in sales of cultural services. Cinema attendance grew by 18.7%, while sales in performing arts and digital cultural services soared by 51.7% and an impressive 178.7%.

An official with the State Administration of Taxation noted that several policies introduced this year aim to stimulate consumption, particularly through large-scale equipment upgrades and trade-in incentives. These “Dual New” policies have emerged as crucial measures to strengthen domestic demand and revitalize consumer spending, contributing to strong demand during the National Day holiday and supporting economic growth.

**Domestic Travel Reaches 765 Million**

According to the Ministry of Culture and Tourism, domestic travel during the seven-day National Day holiday reached 765 million trips, reflecting a 5.9% increase compared to the previous year and a 10.2% rise versus 2019. Domestic tourists spent a total of 700.8 billion yuan, translating to a 6.3% increase from last year and a 7.9% increase since 2019.

With high travel enthusiasm, the cultural tourism sector thrived. The trend of combining travel with performances created fresh consumer momentum. Estimates indicate there were 44,300 commercial performances during the holiday, marking a 14.5% year-over-year increase, with ticket sales climbing to 2.2 billion yuan, an increase of 25.9%. Attendance reached over 11.7 million, up by 13.3%. The festive atmosphere in shopping districts became a new highlight for consumption, with nighttime cultural and tourism consumption areas seeing foot traffic increase by 25.4% compared to 2023, reaching nearly 97 million visits.

Traditional culture also flourished, with non-material cultural heritage gaining traction. Cultural venues remained bustling, extending operating hours and offering night tours. Tourist sites showcased various performances, including Sichuan opera, shadow puppetry, and traditional Chinese dance, drawing large crowds. Close to 3,900 events centered around non-material cultural heritage, with city tours, stage performances, and tastings becoming popular activities among young people.

The travel market remained strong, buoyed by rising service quality. A sense of patriotism, combined with travel enthusiasm, inspired many visitors to explore red-themed exhibitions and historical sites as part of the National Day celebrations. Local festivities centered around agricultural harvests and National Day contributed to a significant surge in rural tourism bookings, while local governments enhanced visitor management to improve tourist experiences, easing dining and parking pressures by opening government facilities.

**Nearly 6.3 Billion Packages Delivered**

Data from the State Post Bureau indicates that during the National Day holiday, the postal and express delivery industry functioned efficiently, handling approximately 3.16 billion packages collected and 3.12 billion delivered, reflecting increases of 28.4% and 26.7%, respectively, from last year’s holiday.

The surge in consumer demand for travel during the holiday showcased the resilience and vibrancy of the holiday economy. The postal industry seized this opportunity by integrating services with the cultural tourism sector, expanding offerings to include direct deliveries to tourist attractions and luggage collection services, thereby enhancing travel experiences and unlocking consumer potential.

In Yunnan, courier companies optimized service availability and extended hours to accommodate tourist hotspots, ensuring timely and convenient delivery. Training programs for delivery personnel were also implemented to maintain service efficiency.

In Shanxi, the demand for cultural products inspired by historical architecture and traditional heritage surged. Courier services teamed up with local cultural enterprises to provide comprehensive logistics solutions, enabling quick and precise deliveries of creative products nationwide.

Reporters: Chen Chen, Lu Yuanzhen, Zi Qian, Dong Bei – Edited by Wang Chao.