𝐓𝐡𝐞 𝐑𝐮𝐧𝐝𝐨𝐰𝐧 𝐎𝐧 𝐂𝐡𝐢𝐧𝐚’𝐬 𝐆𝐨𝐥𝐝𝐞𝐧 𝐖𝐞𝐞𝐤 𝟐𝟎𝟐𝟔:

China traveled more this Golden Week, yet each trip brought in less money than it did in 2019, before the pandemic.

The Ministry of Culture and Tourism counted 826 million domestic trips over the seven-day National Day holiday, 6.3% more per day than last year, while total spending grew more slowly, by 4.3% a day, to 738 billion yuan.

That works out to 894 yuan per trip, or about US$134, which is 1.9% less than in 2025 and, on the ministry's own comparable basis, 4.5% less than in 2019, even though consumer prices have risen since then. Net of inflation, that would be a decrease of roughly 10% vs 2019.

The same gap shows up in the provinces: in Shanghai, visitors rose 13.3% a day while their spending rose only 3.5%.

Yet the money did not vanish. It moved.

Tax-invoice data from the State Taxation Administration shows that sales of services rose 19.5% a day, with amusement parks up 41% and sports services up 29%, while cinemas went the other way, as box office per day fell 27% (and 44.7% vs 2024!)

For brands selling in China, the numbers point to three moves before the Spring Festival holiday in February:

1. Report spend per visit next to footfall, because footfall alone now flatters.
2. Give people a reason to come, since the fastest growth went to things people do, from theme parks to sports.
3. Price for more visits and smaller baskets, with entry items, bundles and add-ons that lift the average ticket.

Volume is back. Value per visit has to be earned.

If you sell in China, which number does your team report first: foot traffic or spend per visitor?

#ChinaRetail #GoldenWeek #ConsumerBehavior #RetailStrategy #Tourism

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