CHONGQING (CQNEWS) -- Meituan reported on October 8 that the recently concluded National Day holiday saw high enthusiasm for tourism-related spending with a marked increase in demand for cultural, entertainment, and leisure experiences.

In-store consumption of life services across China rose by 41.2% compared to last year’s holiday, with Shanghai, Beijing, Chengdu, Shenzhen, and Chongqing ranking among the top five cities by consumption scale, according to Meituan’s data on National Day Golden Week.

Chongqing, in particular, experienced a 22.6% increase in average daily tourist visits compared to last year, and a 22.6% rise compared to the week before the holiday. Meanwhile, daily cultural and tourism spending grew by 12% year-on-year, and a staggering 173.8% compared to the week leading up to the holiday.

Among Chongqing’s most popular attractions during the holiday were Chongqing Zoo, Hongyadong, Chongqing Happy Valley, Two Rivers Ferry, White Emperor City - Qutang Gorge Scenic Spot, Liu Bocheng Memorial Hall, the Baoding Mountain Scenic Area of Dazu Rock Carvings, Fairy Mountain National Forest Park, Wulong Three Natural Bridges, and Huguang Guild Hall.

One hotspot, Chongqing Mexin Wine Town Scenic Area, reported over 879,000 visitors over the seven-day holiday. The distinctive homestays in the scenic area were fully booked, cementing it as a favorite for suburban getaways. During the holiday, Mexin Wine Town launched new leisure and entertainment activities like slope-climbing car sightseeing, self-service BBQ, spicy hot pot, and youth elder care experiences. Cultural events, including flag photo opportunities, autumn ropeway tours, wine tastings, and nighttime light shows, gave tourists various festive options to enjoy the season.

The tourism boom also fueled a spike in consumption. Meituan data revealed that during the first five days of the holiday, the average daily value of dine-in consumption rose by 33.4% compared to the 2023 National Day holiday. Nighttime spending was especially robust, up by 44.8% over the previous year’s holiday.

Tourists’ spending in food soared by over 75% from 2023, with searches for night markets increasing by 170.3%, making it a top-trending topic near scenic spots. Data showed that travelers aged between 20 and 30 were particularly fond of checking out local food markets. In response, some cities collaborated with platforms to create online and offline food markets, enhancing the experience.

For instance, during the National Day holiday, Shu’s Grand Courtyard and WALOVI teamed up to host the "Just Be Spicy-hot" Hot Pot Festival in Guanyinqiao, allowing visitors to enjoy hot pot, herbal tea, live performances, and interactive activities.

As of October 8, comprehensive Meituan data showed that the number of active merchants in Chongqing increased by 17.4% year-on-year and 7.2% week-on-week, while trading users grew by 20.0% year-on-year and 12.8% week-on-week. The number of tourists visiting scenic spots was up 18.8% compared to last year and by 30.4% compared to two years ago. Nighttime consumption (from 21:00 to 3:00) saw a remarkable 86.4% increase over the previous period.

A researcher at the Meituan Research Institute analyzed that during the 2024 National Day holiday, natural landscape scenic spots attracted the largest share of visitors, accounting for 30.4%. Female tourists gravitated toward natural landscapes, cultural relics, and exhibition halls, Gen Z tourists (post-1995) preferred similar spots, while middle-aged tourists favored natural landscapes. The collaboration between local entertainment, retail, food, and scenic areas created a new consumption model, driving a recovery that is greater than the sum of its parts. (Translated by Yuki, Fathom Language Limited)