The Dragon Boat Festival 2025 has done more than honour tradition—it has sparked a full-scale surge in China’s travel revival. As families reunited and rice dumplings steamed, something else was quietly taking off across the country. According to Fliggy, this year’s Dragon Boat Festival 2025 saw explosive demand not only for staycations, but also for immersive cultural retreats and exciting short-haul adventures.

Fliggy reports record-breaking activity as travellers flocked to destinations both familiar and undiscovered. From luxury hotel escapes to self-drive road trips, the appetite for movement was unstoppable. Meanwhile, traditional experiences like zongzi-making and five-color bracelet crafting turned staycations into cultural celebrations.

But what exactly fueled this surge? Why did short-haul adventures and cultural retreats suddenly explode during the Dragon Boat Festival 2025? And what does it reveal about how China is travelling now? The answers may surprise you—and they paint a bold picture of the future of domestic travel.

China’s Travel Engine Roars to Life for Dragon Boat Festival 2025

As the 2025 Dragon Boat Festival swept across China, so did a wave of renewed wanderlust. Fueled by rising spending power, deep cultural roots, and a craving for meaningful experiences, the travel surge revealed powerful shifts in traveler behavior across the country.

According to data released by Fliggy, Alibaba’s leading travel platform, bookings for domestic customized tours skyrocketed by over 50% year-on-year. This wasn’t just a holiday—it was a movement. A movement toward more curated, immersive, and high-quality travel.

The numbers reveal more than just recovery. They signal a transformation.

A Nation Chooses Experience Over Routine

Travelers across China broke away from ordinary getaways. Customized tours surged, hotel packages bundled with entertainment and dining options spiked 20%, and spending on immersive experiences like camping and chartered tours rose nearly 9%.

This year, travelers sought something richer—something deeper than point-to-point travel. They wanted culture. They wanted connection. They wanted comfort with meaning.

As a result, domestic hotel-based retreats, especially luxury resorts and boutique homestays, saw major spikes in demand.

Cultural Experiences Reshape Holiday Priorities

Southern China’s rainy season brought hot and humid weather. But instead of dampening travel plans, it inspired a new wave of indoor cultural tourism.

Hotels leaned into the Dragon Boat Festival’s traditions. Guests joined hands-on workshops to make zongzi, craft five-color bracelets, and assemble aromatic sachets. These experiences weren’t just activities—they were memories in the making.

Hotels became cultural hubs. Guests came for comfort and stayed for heritage. This blend of leisure and learning turned a short break into a story worth sharing.

Theme Parks and Resorts Fuel Family Travel Boom

Families, especially multigenerational groups, leaned into shared experiences. Theme park ticket sales surged 25% on the holiday’s opening day. Even more impressive, package deals including meals and entertainment jumped by an astonishing 140%.

The message was clear. Travelers craved bundled, frictionless fun. They didn’t just want to go—they wanted to arrive and enjoy without planning stress.

Resorts designed for all ages became the ultimate draw. Kids played, parents relaxed, and grandparents immersed themselves in cultural activities—all under one roof.

Short-Distance Road Trips Dominate Mobility Trends

While the skies stayed busy, the roads told a bigger story. Short-distance travel exploded as the preferred mode during the three-day festival.

Domestic car rentals climbed by 30% year-on-year. Flexible pickup and return policies made spontaneous road trips easy. Families and friend groups packed up and hit the road for nearby escapes.

Top self-drive destinations included Urumqi, Chengdu, Sanya, Haikou, and Beijing—places offering nature, culture, and city vibes in one package.

This growing love for road travel is reshaping how tourism infrastructure must evolve—rest stops, EV stations, and boutique lodges are now key players.

Big Cities Lead, But Hidden Gems Shine

China’s major cities still held strong. Shanghai, Beijing, Hangzhou, Chengdu, and Guangzhou topped the domestic travel charts. These cities balanced iconic attractions with modern comfort.

However, emerging destinations quietly stole the spotlight.

Places like Beitun in Xinjiang, Qiongzhong in Hainan, and Nujiang in Yunnan saw the fastest growth. Their secret? Untouched landscapes, authentic local culture, and fewer crowds.

This year’s travelers traded predictability for discovery. The festival became a perfect excuse to step off the beaten path—and into something unforgettable.

Outbound Travel Rebounds with a Twist

While domestic tourism thrived, outbound travel wasn’t far behind. Popular nearby destinations like Japan, South Korea, Thailand, Vietnam, and Singapore remained traveler favorites.

Short-haul flights under four hours saw the strongest traction—proof that convenience still rules when planning international escapes.

But what raised eyebrows was the rise of lesser-known outbound destinations.

Poland, Iceland, Bhutan, Uzbekistan, and Georgia experienced substantial booking spikes. Travelers craved unique experiences—northern lights in Finland, ancient cities in Samarkand, and untouched valleys in Laos.

This shift marks the beginning of a broader outbound diversification trend. Travelers are no longer chasing crowds—they’re chasing stories.

What It Means for Travel Stakeholders

This Dragon Boat Festival offers deep lessons for the industry.

First, travelers are willing to spend—but only for quality. Customization, cultural value, and comfort matter more than price alone.

Second, demand is no longer limited to headline cities. Secondary and emerging destinations now have a real chance to shine. Tourism boards and local operators must be ready with storytelling, infrastructure, and service that meets evolving expectations.

Third, hotels must act like destinations. Experiences, not just amenities, are the new currency. From cultural events to immersive packages, hospitality must engage the heart, not just the wallet.

Looking Ahead: The Rise of Experiential Tourism

China’s Dragon Boat Festival 2025 wasn’t just a travel window—it was a window into the future of tourism.

It proved that experiential, short-haul, and story-driven travel is not a trend. It’s the new default. The traveler of today no longer settles for photos. They want emotion. They want immersion.

And platforms like Fliggy are capturing this momentum in real time—giving both industry players and travelers the tools to connect, discover, and evolve.

The future of travel in China is not just about where people go. It’s about how they feel when they get there.

The post Dragon Boat Festival 2025 Sparks Surge in China’s Travel Revival as Fliggy Reports Explosive Demand for Staycations, Cultural Retreats, and Short-Haul Adventures appeared first on Travel And Tour World.