Chongqing - The extended "Super Golden Week" holiday provided a significant boost to domestic travel and consumption, with platform data underscoring Chongqing's standout performance. According to Meituan Travel, overall travel bookings during the eight-day holiday increased by more than 30% compared to the 2024 National Day period. Chongqing ranked fifth among the Top 10 destinations for cultural and tourism consumption, placing fifth nationally. Further reinforcing this trend, a WeChat report highlighted strong consumption growth in new first-tier cities and county-level markets, with Chongqing leading the nation in both transaction value and volume of WeChat Pay during the holiday, surpassing even Beijing, Shanghai, Guangzhou, and Shenzhen.

This robust platform activity was reflected in Chongqing’s official holiday figures: total consumer spending in the city rose 8.86% year-on-year, fueled by over 350 themed events and consumer incentives totaling more than 300 million yuan (approx. 42 million USD). The convergence of vibrant tourism and spending not only unleashed pent-up consumer enthusiasm but also solidified Chongqing’s position as a leading cultural and tourism hub in Western China.

A scenic spot in Chongqing draws large crowds during the “Double Festival” holiday. (Photo provided by the interviewee)

Festive Campaigns Spark Citywide Consumption

Across Chongqing, every district and county seized the opportunity to transform the city into a massive open-air celebration. Shopping centers, scenic spots, and cultural venues hosted integrated activities combining shopping, performances, exhibitions, and dining. From large-scale consumption festivals and international experience weeks to music and beer carnivals, each event attracted both residents and tourists, turning consumption into a cultural experience. This dynamic holiday economy pushed service retail sales up by 11.35% and goods retail sales by 4.93% compared with the same period last year, reflecting the vibrancy of Chongqing’s festive market.

The city’s commercial districts were filled with energy as government and business sectors worked together to boost consumer confidence. Vouchers, payment incentives, and shopping promotions helped drive foot traffic to major malls and entertainment zones. The 20 key business areas across downtown Chongqing reported a 9.52% year-on-year increase in total spending, underscoring the strong recovery of Chongqing’s retail and night-time economy.

Culture and Cuisine Fuel Tourism Vitality

Cultural tourism and gastronomy became key highlights of this year’s celebrations. Throughout the holiday, Chongqing integrated its cultural heritage with modern leisure experiences. Local traditions such as ethnic performances in Qianjiang and rural festivals in Wushan blended with urban entertainment, including drone shows, concerts, and themed food fairs. The iconic Chongqing Hot Pot Festival in Dadukou drew thousands of visitors to a riverside celebration featuring giant hotpots, live music, and spicy challenges, while in Fuling’s Meixin Wine Town, the immersive day-and-night experience that extended consumption beyond traditional sightseeing attracted more than one million visits. The restaurant industry also thrived, with bookings in many districts and counties reaching full capacity and catering revenues rising by 7.6% year on year.

Chongqing’s distinctive food culture continued to attract national attention. During the holiday, it ranked among China’s Top 10 destinations for cultural and tourism consumption, according to Meituan Travel. Visitors sought out authentic local flavors, following online “must-eat” guides to discover hidden gems such as street-side noodle stalls and traditional teahouses. For many travelers, tasting Chongqing’s spicy cuisine became an essential part of experiencing the city’s spirit.

Sustained Momentum Beyond the Holidays

Analysts predict that the positive effects of the 2025 “Super Golden Week” will extend well beyond the official break, as many people took advantage of flexible leave policies to enjoy longer vacations. Data from Meituan indicate that bookings between October 9 and 12 increased by nearly 60% compared with the same period last year, suggesting that tourism enthusiasm remains high.

With its mountain-and-river landscapes, vibrant culinary scene, and dynamic consumption environment, Chongqing has once again proven itself as both a tourism powerhouse and a modern consumption hub. The city’s success during the “Double Festival” period demonstrates how cultural experience, local flavor, and smart policy coordination can combine to sustain economic vitality and create a golden season that continues to shine beyond the holidays.