Longer Holidays, Earlier Departures 

This year’s Golden Week is one day longer than in 2024, thanks to the Mid-Autumn Festival falling on 6 October. Many travellers are turning this into an extended getaway of over ten days by combining weekends with the official leave. 

Two clear peaks in departures emerged: 27 September, when travellers seized the weekend to start their trips early, and 1 October, the official first day of the holiday. 

Travel Demand Breaks Records 

As of 8 September 2025, outbound bookings for Golden Week are +28% higher than last year and even +1% above pre-pandemic levels. The rebound is fuelled by: 

• Increased Air Connectivity: International seat capacity has risen by +10% YoY, boosting access to both short- and long-haul markets.  

• Loosened Entry Policies: Visa-free access to Singapore (since Feb 2024) and Malaysia (since Dec 2023), alongside South Korea’s new group visa facilitation in September 2025, have made travel smoother.  

• Economic Factors: The depreciation of the Japanese Yen has spurred demand for Tokyo and Osaka, making Japan an affordable yet premium option. 

Asia Still Leads, but Europe Surprises 

According to ForwardKeys Future Bookings data, Southeast Asia is leading Asia’s growth this Golden Week. Ho Chi Minh City (+71%), Kuala Lumpur (+66%), Hanoi (+66%), Denpasar (+61%), and Singapore (+18%) all show strong gains over last year. Japan also remains a top draw, with Osaka (+66%) and Tokyo (+24%) in high demand. 

Beyond Asia, Europe is staging a notable increase in last year’s bookings. Rome (+58%), Madrid (+55%), and Paris (+46%) all show substantial growth, signalling that Chinese travellers are diversifying beyond traditional markets in Asia. Moscow (+40%) and Dubai (+27%) are also performing well, with Dubai maintaining its appeal through luxury shopping, tourism, and ease of access. 

Premium Travel Takes Off 

Premium travel is booming this Golden Week. While economy bookings are up +23%, demand for premium cabins has surged by +74% — spanning premium economy, business, and first class. This highlights a stronger appetite for comfort and luxury after years of restricted movement. 

Leading destinations for premium travellers are Kuala Lumpur (+225%), Osaka (+181%), Istanbul (+136%), Dubai (+133%), and Frankfurt (+90%). The trend points to more affluent Chinese travellers opting for long-haul journeys and elevated experiences.