中国出境假日的突出表现：2026年端午节相关情况

China's Standout Outbound Holiday 29.06.2026 FIVE THINGSYOU'LL KNOW BY THE END OF THIS REPORT 04Six actions for destinations & operatorsEvidence-based, DBF-specific recommendations 01Record scale—2.2M daily crossingsWhat the numbers mean and why they matter 05What's next—National Day Golden Week 202612.55M+ projected crossings—the bigger opportunity 02Who travelled and where they wentFamilies, destinations, four traveller types 03Why 2026 was a structural anomalyThree catalysts—and why they won't all repeat DRAGON BOAT FESTIVAL (DBF) OUTLOOK 2026:EXECUTIVE HIGHLIGHTS •Dragon Boat Festival (DBF) 2026 emerged as China’s strongest outbound short-holiday travelperiod, withaverage daily cross-border crossings reaching 2.2 million (+12.9%YoY)andover648million total tripsrecorded nationwide. The surge was driven by a unique convergenceof three factors: arare Mainland China–Hong Kong holiday alignment, apost-Gaokaograduation travel wave (+19% YoY student travel), and demand generated by theFIFAWorld Cup 2026, which boosted long-haul travel, particularly toCanada (+38% YoY flightbookings). •Travel demand was led byfamily travellers (50%+ of all travellers), who increasingly favouredconvenience-driven packages, resulting in an83% YoY increase in bundled travel products.Short-haul Asian destinations dominated outbound travel, withHong Kong/Macau, Thailand,South Korea, Malaysia, and Singaporeamong the most popular destinations, whileNorthAmerica benefited from World Cup-relateddemand. •The market was shaped by four key traveller segments:families, post-Gaokao graduates,short-trip travellers, and festival/event-driven travellers, each with distinct motivations andbooking behaviours. However, the exceptional performance of DBF 2026 was largelyamplified by one-off structural factors that are unlikely to occur simultaneously again,making 2026 more of a peak benchmark than a new baseline. •For destinations and travel operators, the key opportunities lie infestival-led programming,graduation-focused campaigns, bundled experiences, short-stay itineraries, and night-timetourismofferings. As the industry looks ahead toNationalDayGolden Week2026, with anestimated12.55 million cross-bordertrips, these learnings will be critical to capturingdemand during one of China’s most significant outbound travel periods. 2.2MDAILY CROSSINGS, UP12.9%YOYRECORD CROSS-BORDER MOVEMENT DURING DBF 2026 •Chinese travellers moved at an unprecedented scale during DBF 2026.•With648M+trips across all modes andFliggypackage bookings surging +90% MoM,this was one of the most intensive short-holiday travel windows on record. +12.9%YoY increase inborder crossings 648M+Total cross-regional trips(all modes) ~2.2M Avg. dailycross-border crossings*Peak daily flow reached 2.35 millioncross-border trips +8% YoYGrowth in outboundflight bookings 500K+Outbound & inboundflight bookings +90% MoMCross-province flight+hotel packages on Fliggy THREE CONVERGING FORCES MADE DRAGON BOAT FESTIVAL (DBF) 2026 EXCEPTIONAL •DBF 2026 was not a typical holiday.•The HK–mainlandholidayperiodalignment (rare), a gaokao graduation wave (+19% student travel YoY) andFIFA World Cup demand all stacked simultaneously, amplifying outbound volumes well beyond a normal DBF. POST-GAOKAO WAVE FIFA WORLD CUP OVERLAP HOLIDAY DATES Gaokao concluded in early June,pent-up student travel demandreleased directly into the DBF window •11 June–19 July 2026•USA·Canada·Mexico•Long-haul demand boost •19–21 June 2026•3-day mainland holiday•HK/Macau: 19 June only SHORT-HAUL ASIA DOMINATED,BUT THE FIFA EFFECT PUT NORTH AMERICA ON THE MAP •HK/Macau’s strong performance was driven by structural factors–the rare alignment of public holiday period in 2026 made them uniquely accessible.•Canada's +38% YoY surge was entirely FIFA-driven and will not repeat without a similar catalyst. Rare HK + mainland holiday alignment·co-location border clearance·Macao concerts & events FOUR DISTINCTTRAVELLER TYPES,EACH NEEDS A DIFFERENT BRIEF •There is no single 'DBF traveller.' A campaign targeting families will not reach graduates or event-chasers.•Segmentation is essential; each group has a different motivation, a different budget profile, and a different booking trigger. >50%of all travellers GRADUATION TRAVELLERS FAMILY GROUPS ●Post-gaokao demand released directly into DBF window●First-time cross-border trips, emotional milestone journeys●Spike atGongbei& HZMB ports from 13–14 June●Celebratory budgets: students + parents travelling together ●Fliggy: families wereone of thelargest segments●Bundled packages surged +83% YoY (dining + show + activities)●Theme parks: 39.9% of visitors in key regions●Self-drive car rentals up ~15% YoY in Hubei 2–3daytrips dominant SHORT-TRIP TRAVELLERS FESTIVAL-MOTIVATED Cultural & event-driven ●3-day window drives short-haul, high-intensity itineraries●NEV / electric vehicle travel up +32% YoY●Hotel searches near race venues up ~210% (Guangzhou / Foshan)