The trend of slow travel is gaining momentum, especially among retirees and older travelers, who are increasingly opting for more relaxed, immersive experiences instead of the traditional fast-paced sightseeing. This shift is reshaping the landscape of tourism, with more people turning to scenic routes, extended vacations, and slow travel packages. Instead of rushing through iconic landmarks in a whirlwind tour, travelers are seeking deeper, more meaningful connections with the destinations they visit.

During China’s recent eight-day National Day and Mid-Autumn Festival holiday (October 1-8, 2025), the tourism industry experienced a surge, with 888 million domestic tourist trips recorded, a sharp increase from the 765 million trips in 2024. The total spending for the holiday reached a substantial 809 billion yuan ($113.8 billion USD), signaling a robust recovery in the tourism sector and a notable shift towards flexible, off-peak travel options. As the travel frenzy of the holiday subsided, travel agencies and airlines quickly capitalized on the post-holiday period by offering affordable travel deals, encouraging travelers to embrace the beauty of slow travel.

Slow Travel: The New Standard for Enriching Journeys

As more travelers seek to escape the bustling crowds and high prices of peak seasons, off-peak travel has become a compelling option. Post-holiday trips have seen an uptick in popularity, as travelers enjoy lower prices, thinner crowds, and milder weather. One of the key drivers of this shift is the increasing demand for slow travel. Instead of being pressed for time in overcrowded tourist spots, many are choosing to explore destinations at a slower pace, taking the time to enjoy local culture, heritage, and natural beauty.

Travelers aged 55 to 70 are leading the charge, seeking autumn foliage trains, leisurely cruises, and slow travel packages that emphasize a deeper connection with their surroundings. This growing preference for relaxed exploration reflects a significant change in how people approach vacations. Rather than squeezing multiple destinations into a short timeframe, there’s a growing desire for extended stays that allow for true immersion in a region’s lifestyle and atmosphere.

Record-Breaking Domestic Tourism and Travel Deals

The 2025 Golden Week in China saw not only a boom in domestic tourism, but also a surge in off-peak travel demand. With major cities like Beijing and Shanghai receiving a significant influx of both domestic and international visitors, and Fujian Province welcoming over 46 million tourists, it’s clear that tourism is thriving across the country. The Ministry of Culture and Tourism reported that domestic tourism spending reached 809 billion yuan, a testament to the ongoing vitality of the tourism sector.

However, as the holiday rush ended, travel deals took center stage. Japan Airlines launched a buy-one-get-one-free ticket promotion, offering round-trip economy fares starting at 700 yuan per person. Additionally, Utour, a prominent Beijing-based travel agency, reported a 110% year-on-year increase in off-peak tour volumes, with travelers showing heightened interest in destinations such as South America, North America, Australia, and Southern Europe. These enticing offers made post-holiday travel more affordable and appealing to a broader audience, particularly those seeking a slower, more immersive experience.

The Growing Preference for Smaller, Niche Tours

Another noticeable shift in the travel landscape is the rise of smaller, niche group tours. Rather than the typical large, cookie-cutter bus tours, travelers are opting for personalized, intimate experiences that cater to their specific interests. Group sizes are shrinking from 40 people to under 20, as travelers increasingly seek richer itineraries and more authentic experiences. This shift has been particularly evident in destinations that offer more slow-paced activities, such as nature walks, cultural tours, and scenic train journeys.

This trend is a direct challenge to the traditional model of quick getaways and mass tourism. Instead of rushing from one major landmark to another, travelers are embracing a more mindful approach to travel, where the journey itself becomes just as important as the destination. Smaller group sizes and customized travel plans are giving travelers the opportunity to slow down and explore more deeply, allowing for authentic interactions with local communities and a more immersive travel experience.

Impact on Rail Travel and Scenic Journeys

One sector that is benefiting significantly from the rise of slow travel is rail tourism. China’s rail travel saw record numbers during the Golden Week holiday, with over 23.13 million trips recorded on the first day alone. The surge in rail travel highlights a growing interest in slow journeys, with travelers opting for scenic train routes that allow them to take in the landscapes at a leisurely pace. The growing popularity of autumn foliage trains and slower travel packages reflects the desire to experience destinations in a more relaxed and enriching manner.

Increased demand for slower travel experiences is also evident in other regions, where leisure cruises, historic trains, and eco-friendly travel options are becoming more popular among travelers seeking alternatives to mass tourism. These travel options allow passengers to explore destinations at a slower pace, giving them the time to appreciate the natural beauty and culture of the places they visit.

The Future of Slow Travel: More Sustainable and Thoughtful Journeys

As the demand for slower, more thoughtful travel continues to grow, the future of tourism may see a shift away from mass tourism toward more sustainable and immersive travel experiences. Slow travel not only offers a chance for deeper connections with destinations, but it also provides an opportunity for more sustainable tourism that prioritizes the local environment and community.

The rise of off-peak travel, combined with travel deals and the growing trend of smaller, personalized tours, signals a shift in how people approach their vacations. For many travelers, slow travel is no longer just a choice—it’s a way to enrich their experiences while also minimizing the negative impacts of over-tourism on popular destinations.

Conclusion: Embracing the Slow Travel Movement

The 2025 National Day and Mid-Autumn Festival holiday highlighted the growing trend toward slow travel as more people seek a slower, more immersive experience in their vacations. Whether it’s enjoying a scenic train journey, exploring local cultures, or opting for smaller group tours, the demand for relaxed, enriching travel is reshaping the tourism industry.

This shift offers a promising outlook for the future of travel, one where meaningful experiences and thoughtful exploration take precedence over rushed sightseeing. As more travelers embrace slow travel, destinations and tour operators alike are adapting to meet the demand for personalized, immersive journeys that allow people to truly connect with the places they visit.

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