In a flash, the 8-day National Day and Mid-Autumn Festival "Super Golden Week" is almost over. Since its inception in 1999, the National Day Golden Week has accompanied China for more than a quarter century. Do you remember the iconic scenes from the first National Day Golden Week? It was truly a sea of people everywhere. Back then, tourism was almost synonymous with checking off scenic spots. Today, however, the boundaries of tourism are rapidly dissolving.
More and more people no longer insist on visiting 5A-rated scenic areas, but are willing to pay for moments of genuine experience. A journey inspired by being moved by a local story, a late-night snack recommended by an influencer, or a small window with a scenic view - any of these can become reasons to travel. Many people even book hotels next to farmers' markets specifically to catch the 6 AM morning markets in Northeast China, driving a surge in searches for "hotels near morning markets."
All of this points to a major transformation: tourism is shifting from rushing to mountains and seas to see scenery, toward embracing life and enjoying experiences. The criteria for judging whether a trip was good and worthwhile has moved from "where you went" to "what kind of life you experienced."
When tourists vote with their feet, the market naturally responds. Facing profound changes in demand, the supply side has long been "competing" in new dimensions. In the past, tourism relied heavily on natural endowments and historical heritage, but now various regions are turning to "serving the people," actively "cooking" and precisely "serving dishes."
During the National Day holiday, Beijing's Shougang Park arranged the World Table Tennis Professional League Grand Slam for fans nationwide. As of October 3, ticket revenue reached 87 million yuan, driving total consumption in Shougang Park to exceed 30 million yuan, demonstrating the multiplier effect of integrating culture, commerce, sports, and tourism. Sichuan's "Most Beautiful Western Sichuan Scenic Road" consumption package precisely captured new self-driving tourism demands, with 100,000 consumption coupons connecting scenery with services.
There were also penalty shootouts that went to sudden death, music festivals with 27 performances in one day, and a giant 388-pound five-nut mooncake... These topics that sparked heated discussions on social media mark that the cultural tourism industry has moved from resource competition to a new stage of competing on operational capabilities and creativity.
Alongside upgrades in supply and experience, tourism market order continues to improve, and governance logic is being simultaneously reshaped. There was a time when negative trending topics like "sky-high priced prawns" were almost standard for holidays. But this year, as of October 7 - when holidays would normally end - the most popular tourism-related trending topic was about the "chicken cutlet guy" in Jingdezhen selling chicken cutlets for 6 yuan.
This seemingly quiet transformation reflects significant efforts by local governments behind the scenes. When party secretaries and mayors personally take charge, when city image is deeply tied to tourism reputation, and when tourism regulation upgrades from "campaign-style" special rectifications to "always online" regular governance, who would dare to easily damage their own reputation? It is precisely this iteration of governance models that has built a solid foundation for tourists to consume with confidence and paved the way for healthy industry development.
Looking back from the 27th National Day Golden Week, this iconic long holiday system has become a window for observing China's economic resilience and vitality. The dynamic consumption figures are just the surface; beneath them flow consumption structural reforms, industrial transformation and renewal, social governance improvements, and even international tourists traveling thousands of miles to cast "trust votes" through deep experiences - all jointly confirming one fact: the profound potential of China's economy stems from people's increasingly rich aspirations for a better life. The key to transforming potential into prosperity lies in continuous reform and innovation on the supply side.
Of course, we still have some distance to go before achieving perfect tourism experiences. But just as the beauty of poetry lies in its rhythmic undulations, and the beauty of distant places lies in exploring the unknown, continuous progress itself is a moving landscape.
During these 8 days, we not only traveled through mountains and rivers, but also came to understand a vibrant China - from the upgrading of national lifestyles, to innovative breakthroughs on the supply side, to the sincere appreciation of global tourists. All of this coalesces into a solid source of confidence.
A country that can use 8 days to simultaneously ignite national enthusiasm and global curiosity - doesn't its future deserve even more anticipation?