CCTV news:During the National Day holiday in 2026, the overall domestic consumer market will see strong supply and demand and strong vitality. The deep integration of culture and tourism, the empowerment of top events, the recovery of physical business districts, and the precise implementation of policies have combined multiple benefits to promote an overall increase in service consumption, scene consumption, and bulk consumption. The booming holiday economy has not only activated the vitality of the offline market and optimized the consumption structure, but also fully demonstrated the strong resilience of China’s economic recovery.
Cultural tourism consumption is on the rise and diverse scenarios activate the holiday market
During the National Day holiday in 2026, consumption of services such as catering, accommodation, and performance viewing continued to pick up, becoming one of the core driving forces for the growth of the holiday market. Many films were released during the National Day holiday, driving the film market to a steady increase in box office. Cultural and sports activities such as music festivals, drama performances, and intangible cultural heritage experiences are held in various places, and the new business format integrating “culture + consumption” is very popular. At the same time, major time-honored restaurants and urban night markets are full of customers and booming in popularity, and the offline consumption scene is warm and harmonious.
Culture and tourism collaborate to improve quality and renew, and sports events become popular
During this National Day holiday, a number of major international sports events took place in Beijing. On October 4, the main draw of the 2026 World Table Tennis Professional League (WTT) China Grand Slam began. The 2026 China Tennis Open will extend the competition period to four weeks for the first time. The competition period spans the two prime tourism consumption periods of Mid-Autumn Festival and National Day, maximizing the potential of holiday consumption.
The hosting of top sports events continues to spark a consumer boom in watching games. Data shows that cultural tourism bookings during the National Day holiday in Beijing in 2026 will increase by 30% year-on-year, and the event will have a significant economic boost.
The physical business district is renewed and iterated, and offline consumption is gaining momentum.
During this National Day holiday, the country’s offline physical consumer market is bursting with vitality and warmth. Beijing has concentrated on launching diversified consumption-promoting activities such as first exhibitions, specialty food markets, outdoor music performances, and nighttime leisure experiences. Core business districts such as Shanghai’s Nanjing Road and Huaihai Road rely on light and shadow art to upgrade consumption scenarios and create new immersive consumption experiences. Monitoring data from the Ministry of Commerce show that from October 1st to 3rd, the passenger flow and turnover of 78 pedestrian street business districts monitored nationwide increased by 3.4% and 5.3% respectively year-on-year, indicating that physical consumption is recovering steadily.
With precise policies and enhanced support, bulk consumption has steadily rebounded
On the eve of the National Day, the fourth batch of 62.5 billion yuan of ultra-long-term special government bonds and consumer goods trade-in support funds in 2026 have been fully allocated to various regions, laying solid policy support for holiday consumption. In the three days before the holiday, the national consumer goods trade-in activity drove a total of 19.63 billion yuan in sales, benefiting 3.483 million people, effectively driving the growth of bulk consumption and quality consumption.
Wang Yagang, deputy director of the Tianjin Municipal Bureau of Commerce, said that during the National Day holiday, more than 80 million yuan in government consumption coupons were issued, forming a linkage effect of government subsidies, platform profits, and enterprises benefiting the people, creating a series of new consumption growth points.
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