China”s consumption vitality burst during the recently concluded May Day holiday, with the sales revenue of related sectors growing by 14.3 percent year-on-year, indicating a further release of consumption potential, according to value-added tax invoice data analyzed by the State Taxation Administration.
“Judging from the VAT invoice data, consumption during the May Day holiday continued to heat up, and consumption potential was effectively released,” said Huang Lixin, director of the tax science and research institute of the State Taxation Administration.
Huang noted that as policies promoting service consumption take effect, the sector is constantly upgrading, injecting strong momentum into high-quality economic development.
Data from the Ministry of Culture and Tourism showed that the national cultural and tourism market was generally stable and orderly during the 2026 May Day holiday. According to estimates by the ministry’s data center, the country saw 325 million domestic tourist trips during the holiday, up 3.6 percent year-on-year, with total domestic tourism spending reaching 185.49 billion yuan ($27.26 billion), an increase of 2.9 percent.
Driven by this travel boom, the tourism consumption market was highly active. Sales revenue from sightseeing and entertainment services jumped 21.2 percent year-on-year, while travel agency services and leisure sightseeing activities grew by 23.8 percent and 26.2 percent, respectively. Consumers also showed a strong preference for cultural and sports activities, as sales revenue from these sectors surged by 42.3 percent and 44.1 percent.
Some scenic spots are pushing cultural tourism into a new era through technologies such as 5G and artificial intelligence, forcing scenic areas to accelerate their pace of digital transformation. Many tourist attractions have already achieved an upgrade from basic smart guided tours to comprehensive data-driven operations.
Huang Zhenfang, director of the Jiangsu Tourism Society, noted that the application of technology should make culture more palpable, deepen consumer experiences, and enable smarter management.
Top-tier 5A scenic spots should utilize big data and AI for passenger flow prediction, smart navigation, and personalized recommendations to improve operational efficiency, optimize visitor experiences, and create a sense of surprise, he added.
Beyond tourism, lifestyle services also experienced robust growth, with sales revenue from residential family services increasing by 14.2 percent year-on-year. Sectors such as laundry and dyeing, pet care, and auto maintenance also saw notable revenue growth. This indicates that consumers are paying more attention to convenient lifestyle while meeting basic living needs. Health-related consumption also increased, with residential health services rising by 40.1 percent, driven by strong demand for health consulting and fitness leisure services.
The catering market maintained a positive momentum, with many regions launching distinctive dining activities, driving a 31.4 percent year-on-year increase in catering sales revenue. Snack services, bars, tea houses, and formal dining all enjoyed rapid expansion. Furthermore, homestay services, which integrate diversified services and unique experiences, saw a 13.3 percent year-on-year increase.
Meanwhile, offline consumption scenarios were continuously optimized, providing convenience for consumers and driving the popularity of upgraded commodities. Sales revenue from comprehensive retail grew by 12.4 percent, with offline outlets like supermarkets driving a 15.6 percent increase by enhancing consumer experiences.
The consumption of quality goods showed strong growth momentum, with robust demand for cosmetics, gold and silver jewelry, and arts and crafts resulting in significant year-on-year sales revenue increases ranging from 28.8 percent to 57.4 percent, according to the tax authority.
renqi@chinadaily.com.cn
