Fliggy, the online travel platform under Alibaba Group, has released its 2026 Qingming Festival Holiday Travel Wrap-Up, showcasing significant growth in both domestic and international travel. The surge is attributed to increased demand for parent-child tourism and a shift towards high-quality, experience-led trips.

Domestic travel saw a notable increase, with hotel bookings rising approximately 40% year-on-year. This growth was primarily driven by post-85 and post-90 parents prioritising quality experiences, which in turn boosted average spending per transaction. Additionally, members of Alibaba’s 88VIP loyalty programme contributed to an 80% year-on-year increase in hotel room night bookings.

Popular domestic destinations included major cities such as Shanghai, Beijing, and Hangzhou. However, lesser-known locations like Nujiang and Zhaosu also experienced over 100% growth in bookings, highlighting a growing interest in natural and cultural sites.

On the international front, bookings for overseas leisure activities rose nearly 40% year-on-year. Short-haul destinations like Hong Kong, South Korea, and Thailand were favoured for their convenience and diverse offerings. Meanwhile, long-haul destinations such as Tanzania and Argentina saw multiple-fold increases in bookings, driven by a desire for exploratory travel.

Fliggy’s data underscores a shift in travel preferences, with families and experience-seekers leading the charge. As travel trends evolve, the platform continues to cater to the diverse needs of its users.