The consecutive Mid-Autumn Festival and National Day holidays formed a "super-long" break, providing a more ample time window for long-distance travel. WeChat's "2026 Mid-Autumn and National Day WeChat Data Report" showed that cross-provincial travel accounted for nearly 60% of total trips this year, with consumption heat extending from popular cities to border regions; meanwhile, the long holiday also made distant Europe a destination for more Chinese tourists, and the expansion of travel radius became a major driver of consumption growth. Additionally, the long holiday drove impressive cultural tourism consumption data across various regions: Fliggy data showed that during this year's National Day holiday, hotel bookings to Jiangsu destinations increased by over 79% year-on-year, with Nanjing, Suzhou, and Xuzhou being the most popular tourism bookings, and Niushoushan Cultural Tourism Zone, Hanshan Temple, and Hongshan Forest Zoo being the most popular attractions booked in Jiangsu; "reverse tourism" gained momentum, and data released today by CHABAIDAO showed that "hidden gem small cities" such as Dezhou and Diqing entered the top ten in sales growth, while Chinese-style tea beverages gained international popularity, even becoming a hit at the Louvre. In terms of traveler demographics, Douyin data showed that Gen Z had the fastest growth in both travel spending and consumer numbers, with year-on-year growth exceeding 148%. Small-town youth accounted for 18% of travel spending.

The super-long holiday drove long-distance travel, with consumption transactions in border towns growing up to 66%. The extended break allowed more room for long-distance trips and diverse travel arrangements. "Diagonal travel" became a new trend, with consumption transaction volumes increasing in regions ranging from China's southernmost prefecture-level city to its highest-altitude prefecture-level city. Among flight routes over 3,000 kilometers, Urumqi-Shanghai round trips ranked first in passenger volume (according to Ctrip data). WeChat data report showed that cross-provincial travel accounted for nearly 60% of total trips this year; mini-program transaction amounts for parking, motor vehicle charging, and aviation industries increased by 54%, 58%, and 38% year-on-year respectively; transaction volumes in Sansha City of Hainan Province, Nagqu City of Tibet, Kokdala City of Xinjiang, and Gannan Tibetan Autonomous Prefecture of Gansu Province increased by 66%, 30%, 37%, and 22% year-on-year respectively.

Jiangsu and Sichuan led in tea beverage sales, while Guangdong and Zhejiang favored coffee more. During this year's super-long Golden Week, demand for travel and gatherings was released in a concentrated manner, and dining consumption heated up significantly. Data from CHABAIDAO showed that scenic area stores saw holiday sales nearly three times that of regular days, with some stores selling over 2,000 cups per day. In terms of travel trends, "hidden gem small cities" reverse tourism remained popular, with non-first-tier cities such as Dezhou in Shandong, Diqing in Yunnan, and Jiayuguan in Gansu entering the top ten in CHABAIDAO National Day store sales growth, while new tea beverage stores located in traditional scenic areas such as Kuanzhai Alley and Jiuzhaigou also saw peak customer traffic. Regarding consumption preferences, Jiangsu, Sichuan, and Henan provinces led in tea beverage sales, while coffee was more popular in Guangdong, Zhejiang, and Shanghai. Mr. Liao, who operates a CHABAIDAO store on the milk tea street in Pingnan, Guangxi, deliberately extended business hours until the early morning to handle nighttime customer traffic, saying "operating a few more hours means selling several hundred more cups."

The long holiday drove long-distance outbound travel, with mini-program duty-free shopping growing 8.5 times. More distant overseas destinations also welcomed Chinese tourists due to the super-long holiday. Among the top 20 countries with the fastest year-on-year growth in overseas WeChat Pay transactions, 12 European countries entered the rankings, with growth particularly prominent; the number of outbound travel mini-program users visiting the Netherlands, Singapore, South Korea, Germany, and Italy increased by over 100%, 60%, 50%, 40%, and 40% year-on-year respectively. Post-arrival shopping, transportation, and dining consumption grew significantly. Overseas duty-free shopping mini-program transaction amounts increased by 8.5 times year-on-year; overseas ride-hailing and shared transportation mini-program transaction amounts both increased by over 1.6 times year-on-year. In terms of trip bookings, overseas ferry ticket booking mini-program transaction amounts increased by over 3 times year-on-year, and overseas scenic area ticket booking mini-program transaction amounts increased by 1.5 times year-on-year. The popularity of overseas travel also drove growth in related content on social platforms. Sticker check-in post volume increased by nearly 25 times year-on-year over the past 5 days, with the highest single account checking in at 107 locations; the farthest check-in point from Tencent's Guangzhou Building was located in Guatingachi Valley, Chile, with the two places 19,851 kilometers apart.

CHABAIDAO's Louvre store officially opened, attracting tourists from various countries to taste. Additionally, Chinese brands are becoming increasingly prominent in overseas markets. CHABAIDAO data showed that at the end of September, the CHABAIDAO Paris Louvre mall store officially opened, and the panda-themed design of the store attracted foreign tourists to line up, many of whom were trying Chinese tea beverages for the first time and taking photos in front of the store after receiving their drinks. Earlier, on September 25, Heytea's first Thailand store officially opened at Central World mall in Bangkok, triggering a local consumption boom, with Thai consumers even waiting in line for 3 hours in the rain to purchase. Heytea's first Thailand store opened, with Thai consumers lining up to buy.

WeChat Channels video publication volume grew 25%, with offline self-indulgence and online entertainment equally vigorous. The super-long holiday also drove strong demand for beauty, hairdressing, and nail care self-indulgence consumption. The report showed that mini-program beauty industry transaction amounts increased by 174% year-on-year. Alongside offline travel, online entertainment was equally active. During the National Day period, the total number of new videos published on WeChat Channels increased by 25% year-on-year, and the average daily number of live streaming sessions on WeChat Channels increased by 19% year-on-year. Specifically, on October 1, over 37 million people watched the Tiananmen flag-raising ceremony on WeChat Channels; on October 5, over 4.3 million people watched the Northeast Super Finals on WeChat Channels; and during the holiday, nearly 8 million people followed the Honor of Kings KPL Annual Finals on WeChat Channels. Beyond travel and consumption, WeChat also held "another side" of the holiday: Asian Games country gold medal rankings, Wansuishan Martial Arts City performance times, good morning greetings and blessings, Guandan gameplay rules, what is the "bold and chubby" meme, and Route 9 self-driving travel guides entered the top AI search hot questions during the National Day period; blessing the motherland, doing good deeds, feeling great, and exhausted became the most popular WeChat statuses; some also devoted time to reading, with average daily reading time per person on WeChat Reading reaching 56 minutes. Data from this year's Mid-Autumn and National Day holiday shows that holiday consumption is shifting from concentrated consumption in popular cities to new characteristics of joint growth across multiple locations, multiple scenarios, and diverse demands.