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Tapping China’s Domestic Travel Boom

Brands are wooing domestic travellers during China’s Golden Week, a seven-day national holiday beginning October 1st.
Shoppers ride an escalator in a shopping mall during China’s Golden Week holiday on Oct. 2, 2021. Getty Images.
Shoppers ride an escalator in a shopping mall during China’s Golden Week holiday on Oct. 2, 2021. (Getty Images)

Golden Week, China’s seven day holiday beginning Oct. 1, has long been a barometer for consumer sentiment. But this year’s holiday is proving to be a break with tradition for a number of reasons, leaving brands and retailers in a race to capture new consumers in an environment of uncertainty.

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