Tourists visit Guandu ancient town in Kunming, southwest China's Yunnan Province, Oct. 3, 2026. (Xinhua/Hu Chao)

　　BEIJING, Oct. 5 (Xinhua) -- Five days into China's week-long National Day holiday, millions are still immersed in the sights, sounds and flavors of the season -- traveling, dining, exploring and enjoying the break. Yet this year, the scenes are subtly different.

　　Travelers have ventured farther as the Mid-Autumn Festival holiday fell just three days before the National Day holiday, while family trips and experience-oriented travel are on the rise, according to travel agencies.

　　"It points to a fundamental shift in the logic of tourism consumption, as travelers focus more on the quality of time and the richness of their experiences," said Bu Xiting, a researcher with the Communication University of China.

　　LONGER BREAKS, RICHER CHOICES

　　Data from Chinese online travel platform Tuniu shows that tours of 10 days or more are particularly popular during this holiday period, accounting for 26 percent of bookings.

　　Yuan You, an internet company employee, spent three days of her 13-day break in Jiuzhaigou, southwest China's Sichuan Province, before heading to the provincial capital Chengdu for woodworking classes.

　　"The holiday is rich while maintaining a relaxed pace," she said.

　　Authorities across the country have rolled out a wide range of activities, consumer vouchers and subsidies to spur holiday spending. Shanghai, for example, has launched about 200 major consumption events, backed by consumer vouchers worth roughly 100 million yuan (around 14.85 million U.S. dollars).