As Golden Week approaches, China prepares for heavy domestic travel, though large numbers will travel abroad.

Ctrip.com International predicts one in two Chinese residents — an estimated 650 million people — will be on the move during Golden Week.

The public holiday is in honor of National Day, celebrated throughout Mainland China, Hong Kong and Macau and including a variety of government-organized festivities, fireworks and concerts.

Golden Week is also a popular time to go on holiday, and according to Jiang Yiyi of the International Tourism Research Institute at the China Tourism Academy, Chinese travel trends are changing. “Chinese tourists no longer select only destinations like Thailand, the United States and Japan. Countries such as Kenya, Morocco, New Zealand and Peru have become new attractions,” said Yiyi.

What’s driving these changes? According to Shi Yuguan, chief marketing officer, Ctrip, “Popular TV shows such as Game Of Thrones have given a new pull for overseas tourism. We have seen a 300 per cent rise year on year in the number of tourists going to Croatia. There is also strong growth in the Czech Republic, Iceland, Spain and Northern Ireland, where the HBO series was filmed.”

Other motivating factors for recent trends include increased variety in cruise itineraries; camping and home-sharing accommodation options; and more diverse activities like safaris and hiking expeditions.

The heavy inbound and outbound travel during Golden Week has a significant impact on the national economy. According to the China National Tourism Administration, the 593 million Chinese who travelled during Golden Week last year generated 482.2 billion yuan in revenue, up 14.4 per cent year over year.