Executive Summary

China’s Mid-Autumn Festival is a major holiday for Chinese families to gather, eat festive foods prepared especially for this holiday and enjoy the sight of the full moon, indicating the start of fall. The holiday falls on the 15^th day of the eighth month in the Chinese lunar calendar, so it varies each year but this year was on September 13.

• Over 100 million Chinese went on leisure tours in China during this year’s three-day holiday, according to the Ministry of Culture and Tourism of China.
• Over 75% of Chinese tourists took part in some cultural activity, such as making mooncakes, said the Ministry of Culture and Tourism of China.
• Box office receipts hit ¥790 million (around $111.64 million) during the holiday period, 49.9% year over year growth, according to the China Movie Data Information Network.