As China's autumn semester begins, cities with large university populations are rolling out incentives and services for new students, ranging from shopping offers and cultural experiences to public services and career support.
The measures point to a broader shift in the back-to-school season. While student spending remains important, some cities are extending welcome programs to build longer-term ties with young people who could later join the local workforce.
Eight cities now have more than 1 million higher-education students each, according to financial media outlet Yicai.
Guangzhou has the largest student population, with about 1.78 million students enrolled in undergraduate, vocational, and postgraduate programs. Zhengzhou and Wuhan follow with about 1.53 million and 1.44 million, respectively. Chengdu, Chongqing, Beijing, Xi'an, and Nanjing have also passed the one-million mark, the report said.
These large student populations form a significant consumer base for dining, electronics, tourism, and entertainment, prompting cities to tailor welcome programs to local strengths.
In Chengdu, new students can apply for a city experience card offering benefits across dining, accommodation, transport, tourism, shopping, and entertainment. Twenty-seven tourist attractions and cultural venues are offering free admission to new students, while two accompanying family members can receive half-price tickets.
Wuhan, which has one of the highest concentrations of universities in China, launched its university welcome season on Saturday, with activities spanning shopping, dining, culture, and entertainment. The program also highlights employment and entrepreneurship opportunities and provides easier access to local government services.
For some cities, the longer-term focus extends to retaining young people after graduation. According to Hubei's local newspaper Changjiang Daily, more than 27 percent of graduates from universities in Wuhan had stayed in the city for work over the past five years. In 2025, Wuhan attracted 314,000 university graduates who stayed in or moved to the city for work or entrepreneurship, the report said.
