China's tourism market maintained steady growth in the first half of 2026, with domestic travel expanding, inbound tourism surging, and new forms of travel consumption gaining momentum, according to a report released by the China Tourism Association on Aug 10.
The report, based on data and market feedback from tourism associations in 15 provinces and cities, as well as major platforms including Trip.com, Douyin and Meituan, found that the industry is undergoing a transition from scale growth to quality improvements.
Domestic tourists made 3.46 billion trips in the first six months, up 5.4 percent year-on-year, while domestic tourism spending reached 3.21 trillion yuan ($476 billion), an increase of 2 percent, according to data from the Ministry of Culture and Tourism.
Inbound tourism was also a strong growth driver. The National Immigration Administration recorded 22.91 million entries by foreign nationals during the period, up 20.4 percent year-on-year. Trip.com data showed inbound travel bookings and spending on its platform rising by 49.72 percent and 44.01 percent, respectively, while scenic spot ticket orders surged 231.41 percent.
The report also highlighted a shift in consumer preferences from sightseeing and "checking in" at popular attractions toward slower-paced, experience-oriented travel. The concept of "recharge-style travel", characterized by slower itineraries and deeper experiences, has gained popularity, with related topics on Douyin generating more than 20 billion views.
Cross-sector integration has emerged as another major trend. Tourism is increasingly being combined with sports, technology, industry, transportation, and film, creating new products and destinations. Concerts and sporting events have also become powerful tourism drivers, with the trend of "traveling to a city for a performance" gaining traction, the report stated.
County-level destinations and lesser-known cities are also attracting growing attention. Meituan data showed that out-of-town spending in counties increased 14.1 percent year-on-year in the first six months, with visitors increasingly spending on accommodation, leisure and other experience-oriented activities.
Meanwhile, the rapid recovery of inbound tourism is spreading beyond China's traditional gateways. According to Trip.com data cited in the report, the number of hotels serving international visitors in emerging cultural destinations such as Luoyang and Kaifeng, Henan province; Datong, Shanxi province; and Jingdezhen, Jiangxi province, has more than tripled over the past two years.
Despite the positive momentum, the report cautioned that the industry continues to face challenges, including homogeneous products, seasonal imbalances and mounting pressure on small and medium-sized tourism businesses. It called for more experience-focused products, better inbound travel services, stronger support for smaller businesses, and greater investment in professional talent.
