China sees booming summer tourism demand

Foreign tourists visit Mount Emei in southwest China's Sichuan Province during summer vacation. (Photo courtesy of Chengdu Greatway Tour Co., Ltd.)

Chinese online travel platforms reported robust summer travel consumption and sustained growth in cross-border trips as the two-month travel season concluded, with data showing continued innovation in domestic tourism.

Beating the heat drove travel choices. According to online travel agency Ctrip, the 10 most popular summer destinations for water activities across China included Weihai, Qiandongnan, Qinhuangdao, Dalian, Qingdao, Yantai, Anji, Guilin, Dali and Guiyang.

Cool-weather destinations in southwest China's Guizhou and Yunnan provinces saw order volumes surge by over 80 percent year on year, while lesser-known spots like Chifeng in north China's Inner Mongolia Autonomous Region, Dandong in northeast China's Liaoning Province, and Baishan in northeast China's Jilin Province recorded year-on-year order growth exceeding 200 percent.

Outdoor vacation packages combining camping, hiking and water activities saw search volumes jump over 100 percent year-on-year. The Gaoguo River in Zhenyuan, Guizhou, with its 5-kilometer rafting course and 200-meter elevation drop, drew young tourists seeking thrills and recorded a 40 percent rise in bookings from a year earlier.

Following the Chinese video game "Black Myth: Wukong," the domestic animated film "Nobody" further fueled interest in ancient architecture tours in north China's Shanxi Province. Scenic spots featured in the film, including Yong'an Temple, Foguang Temple, Jinci Temple and Qikou Ancient Town, saw search volumes spike by 380 percent year on year. During the summer, Datong's scenic spots recorded a 43 percent rise in ticket bookings and over 40 percent growth in tourism orders from the same period last year, making the city a fast-growing summer tourism destination.

Tourism orders in northwest China's Xinjiang Uygur Autonomous Region rose by over 20 percent year on year this summer, with Urumqi, the regional capital, increasing 11 percent in bookings from the same period last year. The region's pleasant climate and Instagram-worthy landscapes were major draws, with tourists from southern areas, especially the Yangtze River Delta, forming the main visitor base.

Families with children drove explosive travel demand this summer. Theme parks, museums, zoos and beaches ranked as top destinations, according to the Chinese travel platform Tuniu. Independent and self-drive tours accounted for over 60 percent of family bookings. Car rental demand surged 168 percent year on year, Meituan Travel data showed.

Tourism also shifted toward premium experiences, with small group tours becoming mainstream. Premium small group bookings accounted for 40 percent of summer group tour orders, up 90 percent year on year, according to Meituan Travel. Popular destinations included Kunming, Dali and Lijiang in Yunnan; northern Xinjiang; western Sichuan; Nyingchi in southwest China's Xizang Autonomous Region; and northwest China's Qinghai and Gansu.

Inbound and outbound tourism grew steadily, with Shanghai, Shenzhen, Guangzhou, Beijing and Chengdu the top destinations for foreign visitors, according to Ctrip. South Korea, the U.S., Japan, Thailand and Russia were the leading source markets.

Inbound tourism showed strong vitality, with international visitors seeking deeper experiences beyond sightseeing — embracing a more authentic, multifaceted and comprehensive China. Foreign tourists showed particular enthusiasm for Chinese museums, appreciating the depth of Chinese civilization. During the summer season, museum ticket bookings rose nearly 20 percent year on year, with the Palace Museum, Emperor Qinshihuang's Mausoleum Site Museum, Shanghai Museum and Sanxingdui Museum attracting large numbers of international visitors.

Asian destinations dominated Chinese outbound travel, with Japan, South Korea, Malaysia, Thailand and Singapore among the most popular, according to travel platform Fliggy. Long-haul destinations showed stronger growth, with summer orders to Iceland, Austria, Switzerland, Tanzania and Greece all rising over 50 percent year on year.