This summer, long-haul trips made up 32 percent of all travel, while interprovincial travel exceeded 55 percent. Travelers devoted more time and budget to far-off destinations, as revealed in an industry report.
According to a report summarizing summer travel trends unveiled on Friday by online travel agency Trip.com Group, booking demand for China's scenic spots remained strong this summer. Traditional mountain scenic areas such as Taishan Mountain and Qingcheng Mountain maintained popularity. In contrast, cultural experiences, such as performances, cultural heritage visits, and TV series and film-related tourism, gained equal momentum.
Data from Trip.com showed a notable year-on-year rise in senior travelers this summer, with many opting for slow-paced and long-stay travel. Liupanshui in Guizhou province has topped China's summer habitat rankings for migrating older adults for four consecutive years, while Yichun in Heilongjiang and Qinghai provinces have launched health and wellness routes for the elderly, signaling a gradual transition from tourism to extended stays.
Traveling to locations featured in popular movies and TV series has become a powerful driver of tourism growth. The animated blockbuster All Wishes Come True! has sparked a 20 percent surge in tourist arrivals to Datong, Shanxi province. Dear You, a hit movie centered on qiaopi (historical remittance letters sent by overseas Chinese), lifted tourist volumes by 18 percent in Shantou and 8 percent in Jieyang, Guangdong province.
Family travel bookings have accounted for a larger share of summer trips, and the average spending for family groups is 1.8 times that of non-family travelers, making trips with children a key driver of summer holiday consumption.
Families with children favored customized group tours and private car charters. They also sought hands-on educational experiences, such as museum sessions, industrial-site visits and history-themed outings.
Nature-related activities and theme parks were top picks for family travelers. Instead of basic sightseeing, families sought hands-on engagement. Highly interactive and immersive experiences guided their travel choices.
China's inbound tourism source market expanded beyond neighboring countries to a global mix. Long-haul European markets saw a boom this summer, with bookings surging 91 percent year-on-year, as summer getaways in China became popular for inbound tourists. Among source markets, Russia far outpaced all others with a 210 percent year-on-year increase in visitor arrivals.
