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.