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.

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