With the 2026 summer travel season now at its peak, China's tourism market continues to sizzle, with record-breaking passenger flows and shifting preferences reshaping the holiday landscape, according to travel agencies.

各大旅行社表示，2026年暑期旅游正值旺季峰值，国内文旅市场热度持续高涨，出行人次创下新高，游客偏好不断转变，重塑了假日出行格局。

Travel booking platforms are reporting strong growth. Tuniu, an online travel agency, said bookings for summer tourism products had risen 17 percent year-on-year as of late July, with domestic travel bookings up more than 20 percent. On online travel platform Qunar, summer car rental bookings have increased by nearly 60 percent year-on-year.

旅游预订平台订单量大幅攀升。在线旅游服务商途牛数据显示，截至7月下旬，暑期旅游产品预订量同比上涨17%，其中国内游预订涨幅超20%；去哪儿平台暑期租车订单同比增长近60%。

To further stimulate summer consumption, more than 450 million yuan ($66 million) in travel vouchers will be distributed nationwide this summer, according to the Ministry of Culture and Tourism.

文化和旅游部称，今年夏季全国将发放总额超4.5亿元（折合6600万美元）文旅消费券，进一步拉动暑期消费。

More than 30,000 culture and tourism consumption events will also be held across the country. Local authorities will expand the supply of high-quality tourism and cultural offerings, including summer retreats, coastal vacations, nighttime tourism, cruises and yachting, family trips, study tours, culinary experiences and museum visits, the ministry said.

全国各地还将举办三万余场文旅消费活动。文旅部介绍，各地持续丰富优质文旅产品供给，涵盖避暑休闲、滨海度假、夜间文旅、邮轮游艇、亲子家庭游、研学旅行、美食体验、博物馆游览等多种业态。

Family travel remains the dominant force in the summer tourism market. Parents and kids account for over 60 percent of summer travelers on Tuniu and 45 percent on Qunar. According to Qunar, the top family travel destinations this summer are Shanghai, Beijing, Chengdu in Sichuan province, Kunming in Yunnan province and Guangzhou in Guangdong province.

亲子家庭游依旧是暑期旅游市场主力军。途牛平台暑期亲子游客占比超60%，去哪儿平台该比例达45%。去哪儿数据显示，今夏热门亲子目的地依次为上海、北京、四川成都、云南昆明以及广东广州。

Family travel itself is also evolving. Gone are the days when parents planned trips entirely around their children's needs. This summer, as more people born after 1995 become parents, an "everyone has a good time" approach to family vacations is becoming increasingly popular, according to Qunar.

亲子游模式也在不断迭代。过去父母一切围绕孩子需求规划行程的时代已然过去。去哪儿平台表示，随着大批95后步入父母行列，兼顾全家游玩体验、人人都能收获快乐的度假理念愈发流行。

Hotels are adapting to the trend by offering childcare services and children's clubs. On Qunar, searches for hotels with childcare services and children's programs rose 40 percent month-on-month. The five most popular search criteria for family-friendly hotels are swimming pools, children's clubs, washing machines, refrigerators and child safety facilities.

各大酒店顺应趋势，纷纷推出托管服务、儿童乐园。去哪儿平台上，带有育儿服务、儿童游乐项目的酒店搜索量环比上涨40%；亲子酒店五大热门筛选条件为：泳池、儿童俱乐部、洗衣机、冰箱、儿童安全设施。

Yan Yun, a resident of Wuhan, Hubei province, in her 30s, is traveling with her 5-year-old daughter and her brother's family — five people in all — on a nine-day road trip from Shenyang and Dalian in Liaoning province to Yantai, Shandong province, from July 25 to Aug 2.

湖北武汉30多岁市民严芸，带着5岁女儿以及哥哥一家，共计五人，开启了9天自驾之旅：7月25日至8月2日，从辽宁沈阳、大连一路前往山东烟台。

Still on the road and renting a car for the entire trip, Yan said the journey has been highly enjoyable.

全程租车自驾、旅途仍在继续的严芸坦言，这次出行体验十分美好。

She said traveling with children slows the pace and requires more negotiation, making the itinerary less predictable.

她说道，带孩子出游行程节奏会放缓，凡事需要互相商量，旅途计划不会一成不变。

Despite the slower pace, she described the journey as a unique and rewarding experience for the whole family.

虽说行程节奏舒缓，但她认为这场旅行给全家人带来了独一无二、充实美好的收获。

The growing demand for richer travel experiences has become another defining feature of this summer's tourism market. Tuniu said users are increasingly seeking in-depth and experiential travel, driven by sustained demand for emotional value and experience-based consumption.

游客对沉浸式深度体验的需求攀升，是今夏文旅市场另一大鲜明特点。途牛表示，受情感价值需求与体验式消费热潮带动，游客愈发偏爱深度体验游。

Li Pengbo, Communist Party of China secretary of the School of Tourism Sciences at Beijing International Studies University and a professor at the school, said the shift reflects a fundamental change in consumer values.

北京第二外国语学院旅游科学学院党委书记、教授李朋波表示，这种出游偏好转变，本质上是大众消费观念的更迭。

"In the era of 'check-in tourism', when travel opportunities were relatively scarce, simply having been somewhere was valuable. Photos served as proof, and social media posts announced the experience.

“打卡旅游盛行的年代，出游机会有限，只要抵达过某地就极具意义；拍照留存当作凭证，再发到社交平台分享，便是旅行的全部意义。”

"Today, as travel becomes more routine, the marginal value of simply having been somewhere has plummeted. How did you travel? What did you feel? Do you have a story to tell? These have become the new value anchors," Li said.

李教授讲道：“如今旅行早已常态化，单纯到此一游的边际价值大幅下降。人们更在意出行方式、内心感受、旅途故事，这些才是当下旅行新的价值核心。”

That helps explain the rapid rise of experiences such as city walks, intangible cu...