China's Domestic Tourism Continues Strong Recovery

China's domestic tourism sector has demonstrated remarkable resilience in 2025 and into 2026, with the number of trips taken by residents reaching record levels even as economic pressures lead to more cautious spending patterns per journey. Official figures from the Ministry of Culture and Tourism highlight a clear divergence between volume and value, reflecting broader consumer sentiment amid slower economic growth.

Record-Breaking Trip Volumes in Recent Periods

During the May Day holiday from May 1 to 5 in 2026, Chinese residents made 325 million domestic trips, marking a 3.6 percent increase compared to the same period in 2025. Total domestic tourism expenditure reached 185.49 billion yuan, up 2.9 percent year on year. These numbers underscore sustained demand for travel despite moderating per-trip outlays, which fell slightly to around 571 yuan from 574.1 yuan the previous year.

In the first quarter of 2026 alone, more than 1.9 billion domestic trips were recorded, a 6 percent rise from the prior year, with spending climbing 2.9 percent to 1.86 trillion yuan. Urban residents accounted for the bulk of this expenditure at 1.53 trillion yuan, while rural spending showed modest growth.

Full-Year 2025 Performance Sets New Benchmarks

Looking back at 2025, the sector achieved impressive scale. Domestic tourist trips totaled 6.522 billion, an increase of 907 million or 16.2 percent year on year. Total spending hit 6.3 trillion yuan, representing 9.5 percent growth and adding 550 billion yuan to the previous year's figure. Urban tourism expenditure rose 7.5 percent to 5.30 trillion yuan, while rural residents increased their spending by 21.4 percent to 1 trillion yuan.

Lunar New Year celebrations in early 2026 further illustrated the trend. Over the nine-day holiday, total domestic tourism spending reached a record 803.5 billion yuan, though average per-trip spending edged down slightly, signaling price sensitivity among travelers.

Drivers Behind Surging Travel Demand

Several factors contribute to the rise in trip numbers. Improved transportation infrastructure, including expanded high-speed rail networks and more affordable domestic flight options, has made travel more accessible across provinces. Government initiatives promoting the "experience economy" encourage immersive cultural, rural, and leisure activities rather than purely consumption-driven trips.

Shifts in preferences toward shorter, more frequent getaways and a focus on nearby destinations have also boosted volumes. Rural tourism and grassroots events, such as local sports leagues in provinces like Jiangsu, have drawn significant crowds and spending from non-local visitors.

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Why Per-Trip Spending Remains Muted

Despite higher overall volumes, average expenditure per trip has shown limited growth or slight declines in several holiday periods. This pattern aligns with broader economic caution, including concerns over property market performance and consumer confidence. Travelers are opting for budget-friendly options, shorter stays, and value-oriented experiences instead of luxury accommodations or extensive shopping.

Analyses from holiday data releases indicate that while total revenue grows due to more participants, individuals are stretching budgets carefully. This behavior mirrors trends in retail sales and reflects a strategic focus on essential or meaningful travel rather than extravagant outlays.

Regional Highlights and Notable Examples

Provinces have capitalized differently on the boom. Henan province reported over 1.1 billion visits in 2025, generating more than 1 trillion yuan in tourism revenue, fueled by viral folk attractions and live events. In Jiangsu, tourism spending by non-local visitors reached 660 billion yuan in 2025 through sports and cultural initiatives.

Major attractions across the country, from historic sites to natural parks, have seen increased footfall, with self-drive tours, cycling, and hiking gaining popularity during festivals like Qingming.

Economic Contributions and Broader Impacts

Domestic tourism serves as a vital engine for China's service sector and overall economy. The wider travel and tourism industry expanded significantly, contributing to job creation and regional development. According to the World Travel & Tourism Council, China's Travel & Tourism sector is projected to continue strong growth, supporting millions of jobs and reinforcing its position as a global leader.

Local businesses, including hospitality, transportation, and retail, benefit directly from the influx of visitors. Rural areas in particular have seen income diversification through homestays, agritourism, and cultural performances.

Challenges Posed by High Volumes

The surge brings operational pressures. Peak holiday periods often result in overcrowding at popular sites, extended queues, and strained infrastructure. Reports highlight issues such as surging hotel prices, ticket scalping, and occasional service complaints during high-demand windows.

Environmental concerns around popular destinations and the need for sustainable management practices are also emerging. Policymakers and operators are exploring measures to balance accessibility with preservation and quality experiences.

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Policy Responses and Future Directions

The Ministry of Culture and Tourism continues to release timely data and support initiatives aimed at enhancing tourism quality. Efforts include promoting diversified products, improving service standards, and integrating cultural elements more deeply into travel offerings.

Looking ahead, the sector is expected to maintain momentum, with projections for continued growth in trips alongside efforts to stimulate higher-value spending through premium experiences and targeted marketing. International comparisons show China's domestic market outperforming many peers in volume recovery.

Traveler Perspectives and Behavioral Shifts

Many Chinese travelers prioritize meaningful connections, such as family reunions, cultural immersion, or wellness activities, over high spending. Social media trends and live-streaming have amplified interest in lesser-known destinations and unique events.

This evolution toward an "experience economy" suggests long-term changes in how tourism contributes to personal well-being and regional economies, even amid fluctuating per-trip expenditures.