China’s Domestic Tourism Surges: 3.463 Billion Trips Recorded in First Half of 2026

China’s domestic tourism sector recorded 3.463 billion trips by residents in the first half of 2026, according to data released by the Ministry of Culture and Tourism. The figure represents an increase of 1.78 billion trips from the same period last year, a year-on-year growth of 5.4%, as reported by Xinhua News.

Total tourism spending during the period reached 3.21 trillion yuan (approximately $450 billion), up 2.0% year-on-year, according to the ministry’s domestic resident travel sample survey results.

Urban-Rural Breakdown

The data reveals distinct patterns across China’s urban and rural populations. Urban residents made 2.594 billion trips in the first half of the year, up 5.8% year-on-year, while rural residents recorded 869 million trips, up 4.3%, as detailed by CCTV News.

In terms of spending, urban residents accounted for 2.66 trillion yuan, up 2.2% year-on-year, while rural residents spent 0.56 trillion yuan, up 0.6%. Urban residents continue to dominate the tourism market, representing approximately 75% of all trips and 83% of all spending.

Quarterly data shows that the first quarter saw 1.901 billion trips, up 6.0% year-on-year, driven partly by the Spring Festival holiday period. The second quarter recorded 1.562 billion trips, up 4.8% year-on-year.

Growth Moderation and Changing Consumer Behavior

The 5.4% growth rate represents a significant slowdown from the 20.6% expansion recorded in the first half of 2025, when the post-pandemic recovery surge was still in full swing. According to Jiemian News, 2025 H1 saw 3.285 billion trips with spending of 3.15 trillion yuan.

More notably, the gap between trip growth (5.4%) and spending growth (2.0%) indicates that while more Chinese residents are traveling, they are spending less per trip on average. Analysis from Sina News suggests average per-trip spending fell to approximately 926 yuan, down about 33 yuan from the same period in 2025.

This shift reflects a broader transformation in Chinese tourism consumption patterns. Tourists are increasingly opting for short-distance trips, urban micro-vacations, and high-frequency, low-cost travel options rather than expensive long-distance journeys. As China Tourism Academy President Dai Bin noted, “Market sinking and demand upgrading are continuously expanding the consumption base of the tourism economy; tourism is transforming from a ‘luxury item’ to a ‘daily necessity’ in people’s lives.”

Policy Support and Long-Term Outlook

The latest data aligns with China’s ambitious tourism development agenda. In July 2026, the State Council approved and the Ministry of Culture and Tourism issued the “Tourism Powerhouse Construction ‘15th Five-Year Plan’,” which targets 8.3 billion annual domestic trips and 7.7 trillion yuan in domestic tourism spending by 2030, as covered by Dazhong Net.

Minister of Culture and Tourism Sun Yeli has emphasized the sector’s strategic importance, stating at a March press conference that “culture and tourism have become an important source of people’s happiness and sense of fulfillment, and also an important driver for boosting consumption and stimulating growth,” according to Information Morning Post.

The full-year 2025 data provides important context: 6.522 billion domestic trips, up 16.2% year-on-year, with spending of 6.30 trillion yuan, up 9.5%, as reported by the Chinese government’s official website.

What to Watch

As China’s tourism market matures, several trends bear watching. The continued growth of rural tourism represents an important opportunity for expanding the consumption base, while the shift toward shorter, more frequent trips suggests a structural change in how Chinese consumers approach travel. The government’s “Tourism Powerhouse” plan signals sustained policy support, with tourism positioned as a strategic pillar industry contributing to broader economic growth. Whether per-capita spending recovers or the high-frequency, low-cost model becomes the new normal will be a key indicator of the sector’s evolution in the second half of 2026.