China’s tourism industry has launched into 2026 with exceptional momentum, demonstrating robust consumer activity through record-breaking New Year holiday bookings that signal a vibrant recovery for the sector.
The three-day holiday period spanning Thursday to Saturday has emerged as a critical indicator of consumer sentiment following December’s Central Economic Work Conference, which emphasized domestic demand expansion as a key priority for the year ahead.
Domestic tourism has spearheaded this remarkable rebound. Leading online travel platforms reported unprecedented growth, with Meituan Travel documenting a nearly fivefold surge in bookings compared to the previous year. Competitor Tongcheng Travel observed booking momentum accelerating throughout December, recording an average 30 percent year-on-year increase for flight and hotel products. The holiday’s opening day alone witnessed domestic hotel bookings skyrocketing over threefold year-on-year, fueled by converging demand for seasonal travel, family reunions, and celebratory gatherings.
Travel patterns revealed a distinctive ‘north-south exchange’ phenomenon, with ice-and-snow destinations in Northeast China attracting winter sports enthusiasts while southern havens like Hainan drew visitors seeking warmer climates and shopping experiences. Data indicated Heilongjiang and Hainan ranked as each other’s primary sources of tourist departures on Thursday.
Cultural and entertainment events significantly influenced travel decisions, with New Year’s Eve celebrations, fireworks displays, music festivals, and performances driving both local excursions and short-distance trips. Tongcheng reported doubled year-on-year ticket sales for holiday performances, while Guangzhou and Shenzhen hosted over 100 major concerts and sporting events, some selling out two weeks in advance and consequently boosting hotel demand.
Professor Wu Liyun from Beijing International Studies University’s China Academy of Culture and Tourism Industry noted: ‘Travelers increasingly prioritize emotional tourism, seeking cultural resonance and ceremonial significance. Activities like museum visits, concerts, and New Year countdowns now rival traditional sightseeing in popularity.’
The outbound market has accelerated its recovery pace, with Beijing-based Utour Group reporting approximately 90 percent of its holiday products sold out. Demand for Australia and New Zealand packages surged 310 percent year-on-year, while European travel increased 178 percent. Premium customized tours to the Middle East rose 60 percent.
Corporate travel has shown tentative signs of recovery, with Utour noting a 40 percent month-on-month increase in team-building package inquiries—interpreted by industry experts as companies preparing for productive operations ahead.
While acknowledging the sector’s ‘strong start,’ Professor Wu emphasized the industry’s transition from volume-focused to quality-driven growth: ‘Service quality and brand reputation will become decisive competitive factors,’ she stated, advocating for consumer-centric evaluation systems to enforce elevated standards.
China’s inbound tourism continues its robust recovery, supported by relaxed visa requirements and enhanced tax refund policies. The consolidated visa-free transit policy implemented December 17, 2024—now offering a unified 240-hour stay—has already driven a 60.8 percent surge in foreign arrivals under the transit scheme, according to National Immigration Administration data.