Episode Details

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,