China’s tourism market is starting 2026 on a high note, fueled by diverse consumer preferences and emerging travel trends. The New Year holiday saw a surge in both domestic and international tourism as travel experiences gained popularity.
New Year’s Eve Celebrations Drive Travel Trends
New Year’s Eve celebrations became a major driver of tourism during the holiday. Searches for travel experiences such as countdown performances, fireworks shows, and light displays increased by 58% year-on-year, according to online travel agency Fliggy.
These experiences resonated with a broad demographic, particularly young travelers seeking festive atmospheres and vibrant entertainment options.
Themed Parks and Winter Getaways: Two Contrasting Travel Trends
Themed entertainment parks were especially popular, offering a combination of festive activities and immersive experiences. Shanghai Disney Resort and Harbin Ice and Snow World saw significant growth in bookings, underscoring the appeal of these locations during the holiday.
However, travel trends showed distinct contrasts. Some holidaymakers gravitated toward winter destinations, enjoying the ice-and-snow experiences in northern China. Harbin, a top winter tourism spot, recorded a massive 260% surge in bookings for packaged tour routes. In contrast, others sought warmer getaways in the south. Popular destinations like Sanya and Haikou in Hainan Province saw significant year-on-year increases in flight bookings, with growth rates of 51% and 19%, respectively.
China’s Outbound Tourism Sees Significant Growth
Outbound tourism also gained significant momentum. Short-haul overseas trips became the top choice for many travelers, with a year-on-year increase of 58%, according to a report from Utour. Long-haul destinations, such as Australia, New Zealand, and Europe, also saw notable growth.
Trips to Australia and New Zealand surged by 310% compared to the same period last year, while travel to Europe rose by 178% year-on-year. Travelers appeared to capitalize on extended time off around the New Year holiday, contributing to the increased interest in international trips.
Inbound Tourism Experiences Growth During the Holiday
In addition to outbound travel, inbound tourism showed impressive growth. Ticket bookings for inbound travel jumped by 110% year-on-year, while bookings for experience-based leisure and entertainment products surged by more than 30 times, according to data from Trip.com.
This growth signals a continued recovery in China’s tourism sector, with both international visitors and domestic travelers engaging in unique cultural and leisure experiences.
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The strong tourism performance at the start of 2026 sets a promising tone for China’s travel industry, with both domestic and international trends showing resilience.
