Beijing, China (TRI) — With 2026 now underway, China’s tourism sector continues to show strong signs of post-pandemic recovery, backed by early 2025 figures pointing to solid growth in both domestic trips and international arrivals. While full-year official statistics for January-December 2025 are not yet finalized by the Ministry of Culture and Tourism, interim reports and forecasts from sources like the World Travel & Tourism Council (WTTC) and UN Tourism paint a picture of a sector on track to exceed pre-pandemic benchmarks. This report from Tourism Reporter delves into key metrics, insights on the upcoming Chinese New Year (CNY) travel season, visa-free policy expansions, the Hainan tourism boom, and broader implications for 2026.
2025 Tourism Numbers: A Year of Domestic Dominance and Inbound Rebound
China’s tourism sector demonstrated remarkable vitality in 2025, driven by domestic demand and policy-driven inbound growth. According to the WTTC’s Economic Impact Research released in April 2025, the sector was forecast to contribute a record ¥13.7 trillion (approximately $1.9 trillion USD) to the national economy, representing 10.3% of GDP and surpassing pre-pandemic levels by 10.3%. This projection aligned with actual trends, as domestic trips reached 4.9 billion in the first three quarters (January-September), a 16.6% year-on-year increase, per data from the Ministry of Culture and Tourism. Urban residents accounted for 3.789 billion of these trips (up 15.9%), while rural areas saw 1.209 billion (up 20.2%), highlighting a shift toward countryside escapes and cultural experiences.
Inbound tourism also heated up, with 35.02 million foreign visitor trips in the first quarter alone—a 19.6% rise from Q1 2024—bolstered by visa relaxations. By mid-2025, international passenger flights had recovered to 93% of 2019 levels, with over 7,000 weekly flights. Outbound tourism mirrored this momentum, with the market valued at $140 billion in 2024 and projected to grow toward $386 billion by 2033, though 2025 specifics showed 75% of surveyed travelers interested in international trips by mid-year. The ITB China Travel Trends Report for 2025/26 estimates over 100 million outbound trips by year’s end, generating more than 1 trillion RMB in revenue. Winter tourism, including ice and snow activities, surged with over 14,000 related companies registered by year-end, up significantly from 2024.
Overall, the sector’s GDP contribution is forecasted at 11.4% for 2025, with a market size nearing $2.61 trillion USD, underscoring China’s position as a global tourism powerhouse.
Chinese New Year 2026 Travel Insights: A Record-Length Holiday Boost
The 2026 Chinese New Year (Spring Festival), falling on February 17, marks the longest holiday in recent history with a nine-day break from February 15-23, extended by weekend adjustments. Early data from the New Year’s Day holiday (January 1-3, 2026) previews a massive surge: Domestic tourism generated over ¥79.7 billion ($11.1 billion USD) in revenue, up 13.4% year-on-year, with 135 million trips—a 9.4% increase. Passenger flows across railways, highways, and airports rose sharply, signaling pent-up demand.
For CNY 2026, forecasts predict even stronger momentum. Trip.com Group’s December 2025 report highlights diverse preferences, with popular destinations including Thailand, Japan, the UK, and Vietnam for outbound travel. Airbnb’s “2026 CNY Holiday Outbound Travel Trends” notes over 70% of bookings extending beyond the nine-day period, favoring short-haul spots like Southeast Asia for their familiarity, visa ease, and family-friendly appeal. Domestic trends lean toward themed trips—wellness, cultural festivals in Shanghai or Sichuan, and winter escapes—with high-value consumers planning multiple international outings. The extended holiday is expected to amplify outbound demand, potentially pushing pricing higher for flights and accommodations, while boosting sectors like luxury and family travel.
Visa-Free Policies: Expanding Access in 2026
China’s visa-free initiatives have been pivotal in reviving inbound tourism, with expansions continuing into 2026. As of mid-2025, unilateral visa-free entry was extended to over 40 countries through December 31, 2026, including recent additions like Sweden (from November 10, 2025). This policy allows 30-day stays for business, tourism, or transit, covering 75 countries in total when including mutual agreements. Notable updates include Indonesia’s inclusion in the 240-hour visa-free transit policy from June 12, 2025, and Russia’s 30-day visa-free from September 15, 2025, to September 14, 2026.
Additionally, fingerprint exemptions for short-term visas were extended through December 31, 2026, simplifying processes. These measures have driven inbound surges, with Q1 2025 arrivals up 19.6% year-on-year. For 2026, further expansions are anticipated, potentially adding more nations to bolster high-value tourism segments.
Hainan Tourism Boom: A Tropical Powerhouse
Hainan Province emerged as a standout in 2025, fueled by its island-wide special customs operations launched December 1, 2025, which introduced duty-free shopping and enhanced incentives. The province welcomed over 100 million domestic and international tourists in 2025, with spending exceeding projections and a 20.8% increase in inbound travelers (1.24 million) in the first half alone. Monthly visitor numbers hovered around 9.4 million, per CEIC data.
The New Year’s Day holiday 2026 saw 2.17 million visits—a 25.2% year-on-year jump—with duty-free sales surging. High-end hotel bookings rose over 30% in the first week of customs operations, signaling Hainan’s transformation into a luxury and shopping haven. The China International Travel Mart 2025 in Haikou further amplified this boom, attracting global partners.
Outlook for 2026: Sustained Growth Amid Innovation
Looking ahead, China’s tourism is poised for continued expansion, with outbound trends shifting toward themed, high-value trips and domestic focus on wellness and rural experiences. Policies like visa-free extensions and Hainan’s customs regime will likely sustain inbound momentum, potentially pushing total arrivals beyond 2025 records. Challenges include overtourism in hotspots and geopolitical factors, but innovations in sustainable and tech-driven travel offer resilience.
Tourism Reporter will monitor full 2025 data releases expected in Q1 2026. For more insights, follow us on X – @TourismReporter.
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