China is among countries with the highest travel willingness by sightseers this summer: survey

一项调查显示，今年夏季，中国是游客出游意愿最高的国家之一。

Tourists snap a picture at the Zhongwu Park in Beijing on May 4, 2026 during the May Day holidays which have seen a travel boom. Photo: Liu Yang/GT

2026年5月4日，五一假期期间旅游市场火爆，游客在北京中坞公园拍照。摄影：刘洋/GT

China is among the countries with the highest travel willingness by sightseers this summer, with more travelers opting for trips that could provide in-depth travel experiences and personalized value, according to a survey issued on Tuesday by several companies including Allianz Partners.

安联（Allianz Partners）等多家公司周二发布的一项调查显示，中国是今年夏季游客出游意愿最高的国家之一。调查还显示，越来越多游客选择能够提供深度旅行体验和个性化价值的行程。

Global travel willingness remains elevated at 74 percent, and notably, Chinese travelers exhibit a stronger intention, with 81 percent expressing eagerness to travel. The survey covered 10 major global markets including China, France, Germany, the US, the UK, and India, aiming to provide an in-depth analysis of global consumers' travel preferences and behavioral trends.

全球出游意愿维持在 74% 的较高水平。值得关注的是，中国游客出游意愿更强，81% 受访者表示有出行打算。该调查涵盖中国、法国、德国、美国、英国、印度等全球 10 个主要市场，旨在深度剖析全球消费者的旅游偏好与行为趋势。

The survey result shows that 59 percent of Chinese tourists prefer to travel within the country this summer.

调查显示，今年夏季 59% 的中国游客倾向国内游。

With regards to outbound travel, neighboring countries and Europe are the most popular destinations, with 18 percent and 14 percent of Chinese tourists opting for the two places, followed by other parts of Asia at 10 percent, North America at 7 percent, the Middle East and Africa at 5 percent, Oceania at 4 percent, and South America at 3 percent.

在出境游方面，周边国家与欧洲是最热门目的地，分别有 18%、14% 的中国游客选择前往。其次为亚洲其他地区（10%）、北美（7%）、中东和非洲（5%）、大洋洲（4%）、南美洲（3%）。

The fact that 59 percent of Chinese travelers choose to travel within the country is rational choice in face of geopolitical and global economic uncertainty, Wang Li, the Managing Director for Allianz Partners in China, told the Global Times on Tuesday.

安联伙伴中国区董事总经理王力周二接受《环球时报》采访时表示，受地缘政治与全球经济不确定性影响，59% 中国游客选择国内游，是一种理性选择。

"The core customer base for China's outbound travel remains stable. And we expect that from the second half of 2026 to 2027, with the recovery of international flight routes and further visa facilitation, outbound travel will experience a phased recovery characterized by 'starting from nearby destinations and expanding to farther ones.' The market is projected to further rebound in 2027," Wang said.

“中国出境游的核心客群保持稳定。我们预计，2026 年下半年至 2027 年，随着国际航线的恢复和签证进一步便利化，出境游将经历‘从周边目的地起步，向更远目的地拓展’的阶段性复苏。预计 2027 年市场将进一步反弹。” 王力说。

Meanwhile, a significant change among Chinese tourists is that they put more emphasis on in-depth travel, which could provide them with more extensive experiences and meaningful memories.

与此同时，中国游客群体出现一大显著变化：游客更加看重深度旅游，借此获得更加丰富的旅行体验，留下有价值的旅途回忆。

According to the survey, 76 percent of Chinese travelers enhance their trips by developing personal hobbies and engaging in sports. And, 75 percent of the travelers are eager to attend concerts and live performances, and 69 percent prefer to blend work with leisure to prolong their vacations. Furthermore, wellness experiences and watching sports events have also emerged as popular options for the summer vocations.

调查显示，76% 的中国游客通过培养个人爱好、参与体育运动丰富旅行体验。此外，75% 的游客希望观看音乐会和现场演出，69% 的游客倾向兼顾工作与休闲来延长假期。与此同时，康养体验和观看体育赛事也成为暑期度假的热门选择。

"Tourism serves as an internal driving force for upgrading China's consumption structure. Chinese travelers' strong interest in enriched experiences — including hobbies, sports, concerts, wellness, sports events, and work-leisure integration — indicates that travel has evolved far beyond traditional sightseeing and has become a vital part of contemporary lifestyle," Wang said.

“旅游业是推动中国消费结构升级的内在动力。中国游客对多元体验的浓厚兴趣 —— 涵盖兴趣爱好、体育活动、音乐会、康养项目、体育赛事以及工作休闲融合类出行 —— 表明旅游早已超越传统观光，成为当代生活方式的重要组成部分。” 王力表示。

"We are confident that tourism — especially high-quality domestic trips and the steadily recovery of outbound travel — will become a key engine for China's consumption and high-quality economic development," she said.

她说：“我们看好旅游业 —— 尤其是高品质国内游，以及出境游市场的稳步复苏 —— 将成为拉动中国消费、推动经济高质量发展的关键引擎。”

During the 2026 May Day holiday, China's cultural and tourism market sustained stable expansion, with domestic trips and total spending both registering year-on-year growth.

2026 年 “五一” 假期，我国文化和旅游市场保持稳定增长，国内出游人次和旅游总支出均实现同比增长。

The Ministry of Culture and Tourism announced that a total of 325 million domestic trips were made across the country during the May 1-5 period, representing a 3.6-percent increase from the same period last year. And domestic tourism expenditure reached 185.49 billion yuan ($27.08 billion), up 2.9 percent year-on-year, the ministry said.

文化和旅游部发布数据，5 月 1 日至 5 日，全国国内旅游出游共 3.25 亿人次，同比增长 3.6%。文旅部表示，国内旅游收入达 1854.9 亿元人民币（270.8 亿美元），同比增长 2.9%。