Domestic Tourism Boom

China's domestic trips soared beyond 6.5 billion in 2025, a 16% increase over the previous year, with total tourism expenditure reaching approximately 6.3 trillion yuan and establishing domestic tourism as one of the country's most powerful economic engines. Record-breaking travel numbers during Spring Festival (which saw 9 billion passenger trips across all transport modes over the 40-day travel rush) and the National Day Golden Week reflect a sustained post-pandemic travel surge amplified by improved high-speed rail connectivity and aggressive destination marketing by local governments. About 34% of affluent Chinese travelers now prefer high-end customized experiences over standard package tours, driving growth in boutique hotels, private guided tours, and experiential activities like tea plantation visits, pottery workshops, and ethnic minority homestays. Cities like Zibo (famous for its barbecue), Harbin (with its spectacular ice festival), and Tianshui (known for spicy noodles) have gone viral on social media, demonstrating how Douyin and Xiaohongshu can transform previously obscure destinations into overnight tourism sensations attracting millions of visitors. The high-speed rail network now exceeds 46,000 kilometers, and self-driving road trips along scenic highways have become a major travel category. What drives this boom is a combination of pent-up post-pandemic demand, rising disposable incomes in lower-tier cities, patriotic sentiment favoring domestic over international travel, and a young generation that prioritizes experiential consumption. For the global tourism industry, China's domestic travel market matters because its sheer scale — larger than the entire European tourism market — creates opportunities for international hospitality brands while fostering domestic tourism infrastructure that will eventually support massive outbound travel as visa restrictions ease.