2025 Domestic Tourism Hits Record 6.52 Billion Trips, 6.30 Trillion Yuan; 2026 Holiday Travel Also Breaks

In 2025, domestic travel reached 6.52 billion trips and total spending of 6.30 trillion yuan, both setting new historical highs. In 2026, travel during the Spring Festival, Qingming, and Labor Day holidays all broke records for the corresponding periods. In 2025, service retail sales grew 5.5% year-on-year, and per capita service consumption expenditure was 13,602 yuan, accounting for 46.1% of per capita consumption expenditure.

Leisure vacations accounted for 49.8% of travel modes, ranking first, followed by niche destinations at 42.6% and off-peak or reverse-season travel at 41.3%. Natural scenery and food exploration remained at the top, while theme parks, local cultural tours, and outdoor activities saw a notable increase in share. Among local cultural experiences, food preparation, folk festivals, and local life ranked in the top three. In outdoor activities, hiking and mountain climbing, nature exploration, and cycling and self-driving led.

Private car or rental car self-driving overtook fully independent travel at 39.9% to become the top choice for domestic travel. Short trips of 3 to 5 days dominated, accounting for 72.2% of domestic travel. Quality small-group travel such as chartered car tours, small group tours, and semi-independent tours became more active.

In accommodation choices, three-star comfort and economy hotels together accounted for nearly 70%, with the shares of both three-star and five-star hotels rising. Users aged 18-25 preferred economy hotels and homestays, while users aged 26-45 showed a significant preference for four-star and above high-star hotels. Middle-aged and elderly groups had preferences at both ends: economy and luxury hotels.

Browsing travel notes and guides for inspiration ranked first at 52.5%, higher than direct search and booking at 42.9%. Nearly 40% of users, after being inspired on social media, returned to the platform to complete bookings. In users' first impressions of platforms, 'one-stop trip planning' and 'established brand, trustworthy' together dominated.

Among travel users, those aged 18-35 accounted for over 60%, while those aged 46 and above accounted for less than 10%. White-collar workers formed the base customer group. In consumption attitudes, quality-first and key-investment types together accounted for nearly 70%. Individuals with monthly income above 10,000 yuan accounted for 54.0%, and households with monthly income above 30,000 yuan accounted for 33.4%. The proportion of deep travel enthusiasts who travel more than seven times a year continued to rise.