2026年上半年中国入出境与国内旅游市场情绪报告

Introduction This report is jointly prepared by the WorldTourism Alliance and the School of TourismSciences, Beijing International Studies University.Through a comprehensive analysis of thesentiment of China’s inbound, outbound, anddomestic tourism markets in the first half of 2026,the report aims to provide references for Alliancemembers, government departments in chargeof culture and tourism, tourism enterprises, andacademic research institutions in observing andassessing the operating trends of China’s tourismmarket, thereby supporting the high-qualitydevelopment of the tourism industry. response. Drawing on multiple sources, includingquestionnaire sur veys, expert inter views,industry data, and publicly available materials,the report systematically evaluates the businessperceptions of market entities, tourists’ demandexpectations, destination attractiveness, thedegree of supply–demand match, and theeffectiveness of policy transmission. Overall,China’s tourism market in the first half of 2026is at a critical stage of transition from scaleexpansion to coordinated progress in structuralreshaping, quality improvement, and valuetransformation. The tourism market sentiment index systemadopted in this report consists of four primarydimensions: market confidence, destinationvalue, supply–demand match, and policy The preparation of this report has receivedstrong support from various institutions andexperts. In terms of data support, Trip.comGroup provided core industry data, laying an important data foundation for the compilationof the objective sentiment index and the analysisof market trends. OAG, Official Aviation Guide,a global aviation data and analytics serviceprovider, provided key support for the analysis ofinternational market supply and demand as wellas the assessment of policy effects. We would liketo extend our special thanks to Trip.com Groupand OAG. The following institutions are listed in the orderof the number of strokes in their Chinese names,with no ranking implied: New Century TourismGroup Co., Ltd.; Wuxi Juna Hotels ManagementGroup Co., Ltd.; China International TravelService Head Office; CYTS Holdings Co., Ltd.;School of Sports, Leisure and Tourism, BeijingSport University; Legendale Hotel Beijing;Beijing Capital Airlines Co., Ltd.; Beijing QunarInformation Technology Co., Ltd. (Qunar); UtourGroup Co., Ltd.; Suzhou Nan Yuan Hotel; NaradaHotel Group Co., Ltd.; Guizhou Xijiang Qianhu MiaoVillage Cultural Tourism Development Co., Ltd.;Los Angeles Tourism & Convention Board; HubeiEnshi Tourism Group Co., Ltd.; Trip.com Group;and Jin Jiang International Holdings Co., Ltd. In terms of expert inter views, experts fromthe following institutions participated in thein-depth interviews for this report. Drawingon their respective professional fields, theyprovided professional insights for assessingmarket sentiment. We hereby express our sinceregratitude to them. Part 1 China Inbound and Outbound Tourism Market Sentiment ReportExecutive Summary······················································· 61. Overall Assessment of China’s Inbound and Outbound Tourism Markets··········· 91.1 Research Framework and Index Description································· 91.1.1 Data Notes························································ 91.1.2 Notes on the Sentiment Index······································· 111.2 Overall Assessment for the First Half of 2026································ 121.2.1 Inbound Market: Transitioning from Policy-Drivento Experience-Driven Growth········································ 131.2.2 Outbound Market: Moving from Recovery Growth towardStructural Optimization············································· 141.2.3 Common Features and Core Differences between Inboundand Outbound Tourism Markets······································ 142. Sentiment Analysis of the Inbound Tourism Market··························· 182.1 Market Confidence: Expectations in a New Stage Lead Market Development······ 202.2 Destination Value: Overall Experience Reshapes Attractiveness,but Spending Conversion Still Needs Deepening···························· 222.3 Supply-Demand Match: Service Capability and Product AdaptabilityNeed Further Improvement············································· 232.4 Policy Response: The Strongest Catalyst, but Dividend ReleaseStill Needs Deepening·················································· 25 3. Sentiment Analysis of the Outbound Tourism Market························· 283.1 Market Confidence: Stable Expectations and Rational Operations·············· 303.2 Destination Value: Stable Attractiveness,but Added Value Needs Improvement····································· 323.3 Supply-Demand Match: Mismatch between New Demandand Traditional Supply················································· 353.4 Policy Response: Marginal Improvements under Clear External Constraints······· 384. Recommendations and Responses········································ 404.1 Re