China's summer tourists are ditching checklist-style sightseeing in favor of slower, more immersive experiences, as travelers are increasingly seeking personalized ways to explore destinations rather than race through landmarks, according to a report released at the ongoing 2026 China International Fair for Trade in Services (CIFTIS).
The 2026 China Summer Tourism Market Insights Report, led by the China Media Group (CMG) Institute and jointly compiled by the China Tourism Association and China Tourism Academy, analyzed changes in the summer tourism market from an industry perspective and examined emerging tourism trends from a media perspective.
The report showed that Chinese travelers are spending more time at their destinations and increasingly incorporating local lifestyles into their trips.
The average length of travel increased by 2.3 days year on year this summer, while the number of travelers staying seven days or longer rose by nearly 30 percent.
"One particularly prominent highlight this time is that county-level tourism and slow travel have actually replaced the previous 'special forces-style' trips, with an increasing number of people hoping to avoid crowds and find a relaxed atmosphere and a sense of ease in their tourism experiences," said Ge Lei, secretary-general of the China Tourism Association.
The shift is also reflected in consumption patterns, as travelers increasingly focus not only on where to go, but also on what to experience.
Customized tours accounted for 57 percent of the market this summer, far outpacing group tours at 27 percent, the report said.
At the same time, escaping the heat has evolved from a basic response to high temperatures into a broader tourism consumption scenario, while concerts, sporting events and educational trips have emerged as fresh reasons for people to hit the road.
"The integration of culture, sports and tourism has become increasingly prominent. The 'ticket stub economy,' represented by concerts and sporting events, has driven people to travel to a city for a game or a concert, while also boosting local tourism consumption in areas such as dining, accommodation, transportation, sightseeing, shopping and entertainment," Ge said.
The five-day CIFTIS opened on Wednesday, drawing participants from 90 countries, regions and international organizations, with over 1,800 companies showcasing their service products on-site.
China's summer tourism shifts toward slower, more immersive experiences: report
China's summer tourism shifts toward slower, more immersive experiences: report
