Forest tourism has also emerged as a popular summer stress-relief option. Scenic spots including Zhangjiajie National Forest Park in Hunan province and Wuyi Mountain National Park in Fujian province are becoming popular forest wellness destinations.
China's summer performance and exhibition market is booming. The trend of visiting a city for a concert has evolved into a regular driver of tourism, boosting consumption in urban accommodation, scenic spots and catering sectors. Data from Trip.com Group shows that tourism product bookings for cities hosting summer concerts have jumped nearly 60 percent year-on-year.
China's parent-child travel market maintains steady growth, with total bookings rising 13.6 percent year-on-year this summer, according to Trip.com Group.
Parent-child travelers prioritize cool summer environments, study tour opportunities and hassle-free experiences, shifting their focus from checking in at scenic spots to enjoying experiential travel. Their destination choices have also expanded from first-tier cities to remote long-haul summer retreats.
The boom in long-haul travel has extended tourists' average stay. According to Trip.com Group, the popularity of cross-provincial travel in China this summer has risen 22.4 percent year-on-year. The proportion of travelers taking one- to three-day summer trips dropped from 71.6 percent in 2025 to 52.9 percent, while trips lasting four days or more surged from 28.4 percent to 47.1 percent.
