China's summer tourism market is experiencing an unprecedented surge, driven by a sharp rise in family-oriented travel. With the annual summer travel season in full swing, industry analysts predict record-breaking growth, signaling a revitalized post-pandemic economy and shifting consumer priorities.
According to a LY.com report on 2025 travel trends, families traveling with children will constitute 34.7% of domestic air passengers and 23% of international travelers this July-August period – both figures surpassing 2024 levels. The study also forecasts 6 million first-time fliers during this summer season, reflecting expanding middle-class participation in air travel.
Beijing's Utour agency reports a 70% year-on-year increase in summer bookings through mid-June, with family travel accounting for over 60% of reservations. "We're witnessing the most dynamic tourism recovery since 2019," said Li Mengran, Utour's media relations manager. "Multi-generational trips and educational tours are particularly driving demand."
The trend aligns with China's broader economic patterns, including rising disposable incomes and increased emphasis on experiential spending. Industry observers note parallel growth in related sectors like family-friendly accommodations and cultural tourism packages.
