“Becoming Chinese”！入境游增速跑赢出境，2026年春节跨境游市场迎“开门红”

Core Viewpoint - The Chinese Spring Festival has become a global phenomenon, attracting a significant number of foreign visitors to experience traditional Chinese culture, leading to a notable increase in both inbound and outbound tourism during the holiday period [2][8]. Group 1: Inbound and Outbound Tourism Data - During the Spring Festival holiday, a total of 17.8 million people entered and exited China, averaging 1.977 million daily, which is a 10.1% increase compared to the previous year [2]. - Inbound tourism saw 1.313 million foreign visitors, marking a 21.8% increase year-on-year, with 460,000 benefiting from visa-free policies, a 28.5% increase [8][9]. - Domestic travelers accounted for 9.514 million, reflecting a 10.2% increase from the previous year [3]. Group 2: Changing Travel Preferences - There is a shift in travel preferences among Chinese tourists from traditional sightseeing to immersive cultural experiences, with a growing interest in destinations like Russia and Turkey [7][11]. - The traditional group tours are expected to evolve towards more personalized and thematic travel experiences, catering to the demand for unique cultural explorations [7][11]. Group 3: Impact of Visa Policies - The expansion of visa-free policies has significantly influenced the travel landscape, with countries like Thailand regaining popularity among Chinese tourists, while Japan has seen a decline in visitors [4][6]. - The visa-free travel trend is expected to continue driving inbound tourism growth, particularly as China hosts various international cultural and sports events in 2026 [3][11]. Group 4: Economic Impact and Consumer Behavior - The influx of foreign tourists is contributing to a rise in spending on cultural experiences, healthcare, and wellness services, with a reported 73.2% increase in consumption by inbound tourists in Beijing [9][10]. - The trend of foreign visitors seeking medical services in China is gaining traction, with a 73.6% increase in international patients at key hospitals [10]. Group 5: Future Trends in Tourism - The tourism industry is expected to see three major trends: optimization of visitor demographics due to visa policy benefits, a shift towards deep experiential travel, and an expansion of consumption spaces beyond traditional tourist attractions [11].