Tourists seek new travel experiences

Amid the seasonal travel surge, domestic tourists are showing increasingly diverse travel preferences this summer, according to a new industry report.

Online travel platform LY.com released the 2026 Summer Retreat Tourism Trend Report on Friday, showing that searches for summer retreat travel on the platform surged by over 50 percent week-on-week over the past seven days.

Bookings for summer retreat-themed travel routes on LY.com have increased by more than 20 percent month-on-month since July. Traditional long-distance summer retreat destinations including Guizhou, Yunnan, Northeast China, and the Inner Mongolia autonomous region continue to gain popularity. The most sought-after travel options include eight-to-10-day itineraries in Xinjiang Uygur autonomous region.

Based on the platform's booking data, the top domestic long-haul summer retreat destinations are Guiyang and Liupanshui in Guizhou province, Qingdao in Shandong province, Kunming in Yunnan province, Dalian in Liaoning province, and Harbin in Heilongjiang province.

Tourists no longer choose summer destinations simply for cool weather — they also prioritize local ecology, cultural heritage and unique experiences. Among them, family-friendly summer retreats have become particularly popular.

According to the report, nearly 60 percent of those purchasing health and wellness travel products in traditional summer resorts such as Guizhou are seniors aged 60 to 75. Meanwhile, long-distance sightseeing tours and weekend summer getaway packages are mainly favored by family travelers, with people aged 30 to 45 making up nearly 40 percent of travelers.

Some cities and counties have also emerged as new favorites among young travelers seeking relief from the summer heat.

They are mainly in Yunnan, Guizhou, Sichuan, Northwest China and Northeast China, with comfortably cool weather, stunning natural ecosystems and abundant cultural and tourism resources. For example, Jiuzhaigou county boasts the iconic Jiuzhaigou Valley scenic area, while also offering unique experiences such as forest hiking and visiting ancient ethnic villages.

Besides that, some lesser-known small cities and counties have grown popular due to their restrained commercial development, well-preserved natural ecosystems, and distinctive local folk customs. With no need for rushed sightseeing, they perfectly satisfy urban youth's growing demand for slow-paced vacations.