WTA reports highlight evolving global tourism trends, China's market outlook

The World Tourism Alliance released three research reports on Wednesday during its flagship forum, Xianghu Dialogue, offering insights into global cross-border tourism consumption trends and the outlook for China's inbound, outbound and domestic tourism markets.

The reports are the 2025-2026 Cross-border Tourism Consumption Trends Report, the China Inbound and Outbound Tourism Market Sentiment Report for the Second Half of 2026 and the China Domestic Tourism Market Sentiment Report for the Second Half of 2026.

The cross-border tourism report, jointly compiled by the WTA, Mastercard and Trip.com Group, found that the global tourism industry has moved beyond its recovery-driven rebound and entered a phase of more normalized growth.

Supported by improving flight connectivity, wider application of artificial intelligence, more supportive tourism policies and stable global travel demand, international tourism is expected to maintain its positive momentum and continue contributing to global economic growth.

The report showed that Chinese travelers are moving beyond traditional sightseeing and increasingly seeking nature exploration, cultural experiences and in-depth visits to less-frequented destinations. They are also more willing to spend on experience-based products, with independent travel, customized small-group tours and on-demand services gaining popularity.

Artificial intelligence is reshaping the tourism consumption process, from travel inspiration and booking decisions to services during trips, according to the report. On the supply side, technology is driving changes in product development and service delivery. The report estimated that about 64 percent of travelers worldwide use AI tools to select destinations, compare prices and plan itineraries.

On the inbound front, China's expanded visa-free policies, improved flight connectivity and the growing popularity of the "China Travel" trend on social media helped attract more international visitors. Visitors are also venturing beyond traditional gateway cities to include places with distinctive tourism resources.

More convenient payment methods, instant tax refunds and the growing international appeal of Chinese brands are also encouraging overseas visitors to purchase Chinese products, the report noted.

The other two reports, jointly released by the WTA, Beijing International Studies University and Trip.com Group, assessed the outlook for China's inbound, outbound and domestic tourism markets in the second half of 2026.

China's inbound tourism market has continued to record growth in visitor numbers, but revenue performance remains under pressure. Flight and hotel bookings have increased, but average hotel rates have declined. Some surveyed businesses said improvements in profitability had lagged behind the growth in visitor numbers.

The outbound market has also seen booking growth, although spending patterns have varied. Overall bookings through platforms and travel companies increased year-on-year, but growth differed across routes and travel products. Average hotel rates also remained below those recorded in the same period last year.

The market sentiment reports suggest that the priority for inbound tourism is to convert visitor numbers into actual spending and revenue. For outbound travel, the industry needs to address travelers' concerns and translate their willingness to travel into actual trips.

Meanwhile, China's domestic tourism market remained relatively robust in the second half of 2026. Travel demand proved resilient, with a significant portion concentrated during the summer holiday and public holiday periods.

The full reports are available on the WTA's official website.