A new generation of Chinese travelers is redefining the country's tourism landscape this summer, with a growing emphasis on personalized itineraries, cultural immersion, and meaningful experiences over conventional mass tourism.

According to data released by Beijing-based travel service company Utour World, the number of summer travelers has surged by nearly 80 percent year on year. Family trips account for over 60 percent of all summer travels, with many parents opting for nature getaways and culturally enriching activities.

While classic European destinations such as the United Kingdom and Spain remain popular, there is increasing interest in long-haul options like European cruises, particularly among families traveling with children, according to the survey.

Young Chinese travelers are increasingly choosing slower, deeper ways to spend their summer. The latest data shows a clear shift: personalized, immersive trips are in, and mass tourism is out.

Li Mengran, media PR manager at Utour World, noted that "more and more cultural experience projects featuring intangible heritage have attracted attention from parents. Therefore, when designing travel packages, we travel agencies would also include more of this kind of folk culture experience. For example, tourists can try pounding traditional ciba cake in Yunnan and Sichuan."
Individual travelers shared their personal choices.

"I traveled to Japan during the May Day holiday, which was quite fun," said Ms Tian.

Another tourist, Ms Wang, traveled to Datong in Shanxi Province this summer inspired by the video game Black Myth: Wukong. "It was a chance to enjoy both natural scenery and historic architecture," she explained.

Inbound tourism is also experiencing robust growth. Li noted that the number of international visitors in the first half of this year more than doubled compared to the same period in 2024.

"When inbound tourism began recovering in 2023, visitors mainly came from Southeast Asia and Belt and Road countries in central Asia such as Kazakhstan and Uzbekistan. But this year, as we continue to open our doors wider, we're seeing more arrivals from Australia, Europe and 

America and more and more cities are welcoming foreign tourists," she said.

The rising travel numbers reflect a broader transformation in China's tourism market, one increasingly defined by a demand for relaxation, immersion, and individuality, signaling an upgrade in the cultural lifestyles of modern Chinese consumers.