第十三届中国旅游产业发展年会在湖北武当山召开，发布的《2026中国旅游产业影响力报告》显示中国入境旅游量质同升1。2026年上半年，中国入境外国人达2291.4万人次，同比增长20.4%1，其中免签入境人数占比近八成，同比上升30.6%1。入境旅游带动旅行服务出口额达2292亿元人民币，同比增长31.1%1。
入境游客足迹已覆盖中国近500座城市1，反映出旅游目的地正向下沉市场渗透。中国文化和旅游部产业发展司司长缪沐阳表示，入境旅游正在从"观光中国"向"体验中国"转变1。这一变化也体现在社交媒体上，TikTok平台上"中国乡村旅行"相关话题播放量已突破50亿次1。不过报告指出，入境旅游仍存在游客停留时间短、消费深度不足的短板1。
The 13th China Tourism Industry Development Annual Conference, held in Wudang Mountain, Hubei, unveiled findings indicating robust expansion in both volume and quality of China's inbound tourism sector.1 According to the 2026 China Tourism Industry Influence Report released at the event, foreign visitor arrivals in the first half of 2026 reached 22.914 million, representing a year-on-year increase of 20.4%, with visa-exempt entry accounting for nearly 80% of total arrivals.1 The surge in visa-free travel rose 30.6% compared to the same period last year, driving inbound tourism-related service exports to 229.2 billion yuan, up 31.1% year-over-year.1
The sector is undergoing a notable transformation in travel patterns and geographic penetration.1 Inbound tourists have expanded their footprints across nearly 500 cities throughout China, reflecting growing interest beyond major urban centers.1 On social media, content related to "Chinese rural travel" has garnered over 5 billion views on TikTok, highlighting the shift toward experiential tourism.1 According to Miao Muyang, director of the Industrial Development Division of the Ministry of Culture and Tourism, the sector is transitioning from "sightseeing China" to "experiencing China."1 However, the report identifies persistent challenges, including relatively short average stays and insufficient depth in visitor spending at individual destinations.1
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