Tour Bookings Surge in Robust Start to Shanghai's Peak Travel Season

Travel bookings for the 2026 summer vacation have surpassed the same period last year, marking a robust start to the peak travel season, according to the latest data from Chinese travel agencies.

China's inbound tourism for the summer travel peak has witnessed remarkable growth, with overall bookings doubling year over year, statistics from Shanghai Spring Tour revealed on Friday. Travelers from the United States, Greece, Spain, the United Kingdom, Germany and Brazil are expected to visit Shanghai and the Yangtze River Delta region this summer.

International tourists prefer immersive cultural activities, including tai chi lessons, making traditional Chinese food and liquor tasting. Luxury accommodation and in-depth cultural tours are popular.

Shanghai Spring Tour reported that its inbound tourist arrivals surged nearly 60 percent in the first half of 2026, while group tour number soared nearly 200 percent, demonstrating Shanghai's strong appeal as an inbound tourist destination. The number of visitors from the US doubled year on year, and Russia maintained a strong performance thanks to the mutual visa exemption policy.

Trip.com announced recently it will invest 150 billion yuan (US$21 billion) over the next five years to boost China's inbound tourism, aiming to attract 200 million international visitors during the period.

Andy, a senior Swiss tourism executive with over 15 years of hospitality experience, was amazed by brocade weaving in Guilin, south China's Guangxi Zhuang Autonomous Region.

"These crafts are completely unique, something I would have no chance of experiencing in my country," he said. "It gave me a new understanding of Chinese culture."

Summer is traditionally a peak travel season of the year in China, and the outbound tourism market is flourishing as well.

Viking China launched the travel industry's first Chinese-service intercontinental voyage from Shanghai on June 5, and more than 700 slots out of the 930 guest accommodation capacity have been sold.

Spanning the Pacific, Indian and Atlantic oceans, the 60-day signature itinerary covers 27 destinations across 16 countries. Passengers will explore cultural landmarks across Singapore, Thailand and Sri Lanka in Asia, discover unique natural landscapes in the Seychelles, South Africa and Namibia along the African coast, and experience iconic art and local customs throughout Spain and other European destinations.

Zhou Fengrong, a seasoned Viking traveler from Tianjin, embarked on her third Viking cruise. "The 60-day transcontinental voyage offers an unprecedented chance to experience the diverse cultures of Asia, Africa and Europe this summer, and I am eager to explore more of the world."

"We are optimistic about the prospects of China's overall outbound market and the potential of Shanghai's cruise market," said Siemen Chen, head of business development, Viking Asia.

"It has been on a steady recovery and growth trajectory since 2023. Over the past two years, alongside the continuous recovery and rising number of outbound travelers, the sector has entered a new developmental phase in terms of market structure."

Marking a new milestone for China's cruise tourism industry, the domestically built large cruise ship Adora Magic City departed from Wusongkou International Cruise Liner Port in Shanghai on Saturday, launching the country's first-ever portless open-sea cruise voyage.

Carrying about 4,000 guests, the three-day, two-night weekend cruise redefines traditional travel by turning the cruise ship itself into the core travel destination. With no overseas port stops scheduled throughout the voyage, the new product allows travelers to enjoy an ocean getaway over regular weekends without taking time off work.

The whole voyage is packed with round-the-clock entertainment, dining, sports and shopping experiences, offering an ocean carnival for passengers.

Travel demand for the upcoming 2026 FIFA World Cup among Chinese tourists is surging as well, with hotel reservations and tour bookings climbing sharply, according to online travel platform Tongcheng Travel.

As of June 2, hotel bookings in Mexico City, host of the opening match on June 11 (Mexico time), rose more than 50 percent year-on-year. New York, where the July 19 final will take place, saw a 90 percent yearly jump in hotel reservations, according to Tongcheng data.

Travel packages blending game watching and sightseeing have become increasingly popular. High-end customized tours stand out, reflecting strong demand for premium travel experiences.

As temperatures rise across China, demand for travel to cool destinations continues to climb. Long-distance routes to the southwest and northwest, including Guizhou, Xinjiang, Gansu, Inner Mongolia and Qinghai, are registering robust growth, according to Tuniu.com.

A 10-day group trip covering Kanas Lake, Sayram Lake and Narat Grassland; a five-day cultural and natural scenery route across Huangguoshu Waterfall, Libo Ancient Town and Xijiang Miao Village; and a seven-day customized Hulunbuir Grassland tour are among the bestsellers.