China's outbound tourism market is entering a new phase of growth, with rising demand from smaller cities and greater interest in personalized experiences reshaping travel choices, industry experts said at a travel expo in Beijing.
业内专家在北京举办的一场旅游博览会上表示，中国出境旅游市场正迈入新的增长阶段，来自中小城市的需求持续上升，游客对个性化体验愈发青睐，正在重塑旅游选择。
Outbound tourist trips are projected to exceed 165 million this year, surpassing the 2019 level, said Liu Xiangyan, director of the International Research Institute at the China Tourism Academy, at the ongoing 2026 China Outbound & Inbound Travel Market.
中国旅游研究院国际研究所所长刘湘燕在正在举办的 2026 中国出境游与入境游市场大会上称，今年出境旅游人次预计将突破 1.65 亿，超过 2019 年水平。
"The market is back, but it cannot go back to 2019," Liu said, referring to changes in the customer base, destinations and spending priorities.
刘湘燕表示：“市场回来了，但已经回不到 2019 年的状态。” 她指出客源结构、目的地选择以及消费侧重点均已发生变化。
Chinese travelers are showing greater interest in destinations in Africa, Central Asia and South America, with their interests increasingly determining where they go, with food experiences, museum exhibitions and sporting events becoming reasons to choose a destination, she said.
她说，中国游客对非洲、中亚、南美等地的兴趣不断提升，个人喜好越来越多地决定出行目的地，美食体验、博物馆展览、体育赛事都成为游客选择目的地的理由。
Travel agencies are responding with customized itineraries and smaller groups. Beijing-based travel operator Utour Group is developing photography, skiing and diving tours and offering private groups of two to six people, said Ning Guoxin, its chief government affairs officer at the expo. The company is also strengthening local services and assistance throughout the journey.
旅行社随之推出定制行程与小团产品。总部位于北京的众信旅游集团正在开发摄影、滑雪、潜水主题旅游产品，提供 2 至 6 人的私家团服务。众信旅游集团首席政务官宁国新在博览会上介绍，集团同时强化全程当地配套服务与保障。
Russia brought the expo's largest overseas delegation, with more than 30 suppliers, offering gastronomy and cultural packages tailored to Chinese visitors.
俄罗斯派出本次博览会规模最大的海外代表团，共有 30 余家服务商参展，推出专为中国游客打造的美食与文化旅游套餐。
China's inbound sector is seeing a parallel boom, buoyed by the country's expanding visa facilitation measures, including unilateral visa-free access for 50 countries and a 240-hour visa-free transit policy covering 57 countries.
受中国不断扩大的签证便利化政策推动，中国入境游市场同步升温，包括对 50 国实施单方面免签政策，以及适用于 57 国的 240 小时过境免签政策。
During the recent National Day holiday, foreign nationals made 505,000 visa-free entries, up 9.2 percent year-on-year and accounting for nearly three quarters of foreign entries, according to the National Immigration Administration.
国家移民管理局数据显示，刚刚过去的国庆假期，外国人免签入境 50.5 万人次，同比增长 9.2%，占外国人入境总量近四分之三。
Liu said destinations increasingly compete on the ease of making a trip as well as their attractions. Convenient flights, visa procedures, payments and Chinese-language services are becoming more important alongside distinctive experiences.
刘湘燕表示，各旅游目的地除比拼特色景观外，出行便利度的竞争也日趋激烈。便捷的航班、签证手续、支付方式以及中文服务，和特色体验一样愈发重要。
outbound /ˈaʊtbaʊnd/ 出境的
customized /ˈkʌstəmaɪzd/ 定制的
gastronomy /ɡæˈstrɒnəmi/ 美食；烹饪
visa /ˈviːzə/ 签证
