Now, Family Travel Surge In China Powers Summer Tourism Boom: What You Need to Know

With the annual summer travelling season ahead of China, the tourism sector is looking towards one of its most active and encouraging seasons in the past few years. What is driving this bonanza is family travel and it has not only been the prime growth driver of the summer season but is also transforming the travelling landscape of China. From educational trips to experience-type trips, the manner in which families are travelling is transforming and is forecasted to hold the key towards staging a big turnaround of the industry in 2025.

According to a report released by online travel agency LY.com in June 2025, family travel continues to be the dominant force in shaping summer tourism trends. This year, an estimated 34.7% of domestic civil aviation travelers in China will be passengers traveling with minors, with international routes seeing around 23% of travelers in the same category. Both figures represent an increase from 2024, reflecting the growing importance of family vacations in China’s overall tourism picture.

China’s Summer Travel Forecast: Record-Breaking Numbers

One of the most telling statistics from LY.com’s report is that approximately 6 million people are expected to take a flight for the first time during the 2025 summer season. This surge in first-time flyers indicates a broader cultural shift, where more Chinese families are looking beyond local trips and exploring new destinations both domestically and abroad.

Beijing-based travel agency Utour, for example, has reported a remarkable 70% year-on-year growth in its summer bookings as of mid-June. The majority of these bookings are coming from families, with more than 60% of Utour’s summer clientele opting for family-oriented packages. Li Mengran, the company’s media and public relations manager, believes that this summer is set to become the most vibrant tourism season in recent years. As more Chinese parents focus on providing enriching experiences for their children, the demand for family travel is stronger than ever.

The Rise of Educational and Themed Travel

According to Utour, there has been a marked increase in demand for educational trips, study tours, and family-themed experiences. In response, travel agencies are offering unique packages designed to cater to this growing interest. One notable example is a 12-day family tour to Britain, which combines visits to prestigious British universities with guided tours of the British Museum and immersive Harry Potter-themed experiences at iconic filming locations.

The trend towards family travel goes beyond traditional sightseeing. Wang Peng, an associate researcher at the Beijing Academy of Social Sciences, highlights that the new generation of parents, especially those born in the 1980s and 1990s, are increasingly prioritizing experiences over material goods for their children. This shift is fueling the popularity of travel options that offer cultural, educational, and emotional enrichment.

In Guangdong Province, for example, GZL International Travel Service has introduced a range of cultural heritage experiences, including workshops on traditional crafts such as dough figurine making and paper cutting. These activities provide children with hands-on learning opportunities while immersing them in China’s rich cultural heritage.

Immersive Experiences: A Key Trend in Family Travel

The appeal of immersive travel experiences is becoming undeniable, and many families are now seeking out more than just sightseeing—they want to participate in activities that leave a lasting impression. The popularity of intangible cultural heritage experiences, such as traditional craft workshops and folk customs, is on the rise. These activities allow children to connect with their cultural roots in a meaningful way, further driving the growth of family tourism in China.

Meanwhile, the influence of intellectual properties (IPs) has begun to shape family travel choices, particularly among younger parents who are active on social media. Popular characters and franchises like those from Pop Mart’s Labubu IP are having a direct impact on the destinations families are choosing. According to a recent report by online travel platform Mafengwo, ticket bookings for Pop Land, a theme park featuring Labubu, have seen a significant surge in popularity.

The imminent opening of LEGOLAND Shanghai Resort, set to be the world’s largest LEGOLAND park, is another key driver of family tourism in China. The park is expected to be a major summer attraction for families, with its mix of interactive experiences, rides, and themed areas making it a perfect fit for the rising trend in family-led tourism.

The Role of Social Media in Shaping Travel Trends

Social media’s impact on travel choices cannot be overstated, particularly when it comes to families seeking destinations that will give them shareable, Instagram-worthy moments. Many families now consider the social media value of their trips, looking for photo opportunities that will not only entertain but also generate buzz online. This is particularly true for families visiting destinations tied to trending IPs or cultural phenomena, where sharing experiences on social platforms has become a key part of the travel journey.

The report by Meituan and the China Association of Amusement Parks and Attractions (CAAPA) highlights that family vacations are increasingly seen as a form of modern family investment, as parents look to create lasting memories for their children rather than simply purchasing physical goods. As social media continues to play a role in shaping consumer behavior, destinations that offer unique, visually appealing experiences will likely see a continued rise in family visitors.

A Transforming Tourism Market: What Lies Ahead

The family travel boom in China is not just a short-term trend; it marks a structural transformation in the tourism market. According to Li Mengran from Utour, 2025 will be a pivotal year for the industry. Family travel is expected to continue driving growth, alongside an increase in themed travel and a demand for deeper, more immersive experiences. This will open up new opportunities for the tourism industry, both domestically and internationally.

As the global economy continues to recover and international flight capacity expands, Chinese families are increasingly looking beyond the traditional beach vacations and city tours. The 2025 summer travel season is expected to be marked by a more diverse range of experiences, with cultural exploration, educational journeys, and themed adventures taking center stage.

Conclusion: A Vibrant Future for Family Travel in China

The growth of family tourism in China is rewriting the tourism map as families are now looking to spend money on experiences outside the normal tourist trail. As the summer of 2025 dawns and the effect of the change is registered across the tourism sector as a whole, travel companies and destinations respond to the needs of this new market force. For families themselves, the priority is building memories, encouraging learning and having enriching times together as an experience. As the trend continues to escalate, the summer tourism market in China is set for full recovery and revitalization based on the continuing demand for family-centered breaks.

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