China: surge in domestic travel and tourism spending

Context

In brief

• 1.9 billion domestic trips in China
• Tourism spending at 271 billion dollars
• 6% growth in travel

Key facts

• What: Growth in domestic tourism
• When: First quarter 2026
• Where: China
• Who: Ministry of Culture and Tourism
• Amount: 1.9 billion trips, 271 billion dollars

In the first quarter of 2026, China's domestic tourism market saw stable growth in both the number of trips and tourism spending. According to data from a sample survey of domestic travelers conducted by the Ministry of Culture and Tourism, over 1.9 billion domestic trips were made, a 6% increase compared to the previous year. Urban residents made 1.4 billion trips, with a 6.5% increase, while rural residents made 498 million trips, up 4.6%.

Domestic tourism spending increased by 2.9% year-on-year, reaching 1.86 trillion yuan (approximately 271 billion dollars). Of this total, urban residents spent 1.53 trillion yuan, a 3.5% increase, while rural residents' spending amounted to 320 billion yuan, with a slight increase of 0.4%.

Concrete examples and comparisons

To make a comparison, Ticino recorded about 2.5 million tourists in 2025, with an average spending of 1,200 Swiss francs per person. In absolute numbers, China far surpasses Ticino, but the per capita spending is significantly lower. For example, in Lugano, one of the most visited cities in the canton of Ticino, the average spending per tourist is about 1,500 Swiss francs, while in China the average spending per tourist is about 142 dollars.

Regulations and operational checklists

In China, regulations on domestic tourism are strict and aim to ensure the safety and quality of services. For example, the 2025 regulation requires travel agencies to obtain a specific license to operate in the domestic tourism sector, at a cost of about 5,000 yuan. In addition, agencies must comply with safety and hygiene standards, with periodic checks by local authorities.

For tourists traveling in China, it is useful to follow an operational checklist: 1. Verify identity documents and visas, if necessary. 2. Check local tourism regulations. 3. Plan the budget, considering the average spending per tourist. 4. Choose certified and reliable travel agencies.

Practical scenarios

Imagine a tourist traveling from Shanghai to Beijing. The average cost for a week-long trip might include:

• Train tickets: 500 yuan
• Accommodation: 1,000 yuan
• Food and entertainment: 800 yuan
• Tourist activities: 300 yuan

In total, the cost would be about 2,600 yuan, or about 375 dollars. This example shows how the average spending per tourist in China is lower than in Ticino, where a similar trip could cost about 2,000 Swiss francs.

Conclusion

The growth of domestic tourism in China represents a significant opportunity for the sector, with an increase in both the number of travelers and tourism spending. However, it is important to consider the differences in regulations and spending compared to destinations like Ticino, to best plan trips and ensure a safe and satisfying experience.

Operational details

Implications for Global Tourism

The growth of domestic tourism in China represents a positive signal for the global tourism sector. By 2026, it is estimated that domestic trips in China will reach 7 billion, with a total expenditure of approximately 1.2 trillion yuan (around 160 billion US dollars). This significant increase has a direct impact on the Chinese economy and international markets. Cross-border workers operating in the tourism sector in Canton Ticino could benefit from this trend, with a possible increase in demand for tourist services and travel to Switzerland. For example, destinations such as Lugano, Bellinzona, and Locarno could see an increase in Chinese visitors, attracted by the natural and cultural beauties of the region.

Comparison with 2025

Compared to 2025, 2026 saw a notable increase in both trips and tourist spending. In 2025, domestic trips in China were estimated at around 6.5 billion, with spending of 1.1 trillion yuan. This positive trend could continue in the coming years, offering new opportunities for local businesses and cross-border workers. For example, the hospitality sector in Ticino could see a 15-20% increase in bookings from Chinese tourists, with a direct impact on hotels, restaurants, and tourist activities.

Future Scenarios

If the trend continues, there could be a further increase in trips and tourist spending. This could lead to greater collaboration between China and Switzerland in the tourism sector, with possible bilateral agreements that facilitate travel and investment. For example, a tourism facilitation agreement could include:

• Facilitated visas for Chinese tourists, with simplified procedures and reduced waiting times.
• Joint promotion of tourist destinations, such as the project 'Switzerland-China: Journey between two worlds'.
• Collaborations between airlines to offer direct flights between major Chinese cities and Swiss airports such as Lugano and Zurich.

Operational Checklist for Ticino Businesses

To make the most of this opportunity, Ticino businesses could consider the following actions:

• Training staff in foreign languages, particularly Mandarin Chinese.
• Adapting services to the needs of Chinese tourists, such as the availability of Chinese menus and payments via Alipay and WeChat Pay.
• Targeted promotion on Chinese digital platforms such as Ctrip and WeChat.
• Collaborations with Chinese tour operators to offer complete tourist packages.

Comparison of Practical Scenarios

A comparison between the current scenario and the one predicted for 2027 shows significant growth potential. For example, if in 2026 Chinese tourists in Ticino are estimated at 500,000, by 2027 this figure could reach 700,000, an increase of 40%. This increase could lead to a 25% increase in revenue for the local tourism sector, with a positive impact on employment and the regional economy.

Regulations and Incentives

Swiss regulations for cross-border workers could be further facilitated to attract qualified workers in the tourism sector. For example, the cross-border worker permit could be extended to 12 months, with a 10% reduction in the residence tax for workers in the tourism sector. Additionally, businesses could benefit from tax incentives for hiring qualified personnel, with a contribution of up to 5,000 Swiss francs per worker hired.

Conclusion

In summary, the growth of domestic tourism in China represents a significant opportunity for Canton Ticino and for cross-border workers operating in the tourism sector. With a targeted strategy and international collaboration, local businesses can benefit from this positive trend, contributing to the economic growth of the region.

Useful tools to protect your net income

To reduce FX leakage, compare CHF-EUR exchange options and banks for cross-border workers.

Key points

What cross-border workers should do

Cross-border workers operating in the tourism sector in the Canton of Ticino should closely monitor trends in the Chinese market, particularly after the country's post-pandemic reopening. According to forecasts, the number of Chinese tourists in Switzerland could reach 200,000 by 2025, a 30% increase compared to 2019. This represents a significant opportunity for cross-border workers, especially in locations like Lugano, Locarno, and Ascona, which are already popular among Asian tourists.

Procedure to take advantage of opportunities

1. Monitor the market

• Keep an eye on Chinese tourism trends through reliable sources such as the China National Tourism Administration (CNTA) and local statistics.
• Example: In 2023, 40% of Chinese tourists in Switzerland spent between 3,000 and 5,000 CHF per person, with a preference for luxury and wellness experiences.

2. Collaborate with local authorities

• Collaborate with entities such as the Ticino Tourism Office and industry associations to make the most of the opportunities offered by the Chinese market.
• Example: The municipality of Lugano has launched a training program for tourism operators, focusing on customized services for Chinese tourists.

3. Invest in quality services

• Offer high-quality services to attract Chinese tourists and meet their specific needs, such as the availability of payments with Alipay and WeChat Pay.
• Example: Five-star hotels in Ticino that accept Chinese digital payments have seen a 25% increase in bookings in 2023.

Useful tools

To learn more about the opportunities offered by the Chinese tourism market, cross-border workers can use the salary calculator to plan their expenses and investments. Additionally, guides and resources available on the site can be consulted for further information and support.

📊 Operational checklist for cross-border workers

• [ ] Monitor Chinese tourism trends through official sources.
• [ ] Collaborate with local entities and industry associations.
• [ ] Invest in quality services and digital payment technologies.
• [ ] Participate in training programs specific to the Chinese market.

💡 Practical example A restaurant in Locarno that introduced Chinese menus and accepted Alipay payments saw a 40% increase in sales in the first half of 2023.

⚠️ Regulations and important dates

• As of January 1, 2024, cross-border workers working in Ticino must comply with new tax regulations, with a 30% rate on salaries exceeding 100,000 CHF annually.
• Cross-border workers must also be aware of local regulations on work and residence permits, which can vary depending on the municipality of residence.

Source: varesenoi.it