Young Chinese tourists drive shift toward personalized, culture-rich travel

A new generation of Chinese travelers is redefining the country's tourism landscape this summer, with a growing emphasis on personalized itineraries, cultural immersion, and meaningful experiences over conventional mass tourism.

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According to data released by Beijing-based travel service company Utour World, the number of summer travelers has surged by nearly 80 percent year on year. Family trips account for over 60 percent of all summer travels, with many parents opting for nature getaways and culturally enriching activities.

While classic European destinations such as the United Kingdom and Spain remain popular, there is increasing interest in long-haul options like European cruises, particularly among families traveling with children, according to the survey.