世界旅游联盟：2026年上半年中国入出境、国内旅游市场景气报告（英文版）

Overall assessment: In the first half of 2026, China’s inbound and outbound tourism markets entered a new stage in which scale expansion is giving way to quality upgrading. The inbound market is transitioning from policy-driven growth to experience-driven growth, with a composite sentiment index of 70, indicating a moderately prosperous state. Market confidence has been the first dimension to enter the highly prosperous range. The outbound market is moving from recovery growth toward structur