2026年上半年中国入出境、国内旅游市场景气报告

本报告由世界旅游联盟与北京第二外国语学院（旅游科学学院）联合编制，通过对2026 年上半年中国入出境和国内旅游市场景气状况的全面分析，为联盟会员、政府文化和旅游业务主管单位、涉旅企业、学术研究机构提供中国旅游市场运行态势的参考，助力旅游行业高质量发展。报告中的旅游市场景气指数体系由市场信心、目的地价值、供需匹配和政策响应四个一级维度构成，综合采用问卷调查、专家访谈、行业数据和公开资料等数据，对市场主体经营体感、游客需求预期、目的地吸引力、供需适配程度和政策传导效果进行系统判断。总体来看，2026 年上半年中国旅游市场正处于由规模增长转向结构重塑、质量提升与价值转化协同推进的新阶段。本报告得到多方机构和专家的大力支持。在数据方面，携程集团提供了核心行业数据，为客观景气指数的编制和市场趋势分析奠定了重要的数据基础。OAG（Official Aviation Guide，全球航空数据和分析服务提供商）为国际市场供需分析和政策效果评估提供了关键支撑。在此向携程集团和 OAG 致以特别感谢。在专家访谈方面，以下单位专家参加了本报告的深度访谈，从各自专业领域为市场景气判断提供了专业洞见，在此一并致以诚挚谢意（按单位中文名称首字笔画排序，排名不分先后）：开元旅业集团有限公司，无锡君来酒店管理集团有限公司，中国国际旅行社总社，中青旅控股股份有限公司，北京体育大学体育休闲与旅游学院，北京励骏酒店，北京首都航空有限公司，北京趣拿信息技术有限公司（去哪儿网），众信旅游集团股份有限公司，苏州南园宾馆，君澜酒店集团有限公司，贵州省西江千户苗寨文化旅游发展有限公司，洛杉矶会议及旅游局，湖北恩施旅游集团有限公司，携程集团，锦江国际（集团）有限公司。引言引言｜ 12026 年上半年中国入出境、国内旅游市场景气报告2 ｜目录目录第一部分 中国入出境旅游市场景气研究摘要····································································· 41. 中国入出境旅游市场总体判断· ·············································· 6 1.1 入出境市场景气指数说明 ················································ 6 1.1.1 数据说明 ························································· 6 1.1.2 景气指数说明 ······················································ 7 1.2 2026 年上半年中国入出境旅游市场总体判断 ································· 8 1.2.1 入境市场：从政策驱动向体验驱动转型 ································· 9 1.2.2 出境市场：从恢复性增长迈向结构优化 ································· 9 1.2.3 入出境旅游市场的共同特征与核心差异 ································ 102. 入境旅游市场景气分析···················································· 13 2.1 市场信心：新阶段预期引领市场发展 ······································ 14 2.2 目的地价值：综合体验重塑吸引力，消费转化仍需深化 ······················· 16 2.3 供需匹配：服务能力与产品适配性有待提升 ································· 17 2.4 政策响应：最强启动器，红利释放仍待深化 ································· 183. 出境旅游市场景气分析···················································· 20 3.1 市场信心：预期稳健，经营理性 ·········································· 22 3.2 目的地价值：吸引力稳固，附加值待提升 ·································· 24 3.3 供需匹配：新需求与传统供给错位 ········································ 26 3.4 政策响应：边际改善，受外部环境约束明显 ································· 284. 建议与应对····························································· 30 4.1 入境旅游市场发展建议 ················································· 303目录｜ 4.1.1 搭建“产品阶梯”，形成从基础观光到深度体验的递进式供给体系 ············ 30 4.1.2 推动政策红利由点及面，拓展潜在客源市场 ····························· 31 4.1.3 以游客真实体验为核心，重塑海外年轻化传播叙事 ······················· 31 4.1.4 延长停留、提升消费，实现从流量到留量、增量的转化 ··················· 32 4.1.5 补齐国际支付、多语言、应急服务“最后一公里” ······················· 33 4.2 出境旅游市场发展建议 ················································· 34 4.2.1 重构产品供给逻辑，从“卖整包”转向“卖模块” ·························· 34 4.2.2 分区域施策，精准匹配运力与资源 ···································· 35 4.2.3 培育淡季错峰产品，降低对假日窗口的依赖 ····························· 35 4.2.4 提升深度体验供给，改善“量价增势不齐”格局 ························· 36 4.3 行业协同与政策配套建议 ··············································· 37第二部分 中国国内旅游市场景气研究摘