China Travel Group Welcomes Nearly 16 Million Visitors Through Summer Peak Season

China Travel Group received almost 16 million visitors across its portfolio during this summer holiday period. Multiple business divisions delivered strong operational results, injecting sustained vitality into China’s domestic tourism market.

Within scenic site operations, visitor arrivals at the Black Dushan Scenic Area rose by 30 per cent year-on-year, while the Desert Star Hotel at Shapotou recorded record revenue. 

Robots featured in the Spring Festival Gala have been deployed to several destinations including Splendid China, Window of the World, Detian Transnational Waterfall, Shapotou and Songhua Lake. 

*Ruijin Ruijing*, an immersive new drama on revolutionary heritage, adopts a hybrid format combining a moving immersive theatre and main-stage performance. It draws visitors from different regions and transforms red tourism from static sightseeing into immersive cultural experiences. 

At the Xianghu Yuejie complex, upgraded offerings such as waterside music concerts and evening market events have lifted summer turnover by 87 per cent and total visitor numbers by 128 per cent compared with the previous year.

In cruise operations, Adora Cruises has optimised its multi-home-port deployment for its fleet. The operator completed 27 voyages over the summer, with passenger occupancy climbing steadily. 

Adora Magic City made its maiden call at Shekou International Cruise Home Port in Shenzhen, rolling out a Shan Hai Jing themed season to deepen business coverage across the Greater Bay Area. 

Adora Mediterranea ran international routes out of Tianjin, launching northern China’s first combined cruise arrival and air return scheme to open fresh channels for inbound tourism.

Travel services have expanded across cultural tourism integration and study exchange programmes, with revenue for this business line growing more than 20 per cent year-on-year. The group has pioneered a museum and tourism model, partnering with the Mawangdui national treasure art exhibition to launch integrated packages covering exhibition entry, leisure and accommodation, alongside specialist museum commentary services. 

The *Yujian – China-France Equine Cultural Exhibition* runs simultaneously in Beijing and Hong Kong, creating a template for in-depth museum collaboration. Programmes including the New Quality Productivity Hong Kong Youth Study Tour and the 2026 “One Heart, One Root, Ten-Thousand-Mile Journey” build cultural exchange platforms for young people from different regions.

For offshore duty-free retail, China Travel Group unlocks policy benefits through flagship store launches, new product rollouts, format innovation, cross-industry collaboration and promotional campaigns. Footfall at Haikou Sun Plaza Duty-Free Shop, Haikou International Duty-Free City and Sanya International Duty-Free City rose by 16 per cent year-on-year, and the number of paying shoppers increased by 12 per cent.

The group will continue refining its portfolio of immersive cultural attractions, cruise itineraries and museum-linked travel packages. Duty-free outlets will maintain product upgrades and promotional activity to sustain visitor flows and consumption.