China Family Travel Boom Drives Summer Travel Growth with Immersive and Educational Experiences, Learn More Here

With its annual summer holiday season approaching, the tourism industry is in for the most phenomenal year with the growing demand for family vacations. With the report of 2025 summer holiday trends released by LY.com in June, it became clear that vacations with the family have emerged as the flagship of China tourism industry for international and local trips alike. Predicted is the continued rise of family travelers for the airlines and tourism sector as growing families put more priority on trips of experience over the traditional vacation type, with one of the central interests being Beijing .

Family Travel Dominates the Summer Travel Rush

The report from LY.com highlights that family travel is poised to lead the charge this summer, accounting for a significant portion of both domestic and international travelers. According to estimates, approximately 34.7% of passengers on domestic flights during the summer travel season will be traveling with minors, while 23% of passengers on international routes will also be families. Both of these figures represent an increase over the same period in 2024, demonstrating the growing demand for family-centric travel experiences.

The summer travel season, which spans from July to August, is expected to see 6 million first-time air travelers—a number that emphasizes the expanding middle class in China and a growing appetite for travel among families. This surge in family tourism reflects broader cultural shifts, as more parents are choosing to invest in experiences rather than material goods for their children.

Record Growth for Travel Agencies Catering to Families

The boom in family travel is evident in the performance of leading travel agencies in China. For example, Utour, a Beijing-based travel agency, reported a 70% year-on-year increase in its summer bookings as of mid-June. Family travel is forecasted to account for over 60% of Utour’s summer clientele, reinforcing the sector’s dominance in the current tourism market.

Utour’s success is reflected in the growing demand for educational trips and family-focused tour packages. Among its new offerings is a 12-day family tour to the United Kingdom, which includes visits to top British universities, guided tours of the British Museum, and Harry Potter-themed experiences. This type of package aligns perfectly with the increasing interest in immersive travel that combines culture, education, and entertainment.

A Shift in Parenting: Investing in Experience Over Material Goods

The rise of family travel is partly driven by a generational shift in parenting. Parents born in the 1980s and 1990s, now the primary decision-makers in family vacations, increasingly value meaningful experiences over material purchases.

The focus is shifting from traditional sightseeing to experiences that are enriching for both parents and children. These types of vacations are centered around building memories and creating opportunities for children to engage with culture, history, and the world around them. As a result, family travel has become a form of investment that contributes to children’s development, fostering skills such as creativity, curiosity, and global awareness.

Rise of Immersive Learning and Cultural Experiences

A key trend in family travel is the growing demand for immersive learning experiences. Parents are increasingly seeking activities that provide children with hands-on learning opportunities, which also serve as educational experiences. This demand has led to a rise in packages that feature traditional craft workshops, folk customs, and intangible cultural heritage activities.

In Guangdong Province, travel agency GZL International Travel Service has tapped into this trend by offering family travel packages that focus on cultural heritage. These packages include activities such as dough figurine making and paper cutting, which allow families to learn about traditional Chinese arts and crafts. By mid-June, family travelers had accounted for 82% of the agency’s customers, reflecting the growing interest in cultural learning.

As immersive cultural experiences continue to rise in popularity, they are reshaping the way families think about vacations. Traveling with purpose has become a major consideration, with families preferring trips that offer rich, educational content alongside traditional sightseeing.

Social Media Influence and Trending Intellectual Properties

The rise of family travel has also been influenced by the power of social media and online platforms, where photo-worthy experiences have become an essential part of vacation planning. Parents increasingly value destinations and activities that offer shareable moments for social media, making “Instagrammable” spots a key consideration for many travelers.

In this age of social media, trending intellectual properties (IPs) such as Pop Mart and LEGO have had a considerable influence on family travel choices. The Pop Land experience, based on the popular Labubu character, has seen a dramatic increase in ticket bookings, with families eager to visit destinations that offer branded, shareable experiences.

The launch of the LEGOLAND Shanghai Resort on July 5, 2025, the largest LEGOLAND park in the world, is expected to be one of the top family destinations this summer. The park’s immersive experience, along with its unique offerings of LEGO-themed attractions, is attracting a wave of family tourists eager to experience its interactive exhibits.

The Future of Family Travel in China

Looking ahead, the family travel boom is expected to remain a dominant force in China’s tourism market. The trend reflects broader shifts in societal values, as families increasingly prioritize experiences that contribute to children’s learning and development. The combination of cultural learning, immersive experiences, and social media-driven destinations is set to drive demand for family-friendly tourism products.

Travel agencies are likely to continue expanding their offerings to meet this demand, introducing more tailored packages that focus on family-friendly activities, educational tours, and culturally enriching experiences. As parents seek to provide their children with more than just a typical holiday, the tourism industry will have to adapt by providing more personalized, purposeful travel options.

With rising demand for family vacations and educational tourism, the tourism industry of China is likely to turn in steady performance in the years ahead. The market for family trips is likely to remain the core driver of the country’s tourism industry and induce demand for destinations where new-generation travelers can get desirable, enriching experiences.

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