July 2026 Asia (China) Cultural and Tourism Industry Development Report
July Asia (China) Cultural and Tourism Industry Overview
01 Global Tourism Development Trends
In July, the European and American tourism markets showed a significant divergence. While the United States hosted the World Cup final stage matches and the peak summer tourism season, inbound tourism data unexpectedly declined year-on-year; many European countries, benefiting from sustained demand, maintained the growth momentum of the tourism industry.
In the U.S., the number of international visitor arrivals in July decreased by 7% year-on-year. According to data released by the National Travel and Tourism Office (NTTO), the total number of overseas visitors to the U.S. in July reached 3.1 million, a sharp 7% drop compared to July last year; the total volume of international air passenger traffic was 26.4 million, down 2.4% year-on-year. Among the major source markets, air passengers from the UK fell by 6.5%, Germany by 3.5%, Mexico by 5.4%, and the Dominican Republic by 1.9%. It is worth noting that the number of tourists from Colombia, Argentina and Brazil increased, but failed to reverse the overall downward trend. Analysis points out that factors such as the high overall cost of World Cup viewing (international airfares in July soared by 47% year-on-year), complicated U.S. entry visa procedures and long waiting periods have jointly suppressed the willingness of international tourists to travel to the United States. According to Bloomberg reports, only about 1.2 million international fans are expected to travel to the U.S. to watch the matches during this World Cup, which is only slightly higher than the normal scale of international tourists in the U.S. in summer.
In Italy, inbound tourist arrivals continued to grow rapidly in July, but the growth rate of consumption was significantly lower than the growth rate of tourist arrivals. According to data from the European Travel Commission (ETC) and tourism intelligence agencies, the number of tourist arrivals in Italy in the first half of 2026 increased by 21.1% year-on-year, performing prominently in Southern Europe. As the core month of the summer tourism peak, July continued to maintain strong reception volume. However, the total tourist consumption only increased by 4.3% year-on-year, and per capita consumption showed a downward trend, reflecting that tourists' consumption behavior tends to be more cautious. The observation report of the Italian Tourism Federation (Aidit) shows that 64% of travel agencies maintained stable or growing sales in July, but geopolitical uncertainty and rising air ticket prices significantly shortened the booking window, and 46% of travel agencies said the booking time was later than last year.
In Greece, the growth rate of inbound tourism leads Europe, and the reception volume in July is expected to hit a record high. Benefiting from the increase in route capacity and the diversification trend of tourism demand, the year-on-year increase in tourist arrivals in Greece in the first half of this year reached 38.3%, the fastest growth among major European destinations. The air passenger volume and seat capacity in Southern Europe and the Mediterranean region from July to August are expected to reach nearly 70 million, with route capacity continuing to expand, and about 1,100 new routes have been added in the past year. As a core destination in the region, Greece's reception volume in July has continued to rise accordingly. At the same time, European tourists' preference for "unpopular destinations" is rising, 52% of European travelers plan to visit non-traditional tourist areas, bringing structural opportunities for emerging destinations in Greece.
02 Asia-Pacific (China) Market Tourism Development Trends
In New Zealand, inbound arrivals decreased slightly month-on-month in July, but the recovery momentum for the full fiscal year is steady, with Chinese tourists becoming the core growth engine. Data released by Statistics New Zealand on July 13 shows that the number of short-term visitors in July decreased by 2.4% month-on-month, reversing the 2.3% month-on-month growth momentum of the previous month, which is mainly affected by the adjustment of the timing of school holidays and Matariki public holidays, and belongs to normal seasonal fluctuations. But from a longer cycle, from July last year to June this year, the total number of international tourists to New Zealand reached 3.67 million, an increase of nearly 300,000 year-on-year, with a growth rate of 9%. In June alone, inbound tourists have recovered to 95% of the level in the same period in 2019. The Chinese market contributed particularly prominently, with the number of arrivals increasing by about 22% year-on-year, firmly ranking as New Zealand's second largest international source market (second only to Australia), and total consumption increased by about 18% year-on-year.
In Vietnam, the number of international tourists reached 1.67 million in July, up 6.6% year-on-year, achieving double-digit growth against the trend in the off-season of tourism. According to data released by the Statistics Bureau of the Ministry of Finance of Vietnam, Vietnam received 1.67 million international tourists in July, a year-on-year increase of 6.6%; the total number of international tourists received in the first 7 months was 13.9 million, up 13.8% year-on-year, completing about 56% of the annual target of 25 million. China continues to firmly rank as Vietnam's largest international tourism source market, with about 3.1 million Chinese tourists visiting Vietnam in the first 7 months, accounting for 22.2% of the total. The overall average growth of the European market was 53.4%, benefiting from Vietnam's visa-free policy, Poland grew by 51.3%, and the Czech Republic grew by 28.6%. The Vietnam National Administration of Tourism said that measures such as visa facilitation policies, the expansion of route networks and the improvement of tourism product quality have achieved remarkable results.
In Japan, the number of foreign visitors to Japan in July was 3.442 million, up 0.1% year-on-year. Data released by the Japan National Tourism Organization (JNTO) shows that the number of foreign visitors to Japan in July was 3.442 million, a year-on-year increase of 0.1%, returning to positive growth after 4 months, hitting a record high for a single month of July. Driven by the demand for summer vacations in the Northern Hemisphere, the demand for visiting Japan from East Asia, Europe, America, Australia and the Middle East has risen. In terms of countries and regions, South Korea ranked first with 895,000 people, Chinese Taiwan reached 764,000 people, breaking through 700,000 for the first time and setting a new single-month high, and Hong Kong, China had 273,000 people with the largest growth rate. The number of tourists from Chinese mainland was 428,000, down 56.1% year-on-year, marking the eighth consecutive month of decline. The number of Indian tourists was 20,000, up 10.9% year-on-year. The total number of visitors to Japan in the first seven months was 24.527 million, down 1.7% year-on-year. If the trend continues, the annual number of visitors to Japan may see a year-on-year decline for the first time in five years.
In China, the inbound and outbound passenger flow during the summer transport period in July increased significantly, the cross-border tourism market showed a prosperous pattern of both inbound and outbound trips, and the visa-free policy continued to release dividends. Since the summer transport period started on July 1, the total number of inbound and outbound personnel at all ports under the Guangzhou General Administration of Immigration Inspection has exceeded 2.8 million, an increase of 15% year-on-year, exceeding the total passenger flow of the entire summer transport period last year, reaching this passenger flow data 14 days earlier than last year. The number of inbound foreign personnel exceeded 460,000, an increase of 45% year-on-year, of which more than 210,000 foreign personnel enjoyed various visa-free policies for entry, accounting for 45% of the total, with Russia, Malaysia and Australia ranking the top three source countries. More than 8.2 million mainland residents departed, with family parent-child tours, student research tours and leisure vacation tours as the main travel forces, and Southeast Asian countries such as Thailand, Malaysia and Vietnam as popular short- and medium-distance destinations. Data from online travel platforms shows that the number of reservations for outbound tour services during the summer vacation increased by 108% year-on-year, with Thailand, South Korea, Malaysia and Singapore as popular destinations.
03 Senior Management Personnel Changes in Cultural Tourism Groups
In July, according to the ABN Cultural Tourism Brand Monitoring List, a total of 9 cultural tourism enterprises have seen important personnel changes.
Tongcheng Travel: Xie Qinghua resigned as non-executive director, and Li Huanna took over. On July 10, Tongcheng Travel Holdings Limited issued an announcement that Xie Qinghua resigned as non-executive director and member of the Audit Committee due to other work arrangements. On the same day, the Board of Directors appointed Li Huanna as non-executive director and member of the Audit Committee, with an initial term of one year.
Nanjing Cultural Tourism Group: Chairman Ge Fei left his post. On July 14, Nanjing Cultural Tourism Group Co., Ltd. issued an announcement on the change of chairman and person in charge of information disclosure affairs, removing Ge Fei from the post of chairman of Nanjing Cultural Tourism Group Co., Ltd.
Shaanxi Tourism Group: Liu Xiaoqiang served as Party Secretary and Chairman. On July 15, the Shaanxi Provincial Government issued a document appointing Liu Xiaoqiang as director and chairman of Shaanxi Tourism Group Co., Ltd. On July 21, Shaanxi Tourism Group officially issued an announcement, removing Zhou Bing from the post of chairman, and Liu Xiaoqiang took over as the new chairman of the group.
Jinan Cultural Tourism Development Group: Bai Bing stepped down as chairman, and Wang Xuejun took over as legal representative. On July 20, Jinan Cultural Tourism Development Group Co., Ltd. had a senior adjustment. Bai Bing stepped down as legal representative and chairman, and general manager Wang Xuejun took over as legal representative.
Shaoxing Cultural Tourism Group: Zhong Lihua was removed from the positions of director and deputy general manager. On July 22, the Shaoxing Municipal People's Government issued an appointment and removal notice, removing Zhong Lihua from the positions of director and deputy general manager of Shaoxing Cultural Tourism Group Co., Ltd.
Sante Cableways: Appointed Wang Lian as Vice President. On July 23, Wuhan Sante Cableways held the 9th interim meeting of the 12th Board of Directors, reviewed and approved the appointment of Wang Lian as the company's vice president, with the term of office expiring at the end of the 12th Board of Directors. Wang Lian currently serves as the general manager of the company's Marketing and Operation Management Center.
China Tourism Group: Wang Haimin no longer serves as chairman. On July 27, China Tourism Group Co., Ltd. issued an announcement that Wang Haimin no longer serves as the chairman of the company, which is a normal personnel appointment and removal.
China Eco-Tourism Group: Chen Jiahong was appointed as Chairman of the Board and Executive Director. On July 27, China Eco-Tourism Group Co., Ltd. announced that Mr. Chen Jiahong was appointed as Chairman of the Board and Executive Director of the company, effective from the date of announcement.
Shanghai Jiushi Sports & Entertainment Cultural Tourism Group: Xia Jian resigned as general manager, Zhang Huaqun took over, and Zhang Zheng resigned as vice chairman and director. On July 27, the Board of Directors of Shanghai Jiushi Sports & Entertainment Cultural Tourism Group Co., Ltd. received the resignation report from Mr. Xia Jian, the general manager, and Zhang Zheng resigned from all positions of vice chairman, director and special committees of the Board of Directors due to work transfer. On the same day, the proposal to appoint Ms. Zhang Huaqun as the general manager of the company was reviewed and approved.
04 Investment and Equity Dynamics of Cultural Tourism Enterprises
In July, according to the ABN Cultural Tourism Brand Monitoring List, 5 tourism enterprises have seen investment and equity changes, and the key projects involved in the monitoring list are:
Jianye Properties: Plans to sell the assets of "Only Henan · Drama Fantasy City" and "Jianye Movie Town" for 3 billion yuan. On July 23, Jianye Properties (00832.HK) announced that the company entered into an equity transfer agreement with an affiliate of the Trust Capital entity, selling the target assets at a total consideration of 3 billion yuan, including the assets and businesses related to the "Only Henan · Drama Fantasy City" project and the "Jianye Movie Town" project.
Three Gorges Tourism: Plans to sell 100% equity of its wholly-owned subsidiary Jiufeng Valley for 45.7611 million yuan. On July 9, Three Gorges Tourism (002627.SZ) announced that the Board of Directors reviewed and approved the asset sale proposal, transferring 100% equity of Hubei Three Gorges Jiufeng Valley Tourism Development Co., Ltd., a wholly-owned subsidiary, to the controlling shareholder Hubei Three Gorges Cultural Tourism Group at a price of 45.7611 million yuan. This transaction is a related party transaction. After the transaction is completed, the target company will no longer be included in the consolidated statements of the listed company, and the company will further focus on the main business of cruise tourism.
Lingnan Holdings: Disclosed the major asset restructuring plan, planning to acquire 85% equity of Guangdong Radio and Television City Service. On the evening of July 7, Lingnan Holdings (000524.SZ) issued a restructuring plan, planning to acquire 85% equity of Guangzhou Radio and Television City Service Group held by Guangzhou Digital Technology Group by issuing shares and paying cash, and raise supporting funds from Lingnan Capital under the controlling shareholder. The transaction belongs to the internal integration of state-owned assets under the jurisdiction of Guangzhou. After completion, the company expands the business boundary of global and full-scenario cultural tourism operation.
Sunriver Cultural Tourism: Zhejiang Tourism Investment Group won 10.55% of the shares through judicial auction, and state-owned capital entered the market. On July 16, the judicial auction of 105.5 million shares held by Anhui Sunriver Cultural Development Co., Ltd., a shareholder of Sunriver Cultural Tourism, was concluded. Zhejiang Provincial Tourism Investment Group won the equity with 616 million yuan, corresponding to 10.55% of the company's share capital. This judicial auction is an important link in the debt resolution of Sunriver Holding, and Zhejiang state-owned capital has become an important shareholder of the listed company.
China Travel Service United: The controlling shareholder was changed to Jiangxi Maitong. On July 20, China Travel Service United (600358.SH) announced that the company's share issuance to purchase 100% shares of Jiangxi Runtian Industrial has completed share registration. Jiangxi Maitong Healthy Drink Development Co., Ltd. obtained 336 million new shares, with a shareholding ratio of 28.86%, becoming the controlling shareholder of the company. The actual controller of the company is still the State-owned Assets Supervision and Administration Commission of Jiangxi Province, and the control right has not changed.
05 Signing and Preparation of Key Cultural Tourism Projects
According to the latest monitoring data from the Asia Hospitality Big Data Research Institute, 128 key cultural tourism projects were newly signed in July, involving the preparation of multiple cultural tourism complexes and some theme parks. The key projects involved in the monitoring list are:
#Start of Construction and Opening#
The Yellow River Suspended River Cultural Park in Kaifeng, Henan started trial operation. On July 1, the trial operation launch ceremony of the Yellow River Suspended River Cultural Park was held. This immersive cultural tourism complex focusing on Yellow River civilization and integrating Song-style aesthetics was officially opened to the public, injecting strong new momentum into the quality improvement and upgrading of Kaifeng's cultural tourism industry and the systematic inheritance of Yellow River culture. The park is located along the Yellow River Suspended River in Kaifeng, with a total construction area of 65,000 square meters and a total investment of about 1.16 billion yuan.
Hangzhou Parallel World Water Park started trial operation on July 3. The park is a one-stop tourism and vacation complex integrating Song charm, performances, science fiction, exploration, hotels and water play. It is divided into three major sections: hotel, water park and theme park. The total indoor and outdoor area of the water park exceeds 30,000 square meters, and the indoor area adopts a constant temperature design to realize all-season play.
The Yunqi Jiuzhaigou cultural tourism project in Jiuzhaigou, Sichuan started construction on July 8. The key cultural tourism project Yunqi Jiuzhaigou in Jiuzhaigou County officially started construction with a total investment of nearly 1 billion yuan. The project is located in the main entrance area of Jiuzhaigou Scenic Area. Relying on world-class landscape ecological resources, it is planned to build high-end resort hotels, mountain health spaces, immersive cultural tourism blocks, tourist comprehensive service centers and other formats, make up for the shortcomings of high-end leisure and vacation supporting facilities in Jiuzhaigou, and build a benchmark complex of ecological cultural tourism in northwest Sichuan.
The Zhangjiajie Dayong Ancient City project officially received visitors on July 10. The Dayong Ancient City project invested and constructed by Zhangjiajie Dayong Ancient City Development Co., Ltd., a wholly-owned subsidiary of Zhangjiajie (000430), officially opened to visitors. The project is operated by "Zhangjiajie Mango Cultural Tourism Co., Ltd.", a joint venture jointly invested and established by Zhangjiaj