H World CEO Jin Hui commented: “As we enter 2026, H World continues to advance brand-led, high-quality growth. In the first quarter, we opened 537 new hotels in China, well on track to meet our full-year gross opening target of approximately 2,200 to 2,300 hotels. Our blended H World China ADR increased 4.5% year-over-year and drove a 3.0% year-over-year increase in blended RevPAR.”

For the first quarter, hotel GMV reached RMB26.4 billion, up 17.4 % year-on-year. Revenue from manachised and franchised hotels grew 20.3% year-on-year to RMB3 billion, underscoring the strength of the company’s asset-light model and sustained demand from partners.

Adjusted EBITDA reached RMB1.9 billion for the quarter, a 24.2% increase year-on-year.

As of 31 March 2026, H World’s worldwide hotel network in operation totalled 13,215 hotels and 1,303,563 rooms, including 13,095 hotels under H World China and 120 hotels under H World International. 

The group’s geographic coverage increased to 1,461 cities in China, up from 1,394 cities as of 31 March 2025, reflecting continued expansion across regional markets and momentum in penetrating lower-tier destinations.

H World remains focused on the mass market, with economy and midscale hotels as the core of its portfolio. The continued upgrades of Hanting and JI Hotel, together with the launch of Hanting Inn, a new economy hotel brand, have further strengthened the group’s competitiveness in the economy and midscale hotel markets, reinforcing H World’s leadership in China’s mass-market hospitality segment.

Expanding APAC presence 

H World also continued to open new hotels in APAC as part of its regional expansion. With Singapore as its operational hub, the group is extending its footprint into key Southeast Asian markets, including Vietnam, Laos, and Cambodia. 

In Q1 2026, the first overseas JI Hotel 5.0 officially opened in Vientiane, the capital of Laos. Located in a prime area of the city, the hotel carries forward JI Hotel’s signature Eastern-inspired design, reflecting H World’s growing ability to bring its brands to international markets.

As of 31 March, H World Group operates six hotels in APAC, with a pipeline of approximately 10 additional hotels.

Supported by its standardised brand system, digital operating capabilities, and supply chain advantages, H World aims to continue its growth momentum across APAC.

H Rewards, the group’s loyalty programme, saw growing consumer engagement in the first quarter, with room nights booked by members increasing 10.7% to 60 million.

“Looking ahead, we will continue to pursue high-quality hotel network expansion, strengthen our brand positioning, enhance member-centric sales capabilities underpinned by the H Rewards membership program, and further deepen our technology and AI development,” Jin Hui said.

About H World Group
Originating in China, H World Group Limited (NASDAQ: HTHT) (HKEX: 01179) has developed into a leading hospitality group with a presence across diverse market segments, from economy to upper-midscale and lifestyle hotels. H World’s brands include HanTing Hotel, JI Hotel, Crystal Orange Hotel, Steigenberger Hotels & Resorts, MAXX, Jaz in the City, IntercityHotel, Zleep Hotels and Steigenberger Icons. In addition, H World holds the rights as master franchisee for Mercure, Ibis and Ibis Styles, and co-development rights for Grand Mercure and Novotel in the pan-China region.

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The clear shifts and questions will be explored in both the conference programme and the exhibition during ITB China, which will convene from 26 to 28 May at the Shanghai World Expo Exhibition & Convention Centre.

Quoting Youth Travel Trends 2026, published by the WYSE Travel Confederation in November 2025, ITB China assures the “outlook for youth, student, and educational travel remains broadly positive”. 

However, expectations are evolving rapidly. Rigid, checklist-style itineraries focused on city sightseeing are losing relevance, while authentic, participatory experiences with a strong sense of place are increasingly in demand.

This transformation is clearly visible in outbound educational travel. Programs centred primarily on school visits, landmarks, and museum entries are becoming less compelling on their own. Instead, the focus is shifting toward integrated thematic learning journeys, where classroom learning, local observation, interactive assignments, and group-based activities are combined into a cohesive educational experience.

Market expansion meets sharper differentiation

StudyTravel Magazine observed a similar trend between late 2025 and early 2026. Across junior programmes, summer schools, young adult programs, and tailor-made short-stay group formats, supply continues to expand. Yet the key change is not only volume growth. Short-term programs are becoming more flexible, themes more focused, and target groups more precisely defined by age and interest.

New decision logic: Outcomes over itineraries

As a result, decision-making has become more specific for schools, parents, and students. The critical questions are now: why this theme, why this combination of destinations, what participants will actually do during the program, and what tangible outcomes they will take away. These criteria are increasingly more important than the length or density of sightseeing schedules.

At the ITB China 2026 Conference, educational travel will be a dedicated topic within the broader discussion of travel product and experience design.

Beyond the conference programme, educational travel will also be a key highlight in the ITB China 2026 exhibition area, bringing together exhibitors, including destinations with educational tourism offerings, schools, universities, museums, and research institutions.

(Source: ITB China)

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The partnership will support the airline in further strengthening its presence in the Chinese market and deepening engagement with travel trade, corporate, and MICE partners.

Malaysia Airlines will showcase its expanded China network and digital travel experiences at ITB China 2026, further strengthening its long-term commitment to the China market.

Malaysia Aviation Group Chief Commercial Officer of Airline Business Dersenish Aresandiran said: “Being named the Official Airline Partner of ITB China 2026 is a proud milestone… As we expand in Shenzhen and Changsha with new services, this partnership is a key way to deepen our engagement with travel agents, corporate customers, and MICE partners, and to strengthen tourism and business links between China and Malaysia ahead of Visit Malaysia 2026. 

Messe Berlin (China) Deputy General Manager, Lydia Li Dof commented: “We are delighted to welcome Malaysia Airlines as the Official Airline Partner of ITB China 2026. Leveraging its Kuala Lumpur hub, the airline’s participation will introduce strong international air connectivity to the show and create more practical opportunities for collaboration across travel trade, corporate travel and MICE segments, further supporting the growth of two-way tourism between China and Malaysia.”

Malaysia Airlines continues to accelerate its expansion in China, strengthening both its route network and engagement with key customer segments. Following the resumption of its flights to Chengdu in January, the airline will launch daily flights from Shenzhen to Kuala Lumpur on 2 July, followed by new services from Changsha to Kuala Lumpur on 9 July.

With these additions, Malaysia Airlines will operate flights to nine destinations in Greater China – Beijing, Shanghai, Guangzhou, Xiamen, Shenzhen, Chengdu, Changsha, Hong Kong, and Taipei – with up to 74 weekly frequencies. By number of destinations served, China will become the airline’s second-largest international market.

At the same time, Malaysia Airlines is placing greater emphasis on high-value travellers and industry partners, supported by products and services such as MHcorporate and Bonus Side Trip programme, further enhancing its offering across both business and leisure travel segments.

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Using an A320 aircraft with 180 seats, the airline operates four weekly flights on Monday, Wednesday, Friday and Sunday with a flight time of three hours and 40 minutes.

The new route is an important addition to the airline’s Southeast Asian network, mainly serving leisure travellers seeking budget-friendly options between the southern Chinese city of Shenzhen and Phuket, a popular resort island in southern Thailand. 

Flight Schedule 

9C8781 departs Shenzhen (SZX) at 0555 and arrives in Phuket (HKT) at 0840. (Monday, Wednesday, Friday and Sunday).
9C8782 departs Phuket (HKT) at 2320 and arrives in Shenzhen (SZX) at 0405 (plus a day)  

Shenzhen is a major hub for Spring Airlines, and the route to Phuket complements flights to Bangkok and Phuket, Thailand, from other hubs such as Shanghai and Guangzhou.

Based on current flight logs and schedule filings, the route is part of the airline’s Spring/Summer 2026 schedule expansion, which officially took effect on 29 March 2026.

While the airline’s other regional routes to Singapore and Japan had earlier restarts, the Shenzhen-Phuket direct connection was scheduled to capture the 2026 post-Songkran and early-summer travel demand.

Spring Airlines is scaling up its presence on the Shenzhen (SZX) to Phuket (HKT) route, aiming for daily flights by the end of September.

This daily schedule is designed to coincide with the start of the peak travel season on Phuket Island, which kicks in October. The expansion is part of a broader optimisation pursued by Chinese LCCs this year that focuses on turning existing successful routes, such as the Shenzhen-Phuket flights, into high-frequency corridors rather than on opening new routes to new destinations.

(Source: FlyTeam, Spring Airlines)

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 A new dedicated segment explores how culture, technology, and lifestyle are reshaping premium travel demand.

The luxury segment responds to a clear market shift. Experiences rather than possessions increasingly drive demand in China’s high-end travel sector. 

At ITB China 2026, luxury travel will take centre stage across both the exhibition floor and conference programme. The B2B event is particularly relevant for travel buyers sourcing luxury and tailor-made products, industry professionals tracking developments in the premium travel segment, and media representatives covering the ongoing evolution of high-end, experience-driven travel. The goal is to explore how luxury travel is changing in one of the world’s most dynamic outbound markets.

Why luxury travel is changing

Luxury travel in China is entering a more mature phase. Growth is no longer driven by scale alone, but increasingly by quality, meaning, and emotional value. Experiences are becoming more curated, more personal, and more closely linked to individual identity and lifestyle.

Multiple industry studies support the transformation. Hurun 2026 and Bain 2025 both point to a continued rise in travel, wellness, and experience-led spending among affluent Chinese consumers.

The Virtuoso Luxe Report 2026 confirms strong global demand for luxury travel. It highlights cultural immersion, wellness journeys, and multigenerational travel as key drivers of growth.

At the same time, the Amadeus Travel Trends 2026 report shows that AI is accelerating the rise of hyper-personalised travel experiences. Personalisation is no longer a premium feature. It is becoming the baseline.

Luxury travel segment at ITB China 2026

The dedicated luxury travel segment at ITB China 2026 will explore how luxury is being redefined across global markets and evolving lifestyles, with a strong focus on experience-driven value creation. It connects market insights with real business opportunities and brings together key players shaping the future of premium travel. 

Top exhibitors include premium destinations, high-end hotels, resorts, and tailor-made travel specialists such as Department of Culture and Tourism Abu Dhabi, Gran Canaria Spain, Century Cruises, Luxury Global Travel Polar travel, Luxury Lodges of Latin America, Re ’em Yarra Valley at Helen & Joey Estate, Robane Luxury Lodge, Rowland Safaris, StarRides, Tahiti Tourisme, The Islands of The Bahamas, The Reverie Saigon @ Times Square (Vietnam) Investment Joint Stock Company, Tourism Seychelles China Office, Vedana Lagoon & Pilgrimage Village resorts, Vietnam, Wild Latin America Travel Co., Limited, Xinjiang Tag Travel, Tourism Fiji. Designed as a business platform, it enables discovery, networking, and the development of long-term partnerships.

The segment will also be reflected in the ITB China Conference programme, where it highlights the growing intersection between travel and adjacent industries such as art, fashion, wellness, and culture, reflecting broader shifts in consumer expectations. Within the conference context, discussions will address how luxury is evolving in response to these changes, how personalisation and technology are reshaping premium travel, and how travel experiences are increasingly used to express identity, meaning, and active participation.

Against this backdrop, the segment will focus on four strategic themes:

• The redefinition of luxury through evolving consumer values;

• The integration of travel with culture, wellness, art, and fashion;

• The shift beyond customisation toward identity-driven experiences;

• The strengthening of collaboration with leading luxury brands and media partners.

(Source: ITB China)

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The event will be hosted by the Macao Government Tourism Office (MGTO).

“For the first time in a decade, the Association’s flagship travel mart will be organised in Macao, China,” said PATA CEO, Noor Ahmad Hamid. “We had the opportunity to experience the destination’s world-class hospitality in 2010 and 2017 during the first and second PATA Travel Marts held in Macao, and most recently in 2024 during the PATA Annual Summit. Furthermore, MGTO has also been a longstanding supporter of the PATA Gold Awards for more than 30 years.”

He added: “We look forward to jointly working with MGTO in preparation for the travel mart, as well as bringing our global network of leading exhibitors and buyers to the destination next year.”

PATA Travel Mart is one of Asia Pacific’s longest-standing international travel trade exhibitions. Structured as a three-day event, PTM 2027 will feature networking and contracting opportunities to help travel and tourism organisations gain access to influential decision-makers across the Asia Pacific. Buyers and exhibitors will expand their professional network and strengthen existing business partnerships to reinforce their foundation and ensure robust growth.

Alongside the main travel trade show, PTM 2027 will offer delegates access to a full-day insight forum on the latest tourism trends, the PATA Gold Awards 2027 celebration, and additional social functions across the three-day programme.

(Source: PATA)

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This collaboration marks PKFARE’s expansion into hotel packaging services. Under the collaboration, Wano manages flight distribution, AirAsia MOVE drives consumer demand, and PKFARE powers the underlying technology infrastructure that integrates inventory, pricing, and real-time packaging capabilities into a unified system. It also reflects a broader shift in travel behaviour, as AI-driven trip planning and more connected booking journeys push travellers away from standalone flight and hotel purchases towards packaged, experience-led itineraries. 

Flight + hotel packaging

The PKFARE, Wano, and AirAsia MOVE packaging model is built around AirAsia Airlines’ real flight schedules, route-level demand, and airline promotional campaigns. This ensures hotel offers are positioned within relevant travel flows, instead of being surfaced through broad, non-specific search results.

PKFARE’s packaging engine dynamically builds bundles based on live flight availability and hotel pricing, improving competitiveness, enhancing conversion, and reducing friction between flight and accommodation components.

PKFARE, Wano and AirAsia MOVE packaging solution enables hotels to tap into airline-driven demand, shape it, optimise occupancy, and diversify their distribution mix as part of a broader revenue strategy. 

PKFARE CEO Jason Song said: “By collaborating with Wano and AirAsia MOVE, we are connecting live airline inventory and route-level demand signals with hotel supply in real time. Unlike static or pre-built bundles, this model allows hotels to participate in packaging with far greater precision — capturing demand that is already intent-driven while gaining access to a distribution layer that is more dynamic, measurable, and scalable than traditional packaging models.”

About PKFARE 
PKFARE, a subsidiary of DerbySoft Group, is a leading global travel wholesaler focused on curating high-quality content and driving efficiency to fuel real growth. Its live inventory includes 600+ airlines (400+ full-service carriers and 200+ low-cost carriers) and a million hotels across 100+ countries, serving more than 2,000 active clients worldwide.

About Wano
Established in September 2025, Wano Connect (Wano) is Capital A’s specialist B2B travel distribution platform and the exclusive distribution system for AirAsia. With a vast network of 16,000 travel agents, 100 OTAs, and aggregators, the company drives superior sales performance and connectivity in the world’s fastest-growing markets.

About AirAsia MOVE
AirAsia MOVE is Capital A’s travel platform offering over 700 global airlines and more than a million hotels worldwide, alongside a full suite of travel services including airport transfers, travel insurance, duty-free shopping, attractions, and live-event ticketing. 

(Source: PKFARE)

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PATA CEO Noor Ahmad Hamid said: “The Sanya Tourism Board has been an active and valued PATA member, and we have had the privilege of working closely together to deliver several regional initiatives successfully.

“Building on this strong track record, combined with world-class facilities and a diverse destination offering spanning culture, wellness, community-based tourism, and year-round sunshine, Sanya is exceptionally well-positioned to host the PATA Annual Summit. We look forward to collaborating closely with Sanya to bring the 2027 Summit to life.”

“Hosting the PATA Annual Summit 2027 in Sanya is a great honour and a significant opportunity to showcase our city’s unique tropical coastal charm to the global travel community,” said a spokesperson from the Sanya Tourism Board. “As a premier destination offering pristine beaches, rich cultural heritage, and world-class facilities, we are committed to promoting sustainable tourism development. We look forward to welcoming delegates from around the world to experience Sanya’s warm hospitality and to fostering meaningful collaborations that will drive the future of travel in the Asia Pacific region.”

Located in the southern part of China’s Hainan Province, Sanya is a tropical coastal destination covering approximately 1,921 square kilometres and offering a diverse range of attractions. The city is recognised as a major modern tourism destination, known for its tropical climate and luxury resorts with world-class amenities. Sanya’s natural landscapes range from the white-sand beaches of Haitang and Yalong bays to the Yalong Bay Tropical Paradise Forest Park and Wuzhizhou Island. 

Moreover, Sanya boasts a culturally rich and charming urban scene, where visitors can experience its delightful gastronomy and rich cultural heritage.

In recent years, STB has observed growing travel demand from visitors from Central Asia, alongside continued efforts to expand air connectivity and strengthen partnerships. In November 2025 alone, Sanya recorded over 2.24 million overnight domestic and international visitors, underscoring its strong potential to contribute to the sustained growth of the Asia Pacific travel and tourism industry.

Learn more about Sanya at www.pata.org/welcome-to-sanya.

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China is the world’s largest tourism market. Not marginally bigger. Not competitively ahead. Overwhelmingly dominant.

Every year, it generates around 6 billion domestic trips, a level of movement no other country has ever come close to achieving.

To put that into perspective:

• Around three times the size of the United States (2.4 billion)

• Roughly 15 times larger than France

• Close to 20 times larger than Spain

This is not growth. This is on a completely different scale.

What China has built is not simply a tourism sector. It is a vast, continuous system of movement, driven internally and operating at a magnitude that redefines global benchmarks.

Global tourism snapshot

China leads overwhelmingly in total movement. The US leads in revenue. Europe leads on inbound tourism density.

But no country combines population, frequency and scale the way China does.

A market powered from within

Unlike most major destinations, China is not dependent on international arrivals to sustain its tourism economy.

Its strength lies in its domestic engine:

• A population of over 1.4 billion

• A rapidly expanding middle class

• High-speed rail networks connecting cities across vast distances

• Digital ecosystems that make travel planning, booking and payment seamless

From weekend urban breaks to long-distance heritage journeys, Chinese travellers travel frequently and in large numbers.

This creates a tourism system that is self-sustaining, resilient and far less exposed to global shocks than markets reliant on inbound flows.

Infrastructure at scale

China’s infrastructure is a defining competitive advantage.

The country’s high-speed rail network, the largest in the world, connects major cities and regional centres with speed and efficiency. Airports continue to expand, while domestic aviation remains highly active.

Layered onto this is a fully integrated digital ecosystem, where mobile payments, super apps and real-time booking platforms have removed friction from the travel experience.

The result is simple. Travel within China is easy, fast, and accessible, which drives frequency.

Inbound tourism, rising but not defining

International arrivals to China are recovering, but they remain a secondary component of the overall tourism picture.

Even as global visitors return to landmarks such as the Great Wall and the Forbidden City, inbound tourism accounts for only a small proportion of total travel activity.

This is the defining difference. While most countries compete aggressively for international visitors, China’s tourism strength is fundamentally internal. China may be the world’s largest tourism market by total movement, but it is not yet the leading destination for international visitors. Official figures show around 130 to 150 million inbound trips annually, although a large share comes from Hong Kong, Macau and Taiwan.

Strip those out, and China receives roughly 80 million foreign visitors a year, still behind Europe’s top destinations such as France and Spain. Long-haul arrivals from Western markets remain far smaller, typically around 25 to 30 million, highlighting the gap China must close to become a truly global inbound powerhouse. Inbound growth matters, but it does not define the market.

Economic power, measured in trillions

Tourism in China is not just about volume. It is about economic impact.

Domestic travel spending alone contributes approximately 1.4 trillion dollars annually, supporting:

• Airlines and high-speed rail operators

• Hotels and resorts across all segments

• Food and beverage, retail and entertainment

• Cultural attractions and regional economies

By comparison, the US generates higher overall tourism revenue, but through a different model that combines domestic strength with strong inbound spending. China’s model is unique. It is built on internal demand.

Global comparison: The gap is structural

Other leading tourism markets rely far more heavily on inbound travel.

France and Spain depend on international arrivals for economic impact.

Thailand balances inbound tourism with a solid domestic base.

The US benefits from both strong domestic travel and high-value international visitors.

China stands apart. Its tourism system is not driven by external demand. Its own population powers it. This makes its dominance structural rather than cyclical.

Behavioural shift and travel patterns

Chinese travellers are evolving. There is a growing preference for experiential travel, cultural immersion and shorter, more frequent trips. Secondary cities and regional destinations are seeing increased demand as travellers seek new experiences beyond traditional hotspots.

At the same time, value, convenience and accessibility remain critical drivers. This behavioural shift further reinforces domestic travel.

What happens next

China’s tourism leadership is secure, but the next phase of growth will be shaped by direction rather than volume.

Rising fuel costs, economic uncertainty and shifting consumer priorities are expected to reinforce domestic travel patterns.

Short-haul and regional travel will continue to dominate, supported by infrastructure and convenience.

International travel will recover steadily, but the gap between domestic and inbound tourism will remain significant.

China will continue to generate billions of trips internally, while gradually rebuilding its position in global inbound tourism.

The bottom line

China is already the world’s No 1 tourism giant. Not because it attracts the most international visitors. But because it moves more people, more often, than any country in history.

Measured in billions, not millions, China has redefined the scale of travel.

It is not simply leading the global tourism industry – it is operating at a level no other market can match.

About the Author
Andrew J Wood is a Bangkok-based media executive, travel writer and former hotel executive specialising in Asian tourism. A resident of Thailand since 1991, he brings over four decades of international hospitality experience, including senior roles with leading hotel groups such as Shangri-La Hotels and Resorts, Minor Hotels and the Royal Cliff Hotels Group.

A former Director of Skål International, he also served as President of Skål Asia and National President of Skål Thailand, and twice as President of Skål International Bangkok. He writes widely on tourism and aviation trends across Asia.

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Shanghai (PVG) to Tashkent (TAS), Uzbekistan

This route is an expansion into Central Asia that supports China’s “Belt and Road” initiative.

Start Date: 30 March 2026.

Frequency: Four weekly flights (Mondays, Tuesdays, Thursdays, and Saturdays).

Aircraft: A330-200.

Details: Flights depart Shanghai Pudong at 1340 and return from Tashkent on the same day. This follows the airline’s launch of service to Xi’an–Tashkent in 2025. 

Flight schedule

MU6037 departs Shanghai (PVG) at 1340 and arrives in Tashkent (TAS) at 1840.
MU6038 departs Tashkent (TAS) at 2020 and arrives in Shanghai (PVG) at 0615 plus a day.

Xi’an (XIY) to Vienna (VIE), Austria

China Eastern is positioning Xi’an as a major international hub with this new link to Europe.

Start Date: 20 April 2026.

Frequency: three weekly (Mondays, Thursdays, and Saturdays).

Aircraft: A330-200.

Significance: This is a direct service aimed at capturing the growing demand for travel between Western China and Central Europe.

Flight schedule

MU5063 departs Xi’an (XIY) at 0130 and arrives in Vienna (VIE) at 0610.
MU5064 departs Vienna (VIE) at 1330 and arrives in Xi’an (XIY) at 0550 plus a day.

Shanghai (PVG) to Adelaide (ADL), Australia

This is a seasonal service marking the return of a direct link to South Australia.

Operations timeline: 20 June 2026 to 2 August 2026.

Frequency: Three weekly.

Outbound: Mondays, Thursdays, and Saturdays.

Return: Tuesdays, Fridays, and Sundays.

Aircraft: A350-900.

Details: This route targets the peak winter travel season in Australia and summer holidays in China.

Flight schedule

MU781 departs Shanghai (PVG) at 1940 and arrives in Adelaide (ADL) at 0730, plus a day. (Mon, Thu, Sat)
MU782 departs Adelaide (ADL) at 0930 and arrives in  Shanghai (PVG) at 1830. (Tue, Fri, Sun).

China Eastern: More network adjustments

Sydney rejig: Starting 29 March 2026, the airline is switching its Wuhan (WUH)–Sydney (SYD) routing to a Beijing Daxing (PKX)-(WUH)–Sydney (SYD) service.  

Manila terminal shift: Also effective 29 March  2026, the airline will move its operations at Manila’s Ninoy Aquino International Airport from Terminal 1 to Terminal 3.

India resumption: The airline recently upgraded its Shanghai–New Delhi service to a daily direct service.

Takeaways 

Tashkent Expansion: By adding Shanghai to its existing Xi’an–Tashkent service, China Eastern will become a major player for travel to Uzbekistan.

Vienna Connectivity: The 0130 departure from Xi’an gets travellers to Europe early in the morning, ready for a full first day of sightseeing or business meetings.

Adelaide Return: This is good news for South Australia’s hospitality and tour content suppliers, as it’s the first direct link to mainland China since 2020.

(Source: China Eastern Airlines with additional reporting)

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