In 2024, governments at all levels will use the tourism industry as an important engine to drive high-quality economic development. From increasing infrastructure construction to optimizing tourism services, from cultivating emerging industries to promoting the deep integration of culture and tourism, various policy benefits have been continuously released, and China's tourism industry has shown unprecedented vitality and recovery momentum. According to Sānchuānhuì Culture and Technology's prediction, the number of domestic tourist visits nationwide in 2024 is expected to exceed 6.2 billion, and tourism revenue is expected to reach 6 trillion yuan, recovering to 103.16% and 105.26% of 2019 levels, respectively.
This figure not only demonstrates the strong recovery momentum of the domestic tourism market, but also reflects the remarkable achievements made by various places in promoting the high-quality development of the cultural and tourism industry. Provincial tourism data analysis shows that in 2024, the total number of tourists and tourism revenue in many provinces (regions) across the country have both reached historical highs. It is estimated that five provinces (regions) will have more than 1 billion tourist visits, and ten provinces (regions) will have tourism revenue exceeding 1 trillion yuan. Let's take a look at this detailed data analysis report to learn more about the performance and highlights of each province (region) in the tourism industry.
Tourist Visits: Five Provinces Expected to Exceed 1 Billion, Nine Provinces to Exceed 700 Million
Looking back at 2024, an unprecedented wave of tourists swept across 31 provinces, autonomous regions, and municipalities directly under the Central Government, outlining four distinct hierarchical patterns with its considerable reception data. In this tourism feast, it is expected that five provinces (regions) will exceed 1 billion tourist visits, and another nine provinces (regions) will pass the important milestone of 700 million tourist visits.
(1) Top Tier (Over 1 Billion Visits)
According to the published data statistics, the provinces (regions) that have received more than 1 billion tourists include Yunnan Province (as of November, it has received 1.132 billion tourists, maintaining more than 1 billion tourists for two consecutive years), Jiangsu Province (the total number of tourists reached 1.08 billion, a historic breakthrough of 1 billion), and Henan Province (the number of tourists in 2024 entered the 1 billion mark for the first time). Compared with last year, Jiangsu Province and Henan Province have also joined the "1 billion team" for the first time.
Although Guizhou and Sichuan, two major tourism powerhouses, have not yet announced their data for this year, according to China News Service's report that "the number of tourists received in Guizhou Province increased by 10.4% year-on-year" (Guizhou Province received 1.284 billion tourists last year), it can be reasonably inferred that the total number of tourists received in Guizhou Province for the whole year is approximately 1.4 billion. Considering the strong performance of Sichuan Province's tourism market last year (Sichuan Province reached 1.047 billion in 2023), Sichuan Province is very likely to maintain excellent results of more than 1 billion tourists again. Based on this, Guizhou Province is expected to surpass Yunnan Province again and remain at the top of the national popularity list.
(2) Second Tier (700 Million to 900 Million Visits)
In 2024, there are 9 provinces (regions) with 700 million to 900 million tourist visits, namely Hebei Province (estimated to receive 928 million tourists), Shandong Province (estimated to receive 900 million tourists), Guangdong Province (receiving 850 million tourists), Hubei Province (tourist traffic exceeding 838 million), Shaanxi Province (receiving 817 million tourists), Zhejiang Province (receiving more than 800 million tourists), Guangxi (receiving 769 million tourists in the first three quarters, and the annual data is expected to rise), and Hunan Province (receiving more than 700 million tourists).
These provinces (regions) not only have abundant tourism resources, but also have their own distinct characteristics. For example, Guangdong Province, as a major economic province, has achieved remarkable results in the coordinated development of its economy and tourism; Shaanxi Province's historical and cultural landmarks are renowned at home and abroad, and its rich cultural heritage provides endless exploration space for tourists. In addition, although Anhui Province has not announced detailed tourism data, based on official reports (the number of domestic tourists in Anhui Province increased by 7.4% year-on-year in 2024), it is estimated that the number of tourists received should be around 900 million (the number of tourists in Anhui Province in 2023 was 848 million).
(3) Third Tier (200 Million to 600 Million Visits)
In 2024, there were 12 provinces (regions) with 200 million to 600 million tourist visits. Among them, Fujian Province and Liaoning Province exceeded 600 million, both reaching more than 650 million; Jiangxi Province received nearly 600 million tourists. Those with 300 million to 500 million tourists include Chongqing (receiving more than 470 million tourists), Gansu Province (receiving 416 million tourists as of October), Jilin Province (receiving 377 million tourists for the whole year), Shanxi Province (receiving 318 million tourists cumulatively in the first three quarters), and Xinjiang Uygur Autonomous Region (the annual number of tourists exceeding 300 million).
It is worth mentioning that Beijing and Shanghai have both exceeded 280 million tourist visits in the first three quarters, indicating that the total number of tourists received for the whole year of 2024 may approach 400 million. In addition, Heilongjiang Province (approximately 282 million tourists for the whole year), Inner Mongolia Autonomous Region (273 million tourists for the whole year), and Tianjin (approximately 260 million domestic tourists for the whole year) also performed well, with the number of tourists received exceeding 260 million. Although the statistical time and data sources vary, the performance of the above provinces (regions) deserves attention and affirmation.
(4) Fourth Tier (Annual Reception Less Than 100 Million Visits)
In 2024, provinces (regions) with relatively small tourism reception scales include Hainan (estimated to receive about 97.2 million tourists), Ningxia (estimated to receive about 80 million domestic tourists), Tibet (estimated to receive a total of 64 million domestic and foreign tourists), and Qinghai Province (estimated to receive 53 million tourists for the whole year). Although these provinces (regions) are at a lower level than other provinces (regions) in terms of tourism reception capacity and actual number of tourists, they also show a good growth trend and development potential.
For example, Hainan frequently appears on various online travel rankings. On global digital tourism platforms, Sanya was selected as one of the top ten global tourist destinations, the only Chinese city to be included. Ningxia, through the implementation of a whole-region tourism development strategy, has achieved steady growth in the tourism market. Tibet, with its unique natural scenery and rich cultural heritage, has attracted a large number of tourists. Qinghai Province is committed to building an internationally influential eco-tourism brand, promoting the transformation and upgrading of the tourism industry and high-quality development.
Tourism Revenue: Ten Provinces Expected to Surpass the One Trillion Yuan Threshold
On the 2024 map of China's tourism economy, the comprehensive tourism revenue of the 31 provinces, autonomous regions, and municipalities directly under the Central Government has shown explosive growth, not only surpassing the same period last year, but also many provinces (regions) have surpassed the peak of 2019 at an astonishing speed, majestically crossing the one trillion yuan threshold and ushering in a new era for the tourism economy.
Tier 1: Leading Provinces (Regions) with Tourism Revenue Exceeding One Trillion Yuan
Entering 2024, the number of provinces (regions) in China with tourism revenue exceeding one trillion yuan continues to grow. According to the latest statistics, Yunnan Province achieved tourism revenue of 1.49 trillion yuan by November, Jiangsu Province's total tourism revenue also exceeded the 1.3 trillion yuan mark, and Guangdong Province and Henan Province both exceeded the one trillion yuan milestone for the first time. In addition, based on official forecasts, Hunan Province, Hebei Province, Zhejiang Province, and Shandong Province will also surpass the one trillion yuan threshold in 2024.
Looking back at 2023, Guizhou and Sichuan provinces had already joined the ranks of trillion-yuan tourism revenue, achieving comprehensive tourism revenue of 1.46 trillion yuan and 1.28 trillion yuan respectively. Based on the latest report from China News Network, "Guizhou's total tourism spending increased by 13.3% year-on-year," it is estimated that Guizhou's tourism revenue in 2024 is expected to exceed 1.65 trillion yuan. Sichuan Province's tourism revenue is likely to maintain or surpass last year's impressive result of 1.28 trillion yuan. Therefore, it is estimated that 10 provinces (regions) in China will successfully enter the ranks of high-consumption provinces (regions) with over one trillion yuan in tourism revenue in 2024.
Tier 2: Provinces (Regions) with Tourism Revenue Over 500 Billion Yuan
In 2024, there are 10 provinces and cities nationwide with tourism revenue exceeding 500 billion yuan. Anhui Province achieved approximately 942.6 billion yuan in domestic tourism spending (calculated based on 2023 tourism revenue of 851 billion yuan, with a 10.8% year-on-year increase in 2024); Fujian Province and Hubei Province followed closely, with tourism revenue exceeding 830 billion yuan. Shaanxi Province achieved tourism revenue of 766.8 billion yuan, a year-on-year increase of 16.5%. Jilin Province and Liaoning Province ranked with total tourist spending of 633.3 billion yuan and 630 billion yuan respectively, with growth rates of 20% and 25% respectively.
In addition, Jiangxi Province's tourism revenue is approaching the 600 billion yuan mark, demonstrating the enormous potential of its tourism industry. It is noteworthy that Beijing achieved approximately 504.1 billion yuan in tourism revenue in the first three quarters, and is expected to exceed 650 billion yuan for the whole year, further enhancing its important position in the national tourism market. Chongqing, with over 500 billion yuan in domestic tourism revenue and a year-on-year growth rate of approximately 16%, consolidated its position as an important province (region) in the tourism economy.
Tier 3: Provinces (Regions) with Tourism Revenue of 200 Billion Yuan or More
In 2024, many provinces (regions) have also achieved remarkable results in tourism revenue. There are 8 provinces (regions) with tourism revenue between 400 billion yuan and 200 billion yuan. Inner Mongolia Autonomous Region achieved revenue of 414 billion yuan, a year-on-year increase of 23.4%. Heilongjiang Province, with revenue of 370.12 billion yuan and a high growth rate of 67.1%, became a leader in this tier. Gansu Province achieved tourism revenue of 317 billion yuan from January to October, a year-on-year increase of 25.2%, showing the strong vitality of its tourism market.
Meanwhile, Xinjiang achieved tourism revenue of approximately 355.2 billion yuan, a year-on-year increase of approximately 21%. Tianjin's total tourist spending was 275.104 billion yuan, with a year-on-year growth rate exceeding 25%. In addition, Hainan Province achieved tourism revenue of 204 billion yuan, with a year-on-year growth rate of 12.5%. Shanghai achieved tourism revenue of 261.6 billion yuan in the first three quarters, and is expected to exceed 350 billion yuan for the whole year. Shanxi received a total of 318 million domestic tourists in the first three quarters, with total tourist spending of 276.152 billion yuan, a year-on-year increase of 25.91%.
Tier 4: Provinces (Regions) with Tourism Revenue Below 100 Billion Yuan
In 2024, some provinces (regions) also faced challenges, such as Tibet, Ningxia, and Qinghai Province, whose total tourism revenue has not yet exceeded the 100 billion yuan threshold. 2024 data shows that Tibet achieved total tourist spending of 75 billion yuan, a year-on-year increase of 15%; Ningxia received approximately 80 million domestic tourists, with total spending of approximately 72.5 billion yuan, an estimated year-on-year increase of 14.2% and 11.3% respectively; Qinghai Province achieved total tourism revenue of 51.6 billion yuan, a year-on-year increase of over 20%. Although these provinces (regions) are relatively small in market size, they still maintain strong growth momentum.
The relatively low tourism revenue in these three provinces (regions) is mainly due to factors such as their unique geographical location, strong seasonality of tourism, and relatively simple tourism consumption scenarios, resulting in relatively high prices for tourism consumption factors, which to some extent suppresses tourists' willingness and frequency of consumption. However, through measures such as strengthening tourism planning, improving tourism quality, and expanding the tourism market, these two provinces still have the potential to achieve leapfrog development in the tourism industry.
Panoramic Scan: Three-Dimensional Perspective of Tourist Arrivals, Revenue, and Per Capita Spending
In a deep analysis of the tourism data of 31 provinces and cities across China in 2024, Sanchuanhui Culture and Technology comprehensively considered three key indicators: tourist arrivals, tourism revenue, and per capita spending. Through a panoramic three-dimensional perspective method, not only were five significant characteristics of tourist arrivals and tourism revenue discovered in various regions, but also the diverse characteristics and underlying logic behind their development were observed.
(1) Provinces (Regions) with "High in Three Aspects"
These provinces (regions) with "high in three aspects" refer to high popularity, high income, and high per capita consumption. Taking Hunan Province as an example, a total of over 700 million tourists were attracted throughout the year, with tourism revenue reaching 1 trillion yuan, and per capita consumption reaching 1429 yuan. Yunnan Province also performed strongly, with 1.132 billion tourist arrivals in the first 11 months, and total tourism consumption reaching 1.49 trillion yuan, with per capita consumption of approximately 1315.7 yuan. Fujian Province followed closely, receiving 650 million tourists, with total consumption reaching 835 billion yuan, and per capita consumption of approximately 1284.6 yuan.
Zhejiang Province and Jiangsu Province also performed outstandingly. Zhejiang Province received over 800 million tourists, with tourism revenue exceeding 1 trillion yuan, and per capita consumption of approximately 1250 yuan; Jiangsu Province received 1.08 billion tourists, achieving tourism revenue of 1.3 trillion yuan, and per capita consumption of approximately 1203.7 yuan. These data not only demonstrate the strong performance of these provinces (regions) in the tourism industry, but also reflect their effectiveness in promoting tourism consumption and market vitality, providing valuable reference and guidance for other regions.
(2) Provinces (Regions) with "Two Highs and One Low"
Although these provinces (regions) have shown excellent performance in both tourist reception and total revenue, their per capita consumption levels are relatively low, reflecting a possible large number of low-spending tourists in their visitor demographics. Taking Henan Province as an example, its tourist reception exceeded 1 billion for the first time, and its comprehensive tourism revenue surpassed 1 trillion yuan for the first time. However, it is noteworthy that its per capita consumption is only around 1000 yuan. This data forms a stark contrast to Henan Province's large number of tourists and total tourism revenue.
Similarly, the tourism economies of Guangdong Province and Anhui Province also show a pattern of "high in two aspects, low in one": Guangdong Province received 850 million tourists and achieved tourism revenue exceeding 1 trillion yuan, yet its per capita consumption was only about 1176 yuan; Anhui Province is expected to receive 913 million domestic tourists, generating 942.628 billion yuan in domestic tourism spending, with per capita tourism consumption at approximately 1032.45 yuan. This phenomenon may be related to the distribution of tourism resources and tourist demographics in the two provinces and requires further in-depth analysis and research.
Provinces (regions) with "one high and two low"
These provinces (regions) exhibit a unique phenomenon: although their tourist reception is considerable, their comprehensive tourism revenue and per capita consumption are underwhelming, creating a stark contrast of "popularity without profitability." For example, in 2024, Shaanxi Province attracted a remarkable 817 million tourists, yet its total tourism revenue only reached 766.8 billion yuan, and per capita consumption was as low as 938.56 yuan. This data not only reveals Shaanxi Province's strong ability to attract tourists but also highlights the need for improvement in enhancing tourist spending potential.
A similar situation occurred in Liaoning Province. The province is expected to receive 650 million tourists this year, with a total tourism revenue of approximately 630 billion yuan, and per capita spending of only 969.3 yuan, indicating that tourists' willingness or ability to consume needs improvement. In addition, Gansu Province faces similar challenges. From January to October 2024, the province received 416 million tourists, generating 317 billion yuan in tourism revenue, but per capita consumption was only 762 yuan, which is slightly lower than other major tourism provinces.
Provinces (regions) with "one low and two high"
Although these provinces (regions) have relatively low tourist reception, they maintain considerable tourism revenue due to their high per capita consumption levels. Taking Hainan Province as an example, it received 97.2 million tourists throughout the year, achieving a total tourism consumption of 204 billion yuan, with per capita consumption as high as 2100 yuan, highlighting the effectiveness of the high-consumption tourism market. Looking at Beijing, it received 371 million tourists throughout the year, with an estimated tourism revenue exceeding 650 billion yuan, and per capita tourism consumption of approximately 1752 yuan. Although slightly lower than Hainan, it still demonstrates the status of capital tourism consumption.
Jilin Province also performed exceptionally well, receiving 377 million tourists throughout the year, achieving tourism revenue of approximately 633.3 billion yuan, with per capita consumption of approximately 1679.84 yuan, also in the high-end consumption category. In addition, Inner Mongolia received 273 million tourists throughout the year, achieving tourism revenue of 414 billion yuan, with per capita consumption of approximately 1516.5 yuan. Although these provinces and cities do not have an advantage in tourist reception, they have achieved excellent results in per capita consumption and tourism revenue through precise market positioning and differentiated development strategies.
Provinces (regions) with "three low challenges"
The tourism market in these provinces (regions) shows significant characteristics of low traffic, low income, and low consumption, with Tibet, Ningxia, and Qinghai being representative examples. Using 2024 data as an example, the Tibet Autonomous Region received 64 million domestic and foreign tourists, with total tourism consumption of 75 billion yuan, and per capita consumption of approximately 1171.9 yuan. Although not extremely low, this per capita consumption is still relatively low compared to provinces (regions) with better tourism development, such as Inner Mongolia and Xinjiang.
In addition, Qinghai Province received 53 million tourists throughout the year, with total tourism revenue of 51.6 billion yuan, and per capita consumption of approximately 973.58 yuan, also facing development pressure in terms of tourist traffic, tourism revenue, and per capita consumption. The Ningxia Hui Autonomous Region received approximately 80 million domestic tourists, with total tourism consumption of approximately 72.5 billion yuan, and per capita consumption of approximately 906.25 yuan, placing it in a lower range in overall tourism consumption and facing serious challenges in tapping into the potential for tourist consumption.
It should be noted that the calculation of per capita consumption above is based on the provided data and is an estimation; the actual values may vary due to differences in data accuracy and calculation methods. At the same time, the level of per capita consumption is affected by many factors, including tourist demographics, types of tourism projects, and price levels.
Therefore, when comparing the per capita consumption of different provinces (regions), the combined effects of these factors should be considered comprehensively.
In-depth Insights: Core Conclusions of the 2024 National Tourism Market Analysis
After a comprehensive review and in-depth analysis of tourism data from 31 provinces, autonomous regions, and municipalities directly under the Central Government in 2024, Sanchuanhui Culture and Technology has extracted a series of key market insights and core findings. These conclusions not only reveal the overall recovery of the tourism market but also deeply analyze the regional differences, diversification of consumption structures, and future development trends, aiming to provide valuable references for promoting high-quality development of the tourism industry.
Tourism industry fully recovers, many places create new historical highs
In 2024, local governments actively responded to the national call, using the tourism industry as an important engine to drive economic recovery and high-quality development, and introduced a series of support policies. Against this backdrop, the significant increase in people's willingness to travel has led to a historic breakthrough in the number of tourists and tourism revenue in many places. Yunnan, Guizhou, Jiangsu, Henan, Hebei, Hunan, and Zhejiang provinces (regions) have all achieved record highs in tourist reception and tourism revenue. In particular, Yunnan and Guizhou provinces have maintained more than 1 billion tourists for two consecutive years, and their tourism revenue is approaching or exceeding 1.5 trillion yuan, leading the nation.
Tourism market is clearly stratified, regional differences are significant
Although the overall recovery of the national tourism industry is obvious, the differences in the tourism market between different regions are still significant, forming a clear hierarchical structure. In terms of the number of tourists and tourism revenue, the 31 provinces, autonomous regions, and municipalities directly under the Central Government can be roughly divided into four tiers. The top tier includes provinces (regions) such as Yunnan Province and Jiangsu Province, which have received more than 1 billion tourists. These regions, with their abundant tourism resources and complete tourism facilities, have attracted a large number of tourists.
The second tier includes provinces (regions) such as Hebei Province and Shandong Province, which have received between 700 million and 900 million tourists. These regions also have unique tourism resources and a high level of tourism services. The third and fourth tiers are composed of provinces (regions) that have received between 200 million and 600 million tourists and less than 100 million tourists, respectively. These regions are relatively weak in terms of tourism reception capacity and actual number of tourists, mainly due to limitations in geographical location, tourism resources, and other factors, resulting in relatively lagging tourism development.
Diversified consumption structure, large differences in per capita consumption
As the tourism market continues to develop, the tourism consumption structure is also becoming increasingly diversified, with significant differences in consumption habits and demands among different regions and tourist groups. Through comparative analysis, Sanchuanhui Culture Technology found that the tourist arrivals and tourism revenue in 31 provinces, autonomous regions, and municipalities across the country show five distinct characteristics: "three highs type," "two highs and one low type," "one high and two lows type," "one low and two highs type," and "three lows challenge type."
These characteristics reflect differences in tourism resources, tourist structure, and consumption habits across different regions. For example, "three highs type" provinces (regions) like Hunan Province and Zhejiang Province not only have high tourist reception volume and tourism revenue, but also relatively high per capita consumption, demonstrating their strong tourism consumption market and vitality. In contrast, "three lows challenge type" provinces (regions) like Tibet, Ningxia, and Qinghai, which have fewer tourist arrivals and lower revenue, and relatively low per capita consumption, need to make more efforts in improving tourism quality and expanding the tourism market.
(IV) Challenges and opportunities coexist, requiring continuous optimization and upgrading.
Although the tourism industry in various regions achieved significant results in 2024, it still faces numerous challenges and opportunities. For "one high and two lows type" provinces (regions) (i.e., high tourist reception volume but low comprehensive tourism revenue and per capita consumption), the development of their tourism industry faces an urgent task of transformation and upgrading. These provinces (regions) should deeply explore their tourism resource potential, optimize their tourism product structure, and enhance the quality of tourism services to meet the growing diversified and personalized needs of tourists. At the same time, they should also strengthen tourism marketing and brand building, improve tourism visibility and reputation, and attract more tourists for tourism consumption.
For "one low and two highs type" provinces (regions) like Hainan, Jilin, and Inner Mongolia (where tourist reception volume is relatively low, but comprehensive tourism revenue and per capita consumption are relatively high), efforts are still needed in improving tourism planning and expanding the tourism market. At the same time, various regions also need to continuously innovate tourism products and service methods to meet the diversified needs of tourists. For example, they can develop more tourism projects and cultural activities with local characteristics, strengthen tourism market marketing and expand the scale of tourists, and continuously improve the matching degree between tourist arrivals and revenue.
Concluding Remarks
In summary, through a comprehensive analysis and deep insight into the 2024 tourism data of 31 provinces, autonomous regions, and municipalities across the country, we have witnessed the strong recovery and vigorous development of China's tourism market. From the historic breakthrough in tourist arrivals to the steady growth in tourism revenue, and the diverse manifestations of per capita spending, every piece of data shines with the brilliance of high-quality development in the tourism industry.
At the same time, we have also noted that the development of the tourism industry in different regions exhibits significant differences and diversified characteristics, which not only provides valuable experience for various places but also points the direction for improvement and enhancement. Looking ahead, as competition in the tourism market intensifies, all provinces (regions) should continue to deeply explore their own advantages, increase policy support, optimize tourism quality, cultivate new growth points, and jointly promote the prosperous development of cultural and tourism consumption.
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