Chongqing - As China’s school year winds down in July, with high school entrance exams and primary school finals coming to a close, students head into a six- to eight-week summer break—sparking a surge in searches and bookings for parent-child travel experiences.

Kids venture into the wild with their guide at Yudu Mountain Scenic Area in Yanqing District, Beijing. (Photo/MINIHIKER)

Affected by the summer vacation, China's parent-child travel segment continues to gain strength. The 2025 Parent-Child Vacation Development Report forecasts that the online parent-child vacation market will reach 300 billion yuan ($41.487 billion). Demand has shifted from basic leisure toward experiences with educational, emotional, and immersive value.

"Family travel is now the main driver of growth in the tourism industry," said Li Mengran, media public relations manager at UTour Group. "As the global economy recovers and international routes expand, the market is shifting from chasing volume to focusing on quality, personalization, and deeper experiences."

Meituan reports that parents aged 35 to 40 make up nearly 35% of scenic ticket bookings, with vacation product bookings by family travelers growing more than 10% year over year. Beyond family-friendly hotels and restaurants, parents are now looking for well-rounded local experiences- from food and transport to sightseeing, shopping, and entertainment- to make the most of their trips.

Significantly, a growing number of younger parents born after 1995 are entering the travel market, drawn to outdoor adventures and nature-based experiences. Searches for camping, hiking, and stream trekking have more than doubled from last year.

A family tour group enjoys stream trekking in Anji, a county of Huzhou in Zhejiang Province. (Photo/Dark Horse Outdoor)

"Young parents' spending habits are shifting," said Wang Peng, an associate researcher at the Beijing Academy of Social Sciences. They're investing in meaningful family experiences that combine education and emotional bonding. That's a key factor driving the rise in parent-child travel."

As a result, family travel options are becoming more diverse. While theme parks like Shanghai Disneyland and Universal Beijing Resort remain top choices, with strong ongoing popularity, interest in skiing, nature escapes, and leisure-focused trips is also growing. The much-anticipated LEGOLAND Shanghai Resort is set to open on July 5, adding to the expanding list of family-friendly destinations.

Additionally, the market is seeing a substantial shift toward "light travel." Families are choosing to travel with fewer items, relying on on-demand delivery services for essentials like diapers, strollers, mosquito repellent, and children's footwear. Platforms now promise deliveries within 30 minutes, directly to hotels or amusement parks. In 2025, Meituan data shows a notable rise in nighttime orders for such travel essentials.

Private family tours and chartered services are also on the rise. According to the 2025 Parent-Child Vacation Development Report, private group tours have grown by over 100% year-on-year, while chartered trips have surged by more than 200%. The shift reflects a rising demand for safer, more personalized travel, prompting the industry to move beyond one-size-fits-all packages.

Wu Liyun, professor at the China Culture and Tourism Industry Research Institute, says, "Family vacations are moving from resource competition to service competition. Households are willing to pay for ease, educational content, and cultural enrichment."

Experiential activities- especially those involving intangible cultural heritage (ICH)- are trending. Sales of ICH-themed travel products rose by 55%, with high demand from families in emerging first-tier cities. Examples include fan-painting classes and DIY workshops at Beijing's historic Qianmen Street. These offerings meet parents’ goals for quality time while reinforcing cultural identity and heritage.

Meituan reports that over 70% of scenic and vacation spending in 2024-2025 came from middle- to high-income families. In today's age of plenty, the focus is moving from owning more to enjoying more, where emotional connection matters as much as the destination.