The 2026 World Tourism Federation - Xianghu Dialogue opened on the 11th in Hefei, Anhui. The World Tourism Federation released 3 results including the “2025-2026 Cross-border Tourism Consumption Trend Research Report”, stating that the international tourism industry has moved from a restorative rebound to a stage of normalized growth and is expected to continue to improve. According to the report, about 64% of global visitors will use AI tools to screen destinations, compare prices, and plan itineraries; since 2025, the inbound customer structure in China has continued to be optimized, and the European and American markets are recovering at an accelerated pace; the amount of offline overseas bank card purchases has increased by more than 70% for two consecutive years. According to the “Report on China's Inbound and Outbound Tourism Market Sentiment for the Second Half of 2026”, the comprehensive sentiment index of China's inbound and outbound tourism markets in the second half of this year was in a high and relatively booming range, respectively.

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