On October 8, Trip.com released the 2026 National Day Holiday Tourism Market Analysis Report (hereinafter referred to as the Report). During the National Day holiday, Shanxi's online travel market ranked third nationwide in terms of visitor growth rate, with visitor numbers increasing by 13.1% year-on-year on a daily average basis compared to the same period in 2025, and tourism revenue growing by 3.1% year-on-year on a daily average basis compared to the same period in 2025.

According to the Report, looking at the tourism market performance of each city, Taiyuan ranked first in the province in both visitor numbers and revenue, while Datong ranked second in visitor numbers and second in revenue. In terms of growth rate, Changzhi stood out with visitor numbers increasing by 28.4% year-on-year on a daily average basis and revenue growing by 20.4% year-on-year on a daily average basis.

Visitors staying more than 3 days in Shanxi's online travel market accounted for 50%, with an overnight stay rate of 54.9%, indicating that Shanxi's long-stay appeal to tourists is gradually strengthening. Meanwhile, the inbound source market performed robustly. During the National Day holiday, Shanxi's inbound tourism market showed positive growth momentum, with inbound visitor numbers increasing by 36.5% year-on-year on a daily average basis compared to the same period in 2025, ranking fourth nationwide. Inbound tourism consumption grew by 10.9% year-on-year on a daily average basis compared to the same period in 2025. The rapid increase in inbound visitor scale has injected new vitality into Shanxi's tourism market, demonstrating the effectiveness of international source market development.

In the domestic source market, the province's online travel market source structure shows a significant advantage in out-of-province markets. Out-of-province visitors accounted for 76.2%, while in-province visitors accounted for 23.8%, demonstrating that Shanxi as a tourism destination has strong appeal to out-of-province visitors, with active cross-provincial tourism market performance. Among out-of-province source markets, Beijing ranked first with a 26.1% share, making it Shanxi's most important out-of-province source market. Hebei and Shaanxi followed closely, accounting for 12.1% and 10.6% respectively among the top 10 out-of-province source provinces, with provinces surrounding Shanxi forming the main source hinterland. Henan and Shandong each accounted for 8.8%, while Inner Mongolia accounted for 7.8%, indicating sustained activity in medium and long-distance markets. Notably, Shanghai, Guangdong, Jiangsu and other Yangtze River Delta and Pearl River Delta regions showed year-on-year daily average growth compared to the same period in 2025 among the top 10 out-of-province sources, reflecting Shanxi's steadily increasing appeal to visitors from economically developed regions.

Guo Huiting, General Manager of Trip.com Group's Destination Cooperation Department for Shanxi Province, stated that Shanxi's scenic spot ticket market maintained strong growth momentum, with ticket booking numbers increasing by 40.0% year-on-year on a daily average basis compared to the same period in 2025, significantly boosting visitor enthusiasm. Ticket consumption amount grew by 21.5% year-on-year on a daily average basis compared to the same period in 2025, with market demand continuing to be released. The hotel product market also showed growth momentum, with room nights increasing by 15.3% year-on-year on a daily average basis compared to the same period in 2025, demonstrating the continued release of market demand and the optimization and upgrading of tourism product supply.