China expects its tourism market to flourish this year, starting with a busy and robust summer travel season as travelers flock to vacation destinations after the government ended its zero-COVID policy that kept people home for almost three years.

Domestic tourism revenue in 2023 could reach about RMB 4 trillion (USD 580.8 billion), a year-on-year increase of about 95%, and recover to about 71% of 2019 levels, according to data from the China Tourism Academy.

Domestic tourist numbers are expected to reach around 4.55 billion in 2023, up 80% year-on-year, while inbound and outbound tourists numbers are seen at more than 90 million, doubling year-on-year and recovering to 31.5% of pre-pandemic levels.

In 2022, the number of domestic tourists nationwide was 25.3 billion, down 22.1% year-on-year, according to the data.