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Tourists at the Jiuzhaigou scenic area in Sichuan province on June 5, 2026. Photo: VCG
China’s summer tourism season this year fell short of industry expectations, exposing a shift toward budget-conscious, small-group and county-level travel amid broader economic headwinds
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Tourists at the Jiuzhaigou scenic area in Sichuan province on June 5, 2026. Photo: VCG

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