Sanya Tops Hurun Rich List Again as China’s Most Popular Domestic Travel Destination Among High-Net-Worth Individuals!

Hurun Rich List Released 🎉

For 14 Consecutive Years

Sanya Leads as China’s Most Favored Domestic Travel Destination Among High-Net-Worth Individuals

Maintaining Its Dominant Popularity

Sanya

The Top Choice for Domestic Travel Among China’s High-Net-Worth Individuals

High-net-worth individuals traveled abroad an average of 2.1 times in the past year. Their top domestic travel destination remains Sanya (46%), followed by Yunnan (44%) and Xinjiang (32%), with enthusiasm for Yunnan and Xinjiang rising by 2 percentage points and 7 percentage points respectively. Hong Kong ranked fourth, favored by 27% of respondents. Macau (21%) and Tibet (21%) followed closely behind.

Travel Themes

Sun and sand remain the top choice.

Among the most favored travel themes among high-net-worth individuals, sun and sand destinations (17%) remain the top choice, with enthusiasm rising by 5.5 percentage points compared to last year. Luxury resorts (14%) rank second, up 3.4 percentage points year-on-year. Historical and cultural sites (11%) come in third, experiencing a slight decline of 0.6 percentage points. Lakeside and mountain scenery saw an 11% enthusiasm rating, up 1.7 percentage points from last year. Shopping destinations experienced the largest decline, with a 3.8% rating, down 3.4 percentage points year-on-year. The newly added wellness and healing theme garnered a 3.1% rating. As high-net-worth individuals adopt increasingly sophisticated approaches to health management, wellness and healing may emerge as a popular travel theme.

2026

Heading for the warm sunshine ☀️

Departing for Sanya ✈️