Tourists take photos at a scenic spot in Wushan County, Chongqing City, southwest China, May 16, 2024. [Photo/Xinhua]
New Chinese-style tourism, prefecture tourism, cultural experiences and immersive experiences have become the new keywords for Chinese tourists’ holiday travel, and tourist destinations are striving to develop diverse tourism products and improve services.
Fueled by young people’s passion for traditional culture, tourism activities such as Hanfu photo shoots and immersive cultural performances are soaring in popularity. It’s also becoming popular for Chinese tourists to take a break from the hustle and bustle of city life and head to lesser-known prefectures.
China’s tourism market is developing and has become a strong source of economic growth. China’s domestic tourism spending during this year’s five-day May Day holiday reached 166.89 billion yuan (approximately US$23.5 billion), an increase of 12.7% compared to the same period in 2023. It is estimated that by 2024, Chinese tourist income will be higher than in 2024. 6 billion trips nationwide.
Neo-Chinese style journey
Pingjiang Road Historical and Cultural District in Suzhou, Jiangsu Province in eastern China, is crowded with tourists even in the off-season.
Many people’s bucket lists include drinking tea while watching a Suzhou Pingtan music performance performed in the local dialect and having their photo taken in traditional Chinese Hanfu. .
At a traditional clothing store on Pingjiang Road, a group of young women are busy choosing New Chinese style clothes. Zhou Liyan, the store’s owner, said the sales volume of cheongsams, waistcoats, and horse-face skirts have increased dramatically this year, indicating that traditional culture and clothing are integrated into the daily lives of Chinese people. He said that
An increasing number of young Chinese people are trying to enjoy traveling while pursuing traditional culture. This May Day holiday is ushering in a boom in “New Chinese-style tourism,” featuring new cultural travel experiences such as ancient city tours, intangible cultural heritage exploration, and museum exhibition tours.
According to data from Tongcheng Travel, bookings for tourist attractions such as museums and ancient cities increased four times year-on-year during the five-day holiday.
Experts argue that there is no clear definition of “new Chinese tourism,” which integrates traditional Chinese elements with modern tourism. However, many believe that young people’s enthusiasm for traditional Chinese culture will give new development impetus to more tourism market segments.
to the county
During this May Day holiday, Liu Shibin and his family from Northeast China’s Jilin Province traveled to neighboring Liaoning Province just for a “wuwei” vacation in Dalian’s Changhai County. There, we enjoyed clamming, fishing, and feeling the pleasant sea breeze.
“We wanted to temporarily escape the fast-paced city life and spend five relaxing days on the island,” Liu said. Changhai County, which consists of five major islands, received approximately 25,000 island visitors during the May Day holiday, an increase of 43.8% compared to the same period in 2019.
Since the beginning of this year, China’s domestic tourism market has been steadily recovering. Some third- and fourth-tier cities and counties with unique cultures and natural landscapes are often more cost-effective in terms of tourist spending compared to traditional hotspots in larger cities. Therefore, it has been well received.
Tourism in the prefecture has become a new favorite among Chinese tourists, especially young people.
According to data from Ctrip, a leading Chinese travel platform, during this year’s May Day holiday, the year-on-year growth rate of travel orders in prefecture-level markets exceeded the growth rate of third- and fourth-tier cities, with the latter’s growth rate has fallen below. higher than first- and second-tier cities.
Qin Jing, vice president of Ctrip Group, said the prefecture’s tourism fever is because the people are shifting to more rational tourism spending and paying more and more attention to the pursuit of comfortable experiences.
During the May Day holiday, Anji county in eastern China’s Zhejiang province, known for its picturesque rivers and mountains, saw a surge in tourism, with more than 1.67 million tourists visiting. In just one day, he served more than 7,940 cups of coffee at a local coffee shop in Anji County.
“The small county has a slower pace of life, allowing tourists to deeply experience local customs and culture,” said Yang Tianming, a tourist from Guangzhou in southern China.
Mr. Yang added that these days, many of his friends are no longer just interested in famous names when choosing a vacation destination. Instead, prioritize fun experiences when traveling.
China’s transportation network, including high-speed rail, aviation, highways and other infrastructure, is increasingly improving, providing access to once-slow counties and becoming a key factor in boosting the holiday tourism boom. ing.
China’s rail services currently cover 81 percent of the country’s prefectures, and bullet trains can reach 93 percent of cities with a population of 500,000 or more.
“As local infrastructure continues to improve, prefectural tourism is growing in popularity. This satisfies travelers’ desire for a leisurely vacation while also offering unique experiential activities that blend with local culture. ” said Liu Yang, Chief Commercial Officer. Tujia is a Chinese homestay booking platform.
Counties are embracing new forms of tourism, from improving the quality of tourism infrastructure such as scenic spots and hotels to offering diverse and distinctive activities such as camping and music festivals.
Since December 2023, a total of 127 4A-level scenic spots have been added in 10 province-level areas across China, of which 65 percent are distributed in prefectures and prefecture-level cities. Since the beginning of this year, Ctrip alone has added about 1,000 scenic spots in the county.
immersive experience
As the scent of wheat fills the fields on the outskirts of Zhengzhou, the capital of central China’s Henan province, Zhu Yali begins a tour of Unique Henan: Land of Drama, a huge immersive theater complex in Zhongwu County. There are 21 theaters on-site, presenting a variety of shows themed around the history of Henan and the culture of the Yellow River.
“While watching a play about Su Shi, an influential poet in Chinese history, I felt like I was not watching the actors, but talking to Su Shi and experiencing his life. That’s great,” Zhu said.
During this year’s May Day holiday, this place was a big hit in the tourist market. “More than 500,000 tourists came to enjoy the performances in Dramaland, and the overall revenue increased by 40% year-on-year,” said Liu Kaipeng, head of the brand department of Henan Jianye Culture and Tourism Marketing Center. said. He added that in 2023 alone, the land of drama received more than 12 million visitors, including foreigners from more than 40 countries around the world.
Immersive experiences have now become a buzzword in China’s cultural and tourism industry, attracting travelers from all over the country and around the world.
The Twelve Hours of Chang’an theme block in Xi’an, northwestern Shaanxi province, China, vividly recreates urban life during the Tang Dynasty (618-907). Step back in time to the Song Dynasty (960-1279) at Millennium City Park in Kaifeng, Henan Province. Also, in Lijiang City, southwestern Yunnan Province, China, a large-scale live drama “Impression Lijiang” will lead the audience to be truly devoted to the lives of various ethnic minorities during a cultural show.
Xiao Jianyong, deputy director of the Henan Provincial Culture and Tourism Research Institute, said, “As China’s tourism consumption demand continues to improve, tourists are no longer satisfied with the mere viewing mode. They crave emotional connection,” he said, adding: The immersive experience also increased tourists’ sense of participation by incorporating more cultural elements.
