china cultural tourism

Chinese Culture

China is one of the Four Ancient Civilizations (alongside Babylon, India and Egypt), according to Chinese scholar Liang Qichao (1900). It boasts a vast and varied geographic expanse, 3,600 years of written history, as well as a rich and profound culture. Chinese culture is diverse and unique, yet harmoniously blended — an invaluable asset to the world.

Our China culture guide contains information divided into Traditions, Heritage, Arts, Festivals, Language, and Symbols. Topics include Chinese food, World Heritage sites, China's Spring Festival, Kungfu, and Beijing opera.

China's Traditions

China's heritage.

China's national heritage is both tangible and intangible, with natural wonders and historic sites, as well as ethnic songs and festivals included.

As of 2018, 53 noteworthy Chinese sites were inscribed on UNESCO's World Heritage List: 36 Cultural Heritage, 13 Natural Heritage, and 4 Cultural and Natural Heritage .

China's Performing Arts

• Chinese Kungfu
• Chinese Folk Dance
• Chinese Traditional Music
• Chinese Acrobatics
• Beijing Opera
• Chinese Shadow Plays
• Chinese Puppet Plays
• Chinese Musical Instruments

Arts and Crafts

• Chinese Silk
• Chinese Jade Articles
• Ancient Chinese Furniture
• Chinese Knots
• Chinese Embroidery
• Chinese Lanterns
• Chinese Kites
• Chinese Paper Cutting
• Chinese Paper Umbrellas
• Ancient Porcelain
• Chinese Calligraphy
• Chinese Painting
• Chinese Cloisonné
• Four Treasures of the Study
• Chinese Seals

China's Festivals

China has several traditional festivals that are celebrated all over the country (in different ways). The most important is Chinese New Year, then Mid-Autumn Festival. China, with its "55 Ethnic Minorities", also has many ethnic festivals. From Tibet to Manchuria to China's tropical south, different tribes celebrate their new year, harvest, and other things, in various ways.

Learning Chinese

Chinese is reckoned to be the most difficult language in the world to learn, but that also must make it the most interesting. It's the world's only remaining pictographic language in common use, with thousands of characters making up the written language. Its pronunciation is generally one syllable per character, in one of five tones. China's rich literary culture includes many pithy sayings and beautiful poems.

Symbols of China

Every nation has its symbols, but what should you think of when it comes to China? You might conjure up images of long coiling dragons, the red flag, pandas, the Great Wall… table tennis, the list goes on…

Top Recommended Chinese Culture Tours

• China's classic sights
• A silent night on the Great Wall
• Relaxing in China's countryside
• China's past, present, and future
• The Terracotta Amy coming alive
• Experience a high-speed train ride
• Feed a lovely giant panda
• Explore China's classic sights
• Relax on a Yangtze River cruise
• Walk on the the Great Wall.
• Make a mini warrior with a local family.
• Pay your respects at the pilgrim's holy palace.

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How China can leverage new trends in cultural and tourism development

Song Rui, Zhang Qinyue

Tourists reading books at the Dunhuang Bookstore in Gansu Province, China, January 24, 2024. /CFP

Editor's note: Song Rui is the director of the Tourism Research Center at the Chinese Academy of Social Sciences, and Zhang Qinyue is a doctorate student at the Chinese Academy of Social Sciences. The article reflects the authors' opinions and not necessarily the views of CGTN. It has been translated from Chinese and edited for brevity and clarity.

Since the start of 2024, the consumption of services relating to culture and tourism has become a pivotal pillar for stabilizing Chinese economy.

According to the China Tourism Academy, during the three-day New Year's holiday period, there were 135 million domestic tourist trips nationwide, generating domestic tourism revenue of 79.73 billion yuan ($11.1 billion), up by 9.4 percent and 5.6 percent from the same period in 2019, respectively. Following the trends set by the popularity of Zibo barbecues and Rongjiang Village Super League in 2023, cities like Harbin have stepped into the limelight and influenced many others to showcase their offerings as well.

The recovery and development of cultural and tourism consumption not only entail online visibility but also depend on superior products and services, a favorable consumption environment as well as the continuous development capabilities of the industry. 

In the future, special attention should be paid to the following three aspects:

First, the supply scope should be expanded. It is essential to optimize tourist attractions, projects and scenic spots while emphasizing guidance on aspects such as "collecting stamps for check-ins," "dedicated tourist routes" and "mutual exemption of tickets for scenic spots." Moreover, it is crucial to bolster the overall development of destinations to form a three-dimensional, systematic supply system. Regions can capitalize on their advantages, vigorously developing characteristic products such as ice and snow tourism, cruise tourism, wellness tourism and study tours based on market demands, as well as continuously expanding the supply scope.

Second, more meaningful content should be provided. On the one end, extracting cultural connotations and incorporating cultural elements can enhance the attractiveness of tourist destinations. This involves focusing not only on profound historical and traditional culture but also on popular culture that people appreciate. On the other end, the widespread application of digital technology enriches the forms of expression and expressive force of cultural and tourism content, enhancing tourists' immersion and experience. In addition, it also improves operational efficiency and broadens marketing channels.

Third, service attitudes and quality should be improved. On the one end, efforts should be made to enhance service capabilities and optimize the tourism consumption environment. People-friendly service makes it necessary to continuously improve service details, care for minority groups and cater to their needs while actively engaging residents and community members. On the other end, effectively identifying market demand is critical. Tourists' pursuit of experiences is, in fact, a form of emotional consumption. Destinations and operators need to pay closer attention to the emotional needs of tourists and be more sensitive to the dynamic market demand.

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2022 Discover China Cultural Tour launched in Beijing

The launching ceremony of 2022 Discover China Cultural Tour was held in Beijing on Monday.

Hu Heping, minister of culture and tourism, attended the event with 58 diplomats from 40 countries. Before the ceremony, Hu met with 12 ambassadors on-site.

Hu said at the ceremony that China puts a high value on culture and tourism communication, and is ready to strengthen the cooperation with other countries.

To achieve this goal, Hu put forward four proposals during the ceremony. The first is to maintain the culture diversity by promoting mutual appreciation, exchanges and mutual learning among different civilizations and cultures, laying a solid foundation for enhancing friendship between peoples and building new international relations, as well as advancing the human progress.

Second, follow the development trend of digitalization, networking and intellectualization, and promote the construction of online communication channels, developing culture and tourism in an innovative and intelligent manner.

The third one is to deepen the cultural trade and tourism cooperation, and take advantage of market mechanisms, to optimize and upgrade cultural products and services, as well as revitalize cultural industries and tourism.

The last point is to improve the communication mechanism and enrich the cultural exchange, as well as perfect the communication platform and broaden the cooperation channels, to expand the influence of communication and fuel cultural cooperation.

According to Hu, China has signed cultural cooperation agreements with 157 countries and established 41 bilateral and multilateral cultural and tourism cooperation mechanisms, forming a global intergovernmental cooperation network.

At the ceremony, the Ministry of Culture and Tourism also announced the tour routes of 2022 Discover China Cultural Tour . Guests from home and abroad viewed the exhibition Treasures of China at the China National Arts and Crafts Museum and China Intangible Cultural Heritage Museum.

2022 Discover China Cultural Tour will run through the end of this year. During the event, foreign diplomats will travel to eight provinces and regions, including Yunan, Hunan, Hebei, Gansu, Qinghai, Xinjiang, Guangxi, and Hainan to experience Chinese culture.

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China recently unveiled its cultural development plan for the 14th Five-Year Plan (2021-25) period, stressing that culture is not only the soul of a country, but also the soul of national governance.

Among the guideline's main goals is the deep integration of culture and tourism to create a unique experience centered on Chinese culture for travelers.

The document said that to achieve the goal, it's important to improve the mechanism that supports such integration, as well as increase the role of culture in tourism development, provide diversified tourism products and optimize the environment for the development of the sector.

The plan has elicited a positive response from the domestic tourism industry, which has been hard hit by the COVID-19 epidemic.

"During the 14th Five-Year Plan period, the integration of culture and tourism will enter a more substantive stage of development," said Zhan Dongmei, an associate research fellow at the China Tourism Academy.

Zhan said that she expects the per capita travel rate and tourist visits to continue to rise over the course of the 14th Five-Year Plan and that the travel industry and government authorities should work together to satisfy the diverse demands of tourists.

"Good tourism offerings should focus on the essence of culture, such as tourist experiences. It's better to give tourists the offerings they need," Zhan said.

Wu Liyun, an associate professor at the Beijing International Studies University's China Academy of Culture and Tourism, agreed.

"The deep integration of tourism and cultural elements, including symbols and stories, will not only make tourism more appealing, but it will also allow more visitors to learn of the beauty of Chinese culture and increase their confidence in it," she said.

"The plan is a boon for the domestic tourism industry. The development of new businesses will not only increase the competitiveness of the tourism sector and bring new vitality, but also attract more talent and expand the sector."

According to Wu, the plan will also help solve problems related to policies hindering the development of the sector.

"The plan can boost the tourism sector's development by means of innovative content, and boost the creation of high-quality, diversified and attractive tourism offerings," Wu said.

She said that operators will be able to offer more job opportunities and have the chance to better themselves due to the integration of an assortment of related enterprises, as well as through the development of new businesses in the sector.

Wu said cultural and creative products and immersive performances are just two vehicles being used to lure young travelers and boost local tourism sectors.

For example, blind boxes produced by the Henan Museum have been a big hit, and allow buyers to experience the excavation process by "digging" in the lump of earth contained in the box with a small trowel, in search of a replica of an antique from the museum's collection.

In addition, popsicles shaped like ancient buildings or cultural heritage are popular with visitors at the many scenic areas and museums selling them across the country.

Camping has become more popular since the epidemic because it allows tourists to embrace nature and enjoy themselves with family and friends without fear of lockdowns. Wu said camping can be combined with multiple businesses, including those offering campground accommodations, dining and entertainment, playing an active role in driving local tourism development.

Scripted murder mysteries are yet another popular activity among young Chinese.

"Some scenic areas and hotels have tried to combine murder mysteries with their offerings to prolong the length of stay of their visitors. This can help single-day tour destinations become overnight ones," she said.

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China’s Tourism Sector Prospects in 2023-24

Amid the post-pandemic recovery, China’s tourism sector is rebounding with vigor in 2023. We discuss the resurgence of outbound and domestic travel, evolving traveler behavior, and tech-enabled trends in this article. From cultural exploration to wellness escapes and digital integration, the stage is set for foreign businesses and investors to seize opportunities in this transformed landscape.

After enduring the significant impacts of the COVID-19 pandemic, China’s tourism sector is gearing up for a strong resurgence in 2023. Projections indicate that the total revenue from domestic tourism is expected to exceed RMB 4 trillion (approximately US$580.96 billion), marking an impressive 96 percent growth. Several driving forces contribute to this revival in China’s tourism landscape, including:

• Easing of travel restrictions;
• Increase in disposable income among Chinese consumers; and
• Growing popularity of domestic tourism.

In particular, the government’s support in revitalizing the tourism sector is evident through subsidies and tax exemptions provided to tourism enterprises. The robust resurgence of China’s tourism industry also serves as a positive indicator for the nation’s economy, with tourism being a significant driver of economic growth and expected to contribute notably to the country’s GDP. Overall, 2023 has seen a continuous stream of new policies, products, technologies, concepts, trends, and opportunities impacting the tourism industry.

China’s evolving tourism landscape

Insights from outbound tourism in h1 of 2023.

Both outbound and inbound tourism markets in the first half of 2023 have shown impressive vitality, surpassing the levels observed in the same period of 2019. Average expenditures for outbound travelers have exhibited a notable increase, with Hong Kong and Macao leading the resurgence of outbound tourism. The total number of inbound and outbound individuals has surged by approximately 170 percent.

Data from the World Tourism Alliance’s reports, reveal that the outbound tourism sentiment index reached 28 percent in the first half of 2023, marking a 21-point increase from the same period in 2019. The outbound tourism market has displayed a gradual “U-shaped” recovery, emphasizing a steady resurgence rather than an abrupt rebound.

According to recent data from Alipay’s Overseas Spending Platform, the average expenditure per user for outbound travel in the first half of 2023 grew by 24 percent compared to 2019. Among popular destinations, the top 10 outbound travel destinations in terms of transaction volume for the first half of 2023 were:

• South Korea;
• United Kingdom; and

This data is supported by several favorable policies. Since the beginning of the year, the National Immigration Administration has continuously optimized and adjusted inbound and outbound management policies.

Starting from February 20, 2023, mainland cities within the Greater Bay Area initiated a pilot implementation of visa endorsements for cross-border talent to and from Hong Kong and Macao. On May 15, 2023, policies such as the nationwide implementation of group travel endorsements for mainland residents traveling to Hong Kong and Macao were fully restored.

The streamlined and optimized policies for travel to Hong Kong and Macao prompted provinces across the mainland to organize multiple tour groups, leading to a consistent rise in mainland visitors to these regions. According to data released by the Hong Kong Tourism Board, nearly 13 million visitors arrived in Hong Kong in the first half of 2023, of which approximately 10 million were mainland visitors, accounting for around 77 percent of the total.

Furthermore, based on recent data released by the National Immigration Administration, the first half of 2023 witnessed a total of 168 million inbound and outbound individuals passing through China’s immigration, marking a year-on-year increase of 169.6 percent.

At the same time, approximately 42.798 million entry and exit permits for travel to and from Hong Kong, Macao, and Taiwan were issued, indicating a significant 1509 percent increase compared to the same period in 2022.

These figures further underline China’s promising revival in outbound tourism. Indeed, Chinese tourists have once again become a significant force driving global tourism and offline consumption.

In terms of outbound travel numbers, the top 10 departure cities were: Shenzhen, Shanghai, Guangzhou, Beijing, Hangzhou, Foshan, Dongguan, Zhuhai, Chengdu, and Wuhan. This highlights that outbound travel is mainly concentrated in first-tier and new first-tier cities, with the “Guangzhou-Shenzhen-Foshan-Dongguan-Zhuhai” Greater Bay Area cities also playing a pivotal role in outbound tourism.

The primary reason driving Chinese tourists to travel abroad is leisure, with business and visiting friends and relatives (VFR) as the subsequent motivations. The rapid expansion of outbound tourism from China can be attributed to the rising incomes of the middle class , the growing desire among Chinese travelers to explore diverse countries and cultures, and the ease of obtaining visas and fulfilling entry criteria for various destinations.

Moreover, the retail sector captures the largest portion of Chinese tourists’ spending when traveling abroad and is anticipated to retain its dominant position in terms of outbound tourism expenditure over the projected timeframe.

The steady recovery of outbound tourism

Initial expectations for a robust rebound in outbound tourism this year have encountered a more precarious reality. Notable evidence of this transformation is seen in the changing preferences of Chinese leisure travelers. As reported by CNBC, the desire to travel abroad has surged from 28 percent to 52 percent among Chinese leisure travelers since last year, nearly doubling.

Business travel intentions have tripled, and interest in education, family visits, and medical tourism abroad is also on the rise. Other findings align, revealing that 50 percent of Chinese travelers plan to journey internationally within the next year.

A significant shift has also occurred in travel fears, particularly concerning Covid contraction. While it topped travelers’ concerns in 2022, it has diminished to the least worrisome aspect this year, as per Morning Consult’s survey. This shift reflects growing traveler confidence. Factors influencing this gradual recovery go beyond preferences. A recent report from the Mastercard Economics Institute reveals a shift in Chinese residents’ spending patterns.

Known for their shopping inclination, there’s a rising trend toward investing in experiences over possessions, particularly in a zero-Covid environment. Despite global economic uncertainties, Asia-Pacific’s, including China’s, travel recovery remains steady. As travel capacity grows, costs are anticipated to decrease, fueling a more dynamic travel landscape.

Contrary to an instant “boom,” China’s international travel revival is unfolding steadily. Though not as swift as initially projected, the evolving interests, changing attitudes, and gradual shift toward experiential spending all point to a growing and adaptive outbound tourism sector, offering a promising glimpse into the future.

The Chinese government’s recent efforts to revive outbound group travel

China’s Ministry of Culture and Tourism recently expanded outbound group tour destinations, including popular places like Japan and the US. A recent analysis provided by the EIU indicates that this move will aid global tourism recovery, benefiting countries with simplified visa procedures.

While the relaxed restrictions will moderately boost outbound tourism, obstacles and cautious spending persist. Nonetheless, domestic travel agencies are expected to see increased revenue, leading to employment and income growth in the sector.

However, challenges such as limited flights and labor shortages could hinder outbound tourism’s full recovery. A complete relaxation of restrictions is predicted in late 2023, but pre-pandemic outbound levels might not return until 2025.

Domestic tourism is thriving

In the first half of 2023, domestic tourism revenue (total tourist spending) reached RMB 2.3 trillion (approx. US$318 billion), marking a substantial increase of RMB 1.12 trillion (approx. US$155 billion) compared to the previous year. Notably, urban residents’ expenditures on travel accounted for a year-on-year surge of 108.9 percent, while rural residents’ travel spending grew by 41.5 percent.

The remarkable rebound of China’s domestic tourism sector can be attributed to a set of factors that differentiate it from the relatively slower recovery of outbound tourism. For one, the domestic tourism industry appears to be less affected by uncertainties surrounding employment and income growth compared to other service and retail sectors.

This is primarily due to the strong yearning of Chinese consumers to explore after years of mobility limitations imposed by the pandemic.

On the other hand, the prolonged revival of outbound flights has further bolstered the domestic tourism scene. Many individuals redirected their travel plans within China as international travel remained limited.

Notably, the return of international air traffic to approximately 80 percent of pre-pandemic levels is not expected until the fourth quarter of 2023, which creates a favorable environment for the vigorous resurgence of domestic tourism in the meantime.

Changing Chinese travelers’ preferences in 2023

In the wake of the COVID-19 pandemic and the subsequent travel restrictions, Chinese travelers underwent a transformation in their preferences and behaviors. Over the past three years, while international travel remained limited, domestic exploration thrived.

Around 8.7 billion domestic trips were taken, indicating an annual rate of around 50 percent of pre-pandemic levels. This period allowed the domestic market to mature, and travelers became more sophisticated in their pursuits, engaging in various new leisure experiences such as beach resorts, skiing trips, and city “staycations.”

As a result, the post-COVID-19 Chinese traveler exhibits distinct traits: heightened digital savvy, elevated expectations, and an appetite for novel experiences. These characteristics paint the profile of a typical Chinese traveler in 2023:

• Experiences matter: Survey data reveals that the rejuvenated Chinese tourist is driven by experiential travel. While outdoor and scenic trips remain popular, the preferences have evolved. Sightseeing and culinary experiences, highly valued in the initial survey series, are now joined by a growing interest in culture and history, beaches, and resorts, as well as health and wellness. This shift solidifies the trend towards experience-driven travel. Additionally, activities like skiing and snowboarding have gained popularity, possibly influenced by the 2022 Beijing Olympic Winter Games .
• Digital expert: Chinese travelers are among the world’s most digitally adept consumers, easily integrating mobile technologies and social media into their daily lives. The pandemic further propelled their online engagement. Short-form videos and livestreaming have emerged as dominant online entertainment options.
• Curious: The desire to explore novel experiences in unfamiliar destinations remains strong among Chinese travelers. Despite travel radius limitations imposed by policies, survey respondents express eagerness to visit new attractions. Instead of revisiting familiar places, 45 percent of participants prioritize short trips to new sites, while long trips to new destinations are the second most favored option.

Emerging trends and destinations

Cultural and heritage tourism.

A significant shift in China’s tourism landscape is the increasing emphasis on cultural tourism, where traditional heritage seamlessly intertwines with contemporary travel. As the nation preserves and celebrates its abundant historical and cultural treasures, a surge in cultural tourism activities like immersive experiences and interactive exchanges has taken center stage.

This trend is particularly pronounced in the realm of domestic tourism, where travelers are flocking to heritage sites and cultural landmarks to gain a deeper understanding of China’s rich heritage.

Moreover, the development of cultural and tourism industries constitutes a crucial component of China’s cultural confidence-building efforts. This sector has received significant attention from the government, evidenced by policies like the “14th Five-Year Plan for Cultural Development” and the “14th Five-Year Plan for Tourism Industry Development.” Such policies drive the integration of culture and tourism, increase the supply of cultural tourism products, and enhance the quality of such offerings.

Wellness tourism

In 2023, a remarkable shift in travel preferences among Chinese tourists has propelled wellness and health tourism to the forefront. As observed by Rung Kanjanaviroj, Director of the Tourism Authority of Thailand’s Chengdu office, Chinese travelers are displaying a distinct preference for destinations that offer a blend of sunny beaches and holistic well-being experiences.

This evolving trend has prompted destinations like Thailand to proactively adapt by refining their offerings. Through the enhancement of health tourism services and a focus on engaging student and youth travelers, Thailand has positioned itself as a prime destination for those seeking rejuvenation and self-care during their journeys.

The rise in wellness and health tourism reflects a broader shift in Chinese travelers’ priorities, as they seek destinations that not only provide scenic beauty but also nurture their physical and mental well-being.

Tech-enabled tourism in China’s innovative travel landscape

China’s tourism industry has evolved dramatically through the fusion of technology and changing consumer demands. In 2023, the landscape is marked by a growing emphasis on tech-enhanced experiences that cater to modern travelers’ evolving preferences that foreign businesses and investors in the sector can learn from.

• Smart appliances and IoT integration: China’s tech-driven tourism trend showcases the integration of smart appliances and the Internet of Things (IoT) into the travel journey. Travelers now wield the power to personalize their environment and encounters via smartphone apps. Innovations range from smart hotel rooms adjusting lighting, temperature, and ambiance to IoT-enabled transportation providing real-time updates, enhancing comfort and efficiency.
• Virtual and augmented reality immersion: Tech-savvy Chinese travelers are increasingly seeking immersive encounters. Virtual and augmented reality (VR/AR) have taken center stage, enabling tourists to explore historical sites, cultural landmarks, and natural marvels through virtual tours that breathe life into destinations. This not only enhances engagement but also serves as a potent tool for destination marketing.
• Seamless contactless services and digital payments : Contactless services and digital payments have become integral to China’s tech-enhanced tourism scene. Travelers can navigate touchpoints like check-in, security, dining, and shopping with minimal physical interaction. QR codes have revolutionized payment methods, enabling transactions through smartphones, and eliminating the need for physical currency or cards, in alignment with the country’s cashless society drive.

The city of Hangzhou offers a glimpse into the future of tech-enabled tourism. Hangzhou’s West Lake, a UNESCO World Heritage site, now features interactive kiosks that provide historical context, virtual guides, and navigation assistance to visitors. These digital enhancements blend seamlessly with the serene natural landscape, enriching the cultural experience.

Similarly, the China National Tourist Office uses VR to transport potential travelers to iconic destinations. Through immersive VR experiences, individuals can virtually explore the Great Wall, the Terracotta Army, and other renowned sites, sparking wanderlust and encouraging travel planning.

Preparing for the return of Chinese tourists to the international scene

The gradual easing of travel restrictions in China still presents a promising avenue for the recovery of the international travel and tourism sector. Amid this positive outlook, attracting Chinese tourists is becoming a priority for global businesses.

Chinese travelers, known for their enthusiasm to explore beyond their borders, are now seeking immersive experiences, quality accommodation, and exceptional service. Here are some strategies that foreign businesses can employ to entice and captivate the adventurous Chinese traveler.

Crafting authentic and familiar experiences

After a three-year hiatus from overseas travel, Chinese tourists are now yearning for high-quality experiences in familiar destinations.

They are looking beyond traditional shopping and sightseeing, expressing a keen interest in entertainment and experiential offerings. Theme parks, cultural activities, water sports, snow sports, and shows are among the sought-after activities.

The key is to offer authentic experiences that resonate with Chinese travelers’ desires for immersion, while still maintaining a touch of familiarity.

Businesses should leverage deep customer insights to design offerings that strike a balance between accessibility and authenticity, ensuring a comfortable yet exciting experience.

Harnessing the power of social media

Social media, particularly short videos, has emerged as a pivotal source of travel inspiration for all age groups. Tourist destinations have capitalized on this trend by launching engaging short video campaigns, maximizing exposure and engagement.

The burgeoning trend of city-walking , for example, where urban exploration is undertaken solely on foot, has not only captured the attention of locals but has also made significant waves across various social media platforms. Chinese netizens are embracing this form of experiential travel, and businesses can leverage social media to align with their preferences.

Platforms like Douyin, China’s counterpart to TikTok, have witnessed the rise of “city-walk content”. A recent video showcasing city-walk routes in Guangzhou amassed over 171,000 likes and found its way into the favorites of 72,000 viewers.

Furthermore, Xiaohongshu, a prominent lifestyle-sharing platform in China, reported a remarkable 30-fold increase in searches related to city walk during the first half of 2023 compared to the previous year.

Businesses can leverage social media platforms to connect with potential Chinese tourists, employing captivating content and innovative campaigns to pique their interest. Creating a strong presence on platforms like TikTok and engaging with influential figures can significantly boost visibility.

Collaboration with Internet giants

China’s tech-savvy travelers are deeply intertwined with the digital world, and internet giants like WeChat and Alipay play a pivotal role in their daily lives. Foreign businesses can tap into these existing digital ecosystems rather than starting from scratch.

For instance, Amsterdam’s Schiphol Airport offers a WeChat Mini Program providing information about the airport, including duty-free shopping and travel planning. Alibaba’s Alipay, renowned for its mobile payment capabilities, has partnered with tax refund agencies to streamline the tax refund process for Chinese travelers.

Such digital innovations enhance convenience and are fast becoming an expected norm.

Prioritize direct-to-consumer (D2C) channels

Navigating China’s intricate travel distribution landscape can be complex, as it encompasses diverse channels, such as online travel agencies (OTAs), online travel portals (OTPs), and traditional travel agencies. To make the most of this landscape, businesses can consider embracing D2C channels.

By leveraging social media platforms and official brand platforms, businesses can create a compelling value proposition that resonates with Chinese travelers. Investing in D2C channels not only enhances branding but also facilitates direct engagement with potential tourists, allowing for a personalized and enticing approach.

Key takeaways: Navigating China’s tourism resurgence

All in all, in 2023, China’s tourism is making a strong comeback, driven by key trends that reveal changing traveler preferences.

Domestically, easier travel rules and higher incomes are fueling local exploration. Internationally, outbound tourism is gradually recovering with a focus on immersive experiences, wellness, and cultural discovery.

Chinese travelers are becoming more tech-savvy, seeking out tech-enhanced experiences like virtual reality tours. This shift is boosting cultural, heritage, and wellness tourism.

Social media, especially platforms like TikTok and WeChat, are vital for engaging with Chinese travelers effectively.

In essence, China’s tourism resurgence is multifaceted, with travelers seeking enriched experiences, digital engagement, and authenticity.

Businesses that align with these preferences and capitalize on domestic and international opportunities are likely to thrive in the evolving travel landscape.

China Briefing is written and produced by Dezan Shira & Associates . The practice assists foreign investors into China and has done so since 1992 through offices in Beijing, Tianjin, Dalian, Qingdao, Shanghai, Hangzhou, Ningbo, Suzhou, Guangzhou, Dongguan, Zhongshan, Shenzhen, and Hong Kong. Please contact the firm for assistance in China at [email protected] .

Dezan Shira & Associates has offices in Vietnam , Indonesia , Singapore , United States , Germany , Italy , India , Dubai (UAE) , and Russia , in addition to our trade research facilities along the Belt & Road Initiative . We also have partner firms assisting foreign investors in The Philippines , Malaysia , Thailand , Bangladesh .

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Constructing a tourism culture

Efforts over the past five years in developing the sector are starting to bear fruit, Yang Feiyue reports.

Experiences that integrate culture and tourism elements and favorable policies for their development have, in recent years, continued to emerge in the country to satisfy the increasingly diverse needs of travelers.

In 2017, the culture and tourism sectors enjoyed explosive growth, which was powered by capital investment, technology and creative endeavor.

Domestic theme park brands, including the Overseas Chinese Town, Fantawild and Chimelong made the top 10 of their respective worldwide categories in the 2017 global theme park report that was jointly conducted by the infrastructure consulting firm AECOM and the Los Angeles-based Themed Entertainment Association.

Overseas Chinese Town received 42.9 million traveler visits in 2017, while Fantawild welcomed 38.5 million visitors and 31 million visits were made to Chimelong during the same period.

Tourism performances featuring Chinese folk culture and history by the Songcheng Performance Development and Huaxia Culture and Tourism Group, have all made their presence felt in the tourism industry since 2017.

The Songcheng company, the first of its kind in the performing arts industry to go public in China, has more than 70 theaters of various types with 175,000 seats in total. In addition to performances, the company has expanded into leisure tourism and other live entertainment.

The country's culture and tourism integration entered a new era since the Ministry of Culture and Tourism was inaugurated in Beijing on April 8,2018.

Domestic theme park players have increasingly made inroads in terms of adding distinctive domestic culture to fun experiences for travelers.

Fantawild has made a point of working Chinese cultural elements into its customer experiences in recent years.

The domestic theme park operator has developed two facilities that are built on the back of the country's red tourism drive this year.

They offer modernized experiences based on Chinese history and are part of Fantawild's Beautiful China trilogy.

The first of the trilogy, Oriental Heritage, taps into the country's 5,000-year history. Ningbo Park of Oriental Heritage, which opened in 2016, had received over 16 million visitors by the end of 2020. The park has been on the top 20 list for theme parks in the Asia-Pacific region for four consecutive years, according to the Global Attractions Attendance Report (2020), compiled by AECOM.

The two newly opened parks this year belong to the second installment of the trilogy, Glorious Orient, and are themed around China's modern history.

One of them opened in Ganzhou, Jiangxi province, in May this year, and the other opened in Ningbo, Zhejiang province, in July. The theme was centered around the modernization of China over the past 170 years. There are six major attraction areas at each park. Some of the main attractions include Let's Fly, where visitors can fly over picturesque landscapes from around the country, and Zhiyuan, which lets visitors brave the waves on the eponymous warship that was purchased from Britain for the Beiyang Fleet. The Glorious Years attraction enables visitors to see the rapid changes that occurred after the founding of New China.

Among them, the water-based Zhiyuan ride offers a swashbuckling experience of fierce sea battles and the legendary voyages of the ship. Visitors will get a healthy measure of the patriotic and adventurous spirit of the vessel's crew. An immersive water-based dark ride that adopts new audio and video technology offers a vivid display of the history of China's industrialization.

"We believe culture is a spiritual core of tourism, and offers differentiation and added value to tourism products," says Shang Linlin, executive president of Fantawild.

The market feedback has been very positive and people of different ages have flocked to theme parks filled with Chinese culture and history, Shang says.

"Some of our customers said they were thrilled to experience stories that they've heard growing up, and some brought their children to learn about the past and appreciate the life they enjoy today," she says.

Development of the final installment of the trilogy is currently underway and is expected to be unveiled to the public in 2024.

"We put a great premium on cultural studies and development, and then express the essence and spirit of Chinese culture through high-tech means," Shang says.

Since 2016, Overseas Chinese Town has developed about 30 culture and tourism projects in the Guangdong-Hong Kong-Macao Greater Bay Area, and more than 30 in the Yangtze River Delta.

Spring Festival celebrations, Han costume culture and traditional music festivals have been hosted in OCT's Happy Valley theme parks across the country.

OCT has also developed many art performances featuring Chinese culture over the years. The group now has in excess of 30 theaters, each of which can accommodate more than 1,000 audience members. They have altogether attracted more than 100 million visitors over the years, according to OCT.

In Yunnan province, performances are based on local distinctive ethnic cultural elements, which have welcomed 1.2 million visitors every year.

Since 2018, the OCT Group has hosted an annual culture and tourism festival. It has produced at least 1,100 themed events and 2,500 culture and tourism experiences have been staged.

At this year's festival, which kicked off in June, travelers flocked to OCT's newly opened Yangzhou Dream City in Jiangsu province, and enjoyed an international fun festival in the Xiangyang Fantasy Resort in Hubei province. A bonfire party was held at OCT's camping site in Nyingchi, in the Tibet autonomous region.

Nighttime musical carnivals were held at several Happy Valley theme parks in cities such as Jiangxi province's Nanchang and Guangdong province's Shenzhen. Art festivals that displayed Chinese culture and innovative contemporary art were also staged.

"Against the background of the new development pattern, as a State-owned enterprise mainly engaged in the cultural and tourism industry, OCT Group will promote the overall upgrading of this cultural tourism festival, and create more activities and new experiences to meet the public need for high-quality tourism products with a spirit of craftsmanship," says Liu Fengxi, general manager of OCT Group.

Beijing's tourism plan for 2021-25 has already been formulated. Priority will be given to technical reforms and innovation to boost cultural and tourism infrastructure, enhance consumption and advance new business models, Beijing Municipal Bureau of Culture and Tourism deputy director Wang Yue says.

The goal is to comprehensively upgrade the capital's tourism quality and raise its profile to make it a first-class tourism city internationally, Wang says.

The capital's Tongzhou district is set to develop compelling tours and introduce more quality projects to boost its culture and tourism, according to Zhao Lei, the head of the district.

The district will take over the overspill effect from the Beijing Universal Resort and introduce more distinctive Chinese cultural elements to spice up the visitor experience, including the Grand Canal scenic spot and towns offering local art and special performances, Zhao adds.

The goal is to upgrade Tongzhou into a national model for culture and tourism business integration, as well as a modern place for international tourism consumption, Zhao said at the 2021 Beijing's Sub-Center Cultural Tourism Industry Summit in September.

Investment of 800 billion yuan ($124 billion) will go into the development of Tongzhou over the course of the 2021-25 period, which will undoubtedly offer extensive business applications and opportunities, experts say.

"We'd like to attract more culture and tourism companies to settle in the area and assist in its high-quality development," says Zhao Jun, director of the district's Cultural Tourism Zone, which sits in the southwest of Tongzhou and covers an area of just over 12 square kilometers.

International art performances, exhibitions and sporting goods expos and fairs will be encouraged, as well as cooperation with top culture and tourism industry players from both home and abroad, Zhao Jun says.

People pay more attention to consumption expenditure for culture and tourism when a society becomes better off, according to a tourism economic operation analysis and development forecast report issued by the China Tourism Academy this year.

In the first half of 2021, the number of domestic tourists in China reached 1.87 billion, rising by 100.8 percent year-on-year.

The gross revenue of domestic tourism hit 1.63 trillion yuan, up 157.9 percent from one year earlier.

China's Ministry of Culture and Tourism released its 14th five-year (2021-25) plan in June.

The plan sets out the major tasks of developing culture and tourism, including advancing social civility, establishing artistic creation systems, improving the protection, inheritance and utility of cultural heritage, and enhancing the modern tourism system.

Tourism products will be enriched and improved during the period, with new offerings to be expected, such as national cultural parks, red tourism routes and ice and snow tourism attractions, according to the ministry.

The plan also underlines the development of internet-powered tourism, promotion of smart management of tourist attractions and innovation of tourism-related public services.

"Efforts will be made to provide higher-quality and efficient public cultural services and greater accessibility and sustainability over the next five years," says Yan Xiaodong, an official with the ministry, at a news conference.

Xinhua contributed to the story.

Contact the writer at [email protected]

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• China's cultural, tourism sectors see robust recovery, expect higher-quality development

Tourists visit the Palace Museum in snow in Beijing, capital of China, Dec. 13, 2023. (Xinhua/Li Xin)

China's tourism market experienced a remarkable surge during the first three quarters of this year, a senior cultural and tourism official said Thursday.

Domestic tourism recorded 3.67 billion visits and a staggering revenue of 3.7 trillion yuan (about 520.47 billion U.S. dollars) during the period, representing year-on-year increases of 75 percent and 114 percent, respectively, figures from the Ministry of Culture and Tourism (MCT) showed.

Du Jiang, vice minister of culture and tourism, said an increased desire for travel among residents this year had significantly propelled domestic tourism.

"This surge not only stimulated increased consumer spending in the sector but also played a role in driving economic recovery," Du told a press conference.

The ministry actively promoted new tourism products featuring camping, ice and snow, sports, and others to cater to the diverse tourism preferences of the public, Du said, adding that a variety of themed travel routes were also crafted for tourists.

The ministry is formulating a three-year plan to boost inbound travel, aiming to provide tourists visiting China with tourism products of higher quality and more convenient services, he added.

Speaking at the press conference, Lu Yingchuan, vice minister of culture and tourism, said that Chinese travel agencies and online travel companies have been allowed to resume outbound group tourism services to 138 countries to facilitate the recovery of outbound tourism.

Robust performance market

Lu told the press conference that China's performance market is also gaining steam, with the number of revenue-generating performance events in the first three quarters of 2023 surpassing the pre-pandemic level.

During the period, 342,000 such performances were held nationwide, up 121 percent from the same period in 2019, said Lu.

He added that these performances generated revenues of 31.54 billion yuan and attracted 111 million audiences, representing a growth of 84.2 percent and 188.5 percent, respectively, compared to the same period in 2019.

Lots of Chinese theatrical productions, either newly created or restaged, were well received by audiences, he noted, citing spotlighted performances such as the dance drama "Wing Chun," Yue Opera "New Dragon Gate Inn," and Kunqu Opera "The Peony Pavilion."

He added that the ministry will continue implementing mechanisms and policies in talent cultivation, international communication, and theatrical creation, thus presenting the audience with more high-quality productions.

Going digital

At the press conference, Lu also highlighted the role of cultural digitalization, which is a crucial step in promoting the high-quality development of the cultural sector.

MCT figures show that about 900,000 pieces and sets of cultural relics at the Palace Museum have undergone digitalization, constituting 48 percent of its total collections; among the 1.43 million sets of collections at the National Museum of China, 700,000 sets have been digitally processed.

Lu said promoting the digitalization of such resources lays a solid foundation for better utilization and presentation.

The country has also redoubled efforts to provide digital content in public cultural services, including projects for building a smart library system and public culture cloud platforms, according to Lu.

The MCT pledged to formulate supporting policies and regulations, including those related to market regulation and intellectual property protection, to facilitate the sound digitalization of the sector. 

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• ​China's tourism market experienced a remarkable surge during the first three quarters of this year, a senior cultural and tourism official said Thursday.

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Hunan shines as beacon of cultural heritage

A cradle of modern Chinese revolution and the birthplace of Red culture, Hunan is renowned as a revolution history museum that has produced revolutionary leaders such as Mao Zedong, Liu Shaoqi, Peng Dehuai, He Long and Luo Ronghuan. A land of agricultural civilization, Hunan is home to the Chengtoushan Ancient Cultural Site, which tells the story of early Chinese settlers who practiced slash-and-burn agriculture 6,500 years ago. The Yuchanyan Site provides a record of the history of rice cultivation dating back thousands of years. The majestic Ziquejie Terraces, originating from the Qin (221-206 BC) and Han (206 BC-AD 220) dynasties, are also located here.

The charms of Hunan are attracting an increasing number of visitors from around the Terraces, originating from the Qin (221-206 BC) and Han (206 BC-AD 220) dynasties, are also located here.

The charms of Hunan are attracting an increasing number of visitors from around the world. In the first half of this year, it received 292 million tourists and achieved tourism revenue of 437.25 billion yuan ($60 billion), a year-on-year increase of 68.27 percent and 67.33 percent respectively.

To stimulate the cultural tourism market, Hunan has implemented a strategy of all-region tourism since last year, and holds an annual tourism industry development conference to boost consumption. On Sept 16, the second Hunan Tourism Development Conference opens in Suxian district of Chenzhou, once again bringing global attention to the beautiful and enchanting province.

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North Gyeongsang Province, China seek to bolster cultural, tourism ties

N orth Gyeongsang Gov. Lee Cheol-woo met with Chinese Ambassador to Korea Xing Haiming Tuesday to discuss increasing cooperation in culture and tourism.

During the meeting at the provincial office in Andong, North Gyeongsang Province, Lee said mutually beneficial economic growth has been seen between Korea and China over the past three decades since the establishment of diplomatic relations in 1992.

He emphasized the importance of expanding cooperation beyond economic realms into areas such as culture and tourism.

"Over the past 30 years, Korea and China have grown together economically. Now, it's time to explore new avenues of collaboration and create fresh momentum for growth," Lee said.

The ambassador echoed these sentiments, noting the two nations' geographical proximity and the significance of cooperation in addressing shared challenges.

"China has a saying, 'Virtue is not solitary; there must be neighbors.' This underscores the importance of cooperation between neighboring countries like ours in resolving various issues," Xing said.

North Gyeongsang Province has established cooperative relationships with six regions in China, including Henan, Hubei and Jilin provinces. Notably, it has been actively engaging in an people-to-people exchange program with Hubei province and operates a trade office in Shanghai.

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Home > Media Center > Updates

Tourism triumphs in Taizhou over May Day holiday

chinadaily.com.cn | Updated: 2024-05-07

During the May Day holiday, the cultural and tourism sector in Taizhou, Zhejiang province thrived, welcoming 3.44 million visits, marking an 11.83 percent increase from the previous year.

The city generated 3.68 billion yuan ($509.87 million) in tourism revenue, with visitors spending an average of 1,071 yuan per person. Overnight stays averaged 1.7 nights per person, with overnight visitors comprising 49.94 percent of the total.

Taizhou's three 5A-level scenic areas brought in 304 million yuan during the holiday. The Culture & Tourism Area of the Ancient City of Taizhou, located in Linhai, saw 1.02 million visits, ranking second among ancient town scenic spots nationwide.

Innovative activities and immersive experiences drew large crowds. For example, the Xianshan Skyland resort in Xianju county offering over 20 high-altitude outdoor sports activities, along with a temple fair and other events, received full bookings.

Every area in Taizhou hosted a diverse array of cultural and tourism activities. Jiaojiang featured classical dance performances, Yuhuan held youth markets and concerts, while Sanmen's camping festival attracted many tourists.

Taizhou's renowned cuisine, characterized as "fresh, sticky, and sweet", was a major draw as well. Its first gourmet week activity showcased local flavors, attracting over 330,000 visits and generating 6.82 million yuan in transactions over the course of four days.

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Emirates and China Cultural Centre establish strategic partnership to boost tourism

• DSC_5312 The MoU was signed by Orhan Abbas, Emirates’ Senior Vice President, Commercial Operations, Far East and Liu Yang, Director, China Cultural Centre in the UAE in the presence of His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive Emirates Airline and Group, Her Excellency Ou Boqian, Consul General of the People's Republic of China in Dubai and Nabil Sultan, Emirates’ Executive Vice President, Passenger Sales and Country Management
• DSC_5316 From left to right: Liu Yang, Director, China Cultural Centre in the UAE, Her Excellency Ou Boqian, Consul General of the People's Republic of China in Dubai, His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive Emirates Airline and Group,Nabil Sultan, Emirates’ Executive Vice President, Passenger Sales and Country Management and Orhan Abbas, Emirates’ Senior Vice President, Commercial Operations, Far East.

Dubai, UAE, 6 May 2024: Emirates and the China Cultural Centre in the UAE have signed a Memorandum of Understanding (MoU) on the sidelines of the Arabian Travel Market (ATM) in Dubai to develop inbound traffic into China from the airline’s global network.

The agreement was signed by Orhan Abbas, Emirates’ Senior Vice President, Commercial Operations, Far East and Liu Yang, Director, China Cultural Centre in the UAE in the presence of His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive Emirates Airline and Group, Her Excellency Ou Boqian, Consul General of the People's Republic of China in Dubai and Nabil Sultan, Emirates’ Executive Vice President, Passenger Sales and Country Management.

Emirates will work with the China Cultural Centre in the UAE to promote China in key markets across its global network through joint advertising campaigns. The airline will also explore opportunities to organise familiarisation trips from these markets to China, to increase awareness about the market’s touristic appeal and develop more business and trade opportunities. 

Orhan Abbas commented: “China has always been a strategically important market for Emirates, and we’re pleased to collaborate with the UAE-based China Cultural Centre to drive increased visitor traffic and generate more opportunities for travellers from across our network to explore China’s vibrant cities and unique sights. This year, we marked two decades of Emirates’ successful operations in China, a remarkable journey that has enabled us to establish long-term partnerships in travel and trade, and contribute significantly to China’s economy and local community.

We will continue to invest in our already strong partnership with China and offer customers world-class service, a seamless travel experience, and extensive global connectivity to serve its ever-growing international travel needs.”

Liu Yang commented: “Emirates has always been a very important and special partner for China Cultural Center in the UAE. Last year we made a very good collaboration with Emirates to bring the GCC buyers to attend the China International Travel Mart (CITM), and today we are together again with a historical MoU on the sidelines of the Arabian Travel Market This year is also the 40th anniversary of the establishment of diplomatic relations between China and the United Arab Emirates, we can see a bright future for both sides’ tourism promotion and we can help to let the people of both sides know each other better and deeper by their own eyes.”

Emirates operates 35 weekly flights to Beijing, Guangzhou and Shanghai, and offers travellers increased connectivity to 24 domestic points via the three gateways, as well as 6 regional points via Guangzhou through its partnership with China Southern Airline. Emirates also offers travellers enhanced air connectivity to China through its interline agreements with Air China, China Eastern and Cathay Pacific.

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