China’s economy is fueled by consumption, and the tourism sector has become a significant driver of growth. During the recent National Day holiday, the tourism industry witnessed a surge, with 765 million people traveling within China, a 5.9% increase from last year and a 10.2% rise compared to 2019, before the pandemic. Tourism revenue reached 701 billion yuan ($99.2 billion), indicating a 6.3% growth compared to 2019.
One of the most prominent trends is the increasing popularity of Chinese culture. China, with its rich history and diverse regions, offers tourists a vast array of cultural experiences. Domestic tourism, in particular, is thriving as residents from different regions explore the unique cultural offerings within their own country. For instance, tourists from southern provinces like Fujian and Guangdong are captivated by Beijing’s historical heritage, while the distinctive earth buildings in Fujian provide a unique experience for visitors from other regions.
Local governments and businesses are actively promoting regional cultures to attract tourists. They are emphasizing traditional foods, cultural clothing, and historical sites, creating tourism products that offer a deeper immersion into China’s cultural roots. This strategy has proven successful in attracting both domestic and international visitors.
Foreign tourism is also experiencing a resurgence, with 14.6 million international visitors in the first half of 2024, marking a 152.7% increase from the previous year. China’s visa-free policy for several countries has played a significant role in this growth, attracting 8.5 million foreign visitors through this policy alone. Foreign tourists are drawn to China’s rich cultural offerings, ranging from exquisite cuisine to historic sites.
To further enhance the experience for international tourists, local tourism markets have focused on translating and interpreting Chinese culture for better understanding. Cities excelling in these efforts are witnessing an increase in foreign visitor numbers. New media platforms, such as short videos, live streaming, and podcasts, have also played a crucial role in promoting China’s traditional culture globally. Computer games like “Black Myth: Wukong” have introduced elements of Chinese culture to international audiences.
As China’s tourism market continues to evolve, traditional culture combined with new media are shaping its future. Local governments and businesses embracing these trends are likely to reap substantial benefits as both domestic and international interest in Chinese culture grows.
