Chinese tourism booms thanks to new experience trends

Not only attracted by the culture, many international tourists also come to China to immerse themselves in entertainment and sports life.

Chinese tourism booms thanks to new experiential trends.

On her first trip to China, Lea Hoffmann, a German tourist passionate about Chinese culture, chose a different way of exploring . Instead of taking souvenir photos like most tourists, at her stop in Suzhou Water Town (Jiangsu Province), she went into small alleys, patiently observed and felt the daily life there. “I wanted to explore deeper to feel the timeless appeal of traditional Chinese culture,” she shared.

Ms. Hoffmann’s experience reflects a growing trend among international visitors: “Chinese cultural tourism.” Instead of just visiting famous landmarks to “check in,” more and more tourists are choosing to immerse themselves in China’s vibrant culture and heritage.

“I was immediately drawn to the unique blend of Suzhou – where ancient towns coexist with modern skyscrapers,” said Ms. Hoffmann. For her, Suzhou was an indispensable stop on a carefully planned itinerary with her friends. “I also plan to visit Nanjing and Xi’an, where I will definitely try on Hanfu for a more complete cultural experience,” she excitedly shared.

China’s tourism appeal is evidenced by the data. In the first half of 2025, Shanghai alone welcomed 4.16 million international visitors, including 3.83 million overnight stays, far exceeding the same period in 2024. According to travel booking platform Trip.com, international bookings to the city increased by about 85% this summer.

Not only attracted by the culture, many international tourists also come to China to immerse themselves in the entertainment and sports life. Matthew Stevens, an international student in Nanjing, said he was preparing to take a friend from South Africa to Jiangsu to watch the popular amateur football league Su Super League.

“Performances, sporting events, exhibitions, cuisine… are all becoming reasons for tourists to come to China,” said Hu Di, director of an international travel company in Suzhou. According to him, more and more foreign tourists are choosing multi-destination itineraries, long-term stays and tailor-made tours instead of mass packages.

This trend is fueled by an open visa policy. According to the National Immigration Administration, there are currently 76 countries that enjoy unilateral or bilateral visa exemptions with China; an additional 55 countries enjoy transit visa exemptions. In the first half of 2025 alone, China welcomed 13.64 million visa-free arrivals, up 53.9% year-on-year.

Besides cultural factors, technology has also become a magnet for visitors. At international summer camps, virtual reality (VR) glasses, drone light shows and artificial intelligence (AI) applications are increasingly popular. “Many foreign students are especially interested in technology such as self-driving cars,” said Xu Zihui, an organizer at the Jiangsu Institute of Overseas Study.

The desire to explore the technology sector is also reflected in tours of electric car factories and internet companies. “They want to see firsthand China’s innovation capabilities,” said Zhou Zhanfeng, an employee of China International Travel Service. According to him, the growing global presence of technology has reinforced confidence in “Made in China” products and piqued tourists’ curiosity.

In addition, shopping is also becoming a highlight of Chinese tourism. From fashion to electronics, the trend of “shopping in China” is spreading more and more. The State Administration of Taxation of China said that the “instant tax refund” service, which will be implemented nationwide from 2025, has helped retail efficiency increase by more than 40%, with more than 7,200 duty-free stores in operation. In the first 6 months of the year, the number of tourists benefiting from this service increased by 186% compared to the same period in 2024.

Along with that, support services for international tourists have also been improved. Mobile payment systems are now more popular in accepting international bank cards, making spending more convenient for tourists.

bnews.vn

Source: https://baolaocai.vn/du-lich-trung-quoc-bung-no-nho-xu-huong-trai-nghiem-moi-post881574.html