Tourexpi
Cultural Tourism Sees Strong Growth in China
Social
media trends and travel data highlight a surge in interest, particularly during
the recent Chinese New Year period, reinforcing the country's growing appeal as
a cultural travel destination.
One
initiative contributing to this trend was the Chinese New Year Tour Global
KOL China Travel Campaign, launched in mid-January by Tripadvisor and Trip.com
Group, a leading global travel service provider. The campaign engaged over 40
international travel influencers, who explored ten cities across four themed
routes, including Zhangzhou and Fuzhou in Fujian province,
Yancheng in Jiangsu, Changzhi and Yuncheng in Shanxi, Nanchang,
Lushan, and Jingdezhen in Jiangxi, as well as Changsha and
Zhangjiajie in Hunan. Their content—showcasing Chinese New Year
festivities, local traditions, and breathtaking landscapes—has already garnered
over 80 million online views and nearly one million engagements, reaching a
worldwide audience.
This
is amidst the backdrop of China's expanding visa-free policies,
facilitating smoother entry for international visitors. According to
immigration authorities, over 64 million foreign visitors had travelled
to China in 2024, with over 20 million taking advantage of visa-free
entry. The recent inclusion of ASEAN tour groups in February this year for
visa-free programs in destinations like Xishuangbanna in Yunnan Province is
expected to drive further growth.
Online
travel trends also reflect this rising interest. Trip.com Group data reports
a 7.5-fold increase in searches for Chinese lanterns, temple fairs,
and theatrical performances during the Chinese New Year period compared to the
previous year.
This
year's Chinese New Year celebrations were particularly significant, being the
first since the festival's recognition on UNESCO's Intangible Cultural Heritage
list. As awareness of heritage preservation grows, efforts to highlight
historic sites and traditional celebrations are expected to further engage
travellers interested in cultural tourism.
Looking
ahead, cultural events such as China Tourism Day on May 19 will
continue to shine a spotlight on heritage destinations. "We are confident
that such initiatives will inspire international tourists to explore cultural
traditions and deepen their appreciation for global heritage," says Benny
Wang, Senior Vice President of Trip.com Group.
Image Credit: © Trip.com Group
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