Chinese cultural tourism industry is attracting global interest as an increasing number of travelers seek enriching, heritage-focused experiences. Recent trends on social media and travel statistics indicate a notable rise in enthusiasm, especially during the recent Chinese New Year celebrations, underscoring the nation’s growing status as a cultural travel hotspot.
A significant factor in this trend is the Chinese New Year Tour Global KOL China Travel Campaign, which was initiated in mid-January. This campaign involved over 40 international travel influencers who visited ten cities along 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, which highlighted the festivities of the Chinese New Year, local customs, and stunning landscapes, has already attracted more than 80 million views online and nearly one million interactions, reaching a global audience.
This surge in interest occurs alongside China’s expanding visa-free policies, which simplify entry for international tourists. Immigration authorities report that over 64 million foreign visitors traveled to China in 2024, with more than 20 million benefiting from visa-free access. The recent addition of ASEAN tour groups to visa-free programs in February for locations such as Xishuangbanna in Yunnan Province is anticipated to further enhance this growth.
The increasing interest in cultural experiences is also evident in online travel trends. Recent statistics indicate a remarkable 7.5-fold surge in searches for Chinese lanterns, temple fairs, and theatrical performances during the Chinese New Year compared to the previous year.
This year’s Chinese New Year festivities held particular importance as it marked the first celebration since the festival was included on UNESCO’s Intangible Cultural Heritage list. With a growing emphasis on heritage preservation, initiatives aimed at showcasing historical sites and traditional celebrations are anticipated to attract more travelers interested in cultural tourism.