China’s cultural tourism is booming as international travelers seek immersive experiences, fueled by visa-free policies, social media trends, and heritage events.
Shanghai, March 14, 2025 – China’s cultural tourism industry is experiencing a remarkable surge, attracting global travelers eager to explore the country’s rich heritage and immersive traditions. A growing trend, fueled by social media and travel analytics, highlights an increasing fascination with cultural experiences, particularly during festive seasons like Chinese New Year.
A significant driver behind this momentum is the Chinese New Year Tour Global KOL China Travel Campaign, launched in January by Tripadvisor and Trip.com Group, a major global travel service provider. The initiative brought together over 40 international travel influencers to explore ten cities across four themed routes, capturing the essence of traditional festivities in places like Zhangzhou, Fuzhou, Yancheng, Changzhi, Yuncheng, Nanchang, Lushan, Jingdezhen, Changsha, and Zhangjiajie. Their content, showcasing colorful celebrations, local customs, and breathtaking landscapes, has amassed over 80 million views and close to one million engagements, bringing China’s cultural charm to a worldwide audience.
China’s expanded visa-free policies are further propelling international arrivals. Official data reveals that over 64 million foreign visitors traveled to China in 2024, with more than 20 million utilizing visa-free entry. The policy’s expansion in February, allowing ASEAN tour groups to enter destinations like Xishuangbanna visa-free, is expected to boost tourism even further.
Digital travel trends also mirror this growing enthusiasm. Trip.com Group reported a 7.5-fold increase in online searches for Chinese lanterns, temple fairs, and traditional performances during the Chinese New Year period, signaling a heightened interest in cultural tourism.
This year’s festivities held special significance, as it marked the first Chinese New Year since its inclusion on UNESCO’s Intangible Cultural Heritage list. As global awareness of heritage preservation grows, China continues to spotlight its historical landmarks and traditional celebrations, engaging travelers eager for authentic experiences.
Looking ahead, events like China Tourism Day on May 19 will further promote cultural destinations, solidifying China’s status as a premier heritage travel hub. “We believe such initiatives will inspire more international tourists to explore China’s rich traditions and deepen their appreciation of global heritage,” says Benny Wang, Senior Vice President of Trip.com Group.
With immersive experiences, streamlined travel policies, and global influencer engagement, China is shaping up to be a leading cultural tourism destination in 2025 and beyond.
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