For decades, tourism in China was largely centered around visiting iconic landmarks, joining mass tour groups, and engaging in “checklist travel.” However, with rising disposable incomes and increasingly diverse offerings from tour suppliers, the way people explore the country is undergoing a transformation.
Tourism consumption is no longer confined to traditional activities such as sightseeing or hotel stays. Travelers now seek a wide range of experiences, including dining, entertainment, shopping, fitness, and gaming. Between 2019 and 2024, there was a notable shift away from conventional sightseeing toward more diverse and immersive experiences.
The structure of tourism consumption is evolving. Traditional ticket sales for scenic spots are on the decline, as tourists now see these locations as starting points rather than destinations. Instead of simply visiting attractions, travelers are spending more on dining, accommodations, and leisure activities around these areas. This shift reflects a broader trend in which tourists seek holistic experiences rather than isolated visits to famous landmarks.
Additionally, there is an increasing fusion between local life and tourism. Many travelers are drawn to authentic, everyday experiences, such as visiting local markets, trying regional cuisines, and engaging in traditional customs. This trend highlights a desire for both familiarity and novelty tourists want to feel connected to the local culture while still experiencing something unique.
Online reviews, rankings, and social media have played a significant role in shaping consumer decisions. Digital platforms are now a key resource for trip planning, helping travelers discover lesser-known attractions, hidden culinary gems, and niche experiences. Looking ahead, digitalization is expected to continue playing a crucial role in shaping tourism consumption. By 2025, further integration of digital tools will enable more personalized and efficient travel experiences, focusing on seamless, end-to-end solutions that cater to the evolving needs of modern tourists.
Urban destinations remain a key market for tourism experiences and consumption. Several emerging trends are driving urban tourism, including destination branding through short-video platforms, private customized tours that emphasize deep and unique explorations, reverse tourism where travelers choose lesser-known or nontraditional destinations over crowded tourist hotspots and alternative tourism, where budget-friendly substitutes replace expensive or overhyped locations.
Short-video platforms have played a critical role in increasing traffic and engagement for destination branding. These platforms offer visually appealing content that inspires travelers to explore new places and participate in unique experiences. The rise of private customized tours also allows tourists to engage more deeply with destinations, opting for tailored itineraries that cater to personal interests rather than following generic tour packages.
Reverse tourism has gained traction as travelers seek to escape the crowds and discover hidden gems. Lesser-known destinations that were once overlooked are now becoming attractive alternatives to traditionally popular cities. Similarly, alternative tourism allows budget-conscious travelers to explore places that offer similar experiences to well-known destinations without the high costs or overwhelming crowds.
Overall, the evolving landscape of tourism reflects a shift toward more personalized, immersive, and digitally-driven experiences. The emphasis is now on meaningful and authentic interactions with local culture rather than ticking off famous landmarks. As digital platforms continue to shape consumer behavior, the future of tourism is expected to be more dynamic, offering travelers an array of customized experiences that go beyond traditional sightseeing.
