China experiences surge in immersive, culture-driven tourism

In a major government reshuffle in 2018, China merged two government agencies and formed the Ministry of Culture and Tourism "to promote the integrated development of cultural undertakings, cultural industries and tourism", according to an official document. The development of culture-driven tourism has since picked up.

A 2023 high-level meeting on cultural development underscored the need to promote the "creative transformation and innovative development of China's fine traditional culture".

Governments at all levels are tapping into local resources to enhance tourist appeal and boost the economy. During the Dragon Boat Festival holiday from May 31 to June 2, Beijing held more than 1,700 tourism events, including dragon boat carnivals, intangible cultural heritage markets, and hanfu (traditional Chinese attire) workshops.

The capital recorded 8.21 million tourist visits during the holiday, up 5.4 percent year on year, generating 10.77 billion yuan ($1.5 billion) in tourism revenue.

Traditional festivals prove to be high seasons for travelers. This year, during the first Spring Festival following its inscription on UNESCO's Intangible Cultural Heritage list, travelers flocked to temple fairs, dragon dance performances, and intangible cultural heritage experiences to celebrate an authentic Chinese New Year.