Cultural tourism trend reflected in National Day holiday travel

China's tourism market boomed during the weeklong National Day holiday, which ended on Monday. While patriotic sentiments were present, cultural tourism stood out as a defining aspect of this year's holiday.

Ranging from performances in traditional clothing to immersive heritage experiences, cultural tourism flourished across the country. For example, on Ancient Culture Street in Tianjin, performers clad in hanfu captivated onlookers, many of whom also wore traditional attire.

The heritage-rich area saw over 300,000 visitors and generated more than 25 million yuan ($3.56 million) in revenue in just two days.

Beijing's Central Axis, newly recognized as a UNESCO World Heritage Site, also proved a popular destination during the holiday.

Tourists' interest in visiting the Forbidden City, the Temple of Heaven and other locations along the axis grew significantly, with bookings up 69 percent compared to last year.

Cultural souvenirs, including special postcards and themed merchandise, further enriched travelers' experiences.

Museum visits have become an important part of holiday activities for many travelers.

In Liaoning province, the Liaoning Provincial Museum displayed an original painting by an emperor of the Song Dynasty (960-1279), attracting tourists from across the country. Some visitors queued for hours to view the work.

A tourist surnamed Li from Shanghai considered visiting the exhibition a key part of her family trip.

"Visiting museums can plant the seeds of culture in children's minds from a young age," she said.

Data shows that the number of traditional culture-themed scenic spots in China increased to nearly 4,000 in 2022 compared to 2,230 in 2013, with approximately 80 percent of A-level tourist attractions incorporating various intangible cultural heritage projects.

Trip.com data revealed that during this year's National Day holiday, average daily bookings for revolutionary-themed tourism in China increased 40 percent year-on-year.

Zhao Wenzhi, president of the Guangdong Travel Service Association, said that evolving tourist demands are continuously fostering new cultural and tourism consumption scenarios, business formats and models, with the tourism market offering both more diverse experiences and richer options for travelers.

Dai Bin, president of the China Tourism Academy, predicted that based on factors such as people's travel intentions, bookings and local tourism preparations, the number of travelers during this year's National Day holiday would likely reach a record high.

Xinhua