Tourism market finds thrilling experiences the new destination
Standing beside the emerald waters of the Dulong River in Southwest China's Yunnan province, Beijing-based traveler Li Li closes her eyes and allows the crisp mountain air to fill her lungs.
"I didn't come here just to check off a bucket list item," she says. "I wanted to live here, even for just a few days, to share stories around a Lisu ethnic group's fire pit and the walk trails untouched by crowds."
Li's decision to trade iconic landmarks for a slower, more culturally grounded experience reflects a broader transformation sweeping China's travel sector.
This year's five-day May Day holiday, which concluded on May 5, highlights a clear shift — more Chinese travelers are moving beyond traditional sightseeing.
Instead, they seek immersion; deep, personal experiences that blur the line between observer and participant.
Data from the tourism platform Tongcheng Travel highlights this trend. While major cities like Beijing and Shanghai remain popular destinations, long-distance domestic travel surged westward, dominating flight bookings. Over half of top travel routes are connected to southwest provinces like Sichuan, Yunnan, Guizhou, and Chongqing municipality, as urban professionals leave skyscrapers for misty peaks and open grasslands.
Even locals from the Sichuan capital of Chengdu headed further west, flying to Lhasa to experience the allure of the Xizang autonomous region.
According to travel platform Fliggy, bookings for lesser-traveled destinations like Beitun in the Xinjiang Uygur autonomous region, Qamdo in Xizang, Golog in Qinghai province, and Nujiang in Yunnan surged by over 100 percent year-on-year.
Analysts at the Tongcheng Research Institute credit China's western appeal to upgraded infrastructure and a rich array of natural and cultural experiences, such as mountains, lakes, deserts and grasslands that promise the authenticity that today's travelers crave.
This rising preference for "slow travel" is not just in numbers, but in intention. Many travelers are rejecting fast-paced, checklist-style tourism in favor of meaningful encounters.
In Qingchuan county, Sichuan, visitors capture rare and precious encounters with wild takins (Himalayan bovines) through their camera lenses. In Lincang, Yunnan, crowds gather for the Wa ethnic festival, joyfully smearing one another with natural pigments, a gesture of blessings and shared joy.
Even historic sites are reimagining the way they engage tourists. At the ancient Guanque Tower in Shanxi province, tourists can interact with costumed actors who reenact Tang Dynasty (618-907) scenes, turning classical poetry into an immersive performance. In Wuhu, Anhui province, a 106-year-old customs house has been digitally revamped with AR exhibitions.
For others, immersion takes to the skies. He Jixu, a tourist from Sichuan, took his first helicopter ride in Sanya, Hainan province. "Seeing the ocean from above was surreal, like the world expanded," he says.
Wang Xiaoling from the Inner Mongolia autonomous region pushed her limits even further by trying skydiving. "The second I jumped, fear turned into awe," she recalls. "It wasn't just fun; it changed how I see risks and myself."
These high-adrenaline experiences are catching on fast. An extreme sports club in Sanya reported a 70 percent surge in skydiving bookings during the holiday, fueled largely by younger travelers.
For a growing number of Chinese tourists, the era of passive sightseeing is giving way to something deeper. Travel is no longer just about seeing the world; it's about stepping into it.
"Ten years ago, I would've rushed to tick off the must-see sites," says Li Li, the traveler from Beijing. "Now, the 'musts' are the moments you never plan for."
