Editor's note: Wang Yan, a special commentator for CGTN, is an associate research fellow at the Beijing Foreign Studies University. The views expressed in this article are the author's own and do not necessarily reflect those of CGTN.

Alongside the May Day holiday boom in China's cultural tourism, a quiet yet profound transformation is underway.

From iconic landmarks to lesser-known county-level destinations, from conventional sightseeing to immersive cultural experiences, Chinese travelers are rewriting the rules of engagement with their own country. What is emerging is a more layered, diverse and experience-driven model – one that is reshaping not only leisure habits, but also regional economies, and redefining the very meaning of travel.

Why the boom?

What explains this fervor for domestic travel? The answer lies in a convergence of forces.

First, rising incomes have expanded the traveling class. China's economic growth has made travel affordable to a far broader population. This expansion of the traveler base is a fundamental driver.

Second, travel is shifting from a discretionary luxury to a necessity of consumption. For many Chinese, holidays have become an essential way to decompress and recharge after work cycles. This shift, from occasional treat to routine need, is a powerful driver of sustained travel demand.

Third, a deeper structural factor is at work: consumption upgrading. A well-established global trend is that once per capita income passes a certain threshold, spending naturally shifts from goods to experiences. From this perspective, the continuing boom in holiday travel is a structural inevitability. As Chinese households move up the income ladder, goods consumption will progressively give way to service consumption, with travel at the very heart of this experience economy.

Fourth, infrastructure has democratized access. Years of massive investment in transportation have enabled China's high-speed rail and aviation networks to offer unprecedented comfort and reach. A traveler in Shanghai can breakfast on Xiao Long Bao, or small steamed soup dumplings, and dine on Yunnan's Guo Qiao Mi Xian, an iconic rice noodle dish, by evening – a logistical miracle unimaginable just two decades ago. In China, highway tolls are waived during major holidays, and paved roads now extend deep into remote mountains and once-remote villages.

Together, these improvements have dramatically enhanced the travel experience while lowering financial and logistical barriers, turning what was once a complicated undertaking into a remarkably convenient and affordable mass entitlement.

The integration of culture and tourism

Perhaps most significantly, policy support for cultural tourism has created an enabling environment. The integration of cultural heritage protection with economic development strategies has led to innovative products that meet both conservation imperatives and market demands. Meanwhile, government initiatives promoting all-around rural revitalization have strengthened the capacity of county-level destinations to receive visitors without sacrificing authenticity.

The most telling indicator of consumption upgrading is the rise of county-level tourism and immersive, theme-driven travel.

While established destinations like Beijing, Xi'an and Hangzhou remain popular, a parallel travel landscape has emerged in China's vast network of counties. These destinations offer what major cities increasingly cannot: unhurried authenticity, intact folk traditions and landscapes unspoiled by over-development. They are not mere backdrops for selfies; they are living spaces where visitors engage with local artisans and experience the rhythms of community life.

This county-level renaissance redistributes tourism revenue from established urban centers to peripheral regions, creating jobs in areas that once exported labor rather than receiving visitors.

The multiplier effects are substantial. Every hotel room in a county town supports local food suppliers, craft workshops and transportation services, generating a more inclusive pattern of growth. In many less developed regions, tourism has become a cornerstone of rural revitalization. The "county travel fever" is not a fad, but a mechanism for reallocating opportunity across China's vast territory – a subtle yet effective form of coordinated regional development.

From "sightseeing" to "sense-seeking"

The deep integration of culture and tourism has greatly expanded the range of "things to do" for travelers.

In the past, travel might have meant little more than viewing natural scenery or visiting historical sites. Today, the options are far richer and more diverse. Tourists can immerse themselves in augmented reality- and virtual reality-enhanced historical reenactments, experience interactive "time-travel" adventures, or follow their passions – attending a live concert or embarking on a cinematic pilgrimage to filming locations.

As a result, passive sightseeing is giving way to active engagement. The rise of immersive experiences speaks directly to this shift. This reflects a broader trend in China's evolving consumer culture – one that values depth over breadth and meaning over mileage.

This is particularly evident among millennials and Gen Z, who prioritize personalization, cultural immersion and emotional resonance over simply checking off must-see landmarks.

Moreover, the shift toward experience-based tourism encourages investment in local cultural preservation, creative industries and service training, creating upward spirals that benefit entire communities.

As demand for authentic local interactions grows, communities are increasingly incentivized to protect their intangible heritage from folk arts to culinary traditions, rather than letting them fade in the face of homogeneous commercialization.

The economic ripple effect

All these changes carry profound implications for the nation's long-term economic trajectory. As Chinese households' incomes rise, the share of tourism spending in total consumption will inevitably increase, thereby raising the sector's marginal contribution to growth and reinforcing its role as an increasingly powerful engine of domestic demand.

Moreover, the undergoing demographic and technological changes mean that service sectors, particularly those rooted in cultural distinctiveness, will assume greater weight in national output.

Beyond direct contributions, the tourism boom generates backward linkages that strengthen supply chains across multiple sectors. Demand for authentic local cuisine stimulates agricultural specialization; the need for distinctive accommodations drives innovation in construction and design; and the search for meaningful souvenirs revives craft traditions. These interdependencies together can create a more resilient economic ecosystem.

Finally, the growing number of foreign visitors coming to China also reflects a profound transformation: from "China travel" to "China go." What began as sightseeing has deepened into immersive cultural engagement.

Today, many foreign tourists seek to experience everyday life in China such as riding high-speed rail, watching drone shows, or trying traditional Chinese medicine massage. This evolution from "Chinamaxxing" to "becoming Chinese" reflects a fundamental shift, from "observing China" to "experiencing China" and ultimately to "becoming part of China."

Looking ahead

The May Day holiday offers a snapshot of a nation in dynamic evolution. Chinese travelers are not merely consuming leisure; they are engaging in a form of cultural self-education that strengthens social cohesion while generating economic value.

The shift from passive sightseeing to active participation, from urban concentration to county-level dispersion, from standardized products to personalized experiences – these trends all point to the emergence of a more mature and sophisticated tourism economy.

With the travel season unfolding, China's tourists are traveling farther, staying longer, feeling the seasons – and, in doing so, they are reshaping not just an industry but the very way a nation understands and experiences itself.

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