Cool escapes, cultural encounters fuel China's inbound tourism boom

Melodic strains of music fill the air as foreign visitors join local villagers in a lively bamboo dance, weaving between the poles to the rhythm of the traditional performance. Amid the laughter and excitement, they are getting an up-close taste of the rich folk culture of China's Li ethnic group.

This summer, Maona Village, nestled in the tropical rainforest of Wuzhishan in south China's Hainan Province, has attracted a growing number of international visitors with its distinctive cultural study-tour programs. They can venture into tea plantations, pick tea leaves, learn how to identify different varieties and experience China's tea culture firsthand.

With its abundant tourism resources and diverse climates, China is becoming an increasingly popular destination for overseas travelers seeking immersive cultural experiences. 

Data from an online payment platform showed that spending by inbound tourists has risen 72.9% year on year since June.

Cool escapes draw global travelers

As heat waves continue to grip many parts of the world this summer, demand for cooler destinations has been rising, driving tourism consumption. 

In Beigou Village in Beijing's Huairou District, more than 30 foreign families live year-round. With summer temperatures 4 to 5 degrees Celsius lower than in downtown Beijing, the village has also become a destination for visitors seeking a taste of the Chinese summer. Recently, a business group from Hungary traveled there specifically to experience the cooler weather.

According to industry figures, European countries accounted for 30% of the top 20 source markets for China's inbound tourists this summer, with bookings from the region soaring 275% compared to last year.

China's varied landscape provides an array of "cool options." For instance, Mount Changbai, straddling the country's northern border, records an average temperature of just 18.8 degrees Celsius from June to August. 

Its cool climate and rich forest resources have drawn tourists from around the country and abroad. Many foreign visitors have climbed the mountain to see Tianchi Lake and hiked through its pristine underground forest, enjoying its fresh, oxygen-rich environment.

Travelers look beyond for local experiences

Beyond increased spending, inbound tourists are also traveling farther and shifting to deeper and more authentic encounters.

In Beijing, cycling along the newly inscribed UNESCO World Heritage Site, Central Axis, has become a popular way for foreign visitors to discover the capital. 

Running through the heart of Beijing from north to south, the 7.8-kilometer axis links a series of historic landmarks and embodies the city's centuries-old urban planning and architectural heritage.

"Driving or cycling around Beijing allows us to discover areas we normally wouldn't visit, especially the Hutongs, which have a unique charm." said a Belgian visitor who with his family spent an evening exploring the ancient thoroughfare. "The diversity of the food also left a deep impression on me."

Industry analysts note a clear pivot toward deeper, more localized experiences. International travelers are venturing beyond major tourist attractions to smaller cities, counties and villages.

In Zhejiang Province, several smaller cities have gained popularity with distinctive water-based activities. Tonglu County in Hangzhou, for example, has developed a range of light extreme sports combining water, land and air, offering visitors an exciting way to escape the summer heat. 

In Changxing County, Huzhou, where a newly developed indoor water park has recently further boosted inbound tourism, more than 17,500 overnight inbound tourists were recorded from January to June, up 77.79% year on year.

From cities to villages and from famous landmarks to neighborhood streets, foreign visitors are increasingly documenting what could be described as a more authentic, everyday China. 

"More international tourists are coming to China, and tourism can help promote mutual understanding between the Chinese people and people from other countries," said Dai Bin, director of the China Tourism Academy. He added that this would contribute significantly to people-to-people exchanges and mutual learning between civilizations.

Chinese films add to tourism appeal

Meanwhile, as domestic productions gain a wider international audience, their popular stories and filming locations are drawing more attention from overseas travelers.

The blockbuster Pegasus 3, known for its action-packed scenes and sophisticated visual effects, features stunning desert and Danxia landform scenes shot in Qinghai Province. With July–August temperatures averaging below 20 degrees Celsius, the region has welcomed a wave of European tourists drawn by both its cinematic fame and comfortable climate.

"Xining is a beautiful city with a great environment and scenery. After experiencing hot weather in other cities, we felt very comfortable in the cooler climate here, and we had a wonderful time," said Polish tourist Beata Zonenberg-Jaworska.

In Southeast Asia, the period drama Dear You has stirred nostalgia for overseas Chinese hometowns, bringing a surge of visitors from the region to historic streets in Guangdong and Fujian provinces.