Young Chinese Tourists Flock to Cultural and Heritage Experiences Across the Country

Published on December 4, 2025

Local culture is driving a significant boom in China’s tourism sector, particularly among young travellers eager to immerse themselves in authentic cultural experiences. The nation’s rich cultural heritage, including traditional festivals, cuisine, intangible cultural heritage performances, local customs, and everyday lifestyles, is becoming an increasingly popular draw for both domestic and international visitors. This trend is providing fresh momentum to the growth of China’s cultural tourism industry, with younger generations leading the charge toward discovering and experiencing the local charms of various regions.

In recent years, tourism centred around local culture has gained popularity, particularly with the rise of millennial and Gen Z travelers, who prioritize authentic, off-the-beaten-path experiences over traditional tourist attractions. From sampling regional cuisines to participating in traditional festivals, young Chinese travellers are seeking meaningful encounters that connect them with the country’s diverse history and customs. This shift in tourist preferences is reshaping China’s tourism landscape, contributing to the sustained growth of the sector.

Key Drivers of the Cultural Tourism Boom

Several factors are contributing to the cultural tourism boom in China. One major influence is the increasing interest in cultural heritage among younger travelers, who are more inclined to explore regional traditions, customs, and art forms that are often overlooked by mainstream tourism. This shift is reflective of a broader global trend, where travelers seek to engage with destinations in a deeper and more personal way.

Cuisine is a major draw for tourists seeking local cultural experiences. China’s vast culinary diversity, with regional specialties ranging from Sichuan hotpot to Shandong dumplings and Xinjiang lamb skewers, is a huge appeal for young tourists eager to taste authentic local flavors. Street food markets, in particular, are seeing increased foot traffic as visitors look to sample dishes that reflect the unique tastes and traditions of specific regions.

Traditional festivals and intangible cultural heritage performances, such as the Chinese New Year, Dragon Boat Festival, and Lunar New Year performances, also play an important role in attracting tourists. These events, which celebrate centuries-old customs, rituals, and art forms, provide visitors with an immersive cultural experience that goes beyond mere sightseeing.

Additionally, young travelers are increasingly interested in exploring local crafts, including traditional calligraphy, embroidery, and pottery. Many regions in China have rich craft traditions, with workshops and markets offering visitors the chance to not only view but also participate in the creation of these age-old art forms.

Tourism and Travel Preferences of Young Chinese Travellers

Young Chinese tourists, both from urban centers like Beijing, Shanghai, and Guangzhou, and from smaller cities, are fueling the cultural tourism growth. They are more likely to travel independently, use social media to discover destinations, and seek experiences that allow them to connect with the local community and culture. This preference for authentic experiences has led to an increase in cultural tourism packages offered by travel agencies, many of which include activities like local cooking classes, handicraft workshops, and guided tours of cultural sites.

The rise of digital platforms and social media has also played a role in promoting local cultural tourism. Platforms like WeChat, Douyin (Chinese TikTok), and Weibo are popular among young people for discovering new destinations and experiences. Content creators on these platforms often highlight hidden gems, cultural festivals, and unique local experiences, inspiring their followers to explore less commercialised parts of the country. This trend has encouraged local governments to promote regional tourism more actively, showcasing the cultural richness of areas such as Suzhou, Hangzhou, Xi’an, and Lijiang.

Moreover, China’s increasing focus on sustainability and eco-tourism is aligning with younger travelers’ values. The desire to travel responsibly and learn about sustainable practices has led many young tourists to explore destinations that emphasise eco-friendly tourism and the preservation of local traditions. Village tourism, where visitors live with local communities and engage in daily activities, is becoming increasingly popular, allowing tourists to experience the unspoiled authenticity of rural China.

Regional Growth and Economic Impact

As demand for cultural tourism grows, it is providing a major boost to the economy in various regions of China. Provinces such as Sichuan, Yunnan, Guangxi, and Gansu are seeing increased tourist numbers, with visitors drawn to the cultural richness and natural beauty of these areas. Local economies benefit from the influx of tourists, with small businesses, local artisans, guides, and restaurants seeing a rise in revenue. In fact, the growth of rural tourism has helped reduce regional disparities, offering economic opportunities in areas that had previously relied less on tourism.

Government initiatives to support cultural tourism, including infrastructure development and marketing campaigns, are helping further promote local destinations. Tourism departments in different provinces are partnering with local communities to ensure that tourism benefits reach everyone, creating jobs and improving services in rural areas. Community-based tourism projects, which encourage sustainable and responsible tourism practices, are also gaining traction.

Looking Ahead: The Future of Cultural Tourism in China

With the rise of young travelers seeking authentic experiences, cultural tourism in China is expected to continue expanding. The emphasis on local culture, heritage preservation, and sustainability will likely remain key factors in attracting tourists, especially those looking to engage with a deeper understanding of the country’s history and traditions.

As more regions develop their tourism offerings and improve their infrastructure, China’s tourism industry will continue to diversify. Cultural tourism, particularly in the countryside, is set to become an increasingly important part of the industry, offering unique and enriching experiences for travelers.

Conclusion: The Growing Appeal of Local Culture in China’s Tourism Industry

The growing interest in local culture, traditions, and unique experiences is driving China’s tourism boom, particularly among young travelers. From culinary experiences to traditional festivals and cultural heritage sites, visitors are seeking deeper connections with the places they visit. As China’s tourism industry continues to grow and evolve, the focus on authentic, cultural experiences is providing significant momentum, enriching the country’s global tourism profile and contributing to the local economies.