China experiences surge in immersive, culture-driven tourism

The 2025 Aranya Theater Festival, which will open in the coastal city of Qinhuangdao in North China's Hebei province, will stage 29 theatrical productions from 12 countries. Activities, such as art exhibitions and workshops, will also be held at the city's Aranya resort.

The festival's 2024 edition received about 164,000 visitors, including foreign travelers.

With improvements in people's living standards and increased travel opportunities, demand is growing for cultural experiences during tourism, and participation takes diverse forms, says Dai Bin, president of the China Tourism Academy.

Museums, historical cities, ancient towns, cultural districts, live-action shows, concerts and music festivals are major attractions for tourist destinations, Dai adds.

A government initiative to boost cultural and tourism consumption was launched earlier this year. It proposed specific measures, such as encouraging public cultural institutions to actively develop cultural experiences, arts education services, and other offerings, enriching the supply of cultural and entertainment products, and allowing local governments to allocate special bond funds to support cultural and tourism projects.

According to Dai, China plans to further focus on the integrated development of culture and tourism to boost the tourism sector.