With a staggering estimate of over 1.85 billion domestic passenger trips during the summer, the cultural tourism landscape in China is undergoing a marked transformation. Recent predictions from the China Tourism Academy suggest that this summer’s cultural tourism market could be the most vibrant in the past half-decade. This can be attributed to a distinct shift in tourist preferences, from casual sightseeing to in-depth, immersive experiences.
Museums, integral components of the cultural tourism sector, have been witnessing unprecedented footfalls. Responding to the swelling demand, 46 museums in Beijing, including the renowned Capital Museum, have forsaken their traditional “Monday closure.” Similarly, in Suzhou, popular spots like the Suzhou Museum, along with eight other local museums, have extended their operational hours, catering to the influx of visitors.
This new schedule offers dual advantages. Xiang Liming, a Beijing local, lauds the extension, emphasizing its convenience in allowing families to engage in cultural activities post-working hours. For many, these extended hours are synonymous with spending quality time with loved ones.
Beyond the conventional daytime visits, several institutions, including the National Natural History Museum of China in Beijing, have introduced nighttime tours. These aren’t ordinary visits; for instance, one program offers an overnight stay, permitting attendees to delve deep into dinosaur culture, fostering a complete immersion.
Chu Xin, a cultural sociologist, observes this evolution in tourism preferences. She notes that tourists now crave such comprehensive experiences rather than brief visits. This metamorphosis underscores not only the advancement in event designs by museums but also captures the escalating interest of the Chinese populace in authentic cultural tourism.
Furthermore, the ‘immersive mode’ isn’t confined to museums. The entertainment sector, too, is harnessing its potential. Bai Lu Yuan Studios in Xi’an, a film production hub in Northwest China’s Shaanxi Province, rolled out over a hundred events during the summer. An old film factory in the same city was repurposed into an exhibition hall, merging commercial ventures like food festivals with local cinematic history exhibitions, drawing over a million visitors, predominantly the youth.
Yao Yu, a tourism expert, observes a growing trend where abandoned industrial sites are rejuvenated into cultural hotspots. These transformed sites, according to Yao, are instrumental in promoting sustainable urban development, reflecting a cultural renaissance.
This summer has also spotlighted the ‘child consumer’ demographic, propelling the popularity of educational trips. On Fliggy, a leading online travel platform, searches for such tours have skyrocketed, with new attractions like the Sanxingdui Museum in Sichuan Province becoming must-visit destinations. Many parents, like Dong, a mother to a 10-year-old, view the summer break as the perfect window to introduce their children to tangible aspects of Chinese culture that they often encounter in books.
Undoubtedly, cultural consumption plays a pivotal role in China’s tourist economy. It’s more than just sightseeing; it’s about acquainting the masses with the roots of Chinese culture, nurturing a deeper connection with their illustrious heritage, Yao concludes.
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