China's tourism market is thriving this summer, driven by a variety of initiatives designed to boost cultural and tourism consumption.
Tourist routes showcasing China's rich traditional culture and breathtaking landscapes are drawing visitors eager to explore the profound legacy of Chinese civilization.
Provinces such as Hubei and Sichuan have curated cultural-themed routes centered around literary creations and historical relics associated with esteemed figures like Su Shi and Li Bai. These routes provide tourists with an opportunity to delve into the wisdom of ancient scholars who embraced the philosophy of "reading ten thousand books and traveling ten thousand miles.".
Shaanxi Province has introduced Silk Road-themed tours, allowing visitors to relive the grandeur of the Han and Tang dynasties and experience the historical exchanges and cultural fusion along the ancient trade route.
"The trip has been fulfilling, and the experience was excellent. It has broadened our children's knowledge, and us parents have relived the Silk Road, experience" said a visitor surname Liu.
Provinces including Shandong and Guizhou have launched exhibitions and activities highlighting revolutionary culture, creating a deep integration of historical significance and tourism.
The Ministry of Culture and Tourism recently unveiled 368 summer food options and 84 tourist routes, promoting the convergence of culture, tourism, sports, film, and television.
With the rising popularity of academic research tours covering diverse fields such as history, culture, and natural sciences, many museums have extended their opening hours and incorporated digital technology to create immersive experiences for visitors.
"Although we learned about it in textbooks, it's more interesting and vivid to learn here," said Ying Zhixing, a student visiting a museum in Ningbo.
Tourist routes featuring filming locations, like those in the TV drama "To the Wonder," allow people to explore the poetic allure of snow-capped mountains and picturesque grasslands, rejuvenating the synergy between cultural tourism and the film industry.
Jilin province has launched 277 engaging activities, including camping concerts, themed performances, and international theater shows, inviting both domestic and foreign tourists to enjoy a refreshing summer retreat. Preliminary statistics indicate that more than 4,000 cultural and tourism consumption activities, comprising around 37,000 sessions, will take place nationwide this summer.
Measures such as distributing consumer vouchers and offering ticket discounts are stimulating tourists' enthusiasm for spending. The "cultural tourism +" initiative is expected to significantly drive consumer demand among tourists in China, making this summer a season of vibrant and enriching travel experiences.
China's summer tourism market sizzles with cultural and scenic attractions
