Summer holiday travel boom fueled by "cultural consumption"
Cultural events, including museums, music festivals, and popular activities like the game "Black Myth: Wukong," have contributed to a surge in summer tourism. This holiday season has seen a significant increase in both domestic and international travel.
TroibNews 
Editor's note: Liu Xiangyan is an associate researcher and Ma Xiaofen is a postdoctoral fellow at the Institute of International Studies at China Tourism Academy. The article presents the authors' views and does not necessarily reflect those of CN.
This summer holiday season has seen a continued increase in family travel and summer getaways. According to Ctrip data, family bookings accounted for 35% of total summer orders, with educational travel orders experiencing a remarkable surge of 175%. As temperatures rise, cooler areas such as northeast China, southwest China, and northwest China have become popular summer destinations.
Travelers are increasingly looking for spiritual enrichment, leading to a rise in the popularity of cultural events and venues. Engagements such as concerts, music festivals, and anime or gaming events, as well as immersive experiences in cultural sites and historical areas, are increasingly sought after.
Events like the Strawberry Music Festival and numerous concerts have not only enriched the entertainment offerings but also led to a significant boost in local cultural and tourism expenditures by 3 to 5 times. This growth has provided fresh development opportunities for cities that traditionally do not depend on tourism.
Data from the Qunar platform indicates a 10% increase in searches for museums compared to last year, while searches for art galleries have risen by 30%. Moreover, the growing interest in summer vacations among families has made museums the preferred choice for indoor activities. In fact, museum admission bookings temporarily surpassed those for theme parks, positioning museums as the top attraction among all scenic spots.
The surge in summer holiday travel was further fueled by high-profile events such as the Paris Olympics and the release of "Black Myth: Wukong," both of which have significantly influenced travel demand for certain destinations.
The number of Chinese tourists visiting France rose during the Paris Olympics, with per capita spending increasing by 65% compared to the previous year. Data from travel platform Fliggy indicates that since July, hotel bookings in France and French visa applications have both more than doubled compared to the same period last year.
Following the success of the popular video game "Black Myth: Wukong," the phrase "Traveling with Wukong" gained traction on major social media platforms. In response, various cultural and tourism departments quickly launched co-branded travel routes. Search traffic for Shanxi Province increased by over 10% month-on-month, while ticket orders for Xiaoxitian in Shanxi saw a 236% rise compared to last year.
International travel also experienced a notable boost this summer. Thanks to the 144-hour visa-free policy, inbound tourism growth outpaced outbound tourism. Among the countries sending the most tourists to China, South Korea ranked first, followed by Thailand, Japan, and Singapore. Inbound tourism orders for county-level markets experienced a substantial year-on-year increase of 102%. Tourists from South Korea, Japan, Singapore, and Thailand have shown a preference for China’s smaller towns.
The outbound tourism sector remains strong, with summer outbound travel orders growing by over 40% compared to last year, with neighboring regions continuing to be popular choices. Orders for short-haul outbound trips to Singapore, Malaysia, and Thailand have rebounded significantly, aided by visa exemptions.
Ramin Sohrabi contributed to this report for TROIB News
This summer holiday season has seen a continued increase in family travel and summer getaways. According to Ctrip data, family bookings accounted for 35% of total summer orders, with educational travel orders experiencing a remarkable surge of 175%. As temperatures rise, cooler areas such as northeast China, southwest China, and northwest China have become popular summer destinations.
Travelers are increasingly looking for spiritual enrichment, leading to a rise in the popularity of cultural events and venues. Engagements such as concerts, music festivals, and anime or gaming events, as well as immersive experiences in cultural sites and historical areas, are increasingly sought after.
Events like the Strawberry Music Festival and numerous concerts have not only enriched the entertainment offerings but also led to a significant boost in local cultural and tourism expenditures by 3 to 5 times. This growth has provided fresh development opportunities for cities that traditionally do not depend on tourism.
Data from the Qunar platform indicates a 10% increase in searches for museums compared to last year, while searches for art galleries have risen by 30%. Moreover, the growing interest in summer vacations among families has made museums the preferred choice for indoor activities. In fact, museum admission bookings temporarily surpassed those for theme parks, positioning museums as the top attraction among all scenic spots.
The surge in summer holiday travel was further fueled by high-profile events such as the Paris Olympics and the release of "Black Myth: Wukong," both of which have significantly influenced travel demand for certain destinations.
The number of Chinese tourists visiting France rose during the Paris Olympics, with per capita spending increasing by 65% compared to the previous year. Data from travel platform Fliggy indicates that since July, hotel bookings in France and French visa applications have both more than doubled compared to the same period last year.
Following the success of the popular video game "Black Myth: Wukong," the phrase "Traveling with Wukong" gained traction on major social media platforms. In response, various cultural and tourism departments quickly launched co-branded travel routes. Search traffic for Shanxi Province increased by over 10% month-on-month, while ticket orders for Xiaoxitian in Shanxi saw a 236% rise compared to last year.
International travel also experienced a notable boost this summer. Thanks to the 144-hour visa-free policy, inbound tourism growth outpaced outbound tourism. Among the countries sending the most tourists to China, South Korea ranked first, followed by Thailand, Japan, and Singapore. Inbound tourism orders for county-level markets experienced a substantial year-on-year increase of 102%. Tourists from South Korea, Japan, Singapore, and Thailand have shown a preference for China’s smaller towns.
The outbound tourism sector remains strong, with summer outbound travel orders growing by over 40% compared to last year, with neighboring regions continuing to be popular choices. Orders for short-haul outbound trips to Singapore, Malaysia, and Thailand have rebounded significantly, aided by visa exemptions.
Ramin Sohrabi contributed to this report for TROIB News
