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For decades, China's tourism industry was driven by a race for iconic landmarks, mass tour groups and the pursuit of "checklist travel". But the rising disposable income and increasingly rich offers from tour suppliers have reshaped the way people explore the country, according to the recently published Green Book of China's Tourism compiled by the Tourism Research Center of the Chinese Academy of Social Sciences.

"Tourism consumption is no longer limited to traditional activities like sightseeing or hotel stays. Consumers now engage in a wide range of experiences, including dining, entertainment, shopping and even fitness or gaming," says Liu Yanping, a researcher with the research institute under the country's major on-demand service platform Meituan and a contributor to the green book.

Meituan data shows that between 2019 and 2024, there was a significant shift from traditional tourism activities like sightseeing to more diverse and immersive experiences, Liu notes.

"The structure of tourism consumption is evolving. Traditional ticket sales for scenic spots are declining, as tourists now view these locations as starting points rather than destinations. Instead, they spend more on dining, accommodations and leisure activities around these areas. This shift reflects a broader trend where tourists seek holistic experiences rather than isolated attractions," he adds.

Additionally, there's a growing fusion between local life and tourism. Tourists are increasingly drawn to authentic, everyday experiences, such as visiting local markets or trying regional cuisines, Liu says.

This trend highlights a desire for both familiarity and novelty — tourists want to feel connected to the local culture while still experiencing something unique, he explains.

Liu also points out that online reviews, rankings and social media have played a significant role in shaping consumer decisions. Tourists now rely heavily on digital platforms to plan their trips.

"Looking ahead, digitalization will continue to play a pivotal role in shaping tourism consumption. By 2025, we expect further integration of digital tools, enabling more personalized and efficient travel experiences. The focus will be on creating seamless, end-to-end solutions that cater to the evolving needs of modern tourists," Liu says.

Song Rui, director of the Tourism Research Center, CASS, and a lead author of the green book, highlights that urban destinations remained a vital market for tourism experiences and consumption in 2024.

Key trends driving urban tourism include destination branding through short-video platforms, private customized tours emphasizing deep and unique explorations, reverse tourism (travelers choosing lesser-known or nontraditional destinations over popular, overcrowded tourist cities) and alternative tourism (the practice of seeking budget-friendly substitutes for expensive or overhyped destinations), Song reveals. "Short-video platforms have played a pivotal role in driving traffic and fostering engagement for destination branding."