This spring, China’s inbound tourism sector is seeing sharp, sustained growth, powered largely by the ongoing dividends of expanded visa-free policies that have opened the door for longer, deeper trips across the country for international travelers. Unlike the decades-long trend that saw most international visitors stick exclusively to China’s top-tier megacities and iconic landmarks, today’s foreign travelers are increasingly venturing into smaller second- and third-tier destinations, and prioritizing hands-on, culturally immersive experiences over routine sightseeing.
Gone are the days when most international itineraries were limited to checking off bucket-list sites like the Great Wall or the Terracotta Army. Today’s visitors are stepping into local workshops to learn about China’s centuries-old intangible cultural heritage, try on traditional Hanfu clothing, hand-make dumplings from scratch, and even participate in the traditional process of porcelain firing. What began as a casual goal to “see China” has evolved into a widespread desire to “live like a local for a day,” turning deep cultural engagement into the fastest-growing new engine of the country’s inbound tourism market.
One striking example of this new trend can be found at Zhangjiajie’s Tianmen Mountain, a stunning scenic spot in Hunan Province that blends breathtaking natural landscapes with one-of-a-kind adventure and cultural offerings. A recent viral short film posted by a foreign blogger on Instagram captured Asia’s first wingsuit pilot, Zhang Shupeng, leaping from Yuhu Peak and speeding through Tianmen Mountain Square at over 200 kilometers per hour. Within days, the clip racked up more than 100 million views and nearly 5 million likes, with comments from users across the globe expressing awe at the location and the stunt.
Ding Yunjuan, deputy marketing manager for the Tianmen Mountain Scenic Area, explained that the site has long positioned itself as a hub for extreme sports fans, hosting world-class international events including the annual World Wingsuit League Championship, downhill stair bicycle races, and international parkour competitions that draw spectators and participants from around the world. Beyond adventure sports, the area has also invested heavily in high-quality cultural tourism offerings, most notably *Tianmen Fox Fairy*, the world’s first large-scale live musical performance staged in a high-mountain canyon. Adapted from the classic Xiangxi folk tale *The Legend of Woodcutter Liu Hai*, the production centers on traditional Oriental concepts of love and beauty.
Between 2024 and 2025, international tourists made up 60 to 70 percent of *Tianmen Fox Fairy*’s total audience. In 2025 alone, the show drew 250,000 overseas visitors from more than 120 countries and regions, marking a 45 percent year-on-year increase. During the first run of shows in 2026, international visitors accounted for 70 percent of the audience. Overall, Tianmen Mountain welcomed 162,100 international tourists in the first quarter of 2026, a 26 percent jump compared to the same period last year, with the top four source markets being South Korea, Taiwan (China), Indonesia, and Malaysia. To better serve this growing international audience, the scenic area has rolled out a range of upgrades: it has mandated English language training for all customer-facing staff, distributed portable translation devices to front-line teams, and launched guided tour services in Mandarin, English, and Korean.
In Lijiang, a historic scenic city in southwest China’s Yunnan Province, international visitors are similarly flocking to experience the region’s unique ethnic culture and well-preserved ancient town. During this year’s Sanduo Festival, a traditional Naxi ethnic celebration honoring the group’s guardian deity, two American travelers from New York and Los Angeles, Iren Helperin and Soheila Halimi, shared that they were drawn to Lijiang specifically for its blend of ancient culture and welcoming, safe travel environment.
“As a tourist who doesn’t know the city or the culture, safety is always my top priority,” Helperin said. “Back in Europe, we have to tie our phones to our bodies with a string to prevent theft. Here, we never have to worry — I can carry my phone out freely and take photos whenever I want.” A German couple visiting Lijiang, Evgeni Knispel and Denise Nagel, echoed that praise, noting they discovered the city while researching China trips online. Nagel highlighted the area’s exceptional cleanliness and mild, pleasant weather, while Knispel added that while Lijiang is a popular tourist spot, it feels far less crowded than popular Southeast Asian destinations like Thailand, and he plans to recommend it to all his friends and family back home.
Industry experts say the shift toward smaller destinations and immersive experiences is no accident. Lyu Ning, dean of the School of Tourism Sciences at Beijing International Studies University, explained that smaller tier cities across China often retain far more authentic natural landscapes and intact folk customs, which perfectly aligns with growing international demand for unique, genuine travel experiences that can’t be found in crowded megacities.
At the same time, China’s expanded investment in transport and service infrastructure has made it far easier for international travelers to reach these off-the-beaten-path destinations. High-speed rail now connects most third- and fourth-tier cities, including popular scenic spots like Wuyishan in Fujian and Huangshan in Anhui. Regional air travel networks have also been expanded, while upgraded rural tourist roads and dedicated scenic area shuttle services have solved the longstanding “last mile” accessibility issue that once kept small destinations out of reach for most international visitors.
Another key driver of the boom is the shift in how China’s tourism is promoted to international audiences. “Gone are the days when most international exposure came from official government promotion,” Lyu noted. “Today, most new outreach happens through authentic experience sharing on global social platforms like TikTok, Instagram, and YouTube. Real-life posts from actual foreign visitors are far more relatable and influential than any traditional advertising campaign.”
The evolution from casual sightseeing to immersive “day in the life” experiences also marks a deeper shift in how international visitors engage with Chinese culture, Lyu added. Young international travelers, especially those from Generation Z, no longer want to just check famous landmarks off a bucket list — they want to participate in ordinary daily life in China. “This change in demand is essentially a shift from just ‘knowing about China’ to actually ‘understanding China,’” Lyu explained. “Immersive experiences turn Chinese culture from abstract symbols into tangible, shareable moments, creating a natural word-of-mouth cycle that goes from personal experience to emotional connection to social sharing.”
Today, experiential travel products have become the core competitive advantage of China’s inbound tourism market, driving a broader industry shift from a resource-dependent model to a creativity-driven model. These offerings don’t just expand the range of products available to visitors — they also increase the added value of tourism and encourage repeat visits, as travelers who form an emotional connection to a destination often return to pursue more specific experiences in the future.