China is embarking on an ambitious national strategy to deepen the integration between its cultural and tourism sectors, positioning this fusion as a powerful engine for consumer spending and economic expansion. Minister of Culture and Tourism Sun Yeli unveiled this strategic direction during a press conference on March 7th, held alongside the National People’s Congress annual session.
The announcement comes against the backdrop of remarkable growth in China’s tourism sector. Minister Sun revealed that domestic tourist trips surpassed 6.5 billion throughout 2025, marking a substantial 16 percent year-on-year increase. Tourism expenditure reached an unprecedented 6.3 trillion yuan ($915 billion), establishing a new record high for the industry.
The recently concluded Spring Festival holiday provided compelling evidence of this trend, with domestic trips reaching 596 million and tourism spending exceeding 800 billion yuan ($116 billion) during the nine-day period. These figures represent the highest recorded numbers for the holiday season, demonstrating the growing significance of travel in Chinese consumption patterns.
Minister Sun characterized this development as more than mere statistical growth, noting that ‘traveling, watching performances and spending leisure time in different places have become a new lifestyle for many people.’ This evolution reflects a fundamental shift in consumer behavior, with tourism transitioning from simple sightseeing to immersive experiences that blend cultural engagement with leisure activities.
The ministry’s strategy encompasses multiple dimensions of development. Digital transformation will play a crucial role in creating innovative travel services, products, and experiences that inject fresh momentum into traditional tourism models. Beyond technological advancement, the initiative will foster cross-sector collaboration, linking tourism more closely with sports, commerce, agriculture, and industrial sectors.
Contemporary Chinese travelers are increasingly seeking personalized experiences that offer emotional connections and cultural depth. Minister Sun emphasized that ‘tourism today is no longer only about visiting scenic spots,’ noting growing demand for local life experiences, cultural activities, and event-based travel centered around concerts, exhibitions, and special occasions.
To meet these evolving preferences, China will encourage travel programs connected to performing arts, intangible cultural heritage experiences, and sporting events. The government will further support innovative business models that combine tourism with diverse sectors, creating new growth opportunities while better satisfying public demand for quality travel experiences.