China's innovative cultural tourism methods "encourage fans" of overseas tourists

On September 3, a visitor from Italy experienced a VR dynamic motorcycle at the Hehai Jinyun Tianjin exhibition area of ​​the expo. Photo by Xinhua News Agency reporter Sun Fanyue

Xinhua News Agency, Tianjin, September 4th. Title: China's innovative cultural tourism methods "encourage fans" of overseas tourists

Xinhua News Agency reporters Song Rui and Ma Bowen

Wearing MR (Mixed Reality) glasses, the real-life scenes of Beijing streets and alleys are clearly presented, and the virtual images in "The Classic of Mountains and Seas" seem to jump out of the ancient book and are superimposed in the same space. Kaziro Glass Mukisa, a self-media blogger from Uganda, reached out to interact from time to time, exploring the illusory world in front of him as his perspective changed.

Mukisa, who is attending the 2026 China Cultural Tourism Industry Expo in Tianjin, is attracted by the rich and novel gameplay in the exhibition hall and frequently checks in to experience it in person. "It's so interesting. My 'China Travel' has unlocked a new experience." Mukisa said.

Humanoid robots form a band to perform on stage, robot horses move steadily on simulated mountain roads, robot "chefs" prepare delicious food on the spot; immersive experiences of intangible cultural heritage skills such as New Year pictures, porcelain art and snuff bottle paintings... At the expo, the innovative cultural and tourism scenes are overwhelming, bringing unique surprises to overseas tourists' "China Travel".

Amira, a tour guide from Sri Lanka, was attracted by a camping RV at the expo. He walked into the car, carefully inspected the space and facilities inside the car, and experienced the new way of traveling brought by the RV. "Camping RVs integrate accommodation, travel and leisure, making travel more possible," Amira said.

Amira has been associated with China for 20 years and has witnessed the continuous improvement of China’s cultural tourism services and infrastructure during her many trips to China. "China's rich history, culture and natural resources have always attracted me." He said, "The service conditions of scenic spots are getting better and better, and the experience is also smarter. It is very convenient to scan QR codes to purchase tickets, scan your face to enter the park, and use smart audio guides."

On September 3, visitors visited the cultural tourism industry integration exhibition area of the expo. Photo by Xinhua News Agency reporter Zhao Zishuo

Ge Lei, secretary-general of the China Tourism Association, said that China is continuing to optimize the supply of tourism products and services, using tourism to activate traditional culture, using technology to empower the integration of culture and tourism, and constantly cultivating new scenes, new experiences, and new services, which are also very attractive to foreign tourists.

The World Travel and Tourism Council's latest economic impact research report shows that international tourists entering China will spend US$135 billion in 2025, a year-on-year increase of 10.5%, which is significantly higher than the global average growth rate of 3.2%.

The American Diplomat website recently published an article stating that China is launching a variety of measures, including expanding the visa-free program, improving infrastructure construction, and integrating artificial intelligence technology into the travel experience, to promote inbound tourism.

Since the relaxation and optimization of the transit visa-free policy in December 2024, China's entry-exit facilitation policy has continued to be effective. According to statistics from the National Immigration Administration, in the first half of this year, 22.914 million foreigners entered China, a year-on-year increase of 20.4%, and 77.7% of foreign tourists enjoyed the convenience of visa-free entry.

Favorable policies have given foreign tourists more diverse travel options. Taking Tianjin as an example, the "hidden gameplay" in the mountains, rivers and streets attracts many overseas tourists.

Not long ago, Tuan van der Merwe and his parents from South Africa did not choose to visit popular attractions in the city. Instead, they lived in the Jizhou Mountains to experience a different kind of vacation life among the mountains and rivers. "We want to get close to nature. The environment here is very beautiful, and you can overlook the Great Wall from the B&B." Van der Merwe said.

Overseas travel blogger Billy walked into the streets of Tianjin in search of the warmth of daily life. The steaming breakfast shops on the streets, people strolling leisurely along the Haihe River, and the sound of chatter and laughter coming from the bridge in the evening... These life scenes that are not on the traditional "check-in list" made him feel the unique urban rhythm of Tianjin. "For international tourists who are looking for in-depth experiences, this urban temperament itself is a special attraction." He said.

"People traveling to China have long since bid farewell to the traditional model of just looking around." Oresiya Razumnaya, general manager of Samara Travel Agency from Russia, believes that foreign tourists are shifting from sightseeing at scenic spots to in-depth local culture and daily life, and are increasingly favoring immersive and experiential in-depth travel.

At the 2026 International Travel Agents (Tianjin) Conference held at the same time as the expo, the "Starting to Jincai" Tianjin inbound tourism international zone was officially launched, releasing Tianjin's premium themed itineraries for inbound tourism to the world. Tang Yun, Vice President of Tripadvisor China, a global travel platform, believes: "As more and more international tourists put China on their travel lists, this will help more overseas tourists visit Tianjin and experience Tianjin."

The "Fifteenth Five-Year Plan for Building a Tourism Power" issued by the Chinese Ministry of Culture and Tourism proposes to launch characteristic products with core elements such as special food, traditional skills, history and culture, science and technology experience, health care, study, festivals, shopping, etc. in response to the needs of tourists from different countries, and to cultivate special tourism routes that blend tradition and modernity.

"Tourism is not only an important link for mutual learning among civilizations and people-to-people bonds, but also an important window to display a true, three-dimensional and comprehensive image of China." said Wang Wei, vice president of the China Travel Agents Association and senior vice president of Ctrip Group.

According to Richard Marich, senior manager of the International Liaison Department of the World Tourism Cities Federation, China is recognized as one of the world's most famous cultural tourism destinations. Through rich and diverse cultural tourism scenes, overseas tourists can enter a more three-dimensional and modern China. “The first visit is to get to know China, and the second visit is to experience China.”