Cultural Tourism Sees Strong Growth in China, with Social Media Trends Reflecting Global Interest
SHANGHAI, March 14, 2025 /PRNewswire/ -- China's cultural tourism sector is gaining international attention as more travellers seek immersive, heritage-rich experiences. Social media trends and travel data highlight a surge in interest, particularly during the recent Chinese New Year period, reinforcing the country's growing appeal as a cultural travel destination.
One initiative contributing to this trend was the Chinese New Year Tour Global KOL China Travel Campaign, launched in mid-January by Tripadvisor and Trip.com Group, a leading global travel service provider. The campaign engaged over 40 international travel influencers, who explored ten cities across four themed routes, including Zhangzhou and Fuzhou in Fujian province, Yancheng in Jiangsu, Changzhi and Yuncheng in Shanxi, Nanchang, Lushan, and Jingdezhen in Jiangxi, as well as Changsha and Zhangjiajie in Hunan. Their content—showcasing Chinese New Year festivities, local traditions, and breathtaking landscapes—has already garnered over 80 million online views and nearly one million engagements, reaching a worldwide audience.
This is amidst the backdrop of China's expanding visa-free policies, facilitating smoother entry for international visitors. According to immigration authorities, over 64 million foreign visitors had travelled to China in 2024, with over 20 million taking advantage of visa-free entry. The recent inclusion of ASEAN tour groups in February this year for visa-free programs in destinations like Xishuangbanna in Yunnan Province is expected to drive further growth.
Online travel trends also reflect this rising interest. Trip.com Group data reports a 7.5-fold increase in searches for Chinese lanterns, temple fairs, and theatrical performances during the Chinese New Year period compared to the previous year.
This year's Chinese New Year celebrations were particularly significant, being the first since the festival's recognition on UNESCO's Intangible Cultural Heritage list. As awareness of heritage preservation grows, efforts to highlight historic sites and traditional celebrations are expected to further engage travellers interested in cultural tourism.
Looking ahead, cultural events such as China Tourism Day on May 19 will continue to shine a spotlight on heritage destinations. "We are confident that such initiatives will inspire international tourists to explore cultural traditions and deepen their appreciation for global heritage," says Benny Wang, Senior Vice President of Trip.com Group.
View original content to download multimedia:https://www.prnewswire.com/apac/news-releases/cultural-tourism-sees-strong-growth-in-china-with-social-media-trends-reflecting-global-interest-302401765.html
SOURCE Trip.com Group
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Yahoo
an hour ago
- Yahoo
Fewer Americans want to visit Europe this summer, survey suggests
The Brief U.S. interest in traveling to Europe this summer has dropped by 7 percentage points. Cost concerns are the top barrier, but politics and global perception may also play a role. Chinese tourism to Europe is rising sharply, making up for lost American visitors. LOS ANGELES - Fewer Americans are planning to vacation in Europe this summer, and international travel sentiment in the U.S. remains weak compared to 2024, according to new survey data from the European Travel Commission. Just 33% of U.S. respondents say they plan to visit Europe this summer, a 7% drop from last year. While high travel costs and the appeal of domestic trips were the top reasons cited, the ETC also noted a more subtle factor: a growing number of Americans may be feeling self-conscious about how they're perceived abroad — particularly under the foreign policy direction of President Trump's administration. The data suggests a cooling of enthusiasm not just among Americans toward Europe, but possibly in the other direction as well. The backstory The report attributes much of the drop to rising travel costs, which were cited by nearly half of U.S. respondents not planning a European trip. Still, the ETC noted that "worries about being negatively perceived overseas under Trump's confrontational foreign policy" may also be playing a role in shaping travel behavior — a trend supported by the regional split in travel intent. For example, 43% of Americans from the Northeast, a region that typically leans Democratic, still plan to visit Europe — compared to just 33% nationally. That regional gap, the ETC suggests, reflects a political divergence that's influencing how comfortable people feel traveling internationally. Despite a small uptick in overall long-haul travel sentiment in 2025, travel to Europe specifically has lost ground across several major markets. Dig deeper While U.S. enthusiasm has declined, other regions are showing different patterns: China stands out, with 72% of surveyed travelers planning a trip to Europe — a 10% increase from 2024. Brazil and Canada both showed declines of 6% and 5%, respectively. Japan recorded the lowest level of interest, with just 13% of respondents planning a European vacation. The ETC attributed the rise in Chinese travel to economic recovery, higher disposable incomes, and a growing cultural emphasis on travel and lifestyle experiences. Why you should care The shift has real implications for both the European tourism industry, which was valued at $1.3 trillion in 2024, and for U.S. global engagement. Visits to the U.S. from countries like Germany have plunged — down 28% year-over-year in March — as global visitors increasingly turn to destinations that feel more politically neutral or welcoming. The ETC warns that strained international relations and economic instability make long-term travel forecasts harder to predict. However, they also emphasized that Europe remains committed to attracting high-value travelers by promoting earlier departures, lower-cost destinations, and off-season opportunities. What they're saying "At a time of declining consumer confidence globally, it is more important than ever to strengthen Europe's position as a top destination," said Miguel Sanz, President of the European Travel Commission. "This means improving the competitiveness and accessibility of European experiences while continuing to showcase lesser-known destinations and off-season travel." The Source This article is based on the Long-Haul Travel Barometer 2/2025, jointly published by the European Travel Commission and Eurail BV. Additional context and commentary were included in a press release dated June 2025, with attribution to Miguel Sanz and regional travel sentiment data collected across multiple international markets.
Yahoo
4 hours ago
- Yahoo
Agoda Unveils 'Europe to Asia Summer Travel Trends' - Thailand Tops the Charts, Vietnam Joins the Top 5
SINGAPORE, June 12, 2025 /PRNewswire/ -- As Europe gears up for its summer holidays, digital travel platform Agoda reveals that Thailand remains the most searched Asian market by European travelers for the second consecutive year. Following closely are Indonesia, Japan, and Malaysia, with Vietnam making its debut in the top five. The findings from Agoda's 'Europe to Asia Summer Travel Trends' are based on accommodation searches for travel during July and August, the peak summer months for European travelers. Among the top destinations, Malaysia saw the largest rise in interest, with a 20% increase in searches compared to last year. China, benefiting from visa waivers that have been introduced for several European markets, recorded a 14% rise, while Sri Lanka experienced a 13% uptick. The United Kingdom, France, Germany, Spain, and the Netherlands continue to lead as the European markets generating the most searches for travel to Asia. Meanwhile, Greece (+23%), Turkey (+21%), and Poland (+17%) emerged as trending origin markets, reflecting growing interest in Asian destinations from these regions. Top Searched Destinations in Asia Top Inbound Travelers Thailand United Kingdom Indonesia France Japan Germany Malaysia Spain Vietnam Netherlands Andrew Smith, Senior Vice President, Supply, at Agoda shared, "Asia's allure as a summer escape for European travelers remains undeniable, with Thailand, Indonesia, and Japan holding their spots as perennial favorites. What's even more exciting is the rising interest in destinations like Malaysia, China, Sri Lanka, and Vietnam. This shift highlights a growing curiosity among European travelers to explore Asia's diverse cultures, stunning landscapes, and hidden gems during their summer adventures. Being the Asia Expert, Agoda is proud to offer great deals for travel to Europe's favorite Asian destinations and beyond." When it comes to specific destinations, Bali in Indonesia leads the pack, followed by Bangkok and Koh Samui in Thailand. Notably, Koh Samui has replaced Tokyo in the top three, potentially influenced by the global popularity of HBO's 'The White Lotus,' TV show which showcased the island's charm. As travelers plan their next summer getaways, Agoda remains committed to helping them see the world for less. With over five million holiday properties, 130,000 flight routes, and 300,000 activities available, Agoda offers seamless travel planning and unbeatable deals. For the best offers, visit or download the Agoda mobile app. View original content to download multimedia: SOURCE Agoda Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Yahoo
4 hours ago
- Yahoo
Agoda Unveils 'Europe to Asia Summer Travel Trends' - Thailand Tops the Charts, Vietnam Joins the Top 5
MANILA, Philippines, June 12, 2025 /PRNewswire/ -- As Europe gears up for its summer holidays, digital travel platform Agoda reveals that Thailand remains the most searched Asian market by European travelers for the second consecutive year. Following closely are Indonesia, Japan, and Malaysia, with Vietnam making its debut in the top five. The findings from Agoda's 'Europe to Asia Summer Travel Trends' are based on accommodation searches for travel during July and August, the peak summer months for European travelers. Among the top destinations, Malaysia saw the largest rise in interest, with a 20% increase in searches compared to last year. China, benefiting from visa waivers that have been introduced for several European markets, recorded a 14% rise, while Sri Lanka experienced a 13% uptick. The United Kingdom, France, Germany, Spain, and the Netherlands continue to lead as the European markets generating the most searches for travel to Asia. Meanwhile, Greece (+23%), Turkey (+21%), and Poland (+17%) emerged as trending origin markets, reflecting growing interest in Asian destinations from these regions. Top Searched Destinations in Asia Top Inbound Travelers Thailand United Kingdom Indonesia France Japan Germany Malaysia Spain Vietnam Netherlands Andrew Smith, Senior Vice President, Supply, at Agoda shared, "Asia's allure as a summer escape for European travelers remains undeniable, with Thailand, Indonesia, and Japan holding their spots as perennial favorites. What's even more exciting is the rising interest in destinations like Malaysia, China, Sri Lanka, and Vietnam. This shift highlights a growing curiosity among European travelers to explore Asia's diverse cultures, stunning landscapes, and hidden gems during their summer adventures. Being the Asia Expert, Agoda is proud to offer great deals for travel to Europe's favorite Asian destinations and beyond." When it comes to specific destinations, Bali in Indonesia leads the pack, followed by Bangkok and Koh Samui in Thailand. Notably, Koh Samui has replaced Tokyo in the top three, potentially influenced by the global popularity of HBO's 'The White Lotus,' TV show which showcased the island's charm. As travelers plan their next summer getaways, Agoda remains committed to helping them see the world for less. With over five million holiday properties, 130,000 flight routes, and 300,000 activities available, Agoda offers seamless travel planning and unbeatable deals. For the best offers, visit or download the Agoda mobile app. View original content to download multimedia: SOURCE Agoda Sign in to access your portfolio
