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The rise of emotional travel

In China, tourism is shifting from sights to feelings, as visitors chase meaning, identity and connection, Yang Feiyue reports.

By Yang Feiyue????|????CHINA DAILY????|???? Updated: 2026-04-07 08:19

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In March, a renovated old neighborhood in Hefei, Anhui province, draws tourists. [Photo/Xinhua]

Investment patterns have shifted in parallel. Li Xinjian, a professor at Beijing International Studies University, says that capital now flows toward innovation and integration rather than scale alone.

The rush to build megaprojects more than a decade ago — on the assumption that construction alone would draw visitors — has given way to a search for ways to connect a project with culture, technology and community.

Governance is evolving to match the industry's complexity. As Song notes, a 2025 State Council document clarified the responsibilities of 11 government ministries for tourism market supervision, which is a recognition that tourism, touching transport, commerce, culture and public security, requires coordinated oversight.

Perhaps the most significant trend, according to the Green Book, is the blurring of traditional boundaries between tourism and daily life, and between urban and rural spaces. During the 2025 National Day holiday, the report says, rural residents accounted for 22 percent of more than 100 million domestic travelers.

Meanwhile, more than 40 percent of urban tourists chose smaller county-level destinations, seeking authenticity and value. Places like Liancheng in Fujian and Arxan in the Inner Mongolia autonomous region, the Green Book says, have leveraged local cultural assets, including intangible cultural heritage, contemporary art, and music festivals, to attract visitors.

The report describes this as a "two-way flow" between urban and rural markets.

Throughout the presentations at the book launch, a recurring theme was China's evolution from follower to innovator in tourism.

"Ten years ago, when we had a new idea for tourism development, the first thing we thought was: 'Is there a corresponding case abroad?'" Li recalls.

Today, he believes, China has reached a stage where it no longer needs to look abroad for validation.

"We should have the confidence that we can also lead the trend in international tourism development."

The story of Xunpu village is a preview of China tourism's future, the Green Book suggests.

In a world where material needs are increasingly met, people travel seeking emotional resonance, cultural connection and authentic experiences, it says.

The future of tourism in China, as Song sees it, is about recognizing that travel, at its core, is a deeply human activity and can enrich lives and build bridges across cultures.

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