As China’s cultural scene thrives, cities across the country are finding fresh ways to captivate travelers—not just with famous landmarks, but through grassroots events that have gone viral.
Football Fever Fuels Local Tourism
This summer, the “Su Chao” (short for Jiangsu Super League), a regional football tournament, unexpectedly became a cultural sensation. Organized in Jiangsu Province, it features amateur teams from all 13 major cities, with players ranging from professional athletes to students and small business owners.
Since its kickoff on May 10, nearly 90,000 fans have flocked to the matches, igniting a surge in tourism and local spending. Host cities seized the opportunity, offering ticket-linked discounts to attractions, food festivals, and hotels. The Jiangsu Smart Tourism Platform reported a 14.63% increase in out-of-town UnionPay tourism consumption in key host cities. It’s a new model where sports and tourism boost each other hand in hand.
Harbin’s Winter Wonders Go Viral
When it comes to winter escapades, Harbin in northeast China is hard to beat. Famous for its annual Ice and Snow Festival, the city mesmerizes visitors with stunning ice sculptures, vibrant light installations, and thrilling winter activities.
In the winter of 2024, Harbin became an online sensation. Short videos and social media posts showcased not only the city’s icy allure but also its warm hospitality. Scenes of steaming frozen pears, lively street performers, and glowing night displays spread like wildfire, turning Harbin into a nationwide cultural phenomenon.
Tianshui’s Spicy Hot Pot Heats Up Tourism
Early in 2024, the small northwestern city of Tianshui in Gansu Province found itself in the spotlight—all thanks to a humble bowl of spicy hot pot. Tianshui’s version features hand-rolled noodles, fresh veggies, and a rich, slow-simmered broth that’s irresistible.
The local government embraced the surge of visitors by launching shuttle buses, training volunteers to assist tourists, and offering discounts at nearby scenic spots. Tianshui’s Culture and Tourism Bureau reported over 31 million visitors in the first half of 2024, with tourism revenue soaring to 17.76 billion yuan (approximately $2.45 billion)—a more than 40% increase year-on-year.
Zibo’s Barbecue Lights Up the Scene
In spring 2023, Zibo, an industrial city in Shandong Province, went viral for its unique take on barbecue. Bite-sized meat grilled over mini stoves, served with flatbread, scallions, and dipping sauce, became an instant hit.
The city responded swiftly to its newfound fame. Authorities launched dedicated “barbecue trains,” expanded public transport, enforced food safety standards, and opened late-night food markets. The Culture and Tourism department curated ten themed travel routes combining barbecue with sightseeing, turning “BBQ + tourism” into a must-try experience.
These grassroots events are redefining tourism in the Chinese mainland, showing that sometimes, the most memorable journeys are fueled by local passions and viral moments.
