As the Qingming Festival approaches, China’s tourism scene is buzzing with new and exciting trends. This year, immersive cultural experiences and relaxation-themed getaways are capturing the hearts of domestic travelers, signaling a shift in how people engage with traditional holidays.
According to recent data from LY.com, one of China’s leading online travel platforms, bookings for immersive cultural tourism packages have nearly doubled compared to last year. Topping the list are role-playing adventures that allow visitors to step into historical narratives. In Shandong Province, for example, tourists can participate in script-based war-film tours, embodying their favorite characters and experiencing history firsthand. These interactive experiences are not only engaging visitors but also encouraging longer stays, boosting the local tourism industry.
Meanwhile, in Zhejiang Province, Hengdian World Studios is bringing ancient art to life. They’ve recreated scenes from the legendary scroll Along the River during the Qingming Festival, a masterpiece over five meters long. The studios have transformed into the bustling streets of Bianjing, the capital of the Northern Song Dynasty. With hundreds of actors portraying street vendors, officials, and townspeople, visitors are immersed in the sights and sounds of a bygone era. The live-action spectacle runs from April 4 to May 5, offering a unique glimpse into China’s rich cultural heritage.
But it’s not all about action-packed adventures. There’s a growing desire for relaxation and wellness during the Qingming Festival. Many travelers are opting for slow-paced trips that offer healing and a break from the hustle of city life. Bookings for hot springs and spa hotels have risen by 23%, while reservations for homestays near lakes and coastal areas have increased by nearly 30%. Destinations focusing on tranquility and natural beauty are becoming hotspots for those seeking to rejuvenate.
In Shanxi Province, homestays are getting creative to enhance the visitor experience. By incorporating script-based games and themed photoshoots, they’re providing added value that goes beyond just a place to sleep. This approach has been well-received, with such establishments receiving overwhelmingly positive reviews.
These evolving trends highlight a transformation in China’s tourism industry. Travelers are seeking deeper connections with culture and history, as well as opportunities to unwind. The Qingming Festival, traditionally a time for remembering ancestors and embracing the cycles of life, is now also a period where people are exploring new ways to honor the past while enjoying the present.
