BEIJING — A significant increase in culture-driven tourism has been noted across China, fueled by initiatives that blend technology with traditional heritage.

A recent highlight occurred in May with the launch of a large-scale VR immersive experience titled "The Recluse Dongpo" at the Hainan Museum, designed to engage visitors through a digital representation of the revered Song Dynasty poet Su Shi.

This innovative attraction allows participants to experience Su Shi's life story interactively, showcasing an artistic reconstruction of his journey from political exile to literary acclaim.

The trend towards heritage-driven travel is reflected in data from a recent survey by the China Tourism Academy, which reveals that 29.2 percent of travelers prioritize cultural experiences when planning their trips.

Additionally, 78.3 percent express enthusiasm for engaging in cultural activities during their travels, indicating a robust shift towards immersive tourism.

Li Xinjian, executive dean of the Capital Institute of Culture and Tourism Development at Beijing International Studies University, indicates that cultural spaces are increasingly becoming new venues for tourism activities, while traditional tourism sites serve as platforms for cultural exhibitions.

This model aligns with the restructured governance of cultural policies in China, specifically the establishment of the Ministry of Culture and Tourism in 2018, aimed at harmonizing cultural and tourism development efforts.

A high-level meeting on cultural development in 2023 re-emphasized the promotion of the "creative transformation and innovative development of China's fine traditional culture." This governmental focus has spurred local administrations to leverage cultural assets to enhance tourism appeal and stimulate economic growth.

For instance, during the Dragon Boat Festival from May 31 to June 2, Beijing hosted over 1,700 cultural tourism events, including dragon boat races and workshops on Hanfu attire, attracting 8.21 million visitors and generating 10.77 billion yuan (approximately $1.49 billion) in tourism revenue.

Cultural festivals remain peak periods for tourism, with the Spring Festival of 2023 witnessing an influx of travelers participating in activities such as temple fairs and dragon dance performances, following its recognition by UNESCO as an Intangible Cultural Heritage.

Looking ahead, the anticipated 2025 Aranya Theater Festival in Qinhuangdao, Hebei Province, plans to showcase 29 theatrical performances from 12 countries alongside art exhibitions and workshops.

The previous edition in 2024 garnered approximately 164,000 visitors, including international attendees, highlighting the global appeal of cultural events in China.

The upward trend in cultural tourism correlates with improved living standards and increased travel opportunities among the Chinese populace.

Dai Bin, president of the China Tourism Academy, notes that museum exhibitions, historic cities, live-action performances, and music festivals are becoming significant draws for both domestic and international tourists.

In an effort to enhance cultural tourism consumption, the government has introduced measures to incentivize public cultural institutions to develop rich cultural experiences and educational offerings.

Local governments are also encouraged to use special bond funds to support cultural and tourism endeavors.

As China approaches its 15th Five-Year Plan period (2026-2030), integrating cultural experiences with tourism development is expected to be a significant area of focus, aimed at creating new venues and settings that enrich visitor experiences.