Year-ender: China's tourism highlights of 2024

In 2024, China's tourism industry saw remarkable developments that captured global attention and drove unprecedented growth. From Harbin's transformation of icy landscapes into "hot assets" and visa-free policies boosting inbound tourism, to record-breaking travel during the National Day Golden Week, the year was one of milestones. Viral sensations like the drama To the Wonder and the video game Black Myth: Wukong turned Altay and Shanxi into trendy destinations, while malatang of Tianshui, Gansu province became a culinary beacon for tourists. Beijing's Central Axis joined the UNESCO World Heritage List, fueling local tourism, and seven Chinese villages were recognized as Best Tourism Villages by the UNWTO, showcasing China's diverse cultural and natural heritage on the global stage. These highlights underscore the vibrancy and innovation propelling China's tourism industry forward.

1. Harbin ice and snow tourism goes viral: Turning "Cold Resources" into "Hot Assets"

At the start of 2024, Harbin's ice and snow tourism captured widespread attention, transforming its unique "cold resources" into highly sought-after "hot assets". Nestled in Northeast China's Heilongjiang province, Harbin, one of the nation's coldest cities, has emerged as a rising star in China's burgeoning winter tourism industry.

An unprecedented influx of visitors, enchanted by Harbin's breathtaking icy landscapes and warm hospitality, has propelled this "Ice City" to the forefront of winter travel destinations in China. Iconic attractions such as the Harbin Ice and Snow World have shattered records, welcoming around 30,000 visitors daily since its opening on December 19, 2023—nearly double the pre-pandemic numbers.

Spanning over 816,600 square meters, this winter wonderland showcases colossal ice and snow sculptures and was recognized by Guinness World Records as the world's largest temporary ice and snow theme park.

Social media has played a pivotal role in amplifying Harbin's popularity, turning it into a trending destination for young travelers and influencers. This surge in attention has not only revitalized the local economy but also underscored the innovative potential of transforming natural resources into globally appealing tourism experiences. Harbin has firmly cemented its reputation as a magical winter wonderland.

2. Visa-free policies boosts inbound tourism

China has been continuously optimizing its visa-free and visa-on-arrival policies to facilitate foreign travel to the country. Over the past year, significant strides have been made to expand the range of eligible countries, extend stay durations, and broaden activity areas for foreign visitors. These efforts include unilateral visa exemptions, mutual visa waivers, regional visa-free entry, and transit visa-free policies, with a focus on key breakthroughs and complementary strategies.

As of now, China has established comprehensive visa-free agreements with 26 countries, unilaterally granted visa-free entry to 38 nations, implemented transit visa-free policies for 54 countries, and signed mutual visa waiver agreements covering various passport types with 157 countries and regions.

This series of relaxed visa measures has injected new momentum into the growth of China's inbound tourism. In the first 11 months of this year, 29.22 million foreign visitors entered China through its ports, a year-on-year increase of 86.2 percent. Among them, 17.45 million entered under visa-free policies, up by 123.3 percent. Notably, the 72/144-hour transit visa-free policies have gained widespread popularity both domestically and internationally, with a 132.9 percent year-on-year increase in usage. International discussions, such as the trending "Friday after work, off to China" and "City not City" hashtags linked to "China Travel", have fueled further interest in visiting the country.

The National Immigration Administration recently announced a significant upgrade to the transit visa-free policy. Effective immediately, the stay duration for visa-free transit visitors has been extended from 72 or 144 hours to 240 hours (ten days). Additionally, 21 new ports have been designated for entry and exit under this policy, and the activity areas for visa-free transit visitors have been expanded.

These enhancements are expected to boost enthusiasm among foreign tourists for traveling to China and bring unprecedented opportunities to the country's tourism industry. With longer stays and broader travel options, foreign visitors can explore more of China's rich cultural and natural offerings. Meanwhile, domestic travel businesses will have greater opportunities to innovate and diversify inbound tourism products, potentially driving new breakthroughs in the sector.

3. Record-breaking tourism during China's 2024 National Day Golden Week

China's 2024 National Day Golden Week witnessed a remarkable surge in domestic and international tourism. According to the Ministry of Culture and Tourism, a total of 765 million domestic trips were made during the 7-day holiday, marking a 5.9 percent increase year-on-year and a 10.2 percent rise compared to 2019. Tourists spent a staggering 700.8 billion yuan, up 6.3 percent year-on-year and 7.9 percent compared to 2019.

Cultural tourism activities thrived, with 44,300 commercial performances nationwide generating a 25.9 percent increase in box office revenue, attracting 11.7 million attendees. Nighttime tourism also boomed, with visitor numbers in monitored national-level cultural and tourism hubs up 25.4 percent per night compared to 2023.

Additionally, optimized visa and customs policies fueled a rise in inbound tourism, with platforms like Trip.com reporting a daily increase of nearly 80percent in inbound travel. Countries like Italy, Malaysia, Russia, and the United States saw their visitors to China grow more than threefold year-on-year.

The Golden Week once again showcased the vitality and resilience of China's tourism industry, setting new benchmarks for domestic and international travel.

4. Popular drama To the Wonder turns Altay into trendy destination

Original drama series To the Wonder, an 8-episode mini-series produced by iQIYI, often referred to as China's Netflix, has made Altay in the Xinjiang Uygur autonomous region a new trendy tourism destination among young people, who are attracted by the breathtaking views and the simple and heartwarming lives of the local residents.

Adapted from My Altay, a collection of prose by Li Juan, the drama tells the story of Li Wenxiu, a young woman who returned to her hometown of Altay to live with her mother after failing in her dream of becoming a writer and having setbacks at work. She then found the meaning of life and her love in Altay.

The grassland views and free and easy lives showcased in the teleplay soon made Altay one of the top-tier tourism destinations among young people. Since its premiere on April 25 in Beijing, the mini-series has attracted widespread acclaim for offering a fresh narrative and sensory experience. It blends light comedy with Li's literary aesthetics to explore themes of nature reverence, self-discovery and the simple yet resilient spirit of the northern Xinjiang herders.

The travel portal Qunar said that from May 7 — the day the TV show began its commercial airing, flight ticket bookings to Altay rose 20 percent compared with the same period in the previous month, and hotel bookings doubled during the period on its platform.

Xiao Peng, a researcher from travel portal Qunar, said that it's common to see a TV drama boosting its location's potential as a tourist destination in recent years. Citing To the Wonder as an example, he said that the local authorities or tourism companies can optimize tour products combining natural views and cultural elements in Altay to improve people's travel experiences.

5. Hit video game sparks domestic tourism boom

The Chinese-developed video game Black Myth: Wukong was released in August and quickly gained worldwide popularity. Beyond its success in gaming, the game has fueled a tourism boom as travelers flock to destinations featured in its stunning visuals and immersive recreations of ancient Chinese architecture.

Among the most prominent beneficiaries of this surge in interest is North China's Shanxi province. Of the 36 game scenes, 27 are inspired by Shanxi's rich cultural heritage, deeply rooted in Buddhist and Taoist traditions. Following the game's release, travel bookings to Shanxi doubled compared to July, with a 50 percent increase in visits and a remarkable 120 percent surge in hotel bookings, according to the travel platform Tuniu.

Shanxi is not the only region riding the wave of the game's popularity. Provinces and cities across China, such as Chongqing, Sichuan, and Zhejiang, have also seen a rise in tourism as travelers seek to experience the ancient buildings and Buddha statues re-created in the game.

Lianyungang in Jiangsu province, home to Huaguo Mountain—the legendary "hometown of Wukong" from Journey to the West—has similarly become a hotspot for fans eager to connect with the game's inspiration.

A tourism professional commented, "The game's popularity undoubtedly brings significant tourism benefits to Shanxi and other regions featured in its breathtaking scenes, offering the world a glimpse into the essence of Chinese culture."

6. Beijing Central Axis inscription on UNESCO World Heritage List fuels local tourism

In July, the Beijing Central Axis —"A Building Ensemble Exhibiting the Ideal Order of the Chinese Capital"— was inscribed on the UNESCO World Heritage List, sparking a surge in tourism along its historic route.

The Central Axis stretches 7.8 kilometers through the heart of Beijing, encompassing 15 components, including palaces, public buildings, and gardens that define the traditional urban layout of the Chinese capital. This significant recognition has given visitors a fresh perspective to explore the city, particularly through walking tours.

During the National Day holiday, bookings for attractions along the Central Axis soared by 69percent compared to the previous year, reflecting growing interest in the area's rich cultural heritage. The Axis not only showcases Beijing's ancient capital culture, revolutionary heritage, and local customs but also serves as a "culinary axis," a "cultural consumption axis," and a prime route for city walks.

Visitors are increasingly drawn to slow-paced tourism activities like cycling and walking tours, which cater to their desire for immersive and personalized travel experiences. Additionally, over 80 creative cultural products inspired by the Central Axis—such as cultural badges, traditional mortise-and-tenon models, and fridge magnets—have become popular souvenirs, reflecting the growing enthusiasm for this iconic route.

The inscription of the Beijing Central Axis has not only reaffirmed its historical and cultural significance but also revitalized tourism, making it a key cultural destination for both domestic and international visitors.

7. Tianshui's malatang magic: How a viral dish transformed a city into a tourist haven

The power of social media has turned the unassuming city of Tianshui in Northwest China's Gansu province into an unexpected tourism hotspot, all thanks to its signature dish: the fiery malatang hotpot.

In February, a local resident's short video showcasing malatang went viral, amassing 1.69 million shares on a popular platform. The dish's sudden fame captured the attention of food enthusiasts and social media influencers, many of whom flocked to Tianshui to explore its culinary delights and share their experiences online.

The viral phenomenon has delivered tangible results for the local tourism industry. In March alone, Tianshui welcomed 4.64 million visitors, generating 2.7 billion yuan ($370 million) in tourism revenue—a year-on-year increase of 64.8 percent and 67.2 percent, respectively.

To accommodate the influx of tourists, Tianshui residents and authorities embraced a "guest-first" approach. Local volunteers organized free transport services, cleaned the city overnight, refreshed walls and roads, and even launched a "malatang express bus line." The city also hosted a malatang food festival and gave away local specialties and creative cultural souvenirs to visiting fans.

Tianshui's story is a testament to how culinary culture, amplified by social media, can transform a small city into a viral travel destination. With its warm hospitality and irresistible malatang, Tianshui is now firmly on the map as a must-visit destination for food lovers across China.

8. Seven more Chinese villages recognized as Best Tourism Villages by UNWTO

Seven villages in China were recognized among the Best Tourism Villages 2024 by the United Nations World Tourism Organization at its 122nd session of the Executive Council on Nov 15 in Cartagena, Colombia.

Selected for their blend of cultural preservation and sustainable tourism, the villages are: Azheke in Yunnan province, Guanyang in Fujian province, Shibadong in Hunan province, Taoping in Sichuan province, Xiaogang in Anhui province, Xitou in Zhejiang province, and Yandunjiao in Shandong province.

The seven villages represent a cross-section of China's vast rural terrain and its deep cultural reservoir, stretching from the highlands and the plains of central China, to the coastal islands of the east. They encompass different communities including the Hakka, Miao and Hani people, each presenting a distinct perspective of China's multifaceted identity.

Launched in 2021, the UNWTO's Best Tourism Villages program honors destinations using tourism as a vehicle to preserve landscapes, cultural practices, ecological and culinary diversity. With this year's additions, China now has 15 villages on the list, reflecting the country's commitment to preserving rural heritage amid modernization.

Rural tourism has emerged as a pivotal economic driver in the nation, as destinations welcomed 2.25 billion visitors in the initial three quarters of this year, yielding 1.32 trillion yuan ($182.85 billion) in revenue — an approximate 10 percent rise compared to the previous year, as reported by the Ministry of Culture and Tourism.