Cultural immersion draws foreign tourists

For most travelers planning a trip to China, the itinerary writes itself: the Great Wall in Beijing, the Bund in Shanghai and the Terracotta Warriors in Xi'an, Shaanxi province, among others.

But for 26-year-old Luuk Rommel, his must-visit destination in China wasn't any of these iconic landmarks — it was the Dounan Flower Market in Kunming, Yunnan province.

Standing amid a sea of roses, lilies and orchids, Rommel, who is from the Netherlands, watched as traders haggled over prices and workers hurriedly packed bouquets for delivery across the country.

"This place is really big, and they even sell tulips here. I wonder whether these tulips are from the Netherlands," he said. "It's really fun to see all the flowers that we also have in the Netherlands."

The Netherlands is famous worldwide for its tulips and floral industry — indeed, Rommel himself had once worked in the business for over 10 years. "I even visited the electronic flower trading center here — it looks exactly like the ones back home," he added.

Rommel's journey represents a subtle but growing shift in how foreign tourists are experiencing China these days.

Minister of Culture and Tourism Sun Yeli said many foreigners are eager to visit China and experience the everyday life of its people. Taking high-speed trains, watching drone shows, experiencing traditional Chinese massage, wearing hanfu (traditional Chinese attire), and enjoying hotpot have become quintessential parts of experiencing life in China.

Gone are the days when ticking off famous landmarks from a guidebook sufficed. Today's international visitors are increasingly seeking something more elusive: authentic, personal connections with local life that go far beyond the one-size-fits-all sightseeing experience.

"China's profound and fascinating culture, combined with convenient entry measures and a strong international image, is inspiring more and more foreigners to develop a deep longing and anticipation for the country," said Dai Bin, president of the China Tourism Academy.

This quest for cultural immersion has been particularly evident during the Spring Festival holiday. For an increasing number of international travelers, the appeal of China during this period is no longer just about seeing the celebrations, but about becoming a part of them.

China recorded over 1.31 million inbound foreign travelers during the nine-day Spring Festival holiday, with average daily numbers jumping 21.8 percent compared with last year's holiday period, as expanded visa-free policies and streamlined entry procedures transformed the nation's most cherished traditional celebration into a global tourism magnet.

The National Immigration Administration reported that 460,000 foreign visitors entered China under visa-free policies during the Feb 15-23 holiday, a 28.5 percent surge in daily averages from the 2025 Spring Festival. The figures mean that more than one in every three inbound international travelers benefited from the eased visa policy.

The evolution presents both opportunities and challenges for businesses along the tourism supply chain, and they are now racing to serve what industry insiders term "high-value customer segments".