For many years, tourism in China was often characterized by large groups visiting famous landmarks, a style sometimes called “checklist travel”. However, this is rapidly changing. According to a recent report from the Chinese Academy of Social Sciences, rising incomes and more diverse offerings from the tourism industry are reshaping how people explore the country.

A significant shift is the evolution of tourism consumption. Data from platforms like Meituan shows a move away from simple sightseeing towards a wider range of immersive experiences, including dining, entertainment, and shopping. The structure of spending is changing; tickets for scenic spots are now often seen as just a starting point, with more money being spent on the surrounding areas for meals, stays, and leisure activities. This reflects a deeper desire for comprehensive experiences rather than just visiting isolated attractions.

This trend is closely linked to a growing blend between tourism and local life. Travelers are increasingly seeking everyday experiences, such as visiting local markets or trying regional specialties. They want a blend of novelty and a genuine connection to the local culture. In this new landscape, digital platforms play a crucial role. Online reviews, rankings, and social media heavily influence travel plans, helping tourists discover new destinations and activities.

Several new trends are emerging. “Reverse tourism”, where travelers choose lesser-known cities over crowded hotspots, and “alternative tourism”, seeking budget-friendly substitutes, are gaining popularity. For instance, cities like Tianshui in Gansu province saw a lot of visitors after a video about its local food went viral online. Similarly, the city of Huaihua capitalized on a viral Internet trend by offering tourist discounts, generating millions in revenue (收入) within days. Furthermore, personalized travel, such as self-driving tours and solo travel, has seen a significant increase.

Looking ahead, experts agree that digitalization will continue to be pivotal, enabling more personalized and efficient travel experiences.

1. 1. What is identified as the primary driver of the transformation in China’s tourism industry?

A    Government policy changes.

B    Economic growth and varied services.

C    Reduced interest in landmarks.

D    Environmental concerns.

2. 2. What can be inferred about modern tourists from the shift in spending structure?

A    They focus on minimizing costs.

B    They prefer visiting isolated spots.

C    They avoid dining and shopping.

D    They seek all-round experiences.

3. 3. How do digital platforms impact travel according to the text?

A    By lowering travel expenses.

B    By replacing traditional agencies.

C    By shaping plans via online data.

D    By creating virtual attractions.

4. 4. What conclusion can be drawn from the examples of Tianshui and Huaihua?

A    Social media trends boost tourism in less popular cities.

B    Viral videos always ensure long-term tourism success.

C    Local food is the sole factor for tourist attraction.

D    Discounts are the main reason for visitor increases.