Chinese travelers are no longer content to simply admire scenic views — they want an experience.
The shift was evident during the Lunar New Year holiday in February. Keyword searches for “intangible cultural heritage” and “folk customs” on e-commerce platform Meituan jumped 34% and 30% year-on-year. A surge in tourist orders in areas with folk attractions helped domestic travel shatter records with 596 million trips and 803.5 billion yuan ($116 billion) in tourism spending.
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