China's Cultural and Tourism Landscape: A 2025 Overview

A colorful collage of cultural landmarks and landscapes.

During the National Day and Mid-Autumn Festival holiday in 2025, a remarkable 888 million domestic trips were made across China. Numerous regions showcased a diverse range of cultural and tourism products, services, and activities, resulting in a stable and vibrant national cultural tourism market. According to calculations from the Data Center of the Ministry of Culture and Tourism, during this 8-day holiday period, domestic travel saw an increase of 123 million trips compared to the 2024 holiday, with total domestic travel expenditure reaching an impressive 809.006 billion yuan, marking a rise of 108.189 billion yuan from the previous year.

The overlap of the National Day and Mid-Autumn Festival significantly boosted market enthusiasm. Various red tourism attractions enhanced their exhibition methods and created engaging experiential activities, attracting visitors to popular destinations such as Jinggangshan in Jiangxi, Yan'an in Shaanxi, Orange Isle in Changsha, Hunan, and Nanhu in Jiaxing, Zhejiang. Tourists enjoyed a sense of national pride while exploring these culturally rich sites. Events themed around the harvest and Mid-Autumn Festival gained particular popularity, such as the "Shaiqiu Cultural Festival" in Jiangxi and the "Moon Walk" at the Shanghai Astronomy Museum, both of which received excellent feedback.

Additionally, special Mid-Autumn night events were hosted by cultural institutions like the Hubei Provincial Museum and the Shenyang Palace Museum. The Changbaishan Scenic Area in Jilin introduced "Leisurely Autumn Viewing" hiking trails, offering visitors a unique way to appreciate the season's beauty. In both urban and rural settings, collaborations emerged between shopping experiences and cultural performances, illustrated by the integration of commerce and entertainment in Changsha's bustling districts or the "Village Horse" event in Guizhou, which connected communal banquets with cultural markets.

The holiday also saw an increase in inbound tourism, with more foreign visitors frequenting scenic spots such as the Ciqikou Ancient Town in Chongqing and the Great Tang Night City in Xi'an. These locations particularly appealed to international travelers seeking cultural tours and shopping experiences.

The blending of culture and tourism led to innovative experiential events that captivated visitors. Popular non-heritage experience events included the "Hundred Plays Lantern Festival" in Nanjing, the renowned Iron Flower Festival in Tongling, and traditional folk performances like the fire-spitting customs in Longmen Ancient Street, Luoyang. Notably, Beijing hosted the Ninth China Traditional Opera Culture Week, featuring impressive performances such as Kunqu and Qinqiang, fostering a vibrant cultural environment.

Various holiday performances and exhibitions drew large audiences, including the "National Impressionistic Art Exhibition" at the National Art Museum of China and the dance drama "Eternal Joy" by the China Oriental Performing Arts Group. Innovations in technology also enriched visitor experiences, showcasing the charm of "Culture + Technology" at sites like the Robot-themed district in Longgang, Shenzhen, and water curtain movies at Ginkgo Valley in Suizhou, Hubei.