Illustration: Liu Xiangya/GT
For most tourists, travel is often about visiting famous landmarks, collecting souvenirs, and following well-planned itineraries. However, for China's Gen Z, the meaning of travel has shifted. No longer satisfied with passive sightseeing, this generation sees travel as a form of self-expression, an opportunity to craft unique experiences that reflect their identity. Scenic destinations are adjusting their strategies accordingly, paying close attention to the emotional needs of young travelers.
This shift has not gone unnoticed. At China's ongoing two sessions, Dai Bin, a Chinese People's Political Consultative Conference National Committee member and president of the China Tourism Academy, pointed out that in China, young people's travel consumption is shifting from "pleasing others" to "pleasing oneself," with a growing emphasis on emotional value.
"The current tourism market reflects this trend through the rise of 'I plan my own itinerary' and 'I design my own experience' trends. Travelers tend to move faster, go further, and explore more freely. These individualized travel trends are becoming notable features of China's tourism economy today," Dai told the People's Daily on the sidelines of the two sessions.
Today's young travelers are seeking emotional fulfillment rather than just checking destinations off a list. Rather than buying expensive gifts to bring home, they invest in unique, meaningful, sharable experiences that align with their values and personal tastes.
Take the recent boom in ice and snow tourism as an example. Young travelers are no longer content with simply admiring snowy scenery; they want to actively engage with them. During the winter season in Harbin, capital city of Northeast China's Heilongjiang Province, beyond traditional ice and snow sculptures, attractions like the Snowflake Ferris Wheel, giant slides, music parties at ice and snow theme parks and the city's "disco bus" nightlife sensation became major draws. At the Sun Island Scenic Area, a collection of uniquely shaped snowmen provided various props for visitors to use while taking photos, attracting long lines of young visitors.
For Gen Z, the role of social media in shaping travel habits cannot be ignored. A single viral video can send a little-known destination into the spotlight. Young travelers are enthused about capturing and sharing their adventures online, Sun Jiashan, an associate researcher at the Central Academy of Culture and Tourism Administration, told the Global Times on Sunday.
"That also means many places that were not originally tourist attractions have now become popular destinations. Therefore, the allocation of resources within scenic areas needs to be restructured and re-planned to accommodate this transformation. At the same time, both cultural and tourism authorities and scenic sites must adapt to Gen Z's shifting travel mindset while re-strategizing tourism through social media," Sun said.
Hengdian World Studios, a major film production base in East China's Zhejiang Province, has been attracting young visitors by offering immersive cinematic experiences. Through activities such as "Step into the Movies," visitors can learn about the entire film production process.
"By integrating scenes from classic films and TV dramas, the experiences allow tourists to explore the entire scenic area within an hour without even realizing it, significantly enhancing their visit with an engaging, cinematic journey," a representative from the base told the Global Times.
The rise of immersive tourism is not limited to cinematic experiences. Young travelers in China are redefining cultural engagement by actively participating in history-related activities rather than just observing historical relics. This growing emphasis on interaction is reshaping the tourism industry. Attractions that once relied on static exhibits and guided tours are now incorporating immersive experiences.
In the city of Luoyang, Central China's Henan Province, instead of just visiting an ancient town, young travelers dress in Hanfu (the traditional attire of Han Chinese), immersing themselves in the aesthetics of a bygone era. To better suit the needs of the young travelers, the old town districts in Luoyang are actively exploring the integration of intangible cultural heritage into homestay experiences. Some local homestays have been partnering with inheritors of traditional crafts such as paper-cutting and dough figurine making, who hold regular interactive workshops that allow visitors to engage in hands-on learning while enjoying more immersive, personalized, and diverse travel experiences.
Travel has also become a playground for cultural discovery, where tradition meets modern engagement. Gen Z travelers have injected new vitality into fine traditional Chinese culture through their choices of travel.
Beyond Luoyang, other scenic destinations are also exploring new ways to integrate cultural heritage into tourism experiences. In Suzhou, East China's Jiangsu Province, the upcoming "Jiangnan: Twelve Gatherings" project aims to blend Jiangnan's (the region located in the coastal area south of the Yangtze River) rich cultural traditions with contemporary entertainment. Set to launch in August, the large-scale initiative will feature immersive theatrical performances, reality shows, and live-action storytelling, bringing to life ancient towns, classical gardens, and intangible heritage.
As Gen Z's travel preferences evolve, destinations are finding new ways to offer immersive and personalized experiences that create deeper connections with culture and history. Combining tradition with modern experiences is shaping the future of China's tourism, making travel more engaging and enjoyable for young visitors.
The author is a reporter with the Global Times. life@globaltimes.com.cn
