May 19 marks the 16th “China Tourism Day.”

Since the 18th National Congress of the Communist Party of China, the tourism industry has entered a fast track of development, increasingly becoming an emerging strategic pillar sector as well as a livelihood‑oriented and happiness‑focused industry that reflects the distinctive characteristics of our times. From 2012 to 2025, the number of domestic tourist trips in China grew by 120%, while total tourism expenditures increased by 177%. In 2024, the value added of the national tourism and related industries accounted for 4.35% of GDP.

The Outline of the 15th Five-Year Plan calls for deepening the integration of culture and tourism, leveraging tourism to highlight cultural heritage and using cultural richness to enhance the tourism experience, thereby advancing the building of a strong tourism nation. For the first time, “a strong tourism nation” has been enshrined in a national five-year plan, charting a course toward the grand vision of “poetry and distant horizons.”

Culture is the soul of tourism, and tourism is the vehicle for culture. As a scientific guide and fundamental principle for cultural development under socialism with Chinese characteristics in the new era, Xi Jinping’s Thought on Culture provides comprehensive guidance for advancing the building of a strong tourism nation.

“We will strive to improve the modern tourism system, accelerate the building of a tourism powerhouse, and ensure that tourism better serves people’s aspirations for a better life, boosts economic development, fosters a spiritual home, showcases China’s image, and promotes mutual learning among civilizations.” Guided by General Secretary Xi Jinping, China remains committed to putting the people first in tourism, taking the deep integration of culture and tourism as its central task, and forging ahead with determination toward the grand goal of becoming a world-class tourism power.

On May 2, 2026, tourists visited the Longmen Grottoes scenic area in Luoyang, Henan Province. Xinhua News Agency (Photo by Li Weichao)

On China Tourism Day in 2025, General Secretary Xi Jinping, who was on an inspection tour in Henan, visited the Longmen Grottoes and earnestly urged: “The integration of culture and tourism holds vast potential. We must promote high-quality development of the cultural and tourism sector, truly turning it into a pillar industry, a people’s livelihood industry, and a source of happiness.”

Promoting the deep integration and coordinated development of culture and tourism is a major decision made by the Party Central Committee with Comrade Xi Jinping at its core. General Secretary Xi Jinping has repeatedly issued important instructions on advancing the integrated development of culture and tourism. The Third Plenary Session of the 19th CPC Central Committee decided to establish the Ministry of Culture and Tourism, tasked with overall planning for the development of cultural undertakings, cultural industries, and the tourism sector. The 20th National Congress of the CPC called for furthering the deep integration of culture and tourism, while the Fourth Plenary Session of the 20th CPC Central Committee emphasized the need to promote the profound convergence of culture and tourism.

On January 2, 2026, at the opening ceremony of the fourth Guizhou “Village Super League” and the “Village Super League Village New Year’s Eve Gala” held in Rongjiang County, Guizhou Province, people danced the traditional ethnic dance “Duo Ye” together. Photo by Xinhua News Agency reporter Yang Wenbin.

From the rising popularity of “intangible cultural heritage tours” and “cultural‑museum tours” to the sustained surge in red tourism and educational‑study tours; from “village galas,” “village football leagues,” and “village songs” becoming new draws for travelers, to the emergence of trends like “traveling in the footsteps of movies” and “traveling with concerts”—outstanding cultural resources and creative design are increasingly integrated into tourism development, elevating its quality and enriching its substance.

From rural tourism that nurtures nostalgia to red tourism that reaffirms one’s original aspirations; from the rise of Hanfu styling and the “national style” trend to “China‑style travel” and “China‑made shopping” becoming new global fads, an increasing number of travelers are discovering cultural allure and finding spiritual fulfillment through their journeys. Meanwhile, more and more tourism initiatives are quietly conveying core values and humanistic spirit.

Driven by the integration of culture and tourism, China has established a large‑scale, diverse, innovation‑driven, and well‑standardized system of scenic‑spot offerings. During the 14th Five‑Year Plan period, approximately 2,600 new A‑level scenic spots were added nationwide, bringing the total to 16,500, with county‑level coverage rising to 97%. Additionally, 40 national‑level tourist resorts, 204 national‑level tourism and leisure districts, and 345 national‑level nighttime cultural and tourism consumption clusters were launched, while the number of provincial‑level or higher resorts and leisure districts exceeded 1,400. Meanwhile, 300 nationally designated classic red‑tourism sites continued to undergo ongoing optimization and upgrading. The total number of key villages and towns for rural tourism reached 1,597, and 19 rural destinations—including Xiaogang Village in Anhui and Shibadong Village in Hunan—were recognized by the United Nations World Tourism Organization as “Best Tourism Villages,” ranking first worldwide in terms of the number of such designations.

“Poetry and the distant horizon” complement each other, while product offerings and service quality continue to improve, driving robust growth in both the number of domestic tourist trips and total spending. By 2025, domestic tourist trips are projected to reach 6.522 billion, up 16.2% year on year; domestic tourism expenditure is expected to total RMB 6.30 trillion, an increase of 9.5% over the previous year. Meanwhile, inbound tourist arrivals are forecast to exceed 150 million, a year-on-year rise of 17.1%, with spending surpassing US$130 billion—nearly 40% higher than the prior year.

From childhood to the present, and growing steadily from weakness to strength, China has developed the world’s largest domestic tourism market, become the leading source of international tourists and a major global destination, and successfully forged a uniquely Chinese path of tourism development.

On April 18, 2026, fans preparing to board the “Su Chao” fan‑dedicated high-speed train to Xuzhou for a match cheered on the Taizhou team at Taizhou Station in Jiangsu Province. Photo by Yang Yugang/Xinhua.

At present, the 2026 Jiangsu Provincial Urban Football League is in full swing. According to monitoring by the Jiangsu Smart Culture and Tourism Platform, during the first round of this year’s “SuChao,” A‑level tourist attractions in the province’s four host cities welcomed 2.4544 million visitors, a 1.41% year‑on‑year increase. Of these, 1.4443 million were out-of-town tourists, up 1.53% from last year. Data show that for every yuan earned from ticket sales in last year’s “SuChao,” an additional 7.3 yuan was generated in related ancillary spending.

General Secretary Xi Jinping has pointed out that tourism is a comprehensive industry and a key driver of economic development. At present, as the “culture and tourism plus all sectors” and “all sectors plus culture and tourism” models continue to generate ripple effects, tourism’s role in empowering economic and social development is becoming increasingly prominent—

In Yucun Village, Anji County, Zhejiang Province, tourism has reshaped the rural landscape. Once reliant on mining, the village has now turned its former quarries into fields of rapeseed flowers and lotus ponds, forging a new path that combines ecological beauty, thriving industries, and prosperous livelihoods.

In Beiji Village, Mohe, Heilongjiang, even the icy, snow‑covered landscape is a treasure trove of wealth. Locals are now earning a living from tourism right at their doorsteps, as the region’s northern frontier scenery and abundant ice‑and‑snow resources bring a steady stream of income.

At the Western Xia Tombs in Yinchuan, Ningxia, the cultural and tourism industry has “planted the banyan tree.” Following the successful inscription on the UNESCO World Heritage List in 2025, annual visitor numbers to the site are expected to surge to one million. From guiding tours and offering travel photography services to developing cultural‑creative products and running guesthouses, tens of thousands of young people have come here to find employment or start their own businesses.

On June 16, 2025, visitors toured the technology exhibition hall at Xiaomi’s automobile factory in Beijing to learn about Xiaomi’s super electric motor. Photo by Xinhua News Agency reporter Zheng Huansong.

At Xiaomi’s automobile factory in Yizhuang, Beijing, visitors can both tour and learn, reaping numerous benefits and turning the site into a key “check-in” destination for industrial tourism. Since launching regular guided tours more than a year ago, the facility has welcomed nearly 200,000 visitors. From domestic and international government and corporate delegations to university study‑tour groups, an increasing number of people are embracing travel as an essential way of life, a means of learning, and a path to personal growth.

One breathtaking vista after another, and one satisfied smile after another, attest to tourism’s deep integration into the broader landscape of high-quality economic and social development, where it is playing an increasingly vital role.

Standing at a new starting point and striving forward during the 15th Five-Year Plan period, the tourism industry continues to expand in scale, with new business models emerging one after another and its ripple effects becoming increasingly pronounced. Tourism is better meeting the people’s aspirations for a better life, as citizens’ sense of gain and well-being grows through travel. Moreover, tourism has become an important channel for strengthening international exchanges and cooperation and for enhancing the nation’s cultural soft power, with great potential to tell China’s story and showcase its image on the global stage.

In March 2025, while inspecting the ancient town of Lijiang in Yunnan—a renowned tourist destination—General Secretary Xi Jinping emphasized: “The integration of culture and tourism has boosted economic development, and the cultural and tourism industry must pursue a path of sustained, healthy growth.”

Promoting the development of a tourism powerhouse through high-quality growth in the tourism sector—this is a task that requires both overarching strategy and meticulous implementation, with great responsibility resting on our shoulders.

“To develop high‑level tourism, we must strengthen both the physical infrastructure and the intangible elements, with particular emphasis on enhancing service quality and advancing refined management. Only by delivering exceptional service can we win travelers’ smiles and praise, and secure sustained popularity and economic returns.” “We need to deepen the integration of culture, tourism, and sports, and diversify tourism offerings.” “We should cultivate premium cultural‑tourism brands and itineraries, and nurture the cultural‑tourism sector into a pillar industry”... General Secretary Xi Jinping’s important remarks on tourism development provide a scientific roadmap for upgrading the industry, improving its quality and efficiency, and driving continuous innovation and modernization.

Meet consumer demand by strengthening the supply of diverse, high-quality tourism offerings.

On February 18, 2026, tourists watched a robot performance in the ancient village of Xidi, Yixian County, Anhui Province. Photo by Shi Yalei/Xinhua.

AI-powered robots are making inroads into scenic areas, immersive performances are flourishing across multiple destinations, and a steady stream of hit cultural‑creative products is emerging… Today, new‑type productive forces—led by artificial intelligence, advanced manufacturing, and digitalization—are being widely deployed, while new tourism demands and business models continue to spring up.

To seize new opportunities, we must elevate the design and development of tourism products, launching more high‑quality offerings that meet international standards and embody the profound cultural spirit of China. We should drive the revitalization and modernization of tourist attractions, enhance the quality of resort areas, and cultivate leisure‑oriented vacation packages and distinctive tourism products. Moreover, we must vigorously advance smart tourism to enrich the experiential appeal and comfort of our tourism offerings.

People-oriented, with a dedicated focus on enhancing the quality of tourism services.

On December 23, 2025, actors performed at the Twelve Hours of Chang’an themed district in Xi’an, Shaanxi Province. Photo by Xinhua News Agency reporter Shao Rui.

The 2026 “May 19 China Tourism Day” themed month is in full swing across the country. This year’s campaign highlights inbound tourism, safe travel, and secure consumption, introducing nine major measures to benefit the public. Localities plan to roll out more than 9,000 consumer-friendly initiatives, with projected subsidies exceeding RMB 1 billion.

The cultural and tourism sector is, at its core, a service industry. It is essential to further strengthen the monitoring and evaluation of tourism service quality, enhance public tourism services, reinforce safety management in tourism‑related sectors and market oversight, and elevate the convenience and internationalization of inbound tourism.

Driven by innovation, we are making concerted efforts to achieve deep integration between culture and tourism.

On May 1, 2026, tourists visited the Mingsha Mountain–Crescent Spring Scenic Area in Dunhuang City, Gansu Province. Xinhua News Agency (Photo by Zhang Xiaoliang)

Paying for shows, queuing for trendy toys, and traveling to a whole city just for local specialties—tourism is no longer just about “quick sightseeing.” Today, people are more eager to immerse themselves in everyday life, savor culture, and seek meaningful experiences.

As General Secretary Xi Jinping profoundly pointed out: “How can we do a good job in tourism? We must preserve our own distinctive features and focus on what others do not have.”

Looking ahead, we must advance the integration of cultural and tourism sectors—across business models, products, and markets—by embedding high-quality cultural elements into tourism offerings and services. We should also foster integrated development across culture, tourism, commerce, sports, and agriculture, thereby extending industrial chains, generating new value, and enhancing the quality of life for the people.

Read ten thousand books, travel ten thousand miles; China’s boundless beauty, a journey full of wonder.

Under the guidance of Xi Jinping’s Thought on Culture, we are forging a stronger connection between “poetry and the distant horizon,” continuously advancing high-quality development in the tourism sector, and accelerating efforts to build China into a world-class tourism powerhouse. As a result, Chinese tourism is vibrant and diverse, brimming with endless charm.