International visitors are increasingly exploring China beyond its famous landmarks, seeking authentic cultural encounters and immersive local experiences. During the National Day holiday from October 1 to 7, 2026, destinations such as Fenghuang Ancient Town in Hunan Province attracted overseas travelers eager to discover traditional customs, regional cuisine and everyday life. This growing interest highlights the appeal of in-depth travel experiences across China.
In Fenghuang Ancient Town, visitors from France and Australia explored traditional stilt houses along the Tuojiang River, sampled Miao ethnic cuisine and experienced local customs. Meanwhile, Yongle Palace in Ruicheng, Shanxi Province, welcomed visitors with its historic murals and interactive art activities, showcasing another dimension of China’s cultural heritage.
The growing interest in in-depth travel in China reflects a shift from conventional sightseeing toward more meaningful cultural engagement. Travelers are discovering the appeal of historic towns, traditional festivals, local markets and hands-on activities, while improved transportation connections make regional destinations more accessible.
To support this trend, China’s Ministry of Culture and Tourism announced plans in September 2026 to develop more travel experiences combining traditional culture with modern life through 2030. These initiatives aim to improve travel convenience for international visitors and create more opportunities to explore China's diverse cultural heritage.