Inbound tourism in China is showing significant growth, supported by both unique cultural experiences and the opportunity to visit cooler locations. For instance, foreign tourists are visiting Zhangjiajie National Forest Park in Hunan Province, central China, where they enjoy the scenery and take photographs.
Visitors can immerse themselves in the rich folk culture of the Li ethnic group by participating in events such as bamboo dancing, which takes place to the sound of traditional music.
In the summer, Maona village, located in the Wuzhishan tropical forest in southern Hainan Province, attracts a large number of international guests due to its cultural tour programs. Tourists can explore tea plantations, pick tea leaves, learn about different varieties, and personally experience Chinese tea culture.
Thanks to the abundance of tourist resources and the diversity of climate zones, China is becoming an increasingly popular destination for international travelers seeking deep cultural immersion. Data from an online payment platform shows that spending by inbound tourists increased by 72.9% compared to last year since June.
As heatwaves continue to sweep across many regions of the world this summer, demand for cooler destinations is rising, stimulating consumer demand for tourism. In Beigou village, located in the Huairou district of Beijing, over thirty foreign families live year-round. Because the summer temperature here is 4–5 degrees Celsius lower than in central Beijing, the village has become a destination for those who want to experience a Chinese summer. Recently, a business delegation from Hungary arrived here specifically to enjoy the cooler weather.
According to industry experts, European countries accounted for 30% of the top 20 markets for inbound tourists to China this summer, with bookings from this region increasing by 275% compared to the previous year. China's diverse landscape offers many 'cooler options.' For example, Changbai Mountain, located on the country's northern border, has an average temperature of only 18.8 degrees Celsius from June to August. Its cool climate and rich forest resources have attracted tourists both domestically and internationally. Many foreign visitors climbed the mountain to see Tianchi Lake and walk through its pristine underground forest, enjoying the oxygen-rich fresh air.
Tourists are not limited to increasing spending; they are also traveling further and seeking deeper, more authentic interaction. A popular way to get to know the capital in Beijing is cycling along the newly designated UNESCO World Heritage Central Axis. This 7.8-kilometer axis runs through the heart of Beijing from north to south, connecting a series of historical attractions and embodying the city's centuries-old urban planning and architectural heritage.
A Belgian visitor, who spent an evening exploring the ancient street with his family, noted: 'Riding by car or bicycle in Beijing allows us to discover areas we would not normally visit, especially the Hutongs, which have a unique charm. The variety of food also impressed me deeply.'
Foreign tourists visited Hutong Yudaoying in the Dongcheng district of Beijing, China's capital, on August 14, 2026. Industry analysts note a clear shift towards a deeper and more localized experience. International travelers are moving beyond major tourist sites to visit smaller towns, counties, and villages.
Several small towns in Zhejiang Province have gained popularity due to unique water activities. For example, Tonglu County in Hangzhou has developed a range of light extreme sports combining water, land, and air, offering visitors an exciting way to escape the summer heat. In Chansing County, Huzhou, where a recently opened indoor water park further stimulated inbound tourism, over 17,500 overnight inbound tourists were registered from January to June, a 77.79% increase compared to the previous year.
From cities to villages, from famous landmarks to street quarters, foreign guests are increasingly documenting what can be described as a more authentic, everyday China. Dai Bin, Director of the China Tourism Academy, stated: 'More and more international tourists are coming to China, and tourism can help promote mutual understanding between the Chinese people and people from other countries.' He added that this will contribute significantly to intercultural exchange and mutual learning of civilizations.
Meanwhile, as domestic films gain wider international audiences, their popular plots and filming locations are attracting more attention from foreign travelers. The blockbuster 'Pegasus 3,' known for its spectacular scenes and complex visual effects, includes stunning desert and Dansia formations scenes shot in Qinghai Province. This region, where the average temperature in July-August stays below 20 degrees Celsius, has welcomed a wave of European tourists attracted by both cinematic fame and comfortable climate.
Polish tourist Beata Zonberg-Jaworska shared her impressions: 'Xinning is a beautiful city with a great environment and scenery. After experiencing hot weather in other cities, we felt very comfortable in the cooler climate here, and we had a wonderful time.'
In Southeast Asia, the historical drama 'To You' evoked nostalgia for home among the Chinese diaspora, leading to an influx of visitors from this region to the historic streets of Guangdong and Fujian provinces.