“Chinamaxxing” is gaining popularity on overseas social media, with related content receiving more than 4 billion views. The trend reflects growing interest in experiencing Chinese culture and lifestyle in a more immersive way.
For international visitors, traveling to China is no longer just about visiting famous landmarks. Hanfu experiences, traditional photography, ancient towns and local cultural activities are becoming increasingly popular.
In Beijing, for example, travelers are choosing destinations such as Gubei Water Town and Simatai Great Wall for hiking, sunset views and traditional performances, rather than simply following the classic tourist route.
Chinese wellness culture is also attracting international visitors. Experiences such as traditional Chinese medicine, herbal sachet making, Baduanjin and other wellness activities are becoming part of the inbound travel experience. Meanwhile, the “China Cool” trend is bringing more European travelers to cooler destinations such as Xining in Qinghai during the summer.
Shopping is another growing part of the experience. From smart glasses and drones to AI-customized products, Chinese-made goods are becoming popular souvenirs. Improvements to China's departure tax-refund policies are also making shopping more convenient for international tourists.
According to data from the Ministry of Culture and Tourism's Data Center, international visitors have traveled to nearly 500 cities across China, showing that inbound tourism is expanding beyond traditional destinations toward more authentic, immersive experiences.
Source: CCTV
This article has been adapted and condensed from the original report. The adaptation does not change
the original meaning or key viewpoints.