Young travellers turn to in-depth trips

In recent years, many new tourism offerings have been created through the integration of culture, art and technology, impacting travel habits.


Artists dressed in hanfu perform at the Jinci Museum in Taiyuan, Shanxi province, during a cultural festival on May 18. CHINA DAILY

June 9, 2023

TAIYUAN — Dancing actors dressed as Song Dynasty (960-1279) maids received applause from spectators who themselves were wearing traditional Chinese-style clothing known as hanfu.

The performance was staged in the Jinci Museum in Taiyuan, capital of Shanxi province, and the immersive experience was part of a cultural festival held in the city recently.

The festival also included a photo contest, a hanfu show performed by teenagers and poetry recitations. Tourists dressed in hanfu were given free admission to the museum.

Li Xintong, 20, was among them. A history major at a university in Shanxi, she has been interested in traditional Chinese culture since childhood.

“Shanxi has a rich cultural heritage. I have made plans to visit 50 historical sites in my spare time,” she said.

In recent years, many new tourism offerings have been created through the integration of culture, art and technology, which has had a profound impact on the travel habits of many people.

Yu Guodong, who has been in the tourism sector for more than 20 years, said that tourists used to go on trips that packed numerous destinations into a short period. Trips that offered the chance to travel to several cities in a matter of days were also very popular.

“Nowadays, the younger generation increasingly likes more in-depth and even customized tours, and many create popular new destinations by sharing photos and videos on social media platforms,” Yu said.

Near a salt lake in Yuncheng, Shanxi, is a newly opened bed-and-breakfast art village.

“It became a popular destination even before we began promotion. Young people are so good at discovering new places for fun,” said Li Jie, general manager of the Beijing Xiangyu Tourism Development Company.

Many visitors have posted short videos about their stay in the village, showing them enjoying the breeze while gazing across the colorful salt lake at dusk, setting up their tents and sampling local specialties, or making handicrafts with local cultural elements.

The videos have not only received thousands of likes but have also inspired many viewers to visit.

“To understand a place, people need to start with its folk culture,” said Feng Qing, a travel blogger. “People who love in-depth travel should not only visit tourist spots but also explore local customs and street delicacies.”

Geng Yeqiang, a professor at Shanxi University’s School of Economics and Management, said, “The integrated development of culture and tourism will better meet the increasingly diverse demand for travel.”

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