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The recent International Labor Day holiday in China witnessed an unprecedented boom in the country of over a billion people. No longer confined to sightseeing tours, Chinese tourism in 2026 has truly entered a new chapter: the era of the experience economy.
The whole world is rushing to "become Chinese citizens".
According to the latest figures from the National Immigration Administration, an average of 2.25 million people cross the border daily, with peaks exceeding 2.4 million at certain times. Another astonishing statistic is that China's inbound tourism products (receiving international visitors) have grown by 364% compared to the previous month. What is behind this magical appeal?
The "live like a local" trend is becoming key to the development of China's tourism industry.
The answer lies in the phrase "become Chinese"—a trend that's sweeping international social media platforms. Tourists are no longer satisfied with simply admiring the Great Wall or the Forbidden City from afar. They want to immerse themselves in the daily lives of the locals. Experiences that seemed ordinary, like using 24/7 public baths, trying traditional medicine treatments, or eating hot pot at midnight in luxurious spas, have suddenly become incredibly popular tourist attractions.
China's visa-free policy, extended to dozens of countries, combined with its streamlined tax refund system and mobile payment capabilities, has removed the last remaining barriers. Tourists from source markets like Australia and South Korea are flocking here seeking cultural depth rather than the superficial tourism of the previous decade.
China is no longer just about the "Great Wall".
A notable trend in 2026 is the shift in tourism destinations from megacities to second- and third-tier cities. Authentic, less commercialized destinations are gaining popularity. In Zhengzhou, neighborhoods renovated from former petrochemical plants attracted tens of thousands of visitors on the first day of the holiday. Even "industrial tourism" tours visiting electric vehicle (EV) factories or drone (UAV) companies sold out within minutes of going on sale.
In Fujian Province, the Hakka Tulou (earthen houses) of the Fujian people retain their charm but with a fresher look. The emergence of intangible cultural heritage markets and innovative products such as audio postcards and NFC-enabled models has bridged the gap between tradition and youth.
The process of making Chinese ink by hand at the Lao Hu Kaiwen ink factory (Anhui province)
Tourists visit the Fujian Tulou, a place showcasing the traditional cultural values of the Hakka people.
In Anhui, the sound of hammers pounding ink at the Lao Hu Kaiwen ink factory is no longer the sound of a dying craft. It has become a melody that attracts thousands of international visitors every day to experience firsthand the process of handcrafted Chinese ink making. The transformation of old neighborhoods like Lao Chi Kou, where former factories have been turned into tea houses and art spaces, is opening up a sustainable path for heritage preservation linked to economic development.
In contrast to the relaxed atmosphere among international tourists, the domestic tourism scene in China during the May Day holiday was much more hectic. On the first day alone, there were over 344 million domestic trips. The sight of crowds of people queuing in long lines from the foot of mountains to the summit at famous tourist spots has become an unforgettable "tradition."
Tourists' experiences of "living like a Chinese person."
The pressure on infrastructure is real. Despite continuous upgrades to cable car capacity and security services, it's still difficult to cope with the massive influx of people. Many tourists have to endure hours of exhausting waiting just to enjoy a few minutes standing on the summit. Yet, the allure of mountain climbing remains undiminished. It's the desire to escape the office life, the need for conquest and reconnect with nature, even if the journey sometimes feels more like a military march than a relaxing vacation.
The boom in mass tourism is posing a difficult challenge for managers regarding the carrying capacity of destinations. China's tourism industry grew by nearly 10% last year, far exceeding the global average, bringing the country closer to becoming the world's number one tourism economy. However, to maintain its appeal, China needs to balance accommodating massive tourist numbers with preserving its original values, preventing overcrowding from eroding the traveler's experience.
