Emotional Tourism is a New Trend in China, Tourists are No Longer Just Chasing Views

JAKARTA - Tourism in China is changing direction. Tourists are no longer coming just to see new places, but also looking for a sense, identity, and experience that feels more personal. The shift is evident in Xunpu Village, Quanzhou, Fujian Province, which suddenly became a tourist magnet.

The fishing village is only 1.5 square kilometers in size and is inhabited by less than 8,000 people. However, in 2024, Xunpu was visited by 8.5 million tourists and generated more than 1.8 billion yuan from the tourism sector. In a China Daily report quoted on Thursday, April 9, the spike was triggered by traditional flower headdresses that have long been part of the local women's culture.

The craft has actually been on China's intangible cultural heritage list since 2008. But the tradition has long been running quietly, until it finally exploded on social media in 2023. Many young women come to Xunpu specifically to wear the ornament and take photos.

According to the Green Book of China's Tourism, quoted by China Daily, this explosion is not just about visual trends. The head decoration is considered to offer emotional value, namely the idea of beauty, closeness to the past, and experiences that feel more authentic. From here, tourism in China began to shift from mere sightseeing to a search for meaning.

Green Book's editor-in-chief, Song Rui, said the change came as China entered the 15th Five-Year Plan period in 2026-2030. For the first time, the plan included a target to make China a major power in the field of tourism. That shows that tourism is now seen not only as an economic driver, but also a tool for spreading culture, technological innovation, and social inclusion.

The change is also visible on the ground. People now travel to watch concerts, festivals, and sports matches, not just for entertainment, but also for emotional satisfaction. Destinations are shifting. Small towns and district-level regions are increasingly in demand because they are considered more authentic and more valuable.

The report notes that during the 2025 National Day holiday, more than 40 percent of urban tourists chose district-level destinations. Meanwhile, rural residents account for 22 percent of more than 100 million domestic tourists. This phenomenon is referred to as a two-way flow between the urban and rural markets.

Chinese tourism is also increasingly intertwined with culture, sports, technology, and commercial space. Many heritage sites are no longer just places to visit, but are evolving into a complete experience, complete with themed dining, performances, shopping, and digital expansion.

Foreign tourists have also changed. According to Song, they are no longer satisfied with just coming to the Forbidden City or the Great Wall. Many want to experience China up close, namely entering the local market, buying street food, to coming to public baths in residential areas.

Technology is also accelerating this change. Green Book notes that generative artificial intelligence is now used to create increasingly personalized travel services, ranging from custom travel videos to virtual companions that adjust the mood of travelers.

This change shows how people travel in China is shifting. It is no longer enough to just come and see, tourists now also want to feel closer to the places they visit.