In praise of low profiles

Capitalizing on this momentum, Yancheng authorities say they are planning to go deeper.

The goal is to tell the city's story to the world in more compelling ways, officials stated during the ceremony. That includes tapping into the city's cultural roots, from its heritage as a center for making sea salt, and revolutionary history, to its vast reservoir of intangible cultural heritage.

Plans are underway to develop more immersive experiences, such as study tours, bird-watching expeditions, wellness retreats, and golf tourism.

New attractions and dynamic events, like marathons, music festivals, and esports tournaments are being launched to engage younger travelers and create cultural moments that resonate both online and in life.

City leaders also hope to enhance Yancheng's visibility abroad by improving inbound tourism services, especially in light of China's relaxed visa policies.

Wang emphasizes that domestic tourism itself is evolving.

"Besides families, we're seeing growing interest from two rapidly emerging groups: young travelers and retirees. These groups have distinct preferences, and offerings must meet their lifestyle needs, with better experiences and personalized service."

For travelers like Keekeni, these changes only increase the country's allure.

"China stands out as a travel destination because of its blend of tradition and modernity," she says. "In Shanghai, you can be surrounded by futuristic skyscrapers and, in the same day, walk through an ancient town where people still dress in traditional styles. It feels like time travel — seeing the past and future coexist. That's something truly special."

The food alone, she adds, is worth the journey. "As I travel more, I realize how incredibly varied Chinese cuisine is. Every region brings a new surprise, and I love learning the stories behind each dish and place."

The convenience of domestic travel doesn't hurt either. "It's affordable to travel around China. The public transportation system — subways, high-speed trains, even flights — makes it so easy to get anywhere," she says.

Keekeni has shared her travels through videos and photos on social media, and her content has found an eager audience. Some of her travel videos have garnered over 26,000 views, reflecting the growing international interest in China as a destination.

"I want to show people the real China," she says. "There's so much beauty, warmth, and surprise here. I'll definitely be exploring more of the places on that top destination list."