China experiences surge in immersive, culture-driven tourism

The Recluse Dongpo, a large-scale virtual-reality immersive experience, premiered at Hainan Museum in May, attracting eager fans of iconic Song Dynasty (960-1279) poet Su Shi (1037-1101) to embark on a virtual journey through centuries of Chinese history.

Wearing VR headsets, participants view a digital rendition of Su Shi (also known as Su Dongpo), who vividly recounts his dramatic life — from political exile to literary legend — in an interactive narrative.

This fusion of technology and tradition exemplifies China's ongoing reinvention of cultural tourism. The country is witnessing a surge in heritage-driven travel, where films, live performances, and immersive experiences spawn compelling new destinations.

According to a recent survey by the China Tourism Academy, travelers are showing a growing interest in cultural activities. Nearly 29.2 percent of respondents prioritize cultural experiences in their itineraries, while 78.3 percent express general enthusiasm for such engagements when traveling.

Cultural spaces serve as new settings for tourism experiences and consumption, and tourism spaces also function as new platforms for cultural displays and dissemination, says Li Xinjian, executive dean of the Capital Institute of Culture and Tourism Development at Beijing International Studies University.