Wu Jinmei, deputy director of the CASS research center and a contributor to the green book, emphasizes the importance of creating immersive and engaging consumption scenarios, such as intangible cultural heritage elements, to boost cultural tourism demand.

She observes that the 2024 Spring Festival lantern fair in Beijing generated considerable public interest, providing a unique lens for understanding the creative transformation and sustainable development of intangible cultural heritage.

"The success of the lantern festival stemmed from combining traditional craftsmanship with modern design elements, creating immersive and interactive experiences that resonated with urban consumers," she says.

She notes that over 200 types of lantern installations were crafted, blending elements of historical and contemporary aesthetics.

During the festival, one-on-one exchanges and live demonstrations allowed artisans to engage with the public, fostering deeper appreciation and understanding, she adds.

As many five-star hotels, themed restaurants and high-end service providers participated in the festival, visitor experiences were enhanced, transforming the festival into a multidimensional cultural consumption platform that went beyond traditional tourism experiences, Wu says.

Apart from the positive domestic tourism development, the country's visa-free policies for an increasing number of countries since 2023 have fueled a surge in inbound tourism, according to the green book.

The National Bureau of Statistics reported foreign arrivals reached 26.94 million in 2024, with 20.12 million entering via visa-free policies, a 112.3-percent rise.

Experts at the launch ceremony of the green book on March 14 concurred that China's tourism sector is set to solidify its position as a global leader, driven by favorable policy, digital transformation and consumer-focused trends.

This will ensure long-term sustainable growth and deliver world-class travel experiences for both domestic and international visitors, the green book shows.

Wang Xuefeng, associate professor with Beijing Jiaotong University, says that the final year of the 14th Five-Year Plan (2021-25) is also a year of strategic planning.

The goal is to accelerate the construction of a world-class tourism power while emphasizing a comprehensive, high-quality approach beyond economic gains, he says.

Wang underscores the importance of aligning tourism development with China's modernization goals and the evolving consumer demand for better experiences in the "happiness industry".

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