Immersive Cultural Experiences Become the New Must-Do for China Visitors
culture • 6 May 2026
# Immersive Cultural Experiences Become the New Must-Do for China Visitors Australia's travellers to China are increasingly seeking authentic cultural encounters rather than traditional sightseeing, with intangible cultural heritage (ICH) experiences emerging as a major draw. According to People's Daily, foreign visitors are now actively participating in centuries-old traditions—from kite-making workshops in Shandong Province to lantern parades in Anhui Province and the ancient Nuo dance ritual in Jiangxi Province. During the recent Qingming Festival, ICH-related bookings surged 540 per cent year-on-year, with seven of the top 10 most-booked inbound destinations featuring cultural heritage experiences. Ctrip data reveals that visits to cultural products including museums and guided ICH tours rose 13 per cent in 2025, whilst multilingual cultural offerings on overseas platforms climbed 63 per cent. The shift towards immersive experiences is reshaping how travellers engage with China's destinations. Rather than passive observation, visitors can now join interactive experiences—such as learning Nuo dance steps, donning traditional masks, and participating in bonfire celebrations at Wangxian Valley Scenic Spot. This hands-on approach has proven remarkably popular, with the site recording a 273 per cent increase in inbound visitors compared to 2023. Global Times reports that this trend reflects a broader consumption upgrade, with concerts, music festivals, and cultural events now driving hotel bookings and local spending across major cities. For Australian travellers planning their China itinerary, timing your visit around cultural festivals offers exceptional value. The Dragon Boat Festival (19 June), Mid-Autumn Festival (25 September), and National Day celebrations (1 October) provide ideal opportunities to experience authentic traditions alongside fellow international visitors. Booking ICH experiences and cultural tours through platforms like Ctrip ensures multilingual support and curated, immersive activities that go far beyond standard tourist offerings.