With the 2025 Spring Festival just concluded, Meituan Travel has unveiled the “Top Ten Intangible Cultural Heritage Experiences” for this year’s holiday, spanning locations from Northeast China to Xinjiang, practically covering the entire country. This reflects a growing trend among tourists towards cultural immersion rather than mere sightseeing at scenic spots.
Since January 1, 2025, overall searches for “Spring Festival Tourism” have increased by 328% year-on-year, while searches for “Intangible Cultural Heritage” have risen by 174%. Many regions across China are developing their own unique intangible cultural heritage performances and experience programs, and promoting them online.