The rise of 'smart tourism' in China reflects evolving travel preferences

Many county-level destinations have emerged as new highlights for road trips, underscoring the principle behind smart tourism: prioritising enriching experiences and maximising value

- Wang Ke of People’s Daily

Tourists in traditional Chinese costumes visit a cultural block in Huainan, east China's Anhui province.

(Photo by Chen Bin)

This summer, China’s cultural and tourism market has seen continued growth, with large crowds visiting attractions across the country.

Beneath the surface of this activity, however, a quiet transformation is underway: travel behaviors and mindsets are changing.

Spontaneous, last-minute trips are increasingly giving way to meticulously planned itineraries. The trend of flocking to overcrowded hotspots is waning, replaced by a growing interest in discovering lesser-known destinations. This shift, referred to by netizens as “smart tourism,” not only characterises this summer’s travel patterns but also signals a broader change in consumer attitudes.

At its core, “smart tourism” is enabled by digital technology. With digital platforms now deeply integrated into cultural and tourism services, travelers benefit from more sophisticated tools, ranging from itinerary planning and price comparisons to service recommendations.