China's Inbound Tourism Shifts Towards Experiential Purchases

International tourists in China are no longer solely focused on traditional shopping activities, but are instead seeking more immersive cultural and lifestyle experiences, according to a report by the Xinhua Institute think tank released on Friday (26/6). The report, titled ‘Shopping in China: Sharing New Opportunities of Open Development’, was released by the Xinhua Institute, a think tank affiliated with Xinhua News Agency. ‘Immersive cultural tourism consumption has become a new trend among foreign tourists,’ the report stated. International tourists are now ‘complementing their consumption activities through immersive participation’ in various activities such as wearing traditional Hanfu clothing, enjoying tea ceremonies, and trying calligraphy and painting. The report explained that this shift is transforming shopping activities ‘into a journey rich with immersive Chinese cultural experiences,’ moving from ‘rushing to visit tourist attractions’ to ‘seeking in-depth experiences,’ and from ‘standard itineraries’ to ‘customised services.’ The report highlighted that immersive cultural tourism experiences ‘have become a new trend sought by foreign tourists, where they enjoy local cuisine and shop while sightseeing, in order to fully immerse themselves in the unique charm of bustling urban life blended with traditional culture.’