China's culture and tourism consumption remained robust over the past year, according to a report recently unveiled by Chinese social media platform Douyin.
The 2025 Culture and Tourism Data Report shows that orders for hotels and tourism products on Douyin surged by 42 percent year-on-year. Immersive travel continued to gain traction, fueled by increasingly diverse user demand in areas like sports events, ice-and-snow activities, concerts, and intangible cultural heritage experiences.
Shanghai, Beijing, Chengdu in Sichuan province, Zhengzhou in Henan province, and Hangzhou in Zhejiang province were among the top 10 most-visited destinations in 2025. Meanwhile, Luoyang in Henan, Huzhou in Zhejiang, Qinhuangdao in Hebei province, Kaifeng in Henan, and Xuzhou in Jiangsu province emerged as fast-rising destinations.
In 2025, Shanghai, Beijing, Chengdu, Nanjing in Jiangsu, and Dalian in Liaoning province were among the most popular cities for concerts, fueled by major events such as Taiwan rock band Mayday's Beijing performance. The Jiangsu Football City League also significantly boosted weekend spending on dining, attractions, shopping, and night markets across Jiangsu province.
From May 10 to Oct 15, sales in group buying on Douyin in Jiangsu increased by 68 percent year-on-year.
Theme parks and tours of rural ancient town also gained popularity, alongside vibrant activities such as lantern festivals which drew significant crowds.
