Chinese aviation blends culture and tourism to elevate travel experiences

At Terminal 3 of Hangzhou Xiaoshan International Airport in Hangzhou, east China's Zhejiang Province, an elegantly decorated intangible cultural heritage hall draws crowds of curious travelers. Display cases showcase exquisite intangible cultural heritage works, including Xiaoshan lace, with detailed placards explaining the artistry and stories behind each piece.

Airports across China are increasingly transforming into cultural showcases where travelers can experience local charm through artifact exhibitions and pop-up markets.

An on-site museum at Terminal 5 of Xianyang International Airport in Xi'an, northwest China's Shaanxi Province, displays more than 100 archaeological treasures unearthed during the airport's construction, allowing passengers to appreciate cultural relics up close while waiting for flights.

At Qingdao Jiaodong International Airport in Qingdao, east China's Shandong Province, a Chinese New Year market bustles with activity as travelers experience intangible cultural heritage crafts, such as sugar painting and dough figurines, and take home local specialties like Tsingtao beer.

Aircraft themselves are also getting creative makeovers. At Beijing Daxing International Airport in Beijing, an aircraft themed around the National Museum of China recently took its inaugural flight to Shanghai, the result of a collaboration between the museum and China Eastern Airlines.

An aircraft themed around the National Museum of China, a collaboration between the museum and China Eastern Airlines. (Photo/Xinhua)

The fuselage features children's drawings of cultural relics, including the Houmuwu ding and a delicate empress crown from the Ming Dynasty (1368-1644), while overhead bins and tray tables throughout the cabin incorporate designs inspired by these artifacts.

Passenger Ms. Xu booked her ticket immediately upon learning of the inaugural flight. "I enjoyed flying on the maiden voyage. My fellow passengers and I received commemorative souvenirs from the collaboration, including custom boarding passes, postcards and refrigerator magnets," she said, noting that the creative fusion of culture and aviation left a lasting impression.

Many airlines have launched distinctive themed aircraft featuring special exterior designs. Some carriers have also introduced themed flight experiences tied to major sporting events and other significant occasions.

With the integration of civil aviation, culture and tourism, airports have evolved beyond mere transportation hubs into cultural attractions and windows into local life, while flights offer novel experiences and memorable moments.

Aviation-related cultural tourism continues to expand and diversify. Themed educational tours offering immersive aerospace experiences have proven popular among students and parents alike.

Visitors view cultural relics at Xianyang International Airport in Xi'an, northwest China's Shaanxi Province, Feb. 26, 2025. (Photo/Xinhua)

Airports, including Yangzhou Taizhou International Airport in Yangzhou, east China's Jiangsu Province, and Zhengzhou Xinzheng International Airport in Zhengzhou, central China's Henan Province, have introduced aviation science programs to help young people better understand the industry.

Yang Honghao, director of the Industry Research Institute of the China Tourism Academy, suggested widely deploying virtual reality, augmented reality and metaverse technologies for civil aviation-themed educational tours in the future. He also recommended developing packages that integrate regional aviation, low-altitude tourism and educational programs, while extending coverage to broader age groups.

Low-altitude tourism represents another driver of new travel experiences. Visitors to Beijing's Badaling Great Wall can board helicopters for breathtaking aerial views, while drone performances and other low-altitude activities have also gained popularity.

The low-altitude tourism market has developed diverse forms, including sightseeing tours, sports experiences and educational programs. Industry experts note that helicopter sightseeing, skydiving and hot air balloon rides dominate experiential offerings, while unmanned aerial vehicle applications — such as drone shows — are emerging as new growth drivers in low-altitude tourism.

During the current peak winter tourism season, major airlines and airports are rolling out tailored services to better meet visitor needs.

China Eastern Airlines has added direct routes and increased flight frequencies to winter destinations. The airline now offers complimentary ski equipment check-in at Shenyang in northeast China's Liaoning Province, Harbin in northeast China's Heilongjiang Province, Changchun in northeast China's Jilin Province, and Urumqi in northwest China's Xinjiang Uygur Autonomous Region.

China Southern Airlines provides hot beverages and anti-slip mats at Harbin Taiping International Airport. Hohhot Baita International Airport in Hohhot, north China's Inner Mongolia Autonomous Region, has partnered with multiple airlines and local tourism departments to offer discounts at scenic spots with boarding passes and "flight plus ski ticket" packages, delivering greater value to travelers.