Immersive experiences increasingly popular amid China's summer travel boom

Tourists take traditional rowing boats to enjoy night views in the ancient town of Zhouzhuang in Kunshan, east China's Jiangsu Province, July 25, 2026. (People's Daily Online/Wang Chu)

As temperatures rise across China, a wave of summer activities is driving tourism and consumption, with more people seeking immersive experiences, outdoor escapes, and vibrant nighttime entertainment.

From horseback riding on the Hulunbuir Grasslands in north China's Inner Mongolia Autonomous Region to camping by Yamdrok Lake in southwest China's Xizang Autonomous Region and cooling off in streams in Nanchang, east China's Jiangxi Province, travelers are embracing slower-paced summer getaways that combine nature, relaxation, and recreation.

After sunset, cities are offering new ways to enjoy summer nights, with night tours blending intangible cultural heritage experiences, live performances, and local cuisine.

Visitors can enjoy Peking Opera performances at Shenyang Imperial Palace in northeast China's Liaoning Province, immerse themselves in crosstalk shows aboard cruise boats on the Haihe River in north China's Tianjin Municipality, or stroll around bustling night markets across the country.

The trend reflects a shift from traditional shopping-oriented consumption toward experience-based spending, with consumers increasingly willing to pay for immersive activities, leisure experiences, and memorable moments.

Visitors camp by Yamdrok Lake in Shannan, southwest China's Xizang Autonomous Region, enjoying the tranquil scenery under a canopy, July 25, 2026. (People's Daily Online/Tsering Norbu)

Visitors enjoy a Peking Opera performance at Shenyang Imperial Palace in Shenyang, northeast China's Liaoning Province, July 24, 2026. (People's Daily Online/Zhou Songxue)

Photo shows an aerial view of a night market in Zhengding county, Shijiazhuang, north China's Hebei Province, July 24, 2026. The market features an in-depth integration of cultural tourism, food, and nightlife experiences. (People's Daily Online/Xi Biao)

Foreign tourists visit Nanluoguxiang, a popular alleyway and commercial street in Beijing, July 24, 2026. (People's Daily Online/Weng Qiyu)

Tourists ride horses on the Huitengxile Grassland in Ulanqab, north China's Inner Mongolia Autonomous Region, July 24, 2026. The grassland, with an average summer temperature of 18 degrees Celsius, has become a popular destination for escaping the summer heat. (People's Daily Online/Miao Yang)

Tourists take boat rides along a waterway at the Xizha scenic area in Wuzhen, east China's Zhejiang Province, July 23, 2026. (People's Daily Online/Guo Yang)

Visitors take in the night view of Lanzhou from Lanshan Park in Lanzhou, northwest China's Gansu Province, July 23, 2026. (People's Daily Online/Mi Yuan)

Visitors enjoy a crosstalk performance aboard a themed river cruise on the Haihe River in north China's Tianjin Municipality, July 21, 2026. (People's Daily Online/Cui Xinyao)

Visitors enjoy performances at Shanghai Romance Park in east China's Shanghai, July 19, 2026. (People's Daily Online/Gong Sha)

Visitors cool off in a stream at a scenic spot in Meiling township, Nanchang, east China's Jiangxi Province, July 19, 2026. (People's Daily Online/Shi Yu)

Visitors enjoy a concert featuring creative performances of traditional music recognized as intangible cultural heritage during the seventh Gulangyu Music Festival in Xiamen, southeast China's Fujian Province, July 19, 2026. (People's Daily Online/Ouyang Yiyi)

Residents and tourists spend a weekend at a camping site in Fuxi village, Cangnan county, Wenzhou, east China's Zhejiang Province, July 18, 2026. (People's Daily Online/Ye Binde)

Tourists enjoy a nighttime concert in China Horse Town Tourism Resort in Chengde, north China's Hebei Province, July 17, 2026. (People's Daily Online/Li Zhaomin)

Residents and tourists celebrate at the 2026 Qiqihar Barbecue Festival in Qiqihar, northeast China's Heilongjiang Province, July 12, 2026. (People's Daily Online/Xu Chenglong)

Visitors enjoy water activities, performances, and nighttime leisure events at Yuntai Mountain scenic area in Jiaozuo, central China's Henan Province. Since mid-July 2026, the scenic area has introduced a range of summer-themed experiences for tourists. (People's Daily Online/Wang Yuxing)