Business · Economy · 1 day ago
Chinese tourist sites compete on experiences as visitor numbers diverge
During China’s National Day holiday, some tourist sites drew large crowds while others nearby stayed quiet.
In Chongqing, Yidu Ancient Town averaged more than 10,000 visitors a day, while Jiangjin’s historic Baisha Ancient Town had sparse foot traffic.
The difference is not just the sites’ scenery or history: travelers are increasingly looking for activities they can take part in.
Yidu revived its appeal with markets, performances, food events and interactive activities, after a period when it had struggled to attract visitors.
In Henan, an immersive martial-arts attraction reached visitor limits, while a nearby historic park drew fewer people.
In Xi’an, the eastern tourist area received about twice as many visitors as the western area during the holiday, with transport and visitor facilities among the challenges cited for the west.
Tourism professionals say destinations now need distinctive local stories, engaging experiences and good services, rather than relying on scenery or old buildings alone.
They recommend adding activities and linking attractions with transport, lodging and dining, though no specific next steps or deadlines are given.
Visitor numbers differed sharply among Chinese tourist sites during the 2026 National Day holiday, including sites in the same city.
A Chongqing ancient town averaged more than 10,000 visitors a day, while another nearby historic town had sparse crowds.
The article says visitors increasingly value distinctive content, immersive experiences and cultural depth over scenery alone.
Examples from Kaifeng and Xi’an also showed large visitor gaps between sites with different experiences and facilities.
Tourism experts say operators are competing increasingly on content, experiences, operations and services rather than resources alone.
- Who
- Tourist sites and their operators across China, as well as visitors and tourism experts.
- What
- Visitor numbers diverged, prompting discussion of how tourism sites compete through content and experiences.
- When
- During the 2026 National Day holiday; the article was published on October 11, 2026.
- Where
- China, with examples from Chongqing, Kaifeng in Henan, and Xi’an in Shaanxi.
- Why
- The article attributes the differences to varied content, visitor experiences, market positioning and supporting facilities.
This story does not have two clearly opposing sides.
Today, visitors choosing a scenic area first look at whether it has content they can take part in.
Scenic areas that rely only on their natural endowments are facing the reality of being diverted to other destinations.
Whoever can develop distinctive features, move people and keep visitors will be able to stand firm in the market reshuffle.
Yidu Ancient Town was temporarily closed for a period after struggling to attract visitors.
The town began improving its scenery, drawing visitors with events and developing its content, according to its operating company head.
Yidu Ancient Town averaged more than 10,000 visitors a day, while Jiangjin Baisha Ancient Town had sparse visitor traffic.
Xi’an’s eastern attractions received nearly twice the combined visitor total of its western tourism area.
- Yidu Ancient Town
- More than 10,000 visitors a day on average during the National Day holiday
- Jiangjin Baisha Ancient Town
- More than 1,700 years of history
- Yidu Ancient Town activities
- More than 10 activities during the Mid-Autumn Festival and National Day holidays
- Xi’an eastern attractions
- Terracotta Warriors site received nearly 400,000 visitors over seven days
- Xi’an western tourism area
- Visitor total was 50% of the eastern attractions’ total during the National Day holiday
- Kaifeng Wansui Mountain Wuxia City
- Reached its visitor capacity on multiple days during the holiday
Sources
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