A burgeoning trend is reshaping China's tourism landscape, with package trips integrating events, transportation, hotels, and holidays gaining significant traction, especially among younger demographics. This shift towards event-driven tourism highlights a desire for immersive experiences that combine cultural engagement, sports, or entertainment with travel.

A prime example of this phenomenon was observed during the recent Dragon Boat Festival in Foshan, South China's Guangdong province. Thousands flocked to witness the traditional dragon boat races, a centuries-old local custom. Online travel agency Trip.com reported a remarkable 138 percent year-on-year surge in air ticket bookings to Foshan, complemented by a 51 percent increase in hotel bookings during the three-day holiday. Wan Jiali, a 40-year-old nurse from Beijing, illustrates the appeal, having booked her hotel weeks in advance due to widespread recommendations and the immense online viewership (over 3 billion) the Foshan dragon boat competitions garnered last year. Despite the crowds, her experience of witnessing the races firsthand was profoundly different and more impactful than watching on television, underscoring the value of on-site participation. Beyond the races, Foshan also offers rich cultural experiences, such as the Foshan Ancestral Temple, and renowned local cuisine, encouraging extended stays.

Another significant event driving tourism was the 2025 Jiangsu Football City League. The third-round matches saw all tickets sold out days prior, with the final match between Nanjing and Wuxi on June 1 attracting 15,000 spectators despite heavy rain. The league's fervent online discussions have directly translated into increased tourist traffic to match cities. Innovative tourism packages are emerging, such as Yancheng's offer combining bird watching with match viewership, and a deal allowing football fans free entry to the China Dinosaur Park on match days, which drew over 10,000 visitors in a single day.

Jane Sun, CEO of Trip.com, articulated this trend at the Envision 2025 Global Partner Conference in Shanghai. She emphasized that young people are particularly drawn to events like major concerts (e.g., Taylor Swift, G-Dragon), the Olympic Games, and various sports activities. Recognizing this, Trip.com is actively collaborating with global partners to develop and offer tourism packages specifically centered around these compelling events, solidifying the integration of experiences and travel as a major driver for the Chinese tourism industry.