Parachuting is becoming increasingly popular for visitors in Sanya, Hainan province, indicating a growing trend among Chinese tourists for immersive holiday experiences. Li Li, a traveler from Beijing, exemplifies this shift, seeking culturally grounded experiences like sharing stories with the Lisu ethnic group in Yunnan province rather than simply ticking off landmarks.

This transformation in China's travel sector is underscored by the recent May Day holiday, which saw a move away from traditional sightseeing towards deeper, more personal engagement. Data from Tongcheng Travel reveals a surge in long-distance domestic travel westward, with destinations like Sichuan, Yunnan, Guizhou, and Chongqing becoming increasingly popular. Urban professionals are exchanging cityscapes for natural landscapes, and even those from Chengdu are venturing to Lhasa in the Xizang autonomous region.

Travel platform Fliggy reports significant increases in bookings for lesser-traveled locations, including Beitun in Xinjiang, Qamdo in Xizang, Golog in Qinghai, and Nujiang in Yunnan. The Tongcheng Research Institute attributes this western appeal to improved infrastructure and a diverse range of natural and cultural offerings. Travelers are increasingly prioritizing authenticity and meaningful encounters over fast-paced, checklist-style tourism.

In Qingchuan county, Sichuan, visitors are capturing moments with wild takins, while in Lincang, Yunnan, crowds participate in the Wa ethnic festival. Historic sites are also adapting to this trend, with the Guanque Tower in Shanxi province offering interactive experiences with costumed actors, and a 106-year-old customs house in Wuhu, Anhui province, featuring AR exhibitions.

Immersion also extends to high-adrenaline activities. He Jixu from Sichuan experienced a helicopter ride in Sanya, while Wang Xiaoling from Inner Mongolia tried skydiving, highlighting the growing popularity of extreme sports. An extreme sports club in Sanya reported a 70 percent increase in skydiving bookings during the holiday, driven largely by younger travelers.

Chinese tourists are increasingly seeking more than just sightseeing; they want to actively participate and immerse themselves in their destinations. As Li Li notes, the most cherished moments are often the unplanned ones.