The China Association of Performing Arts released its "2025 Annual Report on China's Tourism Performance Market" on September 21, revealing that large and medium-scale tourism performance projects nationwide staged 198,700 shows throughout 2025, marking a 4.95 percent year-on-year increase.
Box office revenue from these projects reached 17.442 billion yuan, up 6.43 percent from the previous year, while total audience numbers hit 87.99 million visits, reflecting a 3.01 percent annual growth. The findings indicate that China's tourism performance sector has entered a phase of steady development, transitioning from pure scale expansion toward enhanced quality and operational efficiency.
The report was unveiled during the 2026 Culture and Tourism Integration - High-Quality Development Conference for Tourism Performances, held in Linyi, Shandong Province. Pan Yan, Vice President and Secretary-General of the China Association of Performing Arts, noted at the conference that rising travel-driven spending, elevated artistic appreciation, growing demand for emotional value, and strengthened immersive experiences on the supply side have collectively driven continuous optimization and upgrading of tourism performance projects. The market's resilience, she emphasized, has become increasingly pronounced.
According to the report, the current tourism performance landscape displays a pattern characterized by a thriving eastern region, a robust western region, and coordinated development across the north and south. In eastern areas such as the Yangtze River Delta, Pearl River Delta, and Bohai Rim, tourism performance projects are distinguished by their abundance, premium quality, and comprehensive industry formats. Meanwhile, the western region continues to deepen its presence in the tourism performance arena by leveraging its distinctive natural and cultural resources.
The "north-south linkage" dimension reflects complementary advantages between the two halves of the country: northern regions are building performance offerings rooted in historical and cultural heritage, while southern counterparts are advancing immersive experience projects that capitalize on scenic mountain and water landscapes.
In terms of industry structure, the report notes that China's tourism performance market has established a complete ecosystem where real-scene outdoor shows, theater-based performances, theme park entertainment, and emerging specialty formats evolve collaboratively across distinct segments. When examining audience profiles and consumption patterns, the market exhibits a demographic portrait of "a stable foundation of core patrons, a rising segment of senior travelers, and younger audiences gravitating toward innovative projects." Consumption characteristics include "a notable premium for experiential value, an increasing trend toward independent travelers, and the extended economic ripple effects of ticket-based spending."
In 2025, the average spending per visitor on tourism performance projects reached 298.8 yuan, signaling that these offerings have moved beyond their former status as mere complimentary attractions tied to scenic spots. Tourists, the report suggests, are now willing to pay for premium cultural content.
"Throughout 2025, various tourism performance projects incorporated deep immersive experience elements tailored to their specific positioning. Looking ahead, the profound integration of high-quality experiences with diversified business formats is set to become a key growth driver for the culture and tourism consumption market," Pan Yan remarked.