As the weather warms and breezes turn gentle, it is the perfect time for travel. According to the latest data from the Ministry of Culture and Tourism, during the recent May Day holiday, domestic trips in China reached 325 million, a year-on-year increase of 3.6%. Total domestic tourism spending amounted to 185.492 billion yuan, up 2.9% compared to the same period last year. The cultural tourism economy is surging, showcasing strong holiday consumption vitality. When expanding the view from a single holiday to the entire year, the vigorous momentum of the cultural tourism industry becomes even more apparent. Annual data previously released by the National Bureau of Statistics shows that the value added of China's culture and related industries accounted for 4.61% of GDP, while the value added of tourism and related industries accounted for 4.35% of GDP.

From holiday "traffic" to a year-round "constant," the weight of the cultural tourism sector within the national economy is quietly rising, becoming a significant force that cannot be overlooked. This is not merely a change in industrial ranking but reflects a deeper transformation in the structure of China's economic growth drivers. Within the domestic demand engine, the role of service consumption as a "booster" is becoming increasingly prominent, accelerating its position as a key force driving economic progress.

This change directly mirrors the upgrade in China's consumption structure. In the past, consumption often meant purchasing goods. Today, a spontaneous trip, an immersive cultural experience, or a meal featuring intangible cultural heritage cuisine are increasingly becoming lifestyle choices people are "willing to pay for." From "what one owns" to "what one experiences," and from meeting survival needs to enriching the spirit, the connotation of consumption is being redefined.

Entering 2026, this momentum remains strong. During the Spring Festival holiday this year, domestic trips reached 596 million, with tourism spending exceeding 800 billion yuan, setting new records. In the first quarter, revenue from large-scale cultural enterprises in China surpassed 3.5 trillion yuan, a year-on-year increase of 6.4%. Behind these figures lies the aspiration of over 1.4 billion Chinese people for a better life, transitioning from "whether they have it" to "how good it is," and the growing weight of spiritual and cultural needs in the consumption balance.

Globally, the cultural tourism sector accounts for over 20% of the national economy in some developed countries. China's current data level indicates a solid foundation and points to vast potential for future development. The cultural tourism industry has become an important source of happiness and fulfillment for the people and a significant driver for boosting consumption and stimulating growth.

So, starting from the GDP contribution figures, where exactly does the "newness" lie in the new picture of the Chinese economy?

The new picture is new, first, because cultural tourism is becoming a livelihood industry that benefits millions of households. In the past, cultural tourism was often associated mainly with scenic spot tickets. Today, its reach has extended to counties, villages, and ordinary streets. Data from Meituan shows that during this year's May Day holiday, themed tours focusing on intangible cultural heritage continued to gain popularity. Heritage workshops drive employment and income growth, while rural tourism unleashes wealth effects. The cultural tourism industry is delivering tangible livelihood benefits, allowing development dividends to reach more ordinary people.

The new picture is new, furthermore, because cultural tourism is becoming a happiness industry that nourishes people's hearts. The upgrade in consumption structure is essentially a reflection of people's inner yearning for a better life. From themed bookstores on city street corners to art festivals in rural fields, cultural tourism consumption is no longer a dispensable "adornment" but has become a "necessity" for improving quality of life and enriching the spiritual world.

The new picture is new, also, because cultural tourism is becoming a pillar industry that empowers development. The outline for the 15th Five-Year Plan explicitly proposes vigorous development of the cultural tourism industry, using culture to empower economic and social development. This year's government work report also emphasized the high-quality development of the cultural tourism industry and the enrichment of integrated formats combining culture, tourism, sports, and commerce. This signifies that the cultural tourism industry is increasingly moving from the "periphery" to the "center," and from a "supporting role" to a "leading role." It covers the entire chain of "food, accommodation, transportation, travel, shopping, and entertainment," directly driving related industries such as catering, accommodation, and transportation. Furthermore, through the "tourism+" model, it deeply integrates with commerce, sports, education, and wellness, spawning endless new scenarios and business formats.

Simultaneously, China's international appeal in cultural tourism continues to climb. In 2025, the number of inbound tourist visits to China exceeded 150 million, a year-on-year increase of over 17%. Spending by inbound tourists surpassed 130 billion US dollars, up nearly 40% year-on-year. The phrase "Becoming Chinese" has become a popular online term, reflecting the fascination foreign tourists have with China. From "traveling in China" to "shopping in China" and then to "Chinese services," cultural tourism is becoming an important engine for the rise of trade in services, presenting a credible, likable, and respectable image of China to the world.

The cultural tourism industry is no longer merely "scenery" but has become a solid bridge connecting tradition and the future, integrating culture and economy, and facilitating communication between China and the world. As the upgrade in consumption structure resonates with the optimization of the industrial structure, and as cultural confidence and economic momentum nourish each other, a high-quality development picture characterized by greater warmth and depth is gradually unfolding.