Beyond Landmarks: China's Grassroots Events Spark New Tourism Boom

As China's cultural and tourism industry experiences a remarkable boom, cities are increasingly looking beyond the traditional draw of famous landmarks to spark visitor interest. Instead, local governments and communities are investing in grassroots initiatives—unique, experience-driven events that capture the imagination of today’s travelers, both domestic and international.

Football fever boosting local tourism

This summer has seen an unexpected hero in the form of a regional football league. The "Su Chao" — Jiangsu Super League — has swept across the province, transforming a modest sports tournament into a full-fledged cultural wave. The event unites amateur teams from thirteen major cities, comprising not only athletes but also students, small business owners, and others from diverse backgrounds. The inclusive spirit has attracted close to 90,000 spectactors since mid-May, filling stadiums and energizing local businesses.

Local authorities have seized this opportunity to blend sports with tourism. Creative initiatives have linked match tickets with discounts at restaurants, scenic spots, and hotels. The effect has been immediate and measurable: UnionPay tourism spending in major host cities increased by 14.63%. The success of the Jiangsu Super League underscores how sporting events can be leveraged to drive travel, commerce, and even city branding — setting a new benchmark for local tourism promotion across the country.

Harbin, a winter wonderland with a warm heart

Harbin, positioned in China’s icy northeast, continues to draw millions each year to its renowned Ice and Snow Festival. While spectacular ice-bedecked landscapes remain a key attraction, it is the spontaneous moments of warmth—steaming treats sold on frosty streets, lively music, and dazzling light installations—that have elevated Harbin to viral stardom. Throughout the winter of 2024, short videos and social media posts chronicling these vibrant scenes captivated the nation, reshaping Harbin's image from an already popular destination to a symbol of heartfelt hospitality and communal celebration.

The city's unique approach—blending natural spectacle with an inviting social atmosphere—has encouraged other destinations to find their own signature experiences. Harbin’s success demonstrates that emotional resonance and shareable moments can be just as important to tourism growth as physical monuments.

Tianshui turning street food into a cultural catalyst

The unexpected rise of Tianshui, a smaller city in Gansu Province, shows the power of local culinary culture. A particular style of spicy hot pot, known for its hand-rolled noodles and aromatic broth, became a viral internet favorite in early 2024. As food devotees traveled from afar, the city responded by enhancing public transport, training volunteers, and offering visitor-friendly discounts at local attractions.

Tianshui’s embrace of its newfound fame has paid off dramatically: over 31 million visitors arrived in just six months, and tourism revenue soared by more than 40% year-on-year, reaching 17.76 billion yuan (about $2.45 billion). The city’s story highlights how spotlighting authentic local flavors can turn a humble meal into a driver of economic growth and civic pride.

Zibo barbecue turned a food craze into tourism boom

Another case in point is Zibo, Shandong Province, where a distinctive style of barbecue—featuring bite-sized meats cooked at the table—captured national attention. Far from being caught off guard, Zibo’s officials acted quickly: launching special "barbecue trains," improving transportation, implementing high food safety standards, and organizing night food markets to accommodate the influx.

The city further developed themed travel routes that combine barbecue hotspots with sightseeing. As a result, "BBQ + tourism" has become a phenomenon in its own right, attracting visitors hungry for both flavor and adventure. Zibo’s proactive stance demonstrates how cities can harness viral trends, not only to generate short-term buzz but also to build sustainable, diversified tourism offerings.

Collectively, these examples highlight a shift in the Chinese tourism landscape. Rather than relying solely on centuries-old monuments or postcard vistas, cities are finding success in cultivating experiences that resonate emotionally and are easy to share online. As a result, the future of Chinese tourism may be just as likely to be found in a bowl of noodles or the roar of a football crowd as in the shadow of a historic pagoda.