China's Grassroots Events Drive New Tourism Boom Beyond Landmarks

Across China, tourism is being reshaped not just by its world-famous landmarks, but by the rise of local festivals and grassroots events that create immersive, interactive experiences for travelers. This trend is propelling cities and even small towns into the national spotlight, as they innovate new ways to attract visitors — blending traditional culture with modern sensibilities and social media savvy.

One of the latest examples is Jiangsu’s “Su Chao” — the regional football tournament that exploded in popularity this summer. The tournament, which brings together amateur teams from across Jiangsu’s major cities, has quickly blossomed into a centerpiece for tourism-driven economic activity. In addition to passionate fans filling the stands, travelers have been lured by special promotions tied to the games, including discounts at attractions, local food festivals, and hospitality packages. Almost 90,000 spectators have watched the matches live since early May, and host cities have reported double-digit surges in tourism-related consumption. The model demonstrates how community-oriented sporting events can act as powerful engines for local economies, building not just excitement around the sport, but broader engagement in regional tourism and culture.

Far to the north, Harbin continues to shine as a winter destination, yet 2024 marked a turning point for this icy metropolis. The city’s famed Ice and Snow Festival went viral nationwide, capturing attention on social media with stunning visuals, quirky local foods, and scenes of genuine hospitality. Videos of visitors braving minus-degree weather, sampling steaming hot treats, and marveling at illuminated ice castles captivated millions across the country. This year’s surge in travel highlighted how digital storytelling and warm local engagement can transform established attractions into cultural waves that sweep across China, bringing both new visitors and a fresh sense of pride to the local community.

Meanwhile, in the hills of northwest China, Tianshui’s spicy hot pot took center stage as an unexpected culinary craze. What started as a local favorite quickly drew food enthusiasts from all corners of the country, thanks to its distinctive noodles and flavorful broth. The city government responded promptly, setting up shuttle buses and deploying volunteers, while local businesses offered deals to capitalize on growing foot traffic. Tourism soared to record levels, with over 31 million visitors in the first half of 2024 alone. This rapid ascent proves that a single dish — when supported by thoughtful planning and community spirit — can spark powerful economic and cultural momentum.

The pattern echoes what happened in Zibo, Shandong Province, after its distinctive barbecue style became an internet sensation in 2023. The city expanded infrastructure, enhanced food safety measures, and curated themed travel routes to keep up with demand. Zibo’s efforts transformed a fleeting food trend into a lasting tourism boom that drew visitors eager to sample local flavors and explore the surrounding area. It demonstrated how even modest cities can thrive when they innovate around their unique cultural assets and foster a welcoming atmosphere for newcomers.

Together, these stories underscore a dynamic shift in China’s tourism landscape. Experiences that foster local pride, leverage digital platforms, and creatively engage visitors are redefining what it means to travel in China today. As more cities embrace this trend, travelers can expect new memories, flavors, and celebrations that go far beyond the country’s iconic landmarks.