Photo: VCG

As China gears up for China Tourism Day on Monday, a sweeping array of travel incentives and cultural initiatives across the country is set to ignite domestic tourism, attracting more tourists from both China and abroad to explore the nation's scenic wonders.

According to the Xinhua News Agency, the Ministry of Culture and Tourism has designated "Beautiful Mountains and Rivers, Beautiful Journey" as the theme for the 2025 China Tourism Day. 

Li Xiaoyong, deputy director-general of the Market Management Department of the Ministry of Culture and Tourism, said at an earlier press conference that China is intensifying efforts to attract international tourists by streamlining entry procedures. 

Key initiatives include inviting foreign travel agencies for on-site inspections and business negotiations, alongside optimizing local tourism environments nationwide to spur innovative market-driven products. 

According to Li, these steps seek to "bolster China's cultural soft power and expand its global appeal."

To celebrate the day, Beijing is offering an "Enjoy Beijing" tourism package with over 500 discounted cultural and travel deals. 

A flagship event at the World Flower Garden in Beijing's Fengtai district on Monday will feature live performances by renowned troupes of Peking Opera, and Kunqu Opera, one of the oldest extant forms of Chinese opera, alongside a sprawling cultural product market. 

According to media reports, Hebei Province in North China has introduced over 600 discounts covering tickets, dining, and accommodations.

The Youyang Tujia and Miao autonomous county in Southwest China's Chongqing Municipality will waive entry fees for its top tourism attractions, including the Peach Blossom Spring scenic area, while offering free parking to ease travel logistics. 

Simultaneously, a digital conference in You­yang will spotlight AI integration with local traditions, blending ancient landscapes with cutting-edge innovation. 

Ran Qiwen, head of the Chongqing Youyang cultural tourism company, told the Global Times on Wednesday that these measures not only stimulate the tourism market but also enhance the overall tourism experience for the public. 

He noted that prior to the May Day holidays, Youyang had seen a 25 percent year-on-year increase in inbound tourists, with the majority coming from Southeast Asia. 

This growth is attributed to Youyang's proximity to Zhangjiajie, a scenic area in Central China's Hunan Province and a popular destination for South Korean tourists, and the direct flights from Thailand to the Chongqing Airport.

"We hope to attract more people to come to China and also contribute to cultural exchanges," he said.

While such incentives have sparked travel enthusiasm, cultural experts caution against over-reliance on superficial promotions. 

"Discounts draw crowds, but sustaining interest demands authentic cultural storytelling," Zheng Changling, a research fellow at the Chinese National Academy of Arts, told the Global Times on Wednesday.

He stressed that regions must transcend generic itineraries to spotlight unique traditions and living heritage, particularly as younger educated travelers increasingly seek meaningful engagement.  

"Only when travelers gain tangible intellectual or emotional rewards from authentically presented culture can tourism transcend transactional visits and become a catalyst for cross-regional understanding," he said, adding that as China refines its cultural-tourism integration policies, bridging this gap emerged is critical to aligning economic incentives with enduring cultural preservation.