China's domestic tourism reached record-breaking levels in 2025, with a total of 6.52 billion trips generating 6.3 trillion yuan (about 910 billion U.S. dollars) in revenue, according to a report released in Beijing on Friday.
The Beijing-based Jinghe Institute of Culture and Tourism released its 2025 annual report on the sector on Friday afternoon.
In 2025, urban visits rose 14.3 percent to nearly 5 billion, while rural travel surged 22.6 percent to 1.53 billion outings, according to the report.
The report highlights emerging global and domestic trends, including the integration of digital technology into cultural and tourism activities, the fusion of sports events with travel, and the growing integration of tourism and wellness.
Experts say that various high-tech solutions are reshaping the tourism industry by catering to the diverse demands of tourists and enterprises.
"The integration of virtual and real elements represents a crucial trend in the development of immersive experiences. Immersive experiences are no longer confined to physical spaces but are continuously expanding across various business formats. In today's immersive cultural and tourism sector, it is essential to capture the emotional value for every visitor and address the ever-evolving new consumption demands of the consumers," said Bu Xiting, master's mentor at the School of Cultural Industries Management of Communication University of China.
"Throughout the development of the cultural and tourism sector, the media has played an extremely important role. Once focused on one-way communication, it primarily served as a recorder and amplifier. As we enter the era of social media, I think platforms have evolved beyond merely serving as tools for recording and amplifying content. Most importantly, they have become deeply involved in resource integration, resource convergence, and the creation and dissemination of numerous brands within the cultural and tourism landscape," said Li Zhengrong, general manager of government affairs operations of social media Weibo.
China's domestic tourism hits record 6.52 billion trips in 2025
A new generation of Chinese professionals is reshaping the meaning of work by trading rigid office hours for digital flexibility, mobile offices, and career paths rooted in innovation.
In today's fast-paced world, the traditional 9-to-5 workday is no longer the dominant path to success, especially in cities like Hangzhou, one of China's leading e-commerce and digital innovation hubs. Here, a new wave of professionals is choosing when and where to work, creating value on their own terms.
From livestream studios to factory floors, these workers are embracing flexible hours, mobile offices, and a broader definition of expertise and impact. "My classmates followed the traditional path: labs, hospitals, classrooms. My path looks different. But it's still a path of expertise. Here in my stream, I break down the science behind a product, to build trust with an audience. My degree isn't just a title, here, it's credibility," said Lou Han, who holds a PhD in Pharmacology and now works as a livestream host at Yowant Technology.
Beyond credentials, freedom and flexibility are prized in this new work culture.
"I mean it's good to have clear shifts: day, night, with clear boundaries. But for me I would always want more freedom, to avoid rush hour, and work when my energy and creativity peak. It's not about a better path. It's that we finally have more choices of paths," Lou said.
With new paths come new offices, ones that go far beyond four walls.
Cao Difan, head of Livestream Business at Yowant Technology, said he studied TV production and spent years working in traditional media, starting out as a director for reality shows at a local television station. However, by 2015, the rise of new media in China felt like a revolution to him, an opportunity he was eager to be part of.
Cao left behind broadcast studios in Changsha to join Hangzhou's digital boom, and he never looked back.
"My workday usually starts in the afternoon, when I head to the studio. The first thing I do is check the live stream to ensure everything is running smoothly. Then, I'll dive into performance data, all of this is easy to do when everyone is in the same space. We can talk and analyze things instantly," Cao said.
"In this bustling hub of digital innovation, I hope to tap into the future of the industry and create something new. So are so many others who are drawn to our industry because they want to be a part of the digital transformation. Gone are the days when people would sit in front of a TV screen. Now, everyone's watching on their phones, and that shift in behavior has changed the way people approach their careers. However, the trade-off is also real behind mobile workspaces and hugely increased income means a much more intense workload," he said.
The impact of digital labor doesn't stop at the camera lens.
"Before we fully committed to live-streaming as our main sales channel, we had only three production lines. Our first major livestream brought in 40 million yuan (5.75 million U.S. dollars ) in sales. Within six months, we expanded to 20 lines. Our team grew from 30 people to over 600," said Wu Yue, co-founder of Duowei.
But Wu said it's not just about faster scaling, it's about smarter systems.
"This new model is far more efficient than the traditional path. From the beginning, we built this brand for the new retail era, starting with livestreams, driving online sales, then expanding to physical stores. The old model relied on distributors, wholesalers, and retailers before reaching the customer. Feedback was slow. Now, our data analysts capture real-time reactions straight from the live chat. That raw input goes directly to our research and development team to improve products. The entire cycle, from feedback to upgrade, is faster and far more precise," Wu said.
From a single stream to millions in sales, and from the factory floor to the home office, this new digital economy is unlocking a world of possibilities.
Digital shift redefines work for young Chinese
