The Sanxingdui Museum in Guanghan City of southwest China's Sichuan Province is drawing visitors this summer with its novel digital experiences and creative souvenirs.
This year marks the 40th anniversary of the discovery of the sacrificial pits at the Sanxingdui Ruins, a milestone that has reshaped the understanding of the ancient Shu Civilization.
With an exhibition area of 22,000 square meters, the Sanxingdui Museum puts nearly 1,500 pieces of excavated artifacts on display.
Visitors are especially drawn to the digital archaeology area. Powered by 3D technology, it allows visitors to observe the excavation of precious artifacts closely.
"The archaeological work at Sanxingdui has been carried out scientifically, systematically, and in a planned way. It also demonstrates the advanced technology used in excavation," said Xie Feng, a visitor.
Visitors can also wear VR glasses to immerse themselves in the excavation sites, sacrificial pits, artifact restoration laboratory, and dedicated storage facilities.
The museum's gift shops are another must-see attraction. Since the start of this summer vacation, nearly one million pieces of Sanxingdui-inspired creative souvenirs have been sold.
"We now have more than 1,700 varieties of cultural products. The refresh rate of our products is about 30 percent every year. Through such youthful expression, we manage to have visitors take the culture back home willingly," said Wei Qing, Deputy Director of Sanxingdui Museum Management Committee.
Outside the museum, Guanghan City is also putting up a series of activities to leverage the Sanxingdui site to impress visitors.
"So far, we have launched five dedicated routes to Guanghan. After visiting the Sanxingdui site, visitors can go from the museum to the neighboring Sanxing Village to experience our study programs and better experience the cultural atmosphere of our Sanxingdui," said Hu Wancheng, Deputy Director of Guanghan Municipal Bureau of Culture, Radio, Television and Tourism.
Sanxingdui Museum attracts visitors with novelties
China has extended visa-free entry for French citizens through December this year, driving a rebound in inbound tourism as social media promotion and upgraded infrastructure drive rising demand.
On November 3, 2025, Chinese authorities announced the extension to expand high-level opening up and facilitate exchanges.
Since then, French travel agencies have reported a sharp rise in interest, with group tour demand recovering strongly after years of pandemic-era decline.
"This year, the French outbound travel market to China has seen a significant recovery, with group tour demand growing particularly fast. More and more French companies and organizations are organizing group tours for their employees to China. This not only represents huge market potential but also a core source of quality travelers. Since the COVID-19 outbreak, demand for group tours to China had remained low while independent and individual travel was more popular. Now that group tour market has recovered and been growing, I believe this indicates a bright prospects for tours to China in the French market," said Wang Changqing, head of China Tour, a French travel agency.
Beyond the visa-free policy, online influencers promoting niche destinations, the expansion of China's high-speed rail network, and upgrades in tourism services and infrastructure are also driving the inbound travel. "I think this trend is largely due to the internet, especially influencers. They have been introducing and showcasing China, highlighting lesser-known destinations like Zhangjiajie, Sichuan, Chongqing, Yunnan, and Guizhou, which are places that French travelers are not familiar with. These influencers keep showing the diverse facets and unique landscapes of China, sparking the curiosity of French people who already have a strong interest in the country,"said Wang.
French travelers who have visited China have spoken highly of their experiences, praising the warmth of local people along with the country's diverse natural scenery and rich cultural heritage.
"I think China is now fully equipped to receive French tourists. I really felt this when I sat in small bars and restaurants or chatted with Chinese people of different ages. The Chinese are warm, friendly, and inclusive. They often invite me to try local specialties and have a chat. They also strike up conversations with me, asking why I came to China and what I like about the country. Such sincere and warm exchanges are truly heartwarming," said Chenine Hyacine, head of Regard Voyage, another French travel agency.
Visa‑free policy fuels rebound in French travel to China
