The popularity of "internet-famous" museums and cultural landmarks has helped transform museums into key tourism destinations in Chinese cities in recent years.
A growing number of travelers are now planning trips specifically around museum visits. For instance, travel agencies say the National Museum of China has become a staple on the itinerary for visitors to Beijing, whether they are traveling in groups or independently.
Museums are also attracting visitors of all ages, appealing to young tourists as must-see destinations and to families looking for educational outings.
Since the start of the year, the Palace Museum, National Museum of China, Nanjing Museum, Shaanxi History Museum, Emperor Qinshihuang’s Mausoleum Site Museum, Henan Museum, Sanxingdui Museum, Guangdong Museum, Suzhou Museum and China Grand Canal Museum have ranked among the most visited in the country, according to the latest figures from online travel agency Tuniu.
Tourists wear virtual reality headsets to participate in a program at Hainan Museum in South China’s Hainan Province. (Photo courtesy of the organizer of the event)
Data from Meituan, a life services provider, shows that museum-related searches have surged nearly 500 percent year on year since January. The China Grand Canal Museum and China National Film Museum have each seen search volume jump more than 900 percent, while the Tsingtao Beer Museum logged an increase of over 470 percent. Several featured museums have gained particular popularity among young travelers.
An executive from travel platform Mafengwo said the Hubei Provincial Museum, Nanchang Relic Museum for Haihun Principality of the Han Dynasty, Luoyang Museum, Suzhou Museum and Jingdezhen China Ceramics Museum have all seen rapid growth in visitor bookings.
Figurines depicting two painted pottery females holding hands at the Luoyang Museum in Luoyang, central China’s Henan Province, recently went viral, drawing large groups of female visitors and driving a 91 percent increase in the museum’s popularity.
Specialty museums have reported a significant increase in visitors since the beginning of the year, emerging as a new trend in "museum tourism," according to Tuniu.
Data from online travel platform Ctrip shows that a rising number of visitors are seeking out specialty museums. Last year, bookings for museums in third-tier cities and smaller locations accounted for 30 percent of total orders, up 7 percent from a year earlier.
Tourists visit the Kunming Natural History Museum of Zoology in Kunming, southwest China’s Yunnan Province. (Xinhua/Liang Zhiqiang)
In 2024, bookings at the World Kite Museum in Weifang jumped more than sixfold from the previous year, while the Qinghai Tibetan Cultural Museum saw bookings rise 208 percent year on year.
In recent years, the Jingdezhen China Ceramics Museum and the Ancient Kiln and Folk Customs Museum in Jingdezhen, east China’s Jiangxi Province — often called the porcelain capital of China — have attracted a substantial influx of tourists.
Both museums highlight the historical significance, artistic value and intricate craftsmanship of porcelain, while offering immersive, interactive experiences that give visitors deeper insight into ceramic culture. The sites have become key cultural tourism landmarks in Jingdezhen, spurring growth in local handicraft sales and boosting the city’s B&B and restaurant industries.
Industry experts attribute the rising popularity of specialty museums to several factors, including relatable themes, innovative exhibitions, welcoming environments, strong ties to local culture, creative business models and the ability to meet visitors’ personalized interests. Social media platforms have further amplified the reach and impact of these museums.
Tourists visit the China Grand Canal Museum in Yangzhou, east China’s Jiangsu Province. (Photo/Meng Delong)
Many museums now offer digital artifacts, robotic guides, immersive performances, DIY cultural products and role-playing experiences, bringing new life to exhibits that were once limited to static displays and helping visitors better understand the historical narratives behind cultural relics.
In addition, short videos, livestreaming and social media sharing have created new ways for museums to reach and engage visitors.
A growing number of young people are turning to livestreaming platforms to learn about cultural heritage and purchase museum merchandise. According to data from Douyin E-commerce, searches for museums’ creative cultural products have risen 126 percent from a year earlier.
原文地址：http://en.people.cn/n3/2025/0604/c90000-20323212.html