As China ushers in the Year of the Snake, the country’s consumer landscape is evolving.
During the eight-day Chinese New Year Golden Week (10 to 17 February), domestic tourism spending hit RMB 677 billion ($95 billion), up 7 per cent from last year, according to the Ministry of Culture and Tourism. But beyond these figures lies a notable shift — travellers are increasingly favouring historical museums and small towns with rich cultural heritage, reflecting a growing consumer interest in traditional cultural experiences.
