The rise of emotional travel

The inclusion, she suggests, reflects a broader recognition of tourism's expanded role — not only as an economic driver but as a force for cultural dissemination, technological innovation, and social inclusion.

The proof, the book points out, lies in the intensified policy support from central and local governments throughout 2025, which steadily stimulated cultural and tourism consumption.

Yet, policy is only one part of a broader transformation. Market demand has diversified, with "emotional value" becoming a key driver, Song explains.

People now travel to attend sports events, concerts, or festivals, seeking not entertainment but emotional fulfillment.

Experiential spaces have become the new frontier, as traditional ticketed attractions give way to multilayered experiences where tourism intersects with technology, commerce and daily life, Song says.

Geographic hot spots have dispersed from the eastern coast to smaller cities and counties, which became popular last year, especially among travelers seeking authenticity and value, she adds.

The book shows how the cultural and tourism integration has evolved from isolated efforts, like a museum adding a cafe, to what Song calls a "systematic" integration. In this deeper model, cultural intellectual property is no longer just an add-on, but shapes every part of the tourism experience.

Many heritage sites have evolved from being simply a place to visit into a world for visitors to inhabit, complete with themed dining, retail, performances and digital extensions, the Green Book notes.

Sports and commerce have followed a similar trajectory, with events like eastern Jiangsu province's Super League — a provincial amateur football tournament — drawing tens of thousands of spectators.