Chongqing - As heatwaves sweep across China, more people seek fun and relief indoors, creating a booming "indoor economy." According to Qunar, one Chinese travel services platform, bookings for indoor ski and snow parks have doubled compared to the previous year nationwide since July, with a tenfold surge in searches compared to last month for indoor surfing, sea fishing, tide chasing, and rock climbing.
Citizens ski at an indoor ski resort in Shapingba District, Chongqing. (Photo/Sun Kaifang)
Children can be seen digging in artificial sand and fishing for crabs at an indoor "tide chasing" venue near Chongqing’s Shapingba District. "We wanted to take our child to the beach, but the weather is just too hot," said Ms. Chen, a local parent. "Here, my child tried fishing and crabbing for the first time and was thrilled. Now, you don’t need to travel to the coast to enjoy sea activities."
Data from Qunar shows that since July, searches for “indoor tide chasing” and "indoor surfing" have grown tenfold compared to last month, highlighting a shift in how families are spending their summer holidays.
While southern China rarely sees snow, the novelty of summertime skiing is proving irresistible. Qunar's data reveals that indoor ski resorts are especially popular in southern cities, which now make up eight of the country’s top ten snow and ice venues. Even beginner slopes see long lines at one indoor ski center in Shapingba District. "There are more skiers this summer than ever before," said a ski instructor, noting a 25% increase compared to last month in bookings and a strong demand for “cool” activities in the summer heat.
Museums are also adapting, with many launching "nighttime" sessions to beat the heat and attract visitors. This summer, the trend of "sleepovers at the museum" continues to be popular, offering children a chance to learn and explore after dark. On Qunar, tips for "night at the museum" experiences have doubled compared to last month.
Qunar’s data shows that museum searches have doubled in July compared to the previous year. The Natural History Museum of China, a pioneer of "Night at the Museum" experiences, has recently expanded its evening hours. It's a "building light show" that uses 3D projections to narrate Earth’s 4.6-billion-year history of life, while the Beijing Planetarium holds special “Night at the Planetarium” events every Saturday.
According to Zhang Zhongyin, a researcher at Qunar's Big Data Research Institute, new trends like "museum night adventures" represent a fusion of cultural value and tourism innovation. With the adoption of AI and advanced lighting technologies, museums are transforming static exhibits into immersive experiences, offering visitors deeper engagement and leading the upgrade in cultural tourism consumption.