Chongqing—During the recent National Day and Mid-Autumn Festival holiday, a new trend dubbed "emotional tourism" gained remarkable traction in China's travel market. Instead of merely visiting scenic spots, travelers increasingly sought emotional connections, chasing heartwarming stories and personal interactions that transformed their trips into meaningful experiences.

On October 3, a Serbian tourist was sightseeing at the Liziba Viewing Platform in Yuzhong District, Chongqing. (Photo/Huang Wei)

The phenomenon was fueled by the rise of the "emotional economy." Tourists flocked to destinations linked to relatable figures like "Chicken Chop Bro" in Jingdezhen, whose humorous and sincere demeanor attracted crowds, and "Stir-fried Noodles Bro" in Henan, who won hearts by delivering food to a customer recovering from a car accident. For many, the desire to "visit a city for a single stall" underscored how emotional value is reshaping travel decisions.

"Chicken Chop Bro," known for his humorous and witty remarks, went viral online, attracting numerous tourists who "chased" him all the way to Jingdezhen. (Screenshot)

This shift from checklist-style "check-ins" to emotionally engaging journeys reflects a broader transformation in the tourism industry. A destination's appeal now hinges less on iconic landscapes and more on the emotional resonance it creates. For instance, souvenir collectibles or immersive role-playing activities sometimes garnered more attention than traditional sights. Similarly, humble street stalls drew larger crowds than luxury malls, highlighting how experiences and emotional satisfaction are becoming key drivers of tourism.

The growing emphasis on self-care and emotional fulfillment is also evident in what industry insiders call the "joy ratio"—the emotional return on investment. Products like a "Chinese Scholar Hat" in Sichuan's Langzhong Ancient City, which doubled as an entry ticket and collectible, saw overwhelming demand. The Palace Museum in Beijing reported a 150% surge in cultural creative sales during the holiday, indicating that tourists are increasingly willing to pay for personalized, emotionally resonant products.

Langzhong Ancient City in Sichuan pioneered a new model where "cultural creativity serves as the entrance ticket." A single "Zhuangyuan Hat" (Champion's Hat) combines multiple functions: swiping for park entry, serving as a collectible souvenir, and offering consumption benefits. (Photo/ Southwest Business Daily)

Younger travelers, especially Gen Z, are at the forefront of this change. Rejecting overly commercialized or standardized tours, they are drawn to authentic, grassroots narratives. While some artificial ancient towns struggled to attract visitors, small-scale events like riverside concerts or vintage clothing stores gained popularity. This preference for "unofficial storytelling" underscores a desire for genuine human connections and unique, localized experiences.

However, the emotional tourism boom also raises questions about sustainability. Reliance on internet virality carries risks, such as the "traffic trap," where destinations prioritize short-term buzz over long-term quality. Overdependence on viral marketing or sensationalized narratives could harm local reputations and ecosystems. Additionally, the "Matthew Effect"—where popular spots get more crowded while lesser-known ones are overlooked—may intensify, leading to imbalanced regional development.

At the West Bund Dream Center in Xuhui Binjiang, Shanghai, the century-old cement plant's "Da Tong Cang" (Large Silo) has been transformed into a "cyber-architecture". (Photo/Zhang Mengjie)

Despite these challenges, emotional tourism has significant potential. With China's emotional consumption market expected to exceed 2 trillion yuan by 2025, the sector offers vast opportunities. Data from Trip.com revealed that searches for healing destinations like Xinjiang and Inner Mongolia surged by 60% before the holiday, with 85% of bookings from residents of major cities.

To leverage this trend, industry players and local governments must focus on building robust infrastructure and fostering sincere service. Successful cases like Zibo and Harbin demonstrate that lasting impressions rely on authenticity and consistent quality. By integrating local culture, history, and customs into travel experiences, destinations can transform from mere "playgrounds" into enriching emotional spaces that visitors are eager to revisit.

On October 1, the Haikou City Art Troupe held a public benefit performance at Haikou's Qilou Old Street. (Photo/Yang Guanyu)

As one saying goes, "How far your legs travel isn’t important; how far your heart travels is what matters." This shift toward emotional tourism signals a new chapter for the industry, one in which travelers' inner journeys redefine the value of exploration.