Artificial intelligence (AI) is reshaping travel planning in China, as the nation sees an unprecedented boom in domestic tourism for the May Day holidays. From designing crowd-free itineraries to powering immersive cultural experiences, AI is being widely adopted by travelers and tourism operators alike.

Leading AI model DeepSeek recently proposed low-density five-day itineraries to lesser-known regions such as Xiahe and Luqu in Gansu Province. The routes focus on scenic, less-crowded destinations including Sangke Grassland, Gahai Lake, and the historic Road of Joseph Rock — appealing to travelers seeking nature, solitude, and unique experiences.

This tech-driven trend is gaining traction across Chinese social platforms, with users sharing AI-curated “hidden gem” itineraries to escape the usual tourist crowds. Travel platforms such as Tuniu.com and Meituan report massive spikes in bookings and searches — with domestic travel reservations more than doubling year-on-year.

“Today’s travelers prioritize personalized, high-quality experiences,” said Song Ding, a research fellow at the China Development Institute. “AI helps create smarter, more tailored journeys that reflect these evolving demands.”

Beyond planning, AI is also enhancing on-ground experiences. In Qingdao, tourists can dive into an immersive detective role-play at the Tsingtao Beer Museum, complete with 1920s costumes and interactive puzzles. At Sanxingdui Museum in Sichuan, VR simulations and jade carving workshops allow visitors to engage with heritage hands-on.

From porcelain-making in Jingdezhen to AI-powered rural travel routes, tourists are embracing participatory “hardship-based” tourism, shifting from passive sightseeing to deeply engaging, meaningful experiences.

China continues to boost the sector with supportive policies, encouraging immersive tourism innovation and fostering new cultural tourism growth across the country.

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