BEIJING: China’s tourism boom is pushing upgrades in its hospitality sector, with shifting travel preferences and growing popularity of digital technologies spurring hotels to embrace cultural integration, artificial intelligence (AI) and international management.

In the first half of 2025, domestic tourist trips hit 3.285 billion, up 20.6 per cent from a year earlier, according to the Ministry of Culture and Tourism. Summer travel is set to accelerate, with an estimated over 2.5 billion trips, according to data from the China Tourism Academy.

Hotel giants are feeling the heat. Jin Jiang Hotels, one of China’s largest hotel groups, reported receiving more than 40.7 million guests in its Chinese hotels in July. In addition to the robust data, customers’ hospitality demands are also changing.

“Chinese travelers are no longer satisfied with just a bed for the night. They seek immersive, multifaceted experiences that turn hotels into hubs of exploration and engagement,” said Qian Kang, vice-president of Jin Jiang Hotels.

Integrating hospitality services with culture, commerce, tourism, and sports has been identified as a major strategic opportunity for the hotel market in 2025, according to an industrial survey released earlier this year by hotel market observer Huamei Consulting Group.

In Shanghai, Jin Jiang Radisson Hotels launched a culinary initiative, offering exclusive dining deals and immersive food tours. The group has also turned hotels into cultural and entertainment spaces: partnerships with comedy clubs have transformed lobbies into “gag theaters” across 12 cities. At the same time, architectural tours invite guests to explore urban heritage starting from hotel premises.

Published in Dawn, August 18th, 2025