Four hundred and thirteen years ago this May, at the West Gate of Ninghai.

A solitary traveller packed his bags and took his first step towards the unknown mountains. That day was 19th May, 1613. Xu Xiake, a geographer and traveller of the Ming Dynasty, penned the opening lines of The Travel Diaries of Xu Xiake, thereby commencing a magnificent 30-year journey of adventurous exploration across the realm.

In an era without high-speed railways, precise navigation, or even a complete map, he relied solely on his own two feet to measure the length and breadth of the land. Amidst dense forests, karst caves, and perilous peaks, he recorded the pulse of China’s landscapes and the whispers of its myriad sceneries. This reverence and passion for nature has transcended four centuries of history, and today, it is endowed with a brand-new contemporary significance: 19th May, China Tourism Day.

From “I Want to Travel” to “Quality Tourism”: The New Normal of Poetic Living

“5.19” (19th May) is not merely a commemoration of a great pioneer; its Chinese pronunciation phonetically resembles “I want to travel”, resonating with the innate yearning of contemporary people for poetry and distant places.

China Tourism Day 2026 is themed “Enjoy Quality Tourism, Journey to Beautiful Landscapes”. From late April to the end of May, the main venue in Guangzhou, Guangdong province, will link up with regions across the country to launch a cultural and tourism feast spanning time and space. From the gentle charm of Lingnan culture to the cutting-edge power of modern technology, and from the profound depth of intangible cultural heritage experiences to the dynamic spirit of urban renewal—this represents not only a progression of sceneries but also a transparent window connecting China and the world, the traditional and the modern.

During the recently concluded “May Day” holiday, we witnessed the power of this yearning: domestic travel reached 325 million passenger trips, with total travel expenditures amounting to 185.492 billion RMB. Yet, behind these grand figures lies a quiet but profound qualitative transformation in the way people travel:

• Radiant Landscapes by Night: Night markets, lantern festivals, and intangible cultural heritage bazaars have illuminated an alternative soul of our cities;
• Cultural and Historical Study Tours: Museums and grotto temples are no longer silent displays, but have evolved into classrooms for perceiving the vitality of civilisation;
• In-Depth Slow Travel: Rather than rushing through whirlwind, “checklist-style” sightseeing, people are increasingly inclined to settle in a single city—listening to a traditional opera, strolling down a local street, and savouring the everyday hustle and bustle—seeking a true sense of engagement and authenticity within a slower-paced journey.

An Open China: A Heartwarming Encounter Across Mountains and Seas

The openness and convenience of China’s tourism sector are also attracting an increasing number of international visitors. During the 2026 “May Day” holiday, national border inspection agencies processed a total of 11.279 million inbound and outbound trips by Chinese and foreign nationals.

From visa facilitation to payment optimisation, from comprehensive transport networks to multilingual services, and from the classic “Ancient and Modern China” routes encompassing the Forbidden City, the Terracotta Warriors, and the Bund, to niche destinations hidden in the wilderness offering poetic retreats—China is welcoming travellers from the UK and around the globe with a more open, friendly, and accessible stance. Whether visiting China for the first time or returning to this land, tourists will discover a multi-dimensional China amidst constantly evolving cities and a consistently profound culture.

Departure is the Beginning of Understanding

Over four hundred years ago, Xu Xiake ventured into the mountains and rivers, venturing into the unknown, driven by a pure love for nature. Over four hundred years later, as we pack our bags to depart on 19th May, it is not merely a geographical displacement, but an expansion of the mind and spirit.

Travelling does not necessarily mean venturing to the ends of the earth; it can mean stepping into a museum on your doorstep, or meticulously planning a trip to China for the latter half of the year. Just like the poetic landscapes that flowed from Xu Xiake’s pen, every journey is a process of discovering beauty, and every encounter is the genesis of understanding a civilisation.

19th May 2026. Let us enjoy quality tourism and journey together to beautiful landscapes. The departure begins now.