Amidst sub-zero temperatures, tourists donning traditional Chinese attire, Hanfu, strolled through ancient-style buildings in a vibrant block, happily posing for photographers.

Located in the city of Xi'an in northwest China's Shaanxi Province, this block features elements of Chang'an, the old name for the city when it was the capital of China's Tang Dynasty (618-907). This lively area provides tourists with an immersive experience reminiscent of a day in the dynasty.

This new year season, China's cultural tourism industry is brimming with vitality and the enthusiasm among visitors continues to surge.

Liang Xuecheng, a professor at Northwest University, said that among the traditional demand factors such as food, accommodation, travel, shopping and entertainment, entertainment consumption has increased significantly, accounting for about 20 percent from less than 15 percent in the past.

According to a white paper on China's travel consumption trend in 2023, released by institutes including Tongcheng Research Institute, with the shift in consumer demand, tourism consumption has shown a trend toward seeking uniqueness, relaxation, and surprises.

Editor Ⅰ: Zhang Wenwen

Editor Ⅱ: Wu Dan

Editor Ⅲ: Liu Guosong