Maisons du Voyage Celebrates Its 35th Anniversary and Highlights China


Jean-Emmanuel Chometon : "Nous allons finir l'année autour de 55 millions d'euros de chiffre d’affaires pour environ 15 000 clients" - Photo : J.M. Péchart

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TourMaG – The Houses of Travel celebrate, starting this October, their 35th anniversary. Is there already a program planned for this anniversary year?

Jean-Emmanuel Chometon: We plan to do some internal events in November; afterwards we will communicate externally at the start of 2027 and throughout the year.

For now, it is a bit early to reveal the program.

TourMaG – What is the operating model of the Houses of Travel today?

Jean-Emmanuel Chometon: We have a hybrid model based on three pillars: high-end tailor-made travel for individuals (FIT) which accounts for about half of our activity, the organized circuits or GIR for 25% of the activity, while the last quarter is carried out by groups (CSE, groups of friends, MICE, etc.).

TourMaG – Essentially in B2B?

Jean-Emmanuel Chometon: Yes, we distribute absolutely nothing externally.

We also operate a very beautiful flagship agency of 500 m² on Place Saint-Sulpice in Paris, renovated three years ago, which welcomes clients who want to spend time with our advisers. It has the particular feature of being equipped with an exhibition room, which allows us to organize many events and photo exhibitions.

Another entry point is our website, which brings together all our tailor-made products for individuals and the organized circuits.

Finally, our clients can count on about fifty advisers who respond individually to each request. The teams are divided by geographic zones: a “House of America” team, another for “Latin America”, “House of China”, etc., which are the heirs of what the houses were before they were brought together under the umbrella brand “Les Maisons du Voyage.”

It is also worth noting that we have a distinctive feature: our teams consist of advisers with a lot of experience, many bi-national or people who have spent 2-3 years in a country. This is our hallmark.

We train them regularly; they travel frequently to discover gems, verify itineraries, check the programs they designed, and to build links with our DMC partners.


The Houses of Travel, a Global Approach

TourMaG – Do your advisers handle both booking and production?

Jean-Emmanuel Chometon : We have a production team that works on showcase products and organized circuits, but the adviser who makes a tailor-made sale crafts the trip largely on their own, based on the elements prepared by the production teams, yet with considerable autonomy to create the journey that fully matches the client in front of them.

TourMaG – What are your flagship destinations today?

Jean-Emmanuel Chometon : We hold strong positions in Japan, China, Argentina, French Polynesia, and India, but we offer a wide range of destinations.

The programs are updated every year, depending on current events and our clients’ wishes. Naturally, our hallmark remains high-end travel, with a predominantly cultural focus. But cultural in the broad sense, meaning we always incorporate elements of culture, history, art, architecture, etc. We also offer an “arty” range in particular.

We also adapt to events, for example when Vietnam celebrates its independence, or when the United States marks the anniversary of Route 66.

TourMaG – Do you, nonetheless, compare yourselves to cultural TOs like Arts et Vie or Intermèdes?

Jean-Emmanuel Chometon : Our production is somewhat different because we incorporate a cultural component into a classic trip. We won’t necessarily offer an ultra-niche trip with a guide or a professor accompanying the clients.

However, as I mentioned, we offer a global concept, i.e., travel, but also cultural lectures, exhibitions, and thematic workshops in the agency. It is not just a program sold on the Internet.


Around €55 M€ in Revenue in 2026

TourMaG – Does that help you rally a community around your brand?

Jean-Emmanuel Chometon : Yes, we have formed a community, notably by leveraging the cultural lectures organized at the agency, and also via video, with sometimes 300 to 400 people logging in to follow a lecture.

The themes are varied, but it is mainly an opportunity to meet our clients, in the presence of very qualified speakers. At the end of the lecture, our advisers also talk about their travels.

And then, every 3-4 months, we offer a new free exhibition, often with the Photoclimat association. The exhibitions are always of high quality, tied to sustainable tourism, wildlife and flora protection. We try to cultivate beauty at the agency.

TourMaG – Were you affected by the war in the Middle East?

Jean-Emmanuel Chometon : We lived a year in three phases. First, January-February began extremely well, with double-digit reservation growth.

Then the war arrived on February 28. For three months, bookings fell by 20%. Then activity gradually recovered from August onward.

September is a very good month. Let us hope October, November and December continue on this trend, provided there are no geopolitical or economic problems.

Overall, I think we will have a year roughly flat compared to last year, around €55 million in revenue for about 15,000 clients.

TourMaG – Many generalist TOs have spoken of a rebound in bookings as early as June. For you, the rebound was slower.

Jean-Emmanuel Chometon : Unlike the generalists, our trips require a long preparation time. There is a significant gap between the booking date and the departure date, around 3 to 4 months on average. Afterwards, the gap can be shorter for a trip to Italy, and much longer for a trip to Polynesia.

The average baskets are also fairly large. People take their time, carefully reviewing what they want to do.

I would also like to highlight a trend we’ve observed since 2022: autumn has become our primary season, accounting for more than a third of our departures. This evolution has been very steady and durable for several years.


China, destination of honor for the 35th anniversary

TourMaG – Do you know why this destination is highlighted?

Jean-Emmanuel Chometon: I think it’s a phenomenon that goes beyond the economic aspect.

Our travelers want to step away from peak periods and enjoy milder temperatures, encounters, and calmer landscapes.

Our relatively wide palette of destinations lends itself well to autumn travel: Japan, Italy, India, Canada, Brazil, Peru.

This slight emphasis on autumn helps us balance our internal resources and avoid handling a peak of activity in certain months.

TourMaG – How do you anticipate 2027?

Jean-Emmanuel Chometon: We have perhaps captured 10-15% of the 2027 portfolio, but there isn’t really a clear trend yet, except perhaps India and China doing well, Japan continuing its momentum, and Polynesia as well.

A lot will take shape in October and November.

For China, we will indeed communicate a lot about the destination on the occasion of our 35th anniversary, and not only for its traditional side, but because it has also become an ultra-modern destination. We talk about robotics, AI, the transformation of urban landscapes, this mix of tradition and ultra-modernity, etc. China’s soft power is very strong right now.

Additionally, Latin America, especially Brazil, performed very well in 2026. It remains to be seen whether elections will impact French interest in going there in 2027. Argentina is also doing well, even though the destination has become very expensive due to air travel.

On the other hand, we have seen strong declines in the USA over the past three years, a mix of Trump effects and inflation, while Canada has slowly progressed, though the two countries are not comparable in terms of volumes.


Travel, a Vital Need More Than a Distraction

TourMaG – Do you anticipate a slowdown in sales linked to the presidential elections?

Jean-Emmanuel Chometon: I do not think the elections themselves will have an impact, except for a delay of a few weeks in departures and bookings.

What could have an impact, however, is an economic crisis, with effects on the stock market, geopolitical context, conflicts that could alter destinations, block hubs, cause kerosene prices to rise, etc.

The positive point is that travel today is part of fundamental consumption trends. Our clientele truly wants and needs to travel. It has become a vital need, more than a distraction. Especially since we craft smart travel, culturally rich travel.

In these times, I would even say we have a mission to bring cultures closer together, to bring people closer. The more we understand what the world is, who people are, the different cultures of thought, the better the world will be.


The Houses of Travel Labeled Travelife


No International Expansion Strategy

TourMaG – Could you consider opening up to B2B sales or being listed in a distribution network?

Jean-Emmanuel Chometon: No, our model is truly based on B2C, except — and this is really experimental — the resale of a circuit by an agency that asks us in a somewhat exceptional way. But that is not our business model.

TourMaG – Who are your direct competitors?

Jean-Emmanuel Chometon: We have a lot of admiration for the Voyageurs du Monde group, which is really the model, the undisputed leader of the sector, particularly their tailor-made activity, i.e., the brands Voyageurs and Comptoir des voyages.

After that, we identify a range of competitors, including other traditional generalist TOs — excluding Voyageurs and Comptoir — like Cercle des Voyages, Intermèdes on the cultural side. And also pure players in the digital space, such as Evaneos or Tourlane.

Finally, there are many new competitors by destination. DMCs trying to build their own products to offer on the French market: a safari specialist in Tanzania, a specialist in Japanese circuits, etc.

TourMaG – Do you foresee expanding internationally, like Voyageurs du Monde did?

Jean-Emmanuel Chometon: No, except for possible extensions into neighboring French-speaking countries in the form of partnerships or acquisitions of niche specialists for trips we do not produce in France, we do not have an international expansion strategy.


Anaïs Borios Publié par Anaïs Borios Journaliste – TourMaG.com
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China Bridge Draws Millions of Tourists

Thrill-seekers, this destination might interest you! In China, a colossal feat of engineering has become a tourism hotspot in its own right. Bungee jumping, glass walkways and hotels with views of the void now attract visitors to a mountainous region long kept off the major tourist circuits. Inaugurated in September 2025, the Huajiang Grand Canyon Bridge has already welcomed millions of curious visitors. But behind this craze, a question arises: how can an engineering marvel be transformed into a sustainable economic engine for local residents?

A vertigo-inducing bridge turned into a tourist attraction

In Guizhou Province, southwest China, the Huajiang Grand Canyon Bridge towers above the Beipan River by 625 meters. According to Guinness World Records, it is the world’s highest bridge. Stretching nearly 2.9 kilometers, this suspended structure on blue-green pylons was designed to facilitate travel in a region with particularly rugged terrain.

Before its construction, crossing the canyon could take about two hours. Thanks to this new road infrastructure, the journey now takes only two minutes. But motorists are not the only ones to benefit from this technical feat. Since its opening, the bridge has also drawn visitors who came specifically to admire it.

According to figures provided to CNN by local authorities, around 3.3 million visits were recorded between September 2025 and August 2026. The tourist facilities allow visitors to discover the structure from unusual angles. Glass observation platforms overlook the canyon, while an exposed walkway beneath the deck lets visitors walk along the structure hundreds of meters above the ground.

Adventure enthusiasts can also throw themselves into the void, tethered by a bungee cord. In one jump, a participant falls for seven seconds before the rope pulls them back upward. A spectacle that attracts both thrill-seekers and spectators, smartphones in hand.

The site’s success signals a shift in the use of China’s large infrastructures. Long envisioned primarily to facilitate transport, they are becoming attractions capable of generating tourist travel on their own. A boon for China, which aims to attract more visitors.

Economic Benefits for the Surrounding Villages

At the foot of the bridge, the influx of visitors opens up new prospects for locals. Lin Guoquan took that bet by returning to Guizhou after several years working as a cook in other Chinese provinces. He transformed old family houses, including his grandparents’ home, into tourist accommodations. His establishment grew quickly. “When we opened, we had only nine rooms. Now we have 52, and we still don’t have enough rooms to accommodate all our guests”, he told CNN.

Footfall at the bridge can reach sizeable levels during holiday periods. During the nine days of the Chinese New Year, in February 2026, the bridge’s visitor reception area logged more than 300,000 visits. This surge benefits the lodging providers in neighboring villages, including Lin Guoquan. The entrepreneur also relies on social media to attract customers. On Douyin, the Chinese equivalent of TikTok, his videos about his village earned him more than 100,000 followers. “Many people book rooms at my establishment after watching my videos. They ask me for travel advice”, he told CNN.

To accompany this growth, digital infrastructure had to evolve as well. The operator China Mobile, together with technology company Huawei, developed the mobile network in this mountainous area to meet the needs of visitors and tourism professionals. “What people see is this imposing physical bridge,” explained to CNN by Zhou Jianguo, a member of Huawei’s Strategy and Business Development division in China. “Yet a bridge in the digital world is just as necessary, and that is our communications network.”

Higher up in the canyon, the Onaemont luxury hotel offers another way to enjoy the site. Its 83 rooms overlook the bridge directly, while its restaurants and panoramic pool encourage visitors to prolong their stay. For Cao Luyao, the hotel’s marketing communications manager, the aim is precisely to shift habits among visitors. “Tourists no longer just come to see the bridge; they can spend the night nearby.”, she told CNN.

It remains to be seen whether this craze will translate into durable benefits. A study by Li Linna, associate professor at Beijing Normal University, focusing on 295 tall bridges in Guizhou, shows that their average contribution to improving district accessibility has declined with the expansion of the highway network. Gains fell from about 8% between 2010 and 2015 to nearly 5% between 2015 and 2020.

For the researcher, the challenge now is to determine where to build new structures and what needs they should satisfy. The Huajiang Bridge illustrates a possible path: beyond transport, infrastructure can also attract travelers, create jobs, and raise awareness of remote territories. But sustaining this momentum will depend on the ability of local players to transform a spectacular curiosity into a durable tourism activity.

From the Great Wall to the Avatar Mountains: Women Travel to China as Strangers

There are those who had long dreamed of stepping onto the Great Wall, those who wanted to glimpse the vertiginous mountains from the film Avatar, and those who were simply seeking a new destination to add to their travel notebook. In September 2026, ten women aged between 25 and 64 gathered in China for a sixteen‑day circuit organized by Copines de Voyage, having not known each other beforehand.

On the agenda were Shanghai’s skyscrapers, the imperial palaces of Beijing, Zhangjiajie’s towering rock pillars that seem to float in the mist and are often associated with Avatar landscapes, the terraced rice fields, and the lanes of ancient villages, before finishing in Hong Kong. Yet this trip bringing ten women together also answered another wish: to be able to travel far, even when nobody in their circle is available to accompany them. A format that appeals to travelers with very different profiles, balancing a need for freedom, a taste for encounters, and a desire to go with the flow.

China, the trip they no longer wanted to postpone

For several participants, two images were enough to decide: the Great Wall and the Zhangjiajie mountains, those immense columns of rock that seem to float in the mist and are often linked to the landscapes of Avatar. Bringing these two sites together in a single circuit made all the difference.

Virginie, in her forties, had never imagined China as a destination with landscapes. “To me it was just concrete, tall buildings, pollution, factories,” she recalls. But everything changed when, in May 2026, a friend set off solo for three weeks across the country and sent back photos.

Virginie thus discovers a China very different from the one she had pictured. After a stay in Vietnam, she weighs a trek in Nepal against a circuit in the Middle Kingdom. She compares the possibilities, considers the material constraints of a trek, and then decides on China. The Zhangjiajie scenery, the Longji rice terraces, and the Li River landscapes make her want to explore this diversity firsthand.

Even for those who had already visited part of the country, the program sparked a fresh urge to pack their bags. This was the case for Inès, 31. Based in South Korea for four years, this seasoned traveler has already taken part in eleven trips offered by the agency. Shanghai and Beijing? She’s familiar with them. But when she discovers an itinerary that combines the Great Wall with the Zhangjiajie’s spectacular mountains, she’s tempted. China still holds enough discoveries to justify another departure.

Tania, 25, has long been drawn to Asia. The videos, photos, and reports about China eventually convinced her. The trip confirms her enthusiasm: “The landscapes change so completely; if I could do it again, I would do it again and again.”

When travel desires don’t align with those of loved ones

Yet behind these cravings for China lies a recurring challenge: finding someone to go with. Friends don’t always share the same vacation days or priorities, couples have their plans, parents their children, and budgets don’t always move at the same pace. As a result, some journeys remain dreams. For some women, group travel becomes an alternative to solo trips, allowing them to keep exploring without waiting for others.

Inès has been living in South Korea when this ribbon of reality became clear. She enjoys holidays every three months and can allocate a substantial budget to getaways. But friends back in France don’t share her schedule or the means to keep up. Traveling with colleagues isn’t always a viable option either. By joining a group, she no longer needs to wait for calendars to align, and she can continue exploring Asia and discovering the world at her own pace.

Marion, 33, took the leap into women-only travel for another reason. As the New Year approached, she didn’t know what to plan. Her circle struggled to commit, and she dreaded ending up with an itinerary that wouldn’t suit her at the last minute. She finally tried a first, shorter trip, to Lapland.

Virginie also found in this format an answer to the mismatch. In 2016, she wanted to celebrate Holi in India and discover the Taj Mahal, but her friends were either coupled, had children, or lacked the necessary budget. “Or I don’t like traveling alone because it’s dull, there’s no sharing,” she explains. Since that first trip, she has participated in four journeys with the platform.

For Tania, the obstacle is the fear of traveling solo. “I love traveling, but for now I’m too afraid to do it all by myself! For me Copines de voyage was the chance to travel alone but with company.” She also appreciates not having to handle everything. “I didn’t have to worry about arranging visits, activities, hotels, guides, etc.” The presence of a group and a prearranged program allows her to discover a distant country without bearing all the responsibility for each step.

Strangers, apprehensions, and sometimes new friends

The question remains that neither the program nor the landscape photos can fully anticipate: will we get along with the women we will share two weeks with? Affinities aren’t controllable, and the idea of spending days with nine strangers can be intimidating. That’s why many participants prefer to test the concept on a shorter stay before committing to a longer journey.

That was the case for Shazia, a Swiss woman in her thirties. She was eager to discover China, but she chose to test 100% women-led stays with a one-week circuit in Jordan before committing to sixteen days.

As for Virginie, her experience reassured her on one point: even when personalities differ, you often end up finding someone you click with. Affinities form on site, the participants don’t need to share the same lives or habits to enjoy the experience. “You meet nine new girls and often you form a fondness for a few of them”, she says. Some encounters even endure after the trip, with friendships that persist and trips planned for two outside the agency’s framework.

In China, the ten travelers departed with their own dreams and their own reasons. Some sought landscapes glimpsed in photographs, others an adventure they wouldn’t have dared to organize alone. They shared a common thread: they didn’t want to wait for someone to join them. And perhaps that is where the appeal of these women-only journeys lies: turning the absence of a travel companion from an obstacle into the starting point of a new adventure.

China: Studios Let You Be the Star of Your Own Movie for €25

At Hengdian World Studios, visitors are not content with simply discovering the sets and backlots of their favorite films and series. Since August, these gigantic Chinese filming studios have opened up even more to tourists. Located in eastern China, Hengdian World Studios ranks among the largest cinema and television studios in the world. Many fans rushed to this five-hectare site to visit the numerous sets and the various filming studios.

The management now aims to offer an even more immersive experience. For about 200 yuan per person per hour, or roughly 25 euros, visitors can seize the opportunity to shoot their own short film, according to the South China Morning Post. Aspiring actors can also opt for an all-in-one package including makeup and hairstyling for 388 yuan (approximately 50 euros). There are even packages for families or companies organizing “team-building” events for several hundred euros.

A Strategy to Create a New Line of Business

This new offering is not by accident. In 2025, Hengdian World Studios swapped long traditional productions for short-form series, in vertical format, according to China National Radio. If this transition had enabled the recruitment of 4,000 technicians and recorded an annual growth of 237%, this phase would have been only temporary since most of the new dramatic shorts produced in the first quarter of this year were made thanks to artificial intelligence. Our colleagues mention “significant unemployment” for the people employed at Hengdian.

The arrival of AI has drastically reduced the activity of many directors. Opening up filmmaking to tourists thus allows filmmakers to regain work. While some directors had only a handful of series episodes to shoot, some can now produce up to 20 short films per day.

What Type of Short Film Are Tourists Looking For?

While the South China Morning Post does not reveal precise figures regarding the rise in attendance and studio activity since the private shooting offer was opened to individuals, some visitors do not seem to be solely looking for entertainment.

The plot that most captivates tourists is one in which a character comes across as arrogant, only to be astonished by the protagonist’s strength of character. Wu Yizhuo, a director who spoke with China Newsweek, sees these scenes as “a quest for emotional value”.

China Train Travel: Tickets, Sleeper Berths, Meals, and Tips

Traveling on the Chinese green trains requires a bit of foresight: online booking, a passport is essential, seats are often spartan and the comfort is rudimentary. But with a few smart moves and the right accessories, the experience remains simple and transportive. Here is the essential to know before boarding.

Old Trains but Dematerialized Tickets

China in Slow Motion: A Journey on the Green Trains

Learning that I would ride the “green train” to explore the traditional heart of China, my mother bombarded me with advice: “Pack enough clothes. Be wary of pickpockets. Remember to bring toilet paper.” At 68, hailing from chic Shanghai, and a little anxious, she has in mind the journeys of her youth on these noisy trains. The crowded cars, the whistling locomotive, everyone elbowing to preserve their personal space in the smoke-filled air of cigarette smoke…

Forty years later, in Wutai, in Shanxi province (northern China), the mood is quite different in this April when, dressed in her enduring dark green, the train 8817 bound for Taiyuan enters the station. Passengers wait neatly in single file at the door of their car. Only Emeric, the GEO photographer who accompanies me, prowls near the edge of the platform to capture the train’s arrival. The station officer, cap on his head and a small flag in hand, watches him, more tolerant with the foreign visitor than with his fellow countrymen.

In the Bowels of the Country

One only has to gauge how some travelers react to the presence of an Occidental to understand that this China does not share the same openness as the coastal megacities. On the train, as Emeric, stocked with his two backpacks, passes by, children whisper to their parents, adults take his picture… As soon as we are seated, our neighbor greets us. Mr. He, in his fifties, is taking this train to return home to Xinzhou, three hours away. “I organize artistic activities with residents of Wutai County and I go back home once a week”, he explains, noting that he works for a rural revitalization program.

A project of President Xi Jinping. “I am a bit like this train”, he concludes with a smile, pointing to the characters inscribed on the window:

“A slow, not-for-profit train serving rural renewal.”

Getting on a lüpi huoche (“green-skin train”) means boarding with the China of the rural, those small hands that keep the gears turning the world’s second-largest economy. Of the 4.6 billion rail journeys made in 2025 in the country, only 20% were aboard these trains, introduced in 1959, which, for some, race along at the maddening average of… 30 km per hour. In the 1990s, the entire country traveled only with them.

Why Are Tourists Flocking to China?

About 35 million foreign tourists entered China in 2025. The figures from the previous year were already higher than those recorded before the pandemic, but those for 2026 look even more promising. In the first half of the year, 18 million visitors from visa-free countries visited the Middle Kingdom, pushing foreign arrivals up by 20%. For Claire Thum, a young Singaporean who chose to travel to this territory after seeing enticing videos on social media, “the first step was to set foot in Shanghai”.

Why These Recreated Historical Villages Are Booming in China

Here is a vacation concept that is, to say the least, surprising. China claims an exceptional heritage, yet much of its original monuments have disappeared through fires, wars, or political upheavals. In response to this loss, the country has multiplied spectacular reconstructions of ancient cities, where every street, every façade, and every detail are designed to plunge visitors into another century. These sets, sometimes more real than life, attract millions of Chinese and foreign tourists, despite a question that continues to divide: how far can history be recreated?

Historical sets designed to transport visitors through time

In China, these sites are known as “fanggu”, which can be translated as “historical imitation”. Unlike a simple museum or a restoration of a monument, they are often entire cities built recently to reproduce the atmosphere of a bygone era. The buildings display deliberately aged tiles, façades are covered with climbing plants to give the impression that the structures have traversed the centuries, and visitors can rent traditional outfits to complete the experience.

This formula responds to a growing demand for immersive tourism. “Modern consumers are increasingly willing to pay for emotional value, seeking a deeper engagement and cultural meaning through immersive experiences”, said Yang Jinsong, director of the International Institute of the Chinese Academy of Tourism, in the People’s Daily.

Among the most emblematic examples is Gubei Water Town, near Beijing. Opened in 2014 after a $600 million investment (about €520 million), this town combines a water village inspired by the Jiangnan region… with the immediate vicinity of the Great Wall. A geographic mash-up that would be impossible in reality, since the famous Jiangnan villages lie roughly 1,300 kilometers further south.

The concept, however, works remarkably well. Booking platforms offer excursions that combine the Great Wall and Gubei Water Town. By July 2026, the site showed more than 10,000 bookings and 2,200 reviews on Klook, with an average rating of 4.9 out of 5. Visitors can also stay overnight in establishments run by state-owned enterprises, some rooms reaching $500 per night (about €433).

Between tourist success and authenticity criticisms

In Xi’an, the ancient imperial capital of China for more than a millennium, the reconstruction takes another form. Datang Everbright City recreates the Tang dynasty vibe on a 2,100-meter pedestrian avenue, illuminated by red pagodas and animated every evening by shows. The site welcomes nearly 75 million visitors a year. One of the most popular attractions involves arranging “time-travel” weddings.

Couples wear several outfits representing different eras, while filming crews, makeup artists, extras, and even performers performing the lion dance stage their love stories. Some posts on the Xiaohongshu social network mention a cost equivalent to a full month’s salary, but these arrangements continue to attract many young couples.

“The feeling of having been deceived”

Further west, in the Xinjiang region, Kashgar is an ancient oasis on the Silk Road whose history dates back nearly 2,000 years. But the old town that today attracts visitors is no longer the one that withstood the centuries, as a large part of the historic center was demolished and rebuilt more than ten years ago. While its maze of alleys has been preserved, the buildings have been largely recreated and modernized, turning what was once the heart of Uyghur culture into a smoother and tourism-oriented version.

Yet not all visitors appreciate this staging of the past. After discovering that Gubei Water Town was not a real ancient village, Thai student Minyada “Minnie” Chotichaicharin shared her disappointment. “I wouldn’t mind if it were rebuilt, but it’s hard not to feel like I’ve been deceived”, she told CNN.

Conversely, Edward Zhou, a student from Washington, describes Kashgar as a place that is “surreal.” Despite this “theme park” façade, he believes the city offers a glimpse of a history that he, like many other travelers, had never encountered in other destinations.

These reconstructions thus illustrate a new way of valorizing heritage in China. Between spectacular immersion, deliberate staging, and a search for authenticity, they attract tens of millions of visitors each year, fueled by their immense popularity on social media.

China: Year of the Fire Horse Boosts Tourism Numbers [ABO]


Les autorités chinoises anticipent un record de 9,5 milliards de trajets passagers sur la période de 40 jours entourant les festivités du Nouvel An - DepositPhotos.com, yuliang11

CroisiEurope


As the chunyun period, the annual peak for travel tied to the Chinese New Year, has just begun in 2026, domestic tourism is experiencing the most spectacular yearly surge.

Rush to trains, to planes, to highways… The nine days of holidays granted to Chinese workers represent a golden opportunity to pack bags, hit the road, and visit family. And they indicate staggering crowds in transit hubs and at the legendary tourist sites.

Already, Chinese authorities are forecasting a record of 9.5 billion passenger trips over the 40-day period surrounding the festivities, up from 9.02 billion last year.

This speaks to the health of a sector that the government is keen to support in order to offset its tepid economic performance.

Also read: Young Chinese rediscover their traditions



Many foreign visitors

But resident populations are not the only ones elbowing their way through crowds and queuing for hours in shops.
From abroad, many visitors choose to come to China to experience the Spring Festival. Among them, the diaspora remains eager to return home.

Also read our series dedicated to diasporas
In the crowded streets of many cities, there are tastings of local specialties, traditional performances, festive customs, markets, popular parades, lit lanterns, etc. Immersion in a millennial culture is both vibrant and warm and guarantees a change of scenery. “It is also an ideal way to start the New Year,” newspapers claim.

For another proof of this momentum: according to data from the travel platform Qunar, the number of domestic flights booked during the New Year holidays by travelers with non-Chinese passports rose by nearly 30% year over year.


Korea, Singapore, Russia…

According to the head of public affairs at the travel platform Ctrip, Malaysia, the Republic of Korea, Singapore, Japan and Russia are among the main origins of visitors.

It should be noted that visa exemption policies covering 76 countries are playing a decisive role in this rebound: bookings from Russia alone soared by 471%, while trips by Korean tourists rose by 95% during the Spring Festival period.


Starting February 17, 2026, the Middle Kingdom has decided to extend its visa-exemption policy to ordinary passport holders from Canada and the United Kingdom. A measure set to last through the end of 2026.



The Chinese outbound market is rebounding


A major bottleneck

This two-way flow of travel to and from China, one of the defining features of the 2026 Chinese New Year, should not obscure that people from other nationalities are also traveling, notably Vietnamese, Thai, and Singaporean travelers who are pouring into neighboring destinations of the Middle Kingdom and creating traffic jams all around the region, and a novelty: scattering into the mountains as well.


Snow, the White Gold, to attract both domestic and international tourists

Important and forward-looking: the development of mountain tourism is spectacular.

For populations in Southeast Asia, now is the ideal moment to come to China and breathe the mountain air, enjoying leisure activities such as hiking and taking in exceptional panoramas.

Among them, Sichuan emerges as the most popular destination for travelers from Singapore, Malaysia, but also Indonesia, Thailand and even Australia where winters are increasingly warm.

For example, the newspaper China Daily notes the success of the “Dagu Glacier scenic area,” which drew nearly 140,000 visitors. According to border crossing data, one and a half million travelers crossed the border on December 2, 2025, a 48% increase.

In Harbin, one of the world’s largest ice and snow parks, during the 2024-2025 season, 90 million visitors were welcomed, including many Russians, Japanese and Koreans—about 20,000 per day. A record celebrated with international awards and explained by new direct air links and the opening of new facilities and activities.

In any case, the city claims revenues around $22 billion USD! A performance reflected in the growing enthusiasm for skiing. Had the Chinese leader promised to put 400 million people on the pistes?


A five-year strategy

If the Chinese press attaches so much importance to these movements, according to a leading researcher at the Tongcheng Institute of Research, this dynamic can be explained by several factors, including the rising value of the Chinese passport, the proliferation of visa-exemption agreements, and the improvement of international air connections from numerous Chinese cities.

He also notes that Chinese culture is generating increasing interest among young people abroad. “The Chinese New Year, as the most important traditional festival, naturally attracts those who want to experience an authentic encounter at the heart of Chinese culture,” he explains.

Meanwhile, the tourism minister recalls that 2026 marks the starting point of a five-year tourism development plan designed to raise the offer to international standards. Sources www.xinhuanet.com

Finally, remember that after a 2025 year guided by the Wooden Snake, 2026 is the Year of the Fire Horse—a remarkable convergence that occurs only once every 60 years!



Josette Sicsic - DR

Josette Sicsic, journalist, consultant, lecturer, has been observing the shifts of the world for more than 25 years to analyze their impact on the tourism sector.

After developing Touriscopie for over two decades, she remains at the frontline of current events, decoding the present to forecast the future. On the site www.tourmag.com, in the Futuroscopy section, she publishes several times a week forward-looking and analytical articles.

Contact: 06 14 47 99 04

Email: [email protected]

China Transforms Benin’s Historic Slave-Trade Site into a Marina

The Beninese government is seeking to transform what was once a pivotal site along the “Slave Route” into a sprawling port complex named “La Marina,” with the backing of China. This colossal project unfolds in Ouidah, a southern coastal town in Benin located about 40 kilometers from the economic capital Cotonou, and is being built by the state-owned Chinese company Yunnan Construction and Investment Holding Group.

According to the South China Morning Post, the works are financed by two loans extended by the Bank of China and the Industrial and Commercial Bank of China, totaling more than €257 million.

The tourist site, which is expected to open this year, features a 3,500-seat open-air arena, a life-size replica of a slave ship, luxury hotels including the Dhawa Ouidah, a four-star 132-room property, as well as 4 kilometers of underwater breakwaters designed to calm the sea for visitors.

Ouidah, a historic site at the heart of the slave trade

If this project is attracting attention, it is also because of the historical weight of the site. Ouidah, a coastal town located about forty kilometers west of Cotonou, was one of the main ports of the transatlantic slave trade.

Nearly 2,000,000 Africans enslaved were taken along the two-kilometer “Slave Route” connecting the place of sale to the beach, before passing through the “Door of No Return,” a monumental triumphal arch that still stands today at the spot where enslaved people boarded. By turning this historic site into a tourist complex, the Beninese government aims to attract Afro-descendant tourists from around the world.

Benin, a new arena of Chinese influence in Africa ?

This project sits within a broader Chinese strategy to expand influence across the African continent. Across Africa, Beijing has stepped up investments in cultural and tourist infrastructures. South China Morning Post recalls in particular funding for Senegal’s National Grand Theater, the Algiers Opera, and the modernization of Ghana’s National Theatre.

In the case of the La Marina project in Benin, it is the government itself that has entrusted the construction of the complex to Chinese state-owned enterprises. In the medium term, Cotonou hopes to raise the number of visitors to 3,000,000 per year.