Wonders of time travel spur jaunts of discovery

Museum tourism booms

"The rise in museum tourism is making more people aware that China has many to explore. A museum's display can elevate the profile of a city, offering visitors insights into its culture and history," Xie says.

She attributes the popularity of museums among young Chinese people to several reasons.

"Governments at all levels pay great attention to museums, issuing relevant policies and regulations to guide our work," she says.

Economic advancement has led to an increased demand for cultural consumption and experiences. Therefore, there has been a shift in habits from merely sightseeing to seeking out cultural and museum institutions.

"Free admission at most museums reduces the cost for audiences and they are more willing to visit. Meanwhile, museums provide diversified cultural experiences, such as exhibitions using digital technology, educational activities and cultural creative products," she says.

Wu Liyun, a professor at the Beijing International Studies University's China Academy of Culture and Tourism, agrees.

"In recent years, China has focused on protecting cultural and intangible heritage. So museums now offer more cultural products. Younger Chinese people are more interested in traditional Chinese culture. The variety of museum offerings along with entertainment shows featuring museums are attracting them," she says.

"When museums become major attractions, the public pays more attention to the importance of cultural resources. Tourists can encourage museums to further preserve artifacts and develop varied products."

Wu Liyun suggests that museums fully explore local cultural relics and exhibits to enrich their displays. Smaller museums can enhance their appeal by borrowing exhibits. A hit cultural creative product can quickly boost a museum's popularity, so museums must intensify that efforts to develop such offerings.