When Sabah El Badaoui from Morocco arrived in China on a business trip, she never expected to be immersed in the full spectacle of the Spring Festival, or the Chinese Lunar New Year.
What started as a brief work visit quickly turned into what she called "an unforgettable cultural journey." Traveling from Shanghai to Suzhou and Anhui in East China, she was captivated by the diverse traditions unique to each region.
"Even within the Yangtze River Delta, every place has its unique customs," she said. "The smaller the town, the livelier the Chinese New Year festivities."
Data shows that around 51 townships and villages across China welcomed foreign visitors for the first time, following the country's expanded visa-free policies. As a result, lesser-known destinations are gaining traction among international tourists beyond major cities and famous landmarks.
Places like Quanzhou in East China's Fujian province, known for its traditional hairpin festival, Chaozhou in Guangdong with its dynamic Yingge folk dance, and Zigong in Sichuan famed for its lantern displays, are emerging as sought-after cultural hotspots.
For many foreign travelers, smaller cities and rural areas offer a more immersive cultural experience than China's metropolitan centers.
In Northwest China's Xinjiang Uygur autonomous region, foreign visitors were delighted to see the region's unique fusion of winter sports and Chinese Lunar New Year festivities.
A Trip.com report revealed a 58 percent increase in international visitors to Xinjiang during the Spring Festival holiday, with the regional capital Urumqi ranking among the top three destinations for ice and snow tourism nationwide.
Foreign visitors can book scenic spot tickets with valid IDs, such as passports or foreign permanent residence cards, while improved payment options have enhanced convenience, said Ma Beitao of Altay Prefecture's tourism bureau.
In Chibi, a county-level city in Central China's Hubei province, this year's Spring Festival saw a surge of visitors eager to experience its local cuisine, rich history and vibrant folk performances.
Most foreign visitors to Yangloudong, an ancient town in Chibi, come from Southeast Asian countries, drawn by their deep interest in the Three Kingdoms period (220-280) and the region's rich intangible cultural heritage, said Rao Jie, who works with a local tourism investment company.
According to Xu Ying, an associate professor at Renmin University of China, the universal themes of the Spring Festival such as family reunion, gratitude and renewal are key to its global resonance.
"These values transcend cultural and geographic boundaries," she said. "When foreign visitors experience them firsthand, they gain a deeper understanding of Chinese culture beyond just visual symbols."
Amid booming inbound tourism, cities across China are rolling out services to accommodate international travelers better. From expanding digital payment solutions to providing multilingual assistance at major attractions, efforts are underway to enhance the visitor experience.
During the Spring Festival holiday, Hubei's top tourist sites introduced online ticketing and seamless entry for foreign permanent residents, while over 1,000 new currency exchange points and foreign card-compatible POS machines were installed to better serve international visitors.
In Wuxi, a rising tourist destination in East China's Jiangsu province popular among visitors from the Republic of Korea (ROK) due to its proximity, authorities have streamlined entry procedures and enhanced mobile payment options.
"I saw pictures of Wuxi online and had to see it for myself," said a visitor from the ROK. "It is even more beautiful than I expected."
Song Rui, director of the tourism research center at the Chinese Academy of Social Sciences, said that immersing in the celebrations allows foreign visitors to experience modern China and the festival's deeper values firsthand.
