US travelers look to China for deeper travel experiences

When Amy Tarpein maps out future travel possibilities for the families who follow her platform Elijah's Baby Bucket List, China often comes up as a destination filled with cultural richness, safety and diverse experiences.

Tarpein, founder and CEO of the award-winning accessible family travel platform, said many of the families in her community are constantly searching for destinations that combine cultural discovery with inclusive travel opportunities.

"I have over half a million people all over the world who follow us on social media. We reach millions of people every single month, and they're looking to us to see what is accessible and where to go next," Tarpein told China Daily during a media briefing at the Los Angeles Travel & Adventure Show in Long Beach on Saturday.

Her platform, which was named the Best Accessible Family Travel Blog in the United States for 2025 and is a two-time winner of the Anthem Award for Diversity, Equity and Inclusion, encourages multi-generational families and travelers of all abilities to explore the world with confidence, joy and dignity.

While Tarpein has not yet planned a trip to China, she said it frequently appears on the bucket lists of families in her community because of its rich history and culture.

"Obviously the Great Wall is on the top of our bucket list," she said. "My kids added it a long time ago because they want to see all of the things. But the architecture and the art — my kids are so into art — being able to experience that, along with the culture, the food and the people, would be amazing."

Her comments came as tourism officials and travel operators gathered at the show, one of the largest travel exhibitions in the US, featuring more than 450 destinations, travel brands and tourism organizations.

At the event, the China National Tourist Office in Los Angeles hosted a media briefing and cultural showcase highlighting the country's evolving tourism offerings and growing interest among international travelers seeking deeper cultural experiences.

Wu Dawei, director of the China National Tourist Office in Los Angeles, said global tourism trends are shifting toward more immersive and experience-driven travel.

"Travel preferences are evolving from simply choosing destinations to focusing more on experiences," Wu said. "Travelers today pay greater attention to seasonality, flexibility and local culture."

China's tourism industry has been expanding its offerings accordingly, he said, developing travel products that range from urban lifestyle exploration and rural cultural immersion to traditional cultural experiences and contemporary creative spaces.

"These diverse travel experiences are designed to provide international visitors with a broader perspective on China's cultural and natural landscapes," Wu said.

At the exhibition hall, China's booth attracted large numbers of visitors with interactive cultural activities and creative displays showcasing Chinese arts, cultural traditions and regional travel experiences.

China has long been known for iconic landmarks such as the Great Wall, the Forbidden City in Beijing and the Terracotta Warriors in Xi'an. Today, however, many travelers are staying longer and venturing beyond these well-known attractions to explore a broader range of destinations.

"China's winter tourism in particular has gained momentum in recent years, with ski resorts, ice-and-snow festivals and wellness retreats attracting growing attention from international travelers," Wu said.

Meanwhile, China's modern high-speed rail networks, improved tourism services and the widespread use of digital technology in daily life have made it easier for visitors to travel between regions and explore emerging destinations, according to Wu.

These changes are also shaping how international travelers view the country.

Chelsea Borders, vice-president of Emblem Outdoor and a former media professional, said she hopes to visit China again and explore some of its major cities.

"I worked for Disney for a while and I've traveled to a lot of parks around the world," Borders said. "But I want to see some of the major cities in China."

Among the destinations that caught her attention is Chongqing, a rapidly growing city in southwestern China known for its vibrant culinary culture.

"I hope to go there to taste the spicy, delicious food," she said.

For others at the event, China is already a familiar destination. Matthew Kyle, a professional basketball player who most recently played for the Toyama Grouses in Japan, shared his experience traveling in China.

"It was fun," Kyle told China Daily. "We went to the Great Wall of China and got a private tour, drove around the city."

Kyle said the trip left a strong impression and sparked his interest in returning to the country, including exploring potential business opportunities.

Interest in visiting China was also reflected in the questions raised by travel agencies and visitors at the exhibition.

Ye Menglei, general manager of American Spring Travel, said many people approached the China booth with detailed inquiries about visa policies and travel arrangements.

"Most visitors and travel agencies came to our booth with clear intentions and specific questions," Ye said. "The main topic of inquiry was China's tourist visa policy."

He said two options are currently popular among international travelers. One is the China Port E-Visa, a streamlined digital entry permit that can be applied for from overseas locations. Another option is China's visa-free transit policy, which allows travelers to explore Chinese cities during an international stopover.

Wu noted that China has continued expanding visa facilitation policies to encourage tourism and international exchanges.

"With the implementation of the 240-hour visa-free transit policy, eligible international travelers can stay in designated regions for up to 10 days," Wu added. "This provides greater flexibility for multi-city itineraries and deeper exploration."