In 2024, the summer tourism market has embraced a new trend—“night-time tours”—set against the backdrop of the scorching summer heat. People are increasingly choosing to avoid the sweltering daytime heat and instead head for the cooler evenings, seeking out unique travel experiences.
　　The night tour mode not only brings visitors a refreshing coolness but also offers an unprecedentedly novel experience, making it a major highlight of summer tourism.
　　Tourists enjoy the night view in Gushantang, Suzhou, Jiangsu Province. Photo by Wang Jiankang, China News Service. Recently, a variety of nighttime tourism activities have been flourishing across the country. The main event of the National Culture and Tourism Consumption Season has released the “Second and Third Batches of Consumption Guides for National-Level Nighttime Culture and Tourism Consumption Clusters,” marking that the number of national-level nighttime culture and tourism consumption clusters has reached 345. Relying on their rich cultural heritage, historical significance, unique humanistic charm, and regional characteristics, these clusters have integrated diverse forms of cultural and tourism offerings, creating a series of culturally appealing destinations and tourist attractions that are shared by both locals and visitors.
　　In the Hengdian World Studios in Zhejiang, the nighttime tourism experience has been given a whole new lease on life. On the evening of July 28, a “Store BA Star Basketball Challenge” was held at the Dream Bund Resort. The players included actors from the hit TV series “The Young White Horse Drunk with Spring Breeze” and guests from the variety show “I’m Playing Basketball in Hengdian,” who joined thousands of spectators to share the excitement of basketball. Leveraging its rich cinematic elements to the fullest, Hengdian World Studios has created night-time tour scenes brimming with distinctive film and television flair, attracting a large number of visitors eager to experience them.
　　The Guangzhou Street & Hong Kong Street Resort in Hengdian World Studios focuses primarily on immersive, nighttime film-themed experiences and has launched the walking-style performance show “Stepping into the Movies.” Visitors are not merely spectators—they also become actors themselves. As the plot unfolds and scenes shift, they feel as if they’re right on the set of a movie, fully immersed in an unforgettable, lifelike experience. Since July 1, more than 600,000 visitors have come to Hengdian to experience its nighttime charm alongside film professionals and local residents.
　　The Guangzhou Street and Hong Kong Street resort area in Hengdian World Studios is bustling with tourists.
　　In addition to the Hengdian World Studios, scenic spots across the country are also rolling out a wide variety of nighttime tours, offering visitors entirely new experiences. Haichang Ocean Park opens its night-time venues daily and presents a range of nighttime performances, parades, and music festivals. The fireworks spectacular, drone show, and giant mecha parade at Shanghai Haichang Ocean Park have attracted large numbers of visitors. Similarly, the drone-themed "Dreamy Starry Sky Show" and the marine-themed "Night School" featuring educational animal performances at Zhengzhou Haichang Ocean Tourism Resort are equally captivating and unforgettable.
　　Several theme parks under Happy Valley have also launched exciting nighttime activities. For instance, Happy Valley and Maya Beach Water Park in Shenzhen, Chengdu, Shanghai, Wuhan, Tianjin, Chongqing, Nanjing, Nanchang, and other cities have hosted music festivals such as the "Summer Wave Carnival," the "All Things Alive Electronic Music Festival," and the "EV Electronic Music Festival," offering visitors a completely different kind of fun from what they experience during the day. Since June 29, Happy Valley’s evening events have become a popular choice for young people seeking a cool and refreshing summer escape, attracting approximately 2.6 million visitors to date.
　　Immersive nighttime tours are gaining popularity in the realm of night-time tourism, and these immersive night tours have particularly captured the attention of tourists. This brand-new approach to nighttime tourism leverages immersive technologies—such as interactive touch devices, naked-eye 3D projection shows, motion-sensing luminous installations, and holographic water screens—to transport visitors into a completely new immersive environment, enabling them to experience something entirely fresh through interaction and engagement.
　　Take the Datang Never Night City in Xi'an, Shaanxi Province, as an example. Built upon the rich cultural heritage of the prosperous Tang Dynasty, this project features a comprehensive layout consisting of "One Axis, Two Cities, Three Cores, Four Zones, and Five Inner Streets," fully encompassing diverse business formats such as a showcase of Tang Dynasty cuisine, trendy cultural and creative products, immersive performances, and integrated commercial spaces. By introducing top-tier international teams to create performances like "Back to Chang'an" and the "Great Wild Goose Pagoda Water Dance Light Show," as well as immersive shows such as "Drama on Mural Paintings" and "The Feathered Robe," the Datang Never Night City vividly brings to life Xi'an's profound cultural heritage and urban stories. In particular, the recently hugely popular show "Secret Box of the Flourishing Tang Dynasty" has shifted from the traditional "audience watching from below" model to an "immersive interactive experience," enabling visitors to savor the charm of Tang Dynasty culture through active participation.
　　The “immersive night tour” project launched by the Enshi Grand Canyon Scenic Area in Hubei Province is one of the major highlights of this summer’s vacation season. Leveraging the natural beauty of the Grand Canyon and combining it with cutting-edge technology, this project offers visitors a double feast for both the eyes and the soul. As night falls, the canyon comes alive with dazzling lights, creating an otherworldly, dreamlike atmosphere. Tourists aboard boats glide through the canyon, not only enjoying the breathtaking scenery along the banks but also witnessing spectacular live performances and mesmerizing light-and-shadow shows. This innovative nighttime experience, which seamlessly blends natural landscapes with modern technology, transports visitors into a fantastical realm and leaves them with an unforgettable impression.
　　The nighttime tour event “A Concert Under the Starry Sky for Ten Thousand People” in Dunhuang, Gansu, has attracted the attention of countless tourists. Set against the backdrop of the ancient city of Dunhuang, the concert features cutting-edge audio and lighting equipment, offering visitors a visual and auditory feast. Under the starry night sky, visitors not only enjoy beautiful singing but also immerse themselves in the charm of Dunhuang’s millennial culture. In addition, Dunhuang has introduced a variety of exciting nighttime tours, including the “Flying Apsara Wirework” experience and the Yangguan “Armor” series of educational programs, enabling tourists to gain a deeper understanding of Dunhuang’s culture through hands-on experiences.
　　As night-touring modes continue to evolve, more and more cities are beginning to explore their own nighttime charms and create unique night-touring experiences. In Beijing, popular spots for summer relaxation and cooling off include the banks of the Liangma River, the Haihe River waterfront, and the Italian-style street. Similarly, areas such as the Pearl River waterfront in Guangzhou, Quancheng Square in Jinan, and Daming Lake have also attracted numerous nighttime visitors.
　　The Yanqi Lake Scenic Area in Beijing has adjusted its nighttime tour hours to 10 p.m., the Longmen Grottoes in Luoyang has launched a nighttime tour mode, and the Tang Dynasty Nocturnal City in Xi'an has extended its lighting hours until midnight, catering to tourists’ demand for nighttime visits.
　　Strolling through night markets, admiring nighttime scenery, and watching performances in the bustling neighborhoods and commercial districts of popular tourist cities have become a favorite nighttime activity for many visitors. According to data from Tongcheng Travel, Chongqing’s Hongyadong, Changsha’s Nanmenkou Snack Street, Beijing’s Nanluoguxiang Alley, Xi’an’s Tang Dynasty Eternal Night City Pedestrian Street, Shanghai’s Xintiandi, Suzhou’s Shiquan Street, and Nanjing’s Confucius Temple have emerged as top destinations for summer-night tours in 2024.
　　Night view of the Confucius Temple in Nanjing. Photo by Li Ying. To enrich the nighttime tourism experience, various regions have introduced a diverse array of night-time activities. In Wuzhen, Zhejiang, the Summer Lotus Lantern Festival and the Midsummer Night Performance Season offer visitors a dreamlike nighttime experience. Wuzhen blends traditional culture with modern entertainment, presenting performances in a variety of forms—including drama, musicals, and puppet shows for children—drawing large numbers of tourists to come and enjoy them. At the same time, visitors can also savor tea and listen to Kunqu opera amid exquisite pavilions and waterside structures, embarking on an immersive cultural journey.
　　Camping tents and bonfire gatherings along the large and small reservoirs in Xinyang, Henan Province, have become a new nighttime hotspot. Here, visitors enjoy concerts under the starry sky and experience a unique summer evening.
　　Through its “East Wind Charm Season” series of events, Tong’an in Xiamen, Fujian Province, has introduced distinctive nighttime activities such as beer and electronic music festivals and fishing village lifestyle festivals, attracting numerous tourists to experience the unique charm of this coastal fishing village.
　　The rise of the nighttime tourism market in county-level regions has been a notable feature of this year’s summer tourism season. Many county-level areas, leveraging their unique resource advantages and cultural characteristics, have launched a variety of vibrant nighttime tour programs that have attracted widespread attention and participation from tourists.
　　The "Cool Night by the Fuchun River" in Tonglu, Zhejiang, has become one of the attractions drawing tourists to experience its unique charm. During this event, Tonglu has hosted a variety of exciting cultural and tourism activities, such as the "Light and Shadow Show by the Fuchun River" and the "Yaolin Night Banquet," enabling visitors to fully appreciate Tonglu's distinctive allure even at night. In addition, Tonglu has launched special culinary festivals under the theme "One Town, One Specialty," allowing tourists to savor delicious local delicacies while immersing themselves in the rich cultural atmosphere of the region.
　　The rural football tournament known as “Village Super League” in Rongjiang, Guizhou, has become a major highlight this summer. During the tournament, Rongjiang not only attracted numerous football enthusiasts to watch and participate but also introduced a variety of cultural and tourism activities. Visitors could take part in events such as the “Mass Starry-Sky Concert” and “Dancing Village Super League—Hitting the High Notes Across the Arena,” experiencing the unique charm of rural culture. Rongjiang has also leveraged online platforms for promotion and marketing, transforming the “Village Super League” into a nationally renowned cultural brand.
　　A scene from the “Village Super League” in Rongjiang, Guizhou. Photo by Wei Guijin. Nighttime market tours are showcasing new consumption trends. With the rise of nighttime tourism, chartered tour services have become an important option for tourists traveling at night. According to the “2024 Summer Vacation Chartered Tour Report” released by Ctrip, the number of chartered tour bookings increased by 30% year-on-year, with outbound chartered tours growing by 55%. Nighttime chartered tours in Chongqing and chartered tours for nearby destinations have been particularly popular; booking volumes for several popular destinations during the summer vacation have reached all-time highs.
　　Chartered tour services have become increasingly popular among travelers seeking freedom, personalization, and comfortable, convenient travel experiences, thanks to their flexible itineraries, effective solutions to transportation challenges, and drivers who also serve as tour guides. Families with children constitute the primary user group for summer chartered tours, accounting for as much as 70% of all customers. The reason they favor chartered tour services is that these tours can accommodate the diverse travel needs of family members, offer the flexibility of customized itineraries, and allow them to combine education with entertainment throughout their trips.
　　The rise of nighttime cultural experiences has also brought fresh inspiration to cultural venues. An increasing number of libraries, bookstores, and other cultural institutions are starting to offer evening and nighttime services to meet the diverse needs of consumers. In Shanghai, the 24-hour library located in Heping Park has welcomed a total of 330,000 visitors since its official opening on April 23, with nearly 124,000 book loans recorded. This round-the-clock space caters to the reading needs of various groups at different times of the day.
　　The rise of nighttime tourism not only offers visitors a refreshing way to beat the summer heat but also provides unprecedented and novel experiences. As nighttime tourism activities across the country continue to become richer and more diverse, nighttime cultural and tourism consumption has emerged as a significant driving force behind economic and social development.
　　In the future, as technology continues to advance and consumer demand keeps rising, the nighttime tourism market will achieve more diversified and high-quality development, bringing visitors even more surprises and emotional experiences.