City sees inbound travel surge during May Day holiday
2026-05-06 19:05:46
By Yan Wanqin.
Yichang reported a 53 percent surge in inbound tourism during the May Day holiday, with its growth rate ranking among the top 10 in the country, according to data from travel platform Qunar.
The city received 15.10 percent more visitors year on year from May 1 to 5, while total tourism revenue rose 16.40 percent, the local tourism authority said. The strong holiday performance highlights Yichang's growing cultural and tourism appeal, driven by immersive events and upgraded attractions that boosted both engagement and spending.
Yichang reported a 53 percent surge in inbound tourism during the May Day holiday, with its growth rate ranking among the top 10 in the country, according to data from travel platform Qunar.
The city received 15.10 percent more visitors year on year from May 1 to 5, while total tourism revenue rose 16.40 percent, the local tourism authority said. The strong holiday performance highlights Yichang's growing cultural and tourism appeal, driven by immersive events and upgraded attractions that boosted both engagement and spending.
Foreign tourists participate in activities at Chexi Folk Custom Tour Site.A nightly immersive show, South Gate on Stage, became a major draw at the Dananmen Historic and Cultural Area. Visitors and residents alike were swept up in a spectacle of light, shadow, and local history.
"It feels like Yichang has reinvented itself," said Li Kang, a local resident, while waiting in line for the show.
The immersive live production South Gate on Stage attracts tourists and residents. Photo by Wu Yanling.
During the holiday, the city hosted a campaign featuring 12 themed zones and over 100 riverside activities. These included a light show at Zhenjiang Pavilion, a coffee carnival, and a night fair at Natural Tower, drawing more than 2 million participants and generating 120 million online views.
Sports also took center stage. The Hubei Youth Games kicked off on May 1, bringing 5,000 young athletes to Yichang. On May 4, the Yichang football team’s away win in Jingmen in the 2026 Hubei City Football League added to the festive atmosphere.
At the Three Gorges Waterfall Scenic Area, two new attractions, a cliffside café overlooking a 100-meter waterfall and a curved-screen 4D theater, quickly became visitor favorites. Combined with the cliff elevator and via ferrata route introduced last year, the area received 130,000 visitors during the holiday, up 18.18 percent from the previous year.
Other scenic spots also introduced new experiences. The Sanxia Romance Park launched an immersive script-based tour, while Bailihuang Scenic Area piloted a zero-carbon travel experience. Chaotianhou Rafting Scenic Spot introduced a cave-through route, and 809 Micro Vacation Town opened a VR gaming center.
To meet holiday demand, several scenic spots, including Three Gorges Jiufeng Valley Scenic Area and Zhaojun Village, rolled out discounted tickets and family packages.
Visitor numbers at major attractions, including the Three Gorges Dam and Qing River Gallery, reached capacity for two consecutive days. To manage the surge, the city opened 37 public sports venues and made 44,924 parking spaces across 560 lots available free of charge.
To ensure a smooth travel experience, local tourism authorities issued real-time travel alerts and congestion warnings while scenic spots introduced additional measures. The Three Gorges Dam deployed portable barcode scanners to speed up entry, the Three Gorges Waterfall extended ticketing hours, and the "Two Dams One Gorge" cruise line upgraded its smart services.
Yang Jing contributed to this story.
