HopeGoo Travel and Zhihu released the 2026 Report on Museum Travel Consumption Trends on May 18, the 50th International Museum Day, offering a comprehensive analysis of the latest trends in culture-themed travel. Xi'an ranked among China's top five tourist destinations for in-depth museum tours.

Visiting museums has now become a popular leisure activity. From Jan 1 to May 15, 2026, bookings for cultural and museum-themed attractions on HopeGoo surged by over 40 percent year-on-year.

Xi'an City Wall attracts many tourists. [Photo/Xi'an news network]

Tourists have also shifted from traditional sightseeing to more immersive, in-depth experiences, with orders for museum tour products featuring professional guides jumping by 62 percent. Families traveling with children and young people born after 2000 have become the main groups of in-depth museum tourists.

Two iconic venues — the Emperor Qinshihuang's Mausoleum Site Museum and Shaanxi History Museum — ranked among China's top 10 most popular museums. Boasting a splendid cultural heritage spanning the Zhou (c.11th century–256 BC), Qin (221–206 BC), Han (206 BC–220), and Tang (618–907) dynasties, as well as abundant cultural relics, they draw hordes of tourists from across the country all year round.

Xi'an will draw on its profound cultural essence to meet the rising demand for cultural tourism and further enhance its reputation as a premier cultural travel destination. The city aims to become the top choice for tourists nationwide seeking to explore history and culture and experience the charm of Chinese civilization.