China's domestic tourism reached record-breaking levels in 2025, with a total of 6.52 billion trips generating 6.3 trillion yuan (about 910 billion U.S. dollars) in revenue, according to a report released in Beijing on Friday.

The Beijing-based Jinghe Institute of Culture and Tourism released its 2025 annual report on the sector on Friday afternoon.

In 2025, urban visits rose 14.3 percent to nearly 5 billion, while rural travel surged 22.6 percent to 1.53 billion outings, according to the report.

The report highlights emerging global and domestic trends, including the integration of digital technology into cultural and tourism activities, the fusion of sports events with travel, and the growing integration of tourism and wellness.

Experts say that various high-tech solutions are reshaping the tourism industry by catering to the diverse demands of tourists and enterprises.

"The integration of virtual and real elements represents a crucial trend in the development of immersive experiences. Immersive experiences are no longer confined to physical spaces but are continuously expanding across various business formats. In today's immersive cultural and tourism sector, it is essential to capture the emotional value for every visitor and address the ever-evolving new consumption demands of the consumers," said Bu Xiting, master's mentor at the School of Cultural Industries Management of Communication University of China.

"Throughout the development of the cultural and tourism sector, the media has played an extremely important role. Once focused on one-way communication, it primarily served as a recorder and amplifier. As we enter the era of social media, I think platforms have evolved beyond merely serving as tools for recording and amplifying content. Most importantly, they have become deeply involved in resource integration, resource convergence, and the creation and dissemination of numerous brands within the cultural and tourism landscape," said Li Zhengrong, general manager of government affairs operations of social media Weibo.