Minister of Culture and Tourism Sun Yi believes that the experience economy is becoming increasingly popular.

Minister of Culture and Tourism Sun Yeli: Nowadays, tourism is not just about visiting scenic spots and enjoying the scenery as in the past. People are more willing to immerse themselves in life, experience culture, and are willing to pay for performances, queue up for trendy activities, and travel to a city just for taking photos for social media. New products that focus on experience and empathy are always more popular in the market, and the experience economy is becoming popular worldwide. We will follow this trend, promote the deep integration of culture and tourism, cultivate more new brands that follow performances, intangible cultural heritage, and events for travel, and introduce new formats such as cultural tourism business, cultural tourism sports, cultural tourism industry, and cultural tourism agriculture. Through this integrated development, we will cultivate new growth points, create new value, form new advantages, and better meet the needs of the public.