BEIJING, June 26 (Xinhua) -- International tourists in China are moving beyond traditional shopping to seek immersive cultural and lifestyle experiences, according to a Xinhua think tank report released on Friday.

Foreign tourists visit the Temple of Heaven in Beijing on June 9, 2026. (Photo: China Daily)

The report, titled "Shopping in China: Sharing New Opportunities of Open Development," was released by Xinhua Institute, a think tank affiliated with Xinhua News Agency.

"Immersive cultural-tourism consumption has become a new trend among overseas visitors," the report said. International tourists are "completing their consumption through immersive participation" in activities such as Hanfu dressing, tea ceremony appreciation, calligraphy and painting.

The report noted that the shift turns shopping "into a journey of immersive Chinese culture experiences," moving from "rushing through scenic spots" to "seeking in-depth experiences," and from "standard itineraries" to "customized services."

It highlighted that the immersive cultural-tourism consumption "has become a new fashion pursued by overseas tourists, as they indulge in local delicacies and shopping while sightseeing, fully immersing themselves in the unique charm of bustling urban life interwoven with traditional culture."