A new travel trend dubbed "Chinamaxxing" is gaining traction on overseas social media this summer, highlighting growing interest among international visitors in exploring China through immersive cultural experiences.

According to the China Tourism Academy, more than 60 percent of inbound travellers visit China primarily to experience its culture. In Hainan Province's Maona Village, visitors are taking part in traditional Li ethnic tea-picking and tea-processing activities, offering a hands-on glimpse into local life. Meanwhile, in Xi'an, tourists are pairing visits to the city's historic landmarks with shopping for Chinese technology products, reflecting interest in the country's innovation alongside its heritage.

The trend comes as inbound tourism continues to grow. Alipay data shows spending by overseas visitors has risen over 70 percent year-on-year since June, while travellers have now visited nearly 500 Chinese cities. Beyond major hubs such as Beijing, Shanghai and Shenzhen, destinations including Harbin, Guiyang and Xining are also attracting increasing numbers of international visitors.