Recent data from the China Datong Tourism Development Index Report (First Half of 2025), compiled and released by Xinhua Index Research Institute, indicates that Datong's cultural and tourism market experienced a surge in activity during the first half of this year. The monthly average value of the Datong Tourism Development Index reached 1,469.15 points, representing a year-on-year increase of 9.60%. Notably, the index peaked at 1,781.38 points in May, marking the highest point of the first half and reflecting an 11.31% year-on-year growth. The robust growth was driven by the vibrant holiday economy, innovative cultural and tourism events, and the sustained enhancement of the city's brand influence.
Trend of Datong Tourism Comprehensive Development Index (January 2024 – June 2025) (Unit: Points)
Datong's city IP potential is being unleashed, with the influence of its cultural and tourism brand continuing to expand. In the first half of 2025, the monthly average of Datong's tourism brand attention sub-index reached 1,323.50 points, marking an 18.85% year-on-year increase. By leveraging cultural innovation to break through niche markets and monetise intangible heritage techniques, alongside diversified short-video dissemination and cross-industry IP collaborations, Datong has successfully cultivated a phenomenon-level city brand blending cultural depth with commercial value, revitalising traditional culture.
Da Tong's tourism reception figures continued to grow, with cultural tourism market momentum showing no signs of abating. During the first half of this year, the steady rise in the index was driven by the popularity of holiday spending, the upgrading of key scenic areas, and the continuous enrichment of cultural tourism offerings in the ancient city. The monthly average visitor flow heat index reached 1,225.33 points, marking a 5.43% year-on-year increase. Performance during major holidays was particularly impressive. During the May Day holiday, eight key monitored scenic spots in Datong welcomed 1.0294 million visitors over five days, a 15.04% increase year-on-year. During the Dragon Boat Festival holiday, these eight key monitored scenic spots collectively received 330,200 visitors, marking a 19.65% year-on-year rise.
The ‘day and night’ model has revitalised the market, accelerating the release of cultural and tourism consumption vitality. In the first half of this year, the monthly average market consumption heat index reached 2,257.30 points, marking a year-on-year increase of 13.04%. Night-time tourism has stimulated new consumer demand. From light and sound shows and intangible cultural heritage exhibitions to open-air concerts, theatrical performances, immersive tourism productions like ‘Dreamlike Datong’, and Hanfu-clad tours of the ancient city, Datong's night-time offerings have become increasingly diverse and rich. In the first half of the year, overnight visitors accounted for over 50% of the total, demonstrating the effectiveness of the night-time economy.
Spring nourishes the ancient capital, summer brings refreshing rhythms – Datong's seasonal beauty unfolds distinct splendours with each passing season. The city continues to deepen the integrated development of ‘culture and tourism plus’, comprehensively advancing the quality upgrade of its cultural tourism industry. This has established an integrated development framework encompassing culture, tourism, commerce, sports, and agriculture, enabling Datong's transformation from a regional tourist city into a culturally significant destination with international influence.
The ‘China·Datong Tourism Development Index’, jointly launched by the Datong Municipal Government and China Economic Information Service, comprises three sub-indices: visitor flow intensity, market consumption intensity, and brand attention intensity. It serves as a digital calling card integrating tourism resource datafication, brand communication digitisation, and intelligent industrial development. (Liu Yaofang)
