Tourism is no longer limited to scenic landscapes, cultural museums, dining, and entertainment. During the recent May Day holiday, "science tourism" became a popular choice for many travelers. Science and natural history museums saw rising popularity not only in first-tier cities like Beijing and Shanghai but also blossomed in second- and third-tier cities, emerging as a new force on the cultural tourism map.
As of May 5, data from the Ctrip app showed that the China Science and Technology Museum had a popularity score of 7.3, close to the 7.7 score of the Old Summer Palace. Other venues, including the Sichuan Science Museum, Shanghai Astronomy Museum, Xiamen Science Museum, Shanghai Natural History Museum, and Guangdong Science Center, all scored above 7. The Ningbo Science Exploration Center, Shenyang Science Palace, and Changsha Aviation Technology Experience Center scored above 3.5, similar to many water parks across the country.
Science museums are evolving from niche attractions into mainstream travel destinations, shifting the focus from "seeing wonders and spectacles" to "exploring innovation and the future."
The growing popularity of "science tourism" is most evident in the rising number of visitors to science and natural history museums. During this year’s May Day holiday, tickets for the two branches of the Zhengzhou Science Museum sold out instantly, attracting over 40,000 visitors. According to the museum’s director, Fan Xuefeng, visitors included not only local residents but also many tourists from neighboring provinces such as Shanxi, Shandong, Shaanxi, and Hebei.
This surge in popularity is driven by innovations in exhibition design and curation. Museums are breaking away from the traditional "look but don’t touch" approach, making advanced technology more interactive and accessible. At the Hebi Science Museum in Henan Province, exhibitions incorporate cutting-edge technologies like virtual reality (VR), augmented reality (AR), and artificial intelligence (AI). Visitors no longer just observe behind glass but actively engage with robots, simulate tornadoes, and explore tilted houses.
The museum’s director, Zhao Wenfang, reported that 96 science popularization activities were held during the holiday, leading to a 25% increase in visitors compared to the same period last year.
Enhanced interactive experiences have made abstract scientific knowledge come alive in museums across different regions. At the Nanchang Aviation Science Museum in Jiangxi Province, visitors can "travel" through space using VR devices. A student, Lin Youtong, expressed excitement after the experience, saying, "I never knew science could be so much fun!" The museum’s management revealed that visitor numbers hit a record high this year, with over 30% of visitors coming from outside the province.
The Shenyang Aviation Museum in Liaoning Province used flight simulation games to help children understand complex aviation principles in an enjoyable way. From April 28 to May 3, the museum saw a 13% increase in visitors compared to the same period last year.
Mianyang, a city known for its scientific and technological achievements in Sichuan Province, also welcomed a large number of tourists during the holiday. Wu Kun, a staff member at the Mianyang Science Museum, reported that the venue received over 10,000 visitors from May 1 to 3.
Corporate-run science museums also gained popularity. During the May Day holiday, the Hisense Explorer Center in Qingdao, Shandong Province, saw a nearly 40% increase in visitors compared to the previous year. Lin Qifen, the center’s director, noted that more families are choosing such destinations not only for leisure but also to inspire children’s interest in science. Parent-child science activities, urban mini-vacations, and immersive experiences are becoming key factors in family travel decisions.
The combination of educational value and engaging experiences is a defining feature of "science tourism." Sun Yu, a researcher at the Beijing Open Research Institute of the University of International Business and Economics, explained that by adopting advanced technologies and innovative operational models, science and natural history museums are transforming from traditional observation-based venues into dynamic spaces where families can repeatedly engage in scientific exploration.
Traditionally, the cultural tourism industry has been dominated by major attractions. However, a Ctrip report indicates that "science tourism" is thriving across multiple regions, with local science museums and themed exhibition centers gaining widespread appeal. This trend reflects a shift toward broader geographic distribution and more diverse visitor demographics.
Sun Yu added that such venues benefit from being asset-light, content-rich, and operationally efficient, making them suitable for replication in various regions. The expansion of "science tourism" is not a sign of reduced spending but rather reflects increased accessibility and differentiation, enhancing the intellectual value of travel and supporting high-quality cultural tourism development.
As technology-enhanced exhibitions become standard, innovations in management and operations are creating new growth opportunities for science museums. The Shenzhen Science Museum, which recently celebrated its first anniversary, hosted over 200 special events during the May Day holiday, including sci-fi exhibitions and exoskeleton robot demonstrations, attracting more than 140,000 visitors.
Zheng Yongchun, the museum’s director, explained that fluctuating visitor numbers between holidays and weekdays require flexible staffing and operational strategies. To address this, the Shenzhen Science Museum pioneered a "public institution + operating company" model. This hybrid approach allows for greater flexibility in adjusting staffing levels based on visitor flow. It combines the market-oriented expertise of an operating company with the public-service mission of a nonprofit institution, enabling the development of diverse offerings such as cultural products and science education programs.
While technological and institutional innovations are key drivers of the "science tourism" trend, broader public interest in science is the underlying reason for its success. Rising scientific literacy, growing curiosity, and increased emphasis on science education have narrowed the psychological gap between the public and science museums, creating a mutually beneficial relationship.
Chen Zheng, an associate professor at the School of Physical Science and Engineering at Beijing Jiaotong University and deputy director of the Popular Science Committee of the Chinese Physical Society, emphasized that science education is crucial for nurturing talent. Science museums, as key venues for extracurricular science education, have significant potential to contribute.
Chen noted that the rise of local science museums helps change the perception of science popularization as merely a supporter of technological innovation. Instead, it reinforces the idea that science popularization is equally important as technological innovation, playing a vital role in cultivating future innovators.
From superficial sightseeing to immersive, educational experiences, science museums are making advanced technology more accessible. Across different regions and fields, these institutions are laying a solid foundation for building a scientifically advanced society.
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