How ‘cyberpunk’ Chongqing became China’s tourism hotspot

The sprawling southwestern Chinese megalopolis of Chongqing, often described as a city that defies gravity, has transcended its reputation as a culinary capital known for its fiery mala hotpot to emerge as an international tourism sensation. Its distinctive urban landscape, a dizzying array of multi-layered highways, vertical skyscrapers clinging to steep hillsides, and surreal infrastructure marvels like a metro train passing directly through a residential building, has earned it monikers such as the "vertical city," "8D magical city," and perhaps most fittingly, "cyberpunk Chongqing." This futuristic yet gritty aesthetic, reminiscent of dystopian science fiction films, has captured the imagination of a global audience, driving unprecedented numbers of foreign visitors to its bustling streets.

In 2025, Chongqing achieved a remarkable milestone, recording over 2 million inbound tourist trips. A staggering 1.5 million of these were from foreign visitors, marking an impressive year-on-year increase of more than 70 percent. This surge, local tourism officials assert, is not merely the serendipitous outcome of viral social media content, but the direct result of a meticulously crafted and strategically executed plan to transform Chongqing into a premier global travel destination.

Chongqing’s ascent as a tourism hotspot is intrinsically linked to its unique architectural and geographical identity. Nestled at the confluence of the Yangtze and Jialing rivers, the city’s mountainous terrain has necessitated ingenious engineering solutions, giving rise to an urban fabric that feels profoundly three-dimensional, or even "8D" as locals playfully describe it. Elevated highways crisscross at dizzying heights, residential complexes are built into cliff faces, and massive escalators transport commuters for minutes at a time, blurring the lines between ground level and rooftop. This multi-tiered complexity, combined with the city’s vibrant neon glow at night, has created a visual spectacle that global travellers, particularly those fascinated by futuristic aesthetics, find irresistible. The "cyberpunk" label, frequently invoked by international visitors and media alike, draws parallels to cinematic masterpieces like Blade Runner and Ghost in the Shell, positioning Chongqing as a living, breathing sci-fi metropolis. This unique branding has resonated strongly with younger, digitally native generations who seek out visually striking and shareable travel experiences.

While the city’s inherent visual appeal provided a fertile ground for organic viral content, authorities in Chongqing recognized the potential and moved to capitalize on it with a comprehensive and coordinated tourism push. Zhu Mao, deputy director general at the Chongqing Municipal Commission of Culture and Tourism Development, highlighted that the boom was the product of a deliberate strategy, initiated well before the record-breaking numbers of 2025.

A significant part of this strategy involved aggressive promotional campaigns launched in 2025. Leveraging the immense reach of digital platforms, Chongqing engaged in targeted influencer marketing, inviting international social media personalities and internet celebrities to experience and showcase the city’s unique charm. These partnerships extended to high-profile national events, such as the CCTV Spring Festival Gala, where Chongqing served as a sub-venue, broadcasting its distinctive cityscape to hundreds of millions. The involvement of global figures like American basketball star Stephen Curry in promotional events further amplified Chongqing’s international visibility, tapping into diverse fan bases beyond traditional travel demographics. These initiatives collectively forged a powerful narrative, cementing Chongqing’s status as an "internet-famous city" both within China and globally.

Understanding that different markets have distinct travel preferences, Chongqing’s tourism commission meticulously studied international travel trends. For instance, recognizing the younger, social-media-savvy demographic prevalent in Southeast Asia, the city rolled out innovative digital campaigns specifically tailored for the region. These included engaging short-video competitions and cross-border cultural tourism livestreams, encouraging user-generated content and direct interaction with potential visitors. This targeted approach proved highly effective, with Southeast Asia quickly becoming the leading source of international arrivals to Chongqing. The strategy also yielded significant results in other key markets, with visitor numbers from Europe, Russia, and the Middle East all experiencing rapid growth, each increasing by over 100 percent year-on-year.

Beyond digital marketing, Chongqing diversified its tourism offerings to cater to a broader range of interests. The city invested in large-scale cultural productions, such as the musical "Chongqing 1949," which offers an immersive historical experience. Gastronomy, a cornerstone of Chongqing’s identity, received renewed focus through dedicated food promotion efforts, ensuring that its iconic spicy mala hotpot and other local delicacies remained central to the visitor experience. Furthermore, Chongqing collaborated with neighboring Sichuan province, famous for its pandas and stunning natural landscapes, to create joint tourism packages. This regional synergy allows visitors to experience the best of both worlds, enhancing the overall appeal of a trip to Southwest China.

Crucially, the city recognized that a captivating brand needed to be backed by a seamless and welcoming visitor experience. A key policy enabler was China’s expansion of its visa-free scheme in 2023, which significantly eased entry for citizens from a growing list of countries, including many in Europe and Southeast Asia. This policy shift directly contributed to the uptick in foreign arrivals, removing a significant barrier to international travel.

Chongqing also addressed common pain points for international visitors. Recognizing the prevalence of digital payment systems like WeChat Pay and Alipay in China, which can be challenging for foreigners without local bank accounts, the city proactively worked to ensure wider acceptance of foreign bank cards across its commercial establishments. The number of shops offering tax refunds to departing visitors was substantially increased to nearly 300, providing an added incentive for international shoppers. Moreover, Chongqing was among the first cities nationwide to introduce greater flexibility in accommodation arrangements for overseas tour groups, streamlining logistical aspects and enhancing service quality.

Infrastructure development played an equally vital role in Chongqing’s tourism success story. The city’s Jiangbei International Airport, already a major hub in Western China, underwent significant expansion. A new terminal was opened in 2025, and a fourth runway became operational in 2024, dramatically increasing the airport’s capacity and connectivity. These upgrades enabled the airport to operate 38 international and regional passenger routes, facilitating approximately 200 international flights per week. The strategic importance of these improvements was underscored by the airport’s annual passenger traffic exceeding 50 million for the first time in 2025, solidifying its status as a critical gateway to the region.

Complementing the airport’s expansion, Chongqing also focused on enhancing its retail and dining infrastructure for travellers. A new commercial street, opened in 2023, is a notable joint venture with Singapore’s Changi Airport Group, renowned globally for its award-winning airport retail and F&B experiences. Joe Zhou, general manager of Sino-Singapore Chongqing Airport Commercial Management, explained that this collaboration aimed to cater to diverse tastes. The Chongqing Heritage Food Hall offers an authentic immersion into local cuisine, while the International Food Hall provides a range of global culinary options. This innovative model, integrating world-class airport management expertise with local flavour, has garnered significant interest from other airports across China, with replications already seen at Haikou Airport and Wuxi Airport, proving Chongqing’s pioneering approach.

Chongqing’s unique administrative status as a municipality directly under China’s central government, akin to Beijing and Shanghai, has provided it with significant advantages. This autonomy grants the city greater flexibility in policy-making and resource allocation, allowing for swifter implementation of large-scale projects and tourism initiatives compared to many second-tier cities. Local authorities also incentivize travel agencies with performance-based rewards, fostering a competitive and proactive tourism industry.

While Chongqing’s scale and specific "cyberpunk" aesthetic might be hard to perfectly replicate, experts believe aspects of its successful playbook are transferable. Dan Wang, China director at political risk consultancy Eurasia Group, noted that many of Chongqing’s improvements are achievable for other cities. "It’s not that hard to replicate what Chongqing is doing to improve the living environment and ecosystem when it comes to tourism," she remarked, highlighting the focus on enhancing basic amenities like transportation infrastructure (high-speed railways, waterways) and ensuring cleanliness, particularly in local food scenes. Wang observed that this "positive spillover effect" is already evident, with cities like Yantai and Zibo in Shandong province investing heavily in similar improvements, from local transportation networks to the hygiene standards of their culinary offerings.

Ultimately, Chongqing’s transformation into a global tourism hotspot is a compelling case study of how a distinctive urban identity, amplified by viral social media, can be meticulously cultivated and sustained through strategic governmental planning. By blending its inherent "cyberpunk" allure with a deliberate focus on improving visitor experience, enhancing infrastructure, and executing targeted promotional campaigns, Chongqing has created a powerful and enduring brand. The city’s officials are betting that this combination of authentic charm, modern convenience, and relentless innovation will ensure that tourists not only visit but keep coming back to experience the magic of China’s vertical city.