(Yicai) April 1 -- Chinese bathhouses, which offer hot springs, dining, karaoke, movies, tabletop games, and other leisure and entertainment activities, are attracting many visitors from the United Kingdom, the United States, South Korea, Russia, and other countries.

The number of European and US tourists has significantly increased over the past six months, said Wang Deting, chief operator of Header Hot Spring Hotel. At least a dozen foreigners come every day, with many visiting after seeing videos on social media platforms such as Xiaohongshu and X, Wang noted.

The Taoyuanxiang Massage bathhouse in Shanghai revealed that over 80 percent of its customers are from South Korea, with a high return rate.

Shanghai welcomed 9.36 million overseas tourists last year, up almost 40 percent from 2024, according to data from the Shanghai Municipal Administration of Culture and Tourism. 

Transactions at batchhouses across China surged over 30 percent, with cross-regional consumption accounting for about a third, data from Chinese on-demand services giant Meituan showed. The average transaction value at new establishments has increased by 60 percent.

High cost-performance is the most common feedback from foreign tourists. For example, the around CNY300 (USD43.56) group ticket at Shuiguo Hot Spring includes 18 hours of relaxation, a meal, breakfast, late-night snacks, and various entertainment options, with the overnight surcharge costing only around CNY60 (USD8.71).

Some Southeast Asian companies have arranged team-building activities at Shanghai batchhouses, incorporating karaoke, dining, board games, and others, said Zheng Xueda, director of inbound tourism business at Shanghai Spring International Travel Service. For travel agencies, these experiences can significantly boost customer satisfaction and strengthen long-term business travel partnerships, Zheng added.

Artificial intelligence translation tools have also become popular at batchhouses, helping tackle communication challenges.

Header Hot Spring Hotel abandoned plans to hire multilingual staff and instead opted to use AI tools like ByteDance's Doubao for communication with foreign visitors after an experience with hosting Mongolian tourists, Wang said. "There will always be new language challenges, so it's better to use AI to solve them."

The rising popularity of bathhouses highlights a shift in the tourism economy from a service-based to an experience-based one, according to Xin Hongye, a distinguished professor at Capital University of Economics and Business. China's visa-free policies have encouraged repeat visitors to shift focus from landmarks to everyday life, making places like bathhouses and food markets "vital windows" to experience the Chinese culture, Xin pointed out.

Businesses should provide backup payment options, including credit cards and cash, while offering convenient payment methods like QR codes, Xin stressed.

Editor: Martin Kadiev