‘Overkill’: Chinese travellers push back against ‘tacky’ aesthetics taking over scenic spots in China

Chinese tourists are growing increasingly frustrated with the proliferation of "overkill" and "tacky" aesthetics at popular scenic spots across the country, according to recent online backlash. Critics argue these installations detract from the natural beauty of China's landmarks, with users on platforms like Xiaohongshu using terms like "overkill" and "unnecessary" to describe them.

Examples of such installations include LED lights illuminating ancient cave systems, plastic flowers adorning pagodas, and giant pink winged heart sculptures at a salt lake in Qinghai province. The backlash reflects a growing demand among young Chinese travelers for authentic, meaningful experiences rather than destinations designed for virality, according to experts.

A survey published by the state-owned China Youth Daily newspaper found that 95% of respondents between the ages of 20 and 40 encountered tourist spots with poor aesthetic quality, with many describing forced placements of lights and decorations as "colour and visual pollution." Critics argue that while bright colours and cartoon figures can be fun for some, these additions often lack thoughtfulness and respect for the place and its target visitors.

Tourism experts warn that such practices could backfire in the long run, as annoyed tourists are likely to avoid these places and spread negative word-of-mouth.