If you’ve visited China recently, you might have noticed some, well, interesting additions to its most beautiful scenic spots. Rainbow LED lights illuminating ancient caves. Giant plastic flowers draped over centuries-old pagodas. A pink winged heart sculpture plonked right in the middle of a stunning salt lake. And street signs that say things like “missing you in Chongqing”.
It’s giving… Instagram-bait. And Chinese travelers are not here for it.
When Nature Meets Neon
Take Qinghai’s Chaka Salt Lake, for example. It’s famous for its crystal-clear blue water and mirror-like reflective surface—a natural wonder that welcomed over two million visitors in 2025. So what did someone decide to add? A giant pink winged heart sculpture right in the middle of it.
The backlash was swift and brutal. Netizens called it “overkill” and “unnecessary”. One Xiaohongshu user summed it up perfectly: “Hold up—why did they put this in the middle of the lake? Wouldn’t a pristine, unobstructed lake look better? I don’t understand this”. Another added: “What’s the point of taking photos of nature when there’s something ugly in the middle of it?”.
And it’s not just lakes. In Xinjiang’s picturesque Baisha Lake, fake roses and heart-shaped decorations have been popping up, drawing criticism from visitors who just want to enjoy the scenery. Meanwhile, historic towns are being transformed into neon-lit theme parks. Krisa Chen, a 24-year-old student from Hangzhou, had planned a trip to Qufu—Confucius’ hometown—but ditched the idea after seeing travel vlogs showing crowds in traditional hanfu gowns posing under glaring LED lights. “A centuries-old historic town should allow visitors to experience architectural scale, street textures, local life, craftsmanship, and historical depth,” she told CNA. Instead, she said, many places are becoming “overcommercialised”—with light shows, artificial waterfalls, and photo installations designed only to attract influencers.
Her verdict? “The aesthetics are just terrible”.
The Numbers Don’t Lie
This isn’t just a few grumpy tourists complaining on social media. A survey published in June by state-owned China Youth Daily found that 95% of respondents aged 20 to 40 had encountered tourist spots with “poor aesthetic quality”. Many criticised the “forced placements” of lights and decorations that disrupt natural landscapes—describing them as “colour and visual pollution”.
That’s not a fringe opinion. That’s an overwhelming majority.
Why Is This Happening?
According to experts, it comes down to a mix of financial pressure and a lack of understanding of what modern travelers actually want.
Lina Zhong, a professor from Beijing International Studies University, said that for destinations under financial strain, adding decor like props or lights “creates an immediate visual focus”—which can lead to more visitors and online exposure. But she stressed that the real question isn’t whether decorations are inherently bad. “Bright colours, cartoon figures or photo installations are not necessarily bad,” she said. “The real questions are whether it is a thoughtful creation, respects the place and suits its target visitors”.
Sam Huang, a tourism professor at Edith Cowan University in Australia, added that many tourism planners in China are driven by “commercial interest” and may lack “the needed knowledge of tourist preferences and aesthetics”. He warned that “overcommercialisation works against” the authentic experiences that Chinese tourists are increasingly seeking.
And here’s the kicker: “If tourists are annoyed and dissatisfied by this ugliness, they will stay away from such places and spread negative word-of-mouth”.
A Shift in What Travelers Want
The good news? Tourism in China is evolving. Professor Zhong noted that “visitors are more willing to pay for personalised experiences, authenticity and emotional value”. What they increasingly dislike, she said, “is when commercial activity replaces culture instead of supporting it—and it pushes out real life instead of becoming part of it”.
In other words: travelers don’t want a photoshoot backdrop. They want the real thing. They want to feel something. And a giant plastic flower just isn’t going to cut it.
The Bottom Line
Look, we get it. Tourism boards want to stand out. They want viral moments. They want influencers to tag their locations. But when you slap a pink winged heart in the middle of a salt lake or cover a thousand-year-old temple in LED strips, you’re not enhancing the experience—you’re ruining it.
Chinese travelers are voting with their feet (and their social media posts). And the message is loud and clear: less tacky, more authentic.
Let’s hope the planners are listening.
What do you think? Have you seen any “overkill” tourist attractions in your travels? Drop your thoughts in the comments below.
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