White paper: Investing in Inner Journeys, The Rise of Purpose-Driven Tourism in China

Pilgrim kneeling while climbing

At Trinetra, we believe the future of tourism isn’t about where people go—but why they go. Nowhere is this shift more visible than at Mount Wutai, one of China’s Four Sacred Buddhist Mountains and a UNESCO World Heritage Site.

Our new white paper, Investing in Inner Journeys: The Rise of Purpose-Driven Tourism in China, draws on six months of ethnographic fieldwork conducted by our Consultant Anthropologist directly within Mount Wutai’s temple courtyards, village homestays, and commercial lanes. This deep ethnographic engagement reveals a profound transformation: Chinese travellers—especially Gen Z—are no longer seeking leisure or photo ops. They’re pursuing wisdom, cultural reconnection, and personal growth.

Each year, over 7 million visitors arrive at Mount Wutai. Most rise before dawn to visit multiple temples in devotion to Manjushri, the Bodhisattva of Wisdom. Their journeys are disciplined, intentional, and deeply meaningful—often tied to life milestones like civil service exams or family well-being. As one graduate student put it: “Visiting here feels like having a dialogue with history.”

Yet this spiritual vitality now collides with state-led “high-quality development” initiatives. Informal vendors and family-run guesthouses are being relocated into standardized commercial zones to make way for branded chains like KFC, Chagee, and Hanting. While these upgrades address real demands for hygiene and reliability, they also risk eroding cultural authenticity and marginalizing local livelihoods—turning sacred landscapes into sanitized retail corridors.

Our research identifies a dual investment opportunity:

1. “Safe Haven” Infrastructure: Back trusted mid-tier brands that meet rising expectations for comfort and consistency.

2. “Equitable Authenticity” Models: Support community cooperatives, public-private partnerships, and digital platforms that empower local entrepreneurs while preserving heritage.

Mount Wutai is more than a destination—it’s a bellwether. It shows that the next generation of Chinese travellers wants both authenticity and reliability, tradition and convenience. The challenge—and opportunity—for investors is to deliver both without sacrificing one for the other.

Download the white paper below to explore how purpose-driven tourism can align financial returns with cultural preservation, community inclusion, and ESG impact.

Investing in Inner Journeys The Rise of Purpose Driven Tourism in China.pdf

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Trinetra Investment Management disclaimer: This material has been prepared by Trinetra Investment Management LLP (“Trinetra”) for information purposes only and it is not intended to be relied upon as a forecast or research. While the information herein is considered to be correct, no representation or warranty can be given on the ultimate accuracy or completeness of such information.

Unless otherwise specified, all views expressed are those of Trinetra. These views reflect current economic and market conditions, which are subject to change.

This material, or any views or opinions expressed herein, does not amount to an investment advice nor does it constitute a solicitation or a recommendation to buy, sell or invest in any financial product, investment structure or instrument, to enter into or unwind any transaction or to participate in any particular trading strategy.