Cultural tourism consumption is a new trend, and county tourism is strongly out of the circle
In an era where urban dwellers seek a return to simplicity and natural experiences, county tourism is emerging as a new trend in cultural and travel consumption. Many hidden gem small towns are making headlines as “beautiful yet small” destinations, unleashing substantial economic growth potential for local communities. For county tourism to thrive, it must focus on long-term development, with an emphasis on creating deep cultural experiences that keep destinations appealing.
With the popularity of City Walks and rural tourism on the rise, county tourism is gaining momentum. Following the buzz around Zibo last year, this year’s attention has shifted to Tianshui, Anji, Zhengding, and Pingtan, indicating a growing trend toward less urbanized travel destinations often amplified by internet fame.
During this year’s National Day holiday, the allure of local delicacies, immersive cultural experiences, and picturesque landscapes drew significant attention to many smaller towns. Data shows that among the 1,866 counties in China, the average tourism income was 4.295 billion yuan, and the total number of visitors reached over 5 million, marking year-on-year growth of 41.19% and 35.18%, respectively—signs of a robust recovery in county tourism.
The yearning for “nostalgia” and “authenticity” is fueling the surge in county tourism. According to Tongcheng Travel, hotel bookings in popular counties during the holiday period exceeded the overall market growth, with some areas seeing increases of over 50%.
One visitor, Zhu Qian from the Chongqing Meixin Hongjiu Town, recounted the bustling scene, saying, “Tickets flew off the shelves! We sold 50 tickets in just five minutes—twice!” The town became one of Chongqing’s main attractions during the holidays, with its scenic surroundings and unique culinary offerings drawing nearly 1 million visitors in just seven days.
Taking a different approach to avoiding overcrowded tourist spots, 22-year-old Xiao Tang opted for a creative solution by staying at a local retirement home, which offered him meals and accommodation for just 100 yuan a day. “I spent wonderful days there with elderly friends—exercising in the mornings, exploring during the day, and enjoying movies and conversations at night. It was a rare experience,” he shared.
Interestingly, the retirement home launched a pilot program for young visitors during the holiday season, according to Wang Li, the facility’s manager. “We aim to create a place where young people can relax and recharge amid the pressures of modern life,” she explained.
Local tourism initiatives across various regions are diversifying their offerings. For instance, Longjing Township in Yunnan creatively designed a maze in rice fields, while Hezheng County in Heilongjiang invites tourists to experience their cultural heritage through unique dining and fire shows. Each small town is finding innovative ways to immerse visitors in the local landscape and culture.
According to industry experts, the evolution of county tourism—from nature-based exploration to culinary and cultural experiences—continues to thrive, revealing a rich potential for economic growth. These quaint towns are not merely surviving; they are emerging as key players in bolstering China’s county economy.
As county tourism evolves, the coverage of national A-level tourist attractions has increased significantly, reflecting a shift in demand for accessible and unique travel experiences. Visitors are seeking genuine interactions with local culture—enjoying rustic meals and staying in family-run accommodations.
For example, autumn mornings see a flood of tourists at the D информацию县 Zha’gana scenic area, which hosts a historic temple fair and live performances. Additionally, new attractions in Huizhou, Guangdong capitalize on its stunning natural resources, providing endless options for visitors.
Data from the Tongcheng platform reveals that the game “Black Myth: Wukong” has substantially boosted tourism to local sites, while other areas like Yungang Grottoes in Datong saw visitor numbers soar by over 114% during the recent holiday.
Despite the bright prospects, challenges such as traffic congestion, limited parking, and rising prices remain concerning. Li Xinjian, Executive Director of the Capital Cultural and Tourism Development Research Institute, emphasizes that for county tourism to endure, there must be ongoing investment in cultural experiences that attract visitors long-term.
High-quality infrastructure, clean accommodations, and accessible services are essential ingredients for sustainable county tourism. Experts agree that there is a new wave of tourism that is both consumer-driven and different from traditional frameworks.
Ultimately, county tourism isn’t just a trend; it embodies a meaningful shift in travel culture, presenting small towns with a vital opportunity for growth and transformation. The gains from this movement extend beyond economic metrics, as they enrich visitors’ lives with unforgettable experiences.
