Travelers in China are increasingly ditching crowded cities for serene county destinations, seeking authentic experiences, cultural richness, and natural beauty.
Li Futao’s first real taste of county travel occurred right after high school, when he embarked on a journey to the picturesque Yangshuo County in southern China’s Guangxi Zhuang Autonomous Region. That trip had a profound impact on his perception of travel and reshaped the way he explored the world.
Armed with only 900 yuan (approximately 125 U.S. dollars) to last him for five days, Li quickly realized that there were experiences money couldn’t buy. In the serene streets of Yangshuo, family-run stalls lined the roads, with shopkeepers conversing freely with regular customers or offering helpful guidance to wandering travelers. At his homestay, the hosts didn’t simply check him in; they welcomed him into their lives, offering free rides and even lending him bicycles to explore the countryside. It was a warmth and authenticity that stood in stark contrast to the fast-paced urban environments he had grown accustomed to.
Since then, Li has traveled to 28 counties across China, each time seeking out the unhurried pace of life and the deeper connections that small-town travel offers. As the May Day holiday approaches on May 1, more Chinese travelers like Li are opting to escape the chaos of urban life. They are turning their backs on bustling cities and overcrowded metropolises, instead seeking hidden gems in small towns where they can experience a slower, more relaxed way of life.
Fresh data from the Chinese travel services platform Qunar reveals a growing trend in this direction. Hotel bookings for county-level destinations across China have expanded to 1,229 counties, reflecting a 20 percent year-on-year increase in demand. The appeal of county travel is becoming increasingly clear, and it’s no longer just about affordability. Small counties are seen as offering not only better value for money but also an authentic experience that big cities cannot replicate.
Take, for example, Ms. Wang, a resident of Beijing, who initially planned a visit to Tonglu County in Zhejiang Province for the May Day holiday. However, with train tickets proving hard to come by, she decided to explore Cangzhou City and the surrounding counties in Hebei Province instead. The region is well-connected by high-speed trains that depart roughly every 10 minutes, taking less than an hour to reach from Beijing. This flexibility, combined with affordability, has made county travel a top choice for those seeking both ease and charm.
This shift toward county travel is not confined to one particular type of traveler. According to data from H World Group, one of China’s largest hotel operators, younger travelers, particularly those between the ages of 20 and 40, continue to be the driving force behind this movement. This demographic represents 56 percent of overall hotel bookings for the May Day period. However, older travelers, especially those aged 55 and above, are also embracing county tourism, with this group accounting for 15 percent of bookings. These older travelers, many of whom have long awaited the chance to explore the country, are beginning to unlock new travel opportunities that small-town destinations offer.
The trend is reflected in broader tourism statistics as well. The 2024 Report on Tourism Competitiveness of Chinese Counties revealed impressive growth in both tourism revenue and the number of visitors to the country’s top 100 tourist counties. The report noted year-on-year growth of over 30 percent in both tourism revenue and visitor numbers. On average, tourism revenue accounted for more than 68 percent of the GDP of these counties, a significant increase of seven percentage points from the previous year.
Several factors are contributing to the growing appeal of county travel. Beyond affordability and authenticity, the rise of online exposure is playing a pivotal role in driving interest. Take, for instance, Xixian County in Shanxi Province, which saw a massive surge in popularity after its stunning landscapes were featured in the video game “Black Myth: Wukong.” During the 2024 National Day holiday, nearly 90,000 visitors—equivalent to the county’s entire population—flocked to the area in just six days, attracted by its digital presence. Similarly, Ailao Mountains in southwest China saw a 15 percent increase in visitors during the same period, largely driven by a viral video about collecting natural pigments in the region.
The National County Tourism Development Research Report of 2024 further underscores the rapid growth of county tourism. The report highlighted that, in 2023, the average tourism revenue across 1,866 county-level regions in China reached over 4.29 billion yuan. The same regions saw over five million tourist visits on average, marking impressive year-on-year growth of 41.19 percent in revenue and 35.18 percent in visits.
This growth has been made possible in large part due to improved infrastructure and supportive national policies. Over the past two decades, China’s national tourism strategies have increasingly focused on the development of counties and small-town destinations. These strategies have promoted the integration of tourism with broader social goals such as ecological conservation, rural revitalization, and poverty alleviation. By positioning counties as key players in the nation’s tourism landscape, the government has fostered a fertile environment for sustained growth in county-level tourism.
Looking ahead, it is clear that county tourism in China is on an upward trajectory. As more travelers discover the joys of exploring less crowded destinations, the appeal of small towns is only expected to grow. In an age where authentic experiences and personal connections are valued more than ever, county travel offers a refreshing alternative to the hustle and bustle of urban life. Whether it’s the charm of a family-run homestay, the serenity of a remote mountain village, or the excitement of a newly discovered destination, the small counties of China are proving to be an irresistible draw for travelers from all walks of life.
