Villagers perform a welcome ceremony for tourists in Congjiang county, Southwest China's Guizhou Province, on July 23, 2024. Photo: VCG

Lately, county tourism has become increasingly popular in China, with more young people opting for lesser-known counties as holiday destinations instead of crowded cities with famous attractions. They are eager to escape the hustle and bustle of popular spots and enjoy a quieter, more relaxed experience away from the city.

In the first week of September, luxury hotel bookings surged by 1,400% in Changting county, East China's Fujian Province; by 1,200% in Fengxin county, East China's Jiangxi Province; and by 1,150% in Zhongmu county, Central China's Henan Province. Additionally, hotels in many counties in China were fully booked well in advance, according to a report by the Economic View media outlet.

"Young people's expectations for travel products and services have changed. They no longer follow the crowd but opt for more diverse and varied experiences. For them, a travel to relieve stress is a preferred choice, as it requires minimal preparation," Sun Jiashan, an associate researcher at the Central Academy of Culture and Tourism Administration, told the Global Times on Wednesday.

Positive feedback loop

In the era of mobile internet, the massive influx of information on social media has created opportunities for county tourism. With the click of a button on sharing apps, travelers can access continuously updated posts that fuel curiosity, prompting more users to turn their online interest into real travel plans.

On the Chinese lifestyle-sharing platform Xiaohongshu, a search for "county tourism" yields over 500,000 related posts. These posts feature recommendations from users about lesser-known counties, including detailed travel routes, expense estimates, and top attractions to visit.

"One of the main reasons I chose a county for my trip was the influence of social media. After watching art films like Kaili Blues, I wanted to visit its filming locations or similar places," said Zhang Wennan, a blogger who shared a well-received travel guide for Congjiang county in Southwest China's Guizhou Province.

After completing her trip, Zhang went back to social media to share their experiences, which naturally amplified the county's tourism profile, which created a feedback loop of planting the seed, visiting, and recommending the destination to others.

Emotional value 

The rise of county tourism reflects a shift in people's mindset, characterized by a growing pursuit of quality and diversity, and an increasing focus on personal emotional fulfillment.

"County tourism fits well with the current 'lying flat' mindset of young people. There's no need to wake up early to avoid crowds, and everyone around you is local," Zhang told the Global Times.

Travelers are opting for quieter, less-traveled counties where they can slow down, relax, and rejuvenate. 

"The benefit of traveling to small counties is that there are fewer people, prices are reasonable," Zhang noted.

A traveler who comes from Wenzhou, East China's Zhejiang Province, visited Qingtian county in the same province in August, told the Global Times that due to limited time, she usually chose to visit nearby counties to relax. In her view, these trips that are easy to arrange and low-cost often meet the curiosity of her. "For someone like me who grew up in the city, returning to a small county for travel is a novel experience," she added.

Sustainable development

As small county-level destinations become increasingly popular, some counties are experiencing unprecedented development opportunities. Driven by the internet, previously unknown small towns are quickly gaining fame due to their unique charm. However, achieving sustainable development remains a challenge for many areas.

During peak time, issues such as inadequate reception capacity in these small counties become apparent. Besides, attractions in these counties are often far from accommodations, making them less convenient. 

"For small county-level destinations to sustain development, they must focus on improving tourism service quality. As visitors' expectations for travel experiences increase, high-quality services become a key factor in retaining tourists," noted Sun Jiashan. "This includes offering comfortable and convenient accommodations, delicious and authentic dining, and diverse entertainment options."

"Additionally, enhancing infrastructure is crucial. Convenient transportation, well-developed public service facilities, and a safe travel environment are all important conditions for attracting tourists," Sun Jiashan added.

Sun Hang, a tourist who just returned from Pingshan county, South China's Guangdong Province, told the Global Times that in her view, high-quality hotels are the starting point for promoting county tourism and can bring tourists a better travel experience.

"A safe hotel can ease the concerns of tourists like us about unfamiliar places. In a hotel offering complete facilities and good service in Pingshan, I felt safe and because of that I was more willing to explore the local scenery and culture," she said.

According to Sun Jiashan, small counties need to deeply explore and utilize their unique resources to offer distinctive travel experiences, focusing on innovation and diversification of tourism products. 

Each region has its own unique natural landscapes, historical culture, and folk customs. Through scientific planning, these resources can be transformed into appealing tourism products.