Tourists take pictures at Xiaoxitian Temple in Xixian county, North China's Shanxi Province, on September 4, 2024. Photos: VCG

A growing number of young travelers in China are embracing "county tourism." Rather than flocking to traditional traffic-heavy scenic destinations, they are drawn to counties or even townships that offer a more authentic and relaxed experience. 

During the week-long National Day holidays that ended on October 7, county-level tourism suddenly surged alongside the booming travel market across China. Orders by tourists from tier-one and tier-two cities going to counties grew by over 60 percent and 20 percent year-over-year, respectively, according to data from Ctrip.com, a major Chinese online travel booking platform.

Zhang Minnan, a tourism blogger on China's lifestyle-sharing social media Xiaohongshu, told the Global Times that county-level tourism aligns perfectly with the mentality of today's youth. 

"There's no need to wake up early to beat the crowds, and being surrounded by residents makes it feel that you are part of the community. For a moment, I even felt like a resident of the county," said Zhang, who recently went to Congjiang County in Southwest China's Guizhou Province. 

"In addition to Congjiang, I've visited places such as Jingzhou and Kaili. What attracts me to these destinations is the low cost of living and comfortable weather. Small county often offers the perfect solution for me: fewer crowds during holidays, affordable prices, no scrambling for tickets, and the attractions are never overbooked," Zhang noted. 

Personalized experiences

The trend of young Chinese travelers opting for county-level destinations reflects a broader shift in the evolving tourism landscape, with increasing demand for more personalized and cost-effective experiences.

This shift highlights the evolving needs of modern travelers, who now prioritize wellness, local experiences, and a slower pace. By choosing these smaller, lesser-known destinations, they are able to connect with nature and local communities on a deeper level, making tourism not just about sightseeing but about finding inner peace and relaxation.

The phenomenal success of China's first AAA video game Black Myth: Wukong has put Xixian county in North China's Shanxi Province on the tour map. The quiet place, which boasts one of the game's filming locations in Xiaoxitian Temple and is home to just over 90,000 residents, saw a massive influx of visitors during the National Day holidays. 

Meanwhile, in Jingshan town, East China's Zhejiang Province, the vibrant cultural scene, including Guochao, or China chic, fairs and arts performances, offered tourists an immersive way to engage with rural life and local culture. 

Similarly, in Shunlong village, Danling county, Southwest China's Sichuan Province, visitors can get a first-hand experience of local intangible cultural heritage of making Zengcheng pastries. Blending local history with interactive experiences, the culture immersion has become a highlight for travelers seeking more than just scenic views.

The 2024 national county-level tourism development research report revealed significant growth in China's county-level tourism in 2023. The average total tourism revenue for 1,866 counties across the country was 4.295 billion yuan ($603.4 million), and the average number of tourists received was about 5 million. 

The figures reflect year-on-year growth rates of 41.19 percent in revenue and 35.18 percent in tourist numbers.

Visitors enjoy gorgeous scenery in a flower field, wearing hanfu costumes in Jingshan town, East China's Zhejiang Province. 

Pressing challenges

Despite the rising popularity of county-level tourism, there are still significant challenges that need to be addressed promptly, such as inadequate infrastructure and low service quality. 

Safe and clean hotels are crucial for county tourism. When people visit smaller towns, they tend to compare the facilities with those of urban areas, so having a beautiful and comfortable hotel is a huge plus, blogger Zhang said. 

Another tourism blogger surnamed Jiang told the Global Times that connecting with nature and experiencing different cultures in county tourism offers her child unique experiences beyond the usual tourist spots. 

However, she said she have encountered issues like price gouging and a general lack of effective management in some regions, which underscores the need for better regulation and oversight to ensure a more pleasant experience for tourists.

Experts called for a long-term perspective and caution that the long-term sustainability of this trend will depend on continuous improvements in local tourism services.

Sun Jiashan, an associate researcher at the Central Academy of Culture and Tourism Administration, told the Global Times that for small county-level destinations to sustain development, they should focus on improving tourism service quality. 

As visitors' expectations for travel experiences increase, high-quality services become a key factor in retaining tourists. 

This includes offering comfortable and convenient accommodations, delicious and authentic dining, and diverse entertainment options, Sun said. 

"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 noted.

According to Sun, 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, the resources can be transformed into appealing tourism products, he said.