According to China Daily, the trend of tourism shifting to smaller and less developed areas became evident during this year's National Day holiday in China . Previously, these locations were rarely top choices for tourists, but now their natural landscapes, regional cultural identity, and unique local lifestyles are attracting a large number of visitors. Along with this, improved transportation networks, car rental services, GPS systems, and an increasing supply of accommodation in towns and rural areas are also contributing to this tourism growth.
Many Chinese tourists enjoy exploring lesser-known destinations to experience local culture. (Illustrative image: VCG)
Today, tourists also tend to make more rational decisions. They don't choose small towns simply because accommodation and other costs are cheaper. They want to avoid long queues at tourist attractions, traffic jams stretching for kilometers, and reduce expenses at expensive destinations, prioritizing quality accommodation, opportunities to enjoy local cuisine , authentic experiences, and a slower pace of life within a unique cultural context.
Of course, tourists understand that small towns can hardly offer the same modern amenities as big cities, but they also expect destinations not to use "authenticity" as an excuse to justify poor service quality, China Daily noted.
However, what truly attracts tourists is the emotional value and the sense of "healing" they can receive from the travel experience. Small group tours, sporting events, and music festivals are becoming new trends, with increasing interest from travelers in accessible, scenic destinations, rather than those requiring arduous trekking through mountains and streams.
Behind these changes lies a simple desire shared by many travelers: Tourism should help people recharge, heal, and escape the fatigue and stress of work and life.