The Wooden Pagoda in Yingxian County, Shanxi Province, had been on the travel list of 26-year-old Beijing resident Xiong Miao since 2022, and she finally got to visit it during the May Day holiday (from May 1 to 5 this year).

A fan of ancient architecture, Xiong had long wanted to see this pagoda up close. Built over 900 years ago without the use of nails, this architectural marvel, also known as the Pagoda of Fogong Temple, stands as the world's oldest and tallest wooden pagoda. It has withstood its fair share of earthquakes and other natural disasters over the centuries, solidifying its iconic status.

"This pagoda has been gaining fame among the younger generations, especially in the last two years," she told Beijing Review. "Quite a few friends have already visited it, and several others plan to go see it this year."

The convenient transportation made the trip a very straightforward undertaking. Jumping on a bullet train, it takes no more than three hours to reach the county from Beijing. "It's also a way to dodge the crowds in major tourism spots," she said.

Evolving dynamics 

Despite her expecting a quieter visit, Xiong found that Yingxian was bustling with tourists, though not as crowded as major urban tourism hotspots. This surge in visitors attests to a new trend in China's tourism market—the rising popularity of county-level destinations.

The May Day Holiday saw certain counties proving increasingly popular among tourists. Unlike well-known attractions in major cities such as the Great Wall in Beijing or the Terracotta Warriors in Xi'an, Shaanxi Province, these counties offer travelers the chance to explore lesser-known destinations with exclusive characteristics.

But this trend is not entirely new. A research report on national county-level tourism destinations released in 2023 revealed that in 2022, China already had 79 large tourism counties with tourism revenue exceeding 10 billion yuan ($1.4 billion) and visitor numbers surpassing 10 million. Meanwhile, counties with tourism revenue below 3 billion yuan ($410 million) accounted for 65.86 percent of the total surveyed, indicating potential for further growth in the county-level tourism market. 

"This shift reflects the evolving dynamics in the supply and demand within China's tourism industry," Wang Yalei, an analyst at Ctrip Research Institute, told Xinhua News Agency. "Consumer travel preferences are maturing, moving away from merely 'checking in' at popular spots to seeking more inspiring and varied experiences. This evolution has contributed to the popularity of county-level destinations."

The affordability and relaxed atmosphere of county towns are key factors that attract young people, as Wang claimed. During the May Day holiday, twenty-something Ding Zhihui from Wuxi, Jiangsu Province, traveled to Quzhou in Zhejiang Province with friends. Contrary to previous family trips to major urban destinations, which involved meticulously planned itineraries and costs of at least 2,000 yuan ($280) per person, this trip was both less expensive and less exhausting. 

"Cost-effectiveness is one compelling reason. But our choice of destination was also a casual decision: a friend occasionally mentioned that Quzhou has a particularly tasty local snack, so we spontaneously decided to head over there," Ding told Xinhua.

"This approach to travel highlights shifting preferences among younger tourists, favoring spontaneity and unique local experiences over traditional tourist hotspots," Cheng Chaogong, chief researcher at Tongcheng Research Institute, told newspaper Beijing Daily.

Cheng further underlined how advancements in transportation infrastructure have significantly reduced travel times between county towns and major cities.

"The accessibility of county-level regions has seen obvious improvement in recent years," he said. The high-speed railway now extends to over 90 percent of China's cities with populations exceeding 500,000, and numerous county towns have broadened their public transit options, including buses, shuttle services, and shared bicycles, all contributing to an improved travel experience.

Hidden allure 

"The quest for tranquility and comfort becomes all the more valuable amid the hustle of holiday crowds," Li Xue, an associate researcher at the Chinese Academy of Tourism Research, told newspaper Beijing Business Daily. "The most popular county towns offer more than just picturesque landscapes; they provide a high-quality living space that is becoming a key competitive advantage in the realm of tourism."

Shi Yi, a housewife from Xingyi in Guizhou Province, carefully planned a week-long getaway for early May with her husband and twin children to the picturesque Rongshui Miao Autonomous County in Guangxi Zhuang Autonomous Region. Embracing the allure of adventure, they opted to drive there—embarking on a scenic road trip. "We purposely steered clear of Guangxi's major tourist cities like Guilin and spent the entire week exploring Rongshui," she shared in a video uploaded to Douyin, the Chinese version of TikTok, on May 13. "Having traveled extensively both within China and internationally, I can confidently say that the landscapes in Rongshui surpass all others."

In her travel vlog, Shi Yi went on to describe the pristine beauty of the region: "Every valley with water features had shimmering blue waters, so clean and clear that we could jump in and swim, relaxing in the water all day long," she said. The family brought along a tent, setting up camp beside the water.

"We encountered quite a few tourists from other regions and forged new friendships," she recounted. "We shared the dishes we cooked, and there were even traveling vendors—local farmers selling absolutely delightful fresh produce at very reasonable prices."

Several counties have captivated tourists by leveraging their unique "IPs," such as Rongjiang County in Guizhou Province, which has gained widespread popularity through the Village Super League, a community-driven soccer league that gathers teams from different villages in the province. During the May Day holiday, Rongjiang hosted over 400,000 visitors, primarily attracted by the soccer matches, generating a tourism revenue exceeding 400 million yuan ($55 million).

In Pengshui Miao and Tujia Autonomous County, Chongqing Municipality, the Huashan Festival, a cultural celebration of the Miao ethnic group, has gradually become a tourism highpoint. The event attracts many visitors eager to experience the festival firsthand.

But with the growing popularity of county-level tourism, certain challenges have surfaced. "In some scenic areas, for example, the speed of this tourism transformation is outpacing the development of supporting facilities such as public toilets and parking spaces. Plus, the lack of professional training among some staff and non-standardized service standards can negatively impact tourists' impressions and evaluations," Han Yuanjun, a researcher at the China Tourism Research Institute, told Xinhua.

He stressed that county-level tourism should benefit locals and visitors alike. "Counties need to capitalize on their characteristics to meet the increasingly diverse demands of tourists," he explained. "They must focus on a long-term development strategy and pursue a path of sustainable growth."

This perspective accentuates how the counties' newfound fame should not only be used to stimulate tourism, but must also ensure that tourism, in turn, contributes positively to local communities.

Copyedited by Elsbeth van Paridon 

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