The recently concluded five-day May Day holidays saw a vibrant tourism market in China, marked by a significant increase in visitor numbers at numerous tourist destinations nationwide. Notably, there was a growing trend of tourists exploring smaller cities and towns alongside the traditional popular tourism hotspots.
According to data released by the Ministry of Culture and Tourism on Monday, China recorded 295 million domestic tourist trips during the holidays, marking a 7.6 percent year-on-year increase and a notable 28.2 percent surge compared to the same period in 2019.
The most sought-after tourist destinations during the holidays were cities renowned for their convenient transportation and rich cultural and tourism offerings, such as Beijing, Shanghai, Hangzhou, and Chengdu, as reported by online travel agency Trip.com.
However, there was a noticeable shift towards smaller cities and county-level destinations, which experienced higher growth rates in tourism orders compared to first and second-tier cities. For instance, destinations like Yangzhou and Luoyang witnessed an average year-on-year rise of 11 percent in tourism orders, while county-level destinations like Anji, Yiwu, and Pingtan saw an average increase of 36 percent.
Experts attribute this trend to the increasing diversity of tourism destinations nationwide and structural changes in the supply and demand of the tourism market. Chinese tourists are increasingly prioritizing cost-effectiveness when traveling to smaller cities or counties, given lower accommodation and transportation costs compared to larger cities.
Moreover, there’s a growing preference among tourists for quality and unique experiences, leading them to seek out lesser-known or niche destinations rather than crowded popular spots. With rural revitalization efforts underway, smaller regions, including county-level places, have become crucial markets for tourism development, offering natural beauty experiences at lower costs with improved services.
During the holidays, the average hotel prices in county-level markets were only half of those in popular first and second-tier cities. Additionally, county-level markets have been enhancing their services and accommodations. Since December 2023, at least 127 new 4A-level scenic spots have been added in 10 provincial-level regions, with a significant portion located in county-level markets.
Chinese tourists shared positive experiences from their trips to lesser-known destinations during the holidays. One resident, surnamed Huang, expressed satisfaction with her trip to Lishui district, Nanjing, highlighting its attractive scenes, convenient transportation, and affordability. Another resident, surnamed Ma, enjoyed exploring Xiapu county in Fujian Province with her family, appreciating its tranquility and opportunities for lasting memories.