County-level destinations have emerged as a major growth driver of China's tourism market in the first half of this year, according to a report released by the China Tourism Association.
The report said data from Meituan, a leading Chinese e-commerce and local services platform, showed that spending by out-of-town visitors in county areas rose 14.1 percent year-on-year, with average spending per transaction reaching 58 yuan ($8.64), about 50 percent higher than that of local residents.
The report also highlighted the popularity of trips to so-called "hidden gem towns" and "county-hopping" itineraries. During the Spring Festival holiday, the first batch of 11 designated hidden gem towns in Anhui province, including Shexian and Xiuning counties, recorded a 26.5 percent increase in tourist arrivals and a 28.2 percent rise in tourism spending from a year earlier, both above the provincial average.
County-level destinations elsewhere are also attracting visitors through live entertainment and distinctive local experiences. For example, Nandan county in the Guangxi Zhuang autonomous region has developed a thriving performance scene, helping bring greater attention to the lesser-known destination. In Guangdong province, a rural development initiative has boosted interest in trips featuring ancient villages, lychee orchards and coastal campsites.
Improved transportation networks are also giving county tourism a lift. Newly opened highways have removed access barriers to remote scenic spots and helped channel growing numbers of tourists to them, the report said.
The Ministry of Culture and Tourism, meanwhile, has guided 113 counties in pilot projects aimed at supporting rural revitalization through cultural industries. It is encouraging a range of small but distinctive tourism offerings, from farming study tours to self-driving camping and folk-custom experiences, while improving the quality of seasonal rural tourism routes.
The ministry said it would continue to expand tourism consumption scenarios, helping ensure that smaller cities and counties remain vibrant parts of China's travel market.
Ma Yiliang, deputy director of the China Tourism Academy, said counties do not have to rely on high-grade scenic areas or star-rated hotels to attract visitors. A single scene, event or story that goes viral online can also translate into real-world visitors.
"As many tourist destinations develop, they become increasingly alike — with similar pedestrian streets, imitation ancient towns, tourism performances and theme parks — and the visitor experience is diluted to some extent," he said. "County-level tourism may have modest facilities, but it offers a more distinctive and well-rounded experience, which is why it appeals to so many travelers."
