Core Insights - The report highlights the growing trend of county tourism in China, driven by urban residents seeking immersive experiences and the improvement of infrastructure and innovative projects [1][6][8] - The rise in county tourism is transforming transient visitor "flow" into sustainable economic "stay," injecting new vitality into local economies [8][10] County Tourism Trends - Increasing popularity of county tourism is evident, with significant growth in bookings for county destinations near major cities, showing a 51% year-on-year increase during the recent holiday period [4][5] - The demand for unique experiences among younger generations, particularly the "Z generation" and "millennials," is reshaping tourism preferences, moving away from crowded standard attractions [6][7] Infrastructure and Innovation - Enhanced infrastructure, including expanded high-speed rail networks, is facilitating easier access to county destinations, making spontaneous travel more feasible [7][10] - Innovative tourism projects, such as the "slow bungee" in Zhejiang Anji, cater to diverse visitor preferences, combining adventure with safety [7][10] Economic Impact - The development of county tourism is positively impacting related industries, with a notable increase in the number and quality of hotels in these areas, indicating strong market confidence [10] - New business models, including instant retail and online services, are emerging in county economies, with significant growth in order volume and active merchants [10] Cultural and Resource Utilization - Successful county tourism strategies involve leveraging local cultural and natural resources to create unique attractions, avoiding homogenization in offerings [11] - The integration of tourism with agriculture, technology, and sports is essential for maximizing the potential of county tourism [11]

Core Insights - The rise of "county tourism" reflects a shift in consumer preferences towards exploring smaller cities and local cultural experiences during holidays [2][6] Group 1: Popular Destinations - Popular county tourism destinations during the holiday included Alshan in Inner Mongolia, Tengchong in Yunnan, Dunhuang in Gansu, Wuyuan in Jiangxi, Yanji in Jilin, and Pingtan in Fujian [3] - Tourists enjoyed diverse experiences such as the autumn scenery in Alshan, the warm lifestyle in Tengchong, and the natural folklore in Wuyuan [3] Group 2: Cultural and Heritage Tourism - In Anhui's Yi County, various intangible cultural heritage experiences attracted many visitors, showcasing the region's rich Huizhou culture [8][10] - Activities included immersive experiences in traditional crafts like lantern making and bamboo carving, enhancing visitor engagement [10][12] Group 3: Unique Attractions and Events - The scenic Lugu Lake, known for its stunning views and high water quality, saw a 42.93% increase in visitors during the holiday, with 47,500 tourists [13][14] - Hubei's ancient Yao village reopened after renovations, offering traditional experiences and a large outdoor performance that narrates the Yao people's history [15][17] Group 4: Innovative Tourism Experiences - In Jiangxi's Chongyi County, a unique rural skateboarding competition attracted significant attention, combining local agricultural products with sports [20][23] - The event drew nearly 400,000 visitors and generated approximately 400 million yuan in tourism-related consumption [23] Group 5: Health and Wellness Tourism - In Hebei's Taihang Water Town, visitors engaged in traditional Chinese medicine activities, with daily visitor numbers exceeding 50,000, marking a 10% increase [25] - The integration of wellness and tourism is expected to continue driving high-quality development in rural areas [25]

Core Insights - The article highlights a shift in tourist preferences during the National Day holiday, with an increasing number of visitors opting for county-level rural tourism experiences rather than traditional crowded attractions [1][5] - Data from a travel platform indicates a 51% increase in county tourism consumption orders compared to the same period in 2024, with some destinations seeing over 100% growth [1] - The demand for "natural healing" and "micro-vacations" is rising, with activities like ecological hiking and farm experiences becoming central attractions [1] Summary by Sections Section 1: Tourist Preferences - Tourists are moving away from traditional sightseeing to immersive experiences in rural areas, seeking to become part of the landscape rather than just observing it [1] - Popular destinations include places like Shaanxi's Yuanjia Village and Yunnan's Anineme Village, which offer authentic cultural experiences and local cuisine [2] Section 2: Development Strategies - County tourism must leverage its cultural heritage and natural beauty to create engaging, participatory experiences for visitors [2] - The integration of ecological resources into tourism development is essential, with a focus on creating a sustainable and shared growth model [2][4] Section 3: International Attention - The rise in county tourism has also attracted international visitors, as seen in the case of an American tourist who was impressed by a unique cliffside road in Shanxi [3] Section 4: Long-term Sustainability - For sustained growth, county tourism should develop a complete industrial ecosystem that highlights local uniqueness and ensures community benefits [4] - Establishing mechanisms to realize the value of ecological products is crucial, transforming natural resources into consumable tourism products [4] - Utilizing online travel agency platforms for branding and marketing can help integrate diverse cultural and tourism resources [4]

Core Insights - The national comprehensive transportation network has covered over 80% of counties in China, enhancing accessibility for county-level tourism [1] Group 1: Tourism Development in Yunnan - The opening of the Lijiang to Shangri-La railway has introduced the "high-speed rail era" to Diqing, facilitating tourism [3] - In the first five months of this year, Shangri-La received 8.79 million visitors, a year-on-year increase of 21.98%, with total tourism expenditure reaching 8.377 billion yuan, up 5.92% [3] Group 2: Tourism Growth in Shandong - Rongcheng, located at the easternmost tip of the Jiaodong Peninsula, is attracting numerous tourists with its unique coastal scenery [5] - In the first half of this year, 12 A-level scenic spots in Rongcheng received 3.09923 million visitors, reflecting a year-on-year growth of 14.13% [7] Group 3: Tourism in Xinjiang - The 209-kilometer Ahe Highway has reduced travel time from 6 hours to 3 hours between Altay City and the "Fairy Tale Snow Town" of Hemu Village, becoming a new economic driver for tourism [10] - The Ahe Highway has recorded nearly 30,000 vehicle trips and over 100,000 tourists, significantly boosting local consumption [10] - The unique folk culture and natural scenery along the Ahe Highway have led to the establishment of over 200 specialty homestays and more than 30 pastoral leisure spots, increasing average monthly income by 2,000 yuan [12]

Core Viewpoint - County tourism connects people's expectations for a better life with the national strategy of rural revitalization, promoting cultural inheritance and ecological value transformation while effectively activating dormant rural resources [1][4] Group 1: Tourism Growth and Statistics - In 2024, the average number of tourists received by county tourism in China is projected to be 5.8079 million, representing a year-on-year increase of 14.26%, with total tourism revenue growing by 9.96% [1] - 44 counties achieved total tourism revenue exceeding 20 billion yuan, while 63 counties received over 20 million tourists [1] Group 2: Changing Consumer Trends - The core consumer group for county tourism is becoming younger, with individuals aged 18 to 34 leading the market, and self-driving travel along with short video information becoming mainstream [2] - There is a shift from simple sightseeing to immersive experiences, with an increasing proportion of secondary consumption in cultural and experiential products [2] - Tourists are seeking unique and high-quality experiences, moving away from urban hustle to appreciate local culture and lifestyle [2] Group 3: Innovative Practices and Regional Development - Various regions are adapting to local conditions to transition county tourism from resource-dependent to innovation-driven, exemplified by Zhejiang Anji's comprehensive development model [3] - Anji achieved a total tourism revenue of 47.56 billion yuan in 2024, with over 40,000 people employed in tourism-related industries, and tourism income accounting for over 20% of farmers' direct income [3] - County tourism is breaking geographical limitations, with high-speed rail networks facilitating urban residents' access to county attractions, creating "3-hour tourism circles" [3]

Group 1 - The inbound tourism market in China is expected to experience a significant surge during the upcoming "May Day" holiday, with daily cross-border movement projected at 2.15 million people, surpassing pre-pandemic levels [1] - Inbound travel orders have seen a remarkable year-on-year increase of 173% during the "May Day" holiday, with Japan and China experiencing a notable reciprocal travel trend [2] - Major airports such as Shanghai Pudong, Guangzhou Baiyun, Beijing Capital, and Chengdu Tianfu are expected to see daily inbound and outbound passenger numbers exceeding 10,000 [1][2] Group 2 - The trend of "reverse tourism" is gaining traction, with younger consumers opting for vacations in smaller cities, leading to a consumption upgrade in county-level tourism markets [3][4] - Data indicates that tourism in lower-tier cities is growing at a faster rate than in higher-tier cities, with a 25% increase in market heat for four-tier cities and below, outpacing higher-tier cities by 11 percentage points [3] - Hotel bookings in county-level cities have expanded significantly, with a 30% year-on-year increase in high-star hotel reservations during the "May Day" holiday [3]

Core Insights - The article highlights the growing trend of county tourism in China, with an increasing number of people choosing to visit less crowded county areas instead of major cities or popular tourist spots [1][2][4] Group 1: County Tourism Growth - In 2023, the average tourism revenue in 1,866 county regions in China reached 4.295 billion yuan, with a total of 5.0827 million visitors, marking year-on-year increases of 41.19% and 35.18% respectively [1] - A survey indicated that 70.68% of respondents have experienced county tourism, with 67.22% seeking to avoid crowded cities and 65.42% choosing nearby counties for convenience [2] Group 2: Motivations for County Tourism - Key reasons for choosing county tourism include unique local culture and historical sites (51.01%), social media recommendations (48.39%), local cuisine (48.31%), and high cost-performance ratio (32.03%) [2] - The concept of "original ecology" is a significant attraction, with 81.40% of respondents identifying it as a core feature of county tourism [4] Group 3: Visitor Experiences - Visitors report a more immersive experience in county tourism, enjoying local interactions and affordable prices for food and accommodation [3][5] - The survey found that 62.12% of respondents spent between 100 to 300 yuan per day during county trips, primarily on dining (79.74%), lodging (70.82%), and activities (57.16%) [7] Group 4: Challenges and Opportunities - Despite the growth, challenges remain, including transportation issues (62.87% of respondents faced difficulties), inadequate accommodation (47.04%), and underdeveloped tourist attractions [10][11] - There is a call for increased government investment (81.34% of respondents) and local community involvement to enhance the county tourism experience [11] Group 5: Future Prospects - The article emphasizes the potential for sustainable development in county tourism, with suggestions for professional training and collaborative marketing efforts among local businesses [12] - The increasing popularity of county tourism is expected to continue, driven by a desire for unique experiences and the exploration of lesser-known destinations [12]