China: Tourists flock to peaceful countryside areas, avoiding famous destinations.

Chinese tourists are increasingly seeking to escape crowded and noisy tourist destinations, instead looking for newer and more unique experiences.

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According to Trip.com, data from major Chinese travel service platforms shows that hotel bookings in county-level locations increased by 68% year-on-year in 2023, far exceeding the national average growth rate. The number of trips to rural areas increased by 42%.

Many tourists also prefer to travel to major cities by plane or train, then rent a car to explore the surrounding area. High-quality tour routes and incentives such as free highway access have also contributed to a nearly 50% increase in car rental bookings in popular cities.

Thanks to favorable transportation conditions, during this holiday, self-driving, renting cars, or participating in rural tourism and exploring new places has become a popular trend in China. This has helped boost the new tourism potential of many locations in the world's most populous country.

Tourism in remote and rural areas contributes to boosting the local economy, creating jobs for people, and preserving traditional cultural values. Tourists have the opportunity to experience and better understand the importance of protecting the ecological environment.

With the increasing demand for novel and unique experiences, the trend of traveling to remote, rural areas and independent travel is predicted to continue to grow strongly in the future. Local authorities need to focus on investing in infrastructure development and improving the quality of tourism services to meet the growing needs of tourists.

Khanh Linh