During the recent National Day holiday in China, a fascinating trend emerged among young travelers—an increased enthusiasm for “county-hopping” adventures. In Guangxi, visitors fully embraced the local culture by participating in horse selection ceremonies and vibrant parades in Rongshui Miao Autonomous County, savoring breathtaking sunrises and tea tastings in Sanjiang Dong Autonomous County, and enjoying bamboo raft rides along the scenic Yulong River in Yangshuo. These excursions provide young people with the opportunity to immerse themselves in the relaxed ambiance of smaller towns and counties.
Take Luo Chencheng, for instance. Born in the 90s, she and her family sought solace at a starry sky guesthouse in Rongshui. Their days were filled with leisurely mornings, mountain explorations, and evenings spent stargazing. “We wanted a truly relaxed holiday—just letting nature be,” she explained.
Luo has developed a newfound passion for county-hopping, seizing vacation opportunities to explore various counties. During the Mid-Autumn Festival, she enjoyed soaking in hot springs in Nandan County while soaking up the autumn scenery of Yangshuo with friends. “County-hopping tourism is not just about discovering beautiful small towns; it’s also a way to reconnect with nature,” she reflected.
As young travelers increasingly pivot away from crowded tourist hotspots, they are gravitating toward quieter, more hidden destinations for a peaceful escape. Data shows that this year’s National Day holiday experienced a remarkable uptick in county tourism, with popular spots like Jiuzhaigou, Anji, and Shangri-La reporting significant increases in bookings—some even exceeding 100% growth on the holiday’s first day.
Recent years have seen several initiatives aimed at promoting rural revitalization, leading to improved infrastructure, service quality, and consumer environments in these counties. Enhanced transportation options have also made these previously isolated regions more accessible. The “2024 China Treasure Towns Travel Report” highlights a consistent rise in high-speed rail stations in small towns and counties over the past decade.
As transportation and hospitality infrastructure continue to advance, county tourism is gaining traction. “It’s not that we can’t afford major tourist cities; it’s that counties offer better value for money,” remarked Li You, another traveler from the 90s, who takes his children to Pingnan Xiongsen Animal World, where a sumptuous pigeon meal costs just 50 yuan per person.
Counties throughout China are actively embracing the county-hopping trend. For example, Nandan County has utilized local music festivals to draw visitors, successfully creating a unique tourism model that enhances the area’s visibility while offering diverse summer experiences.
In Zhejiang, Tonglu County has combined its stunning natural landscapes with charming villages to offer an enticing tourist experience. With the recent Hangzhou-Wenzhou high-speed rail connection, the county’s tourism sector is experiencing new growth. According to the Zhejiang Provincial Cultural and Tourism Data Platform, Tonglu welcomed 88,100 visitors on October 1 alone, which represents a 35.5% increase compared to the previous year.
The “National County Tourism Development Research Report 2024” indicates that in 2023, the average tourism revenue for 1,866 counties in China reached 4.295 billion yuan, reflecting a remarkable 41.19% increase year-on-year. Additionally, the total number of visitors averaged 5.0827 million, marking a growth of 35.18%. This signals the beginning of an exciting reciprocal journey between travelers and these captivating counties.
