As China’s May Day holiday approaches, a surge in travel to smaller cities is reshaping the nation’s tourism landscape. Latest data from online travel platforms indicate that an increasing number of travelers are opting for fourth-tier cities and below, particularly county-level destinations, over traditional tourist hotspots.
According to the “2024 ‘May Day’ Travel Trend Insight Report” released by Ctrip, one of China’s leading online travel agencies, cities like Tianshui, Xuzhou, and Zibo are experiencing the highest increases in hotel bookings during the upcoming five-day Labor Day holiday period.
These smaller cities are attracting young tourists seeking unique experiences away from the bustling large cities. The report highlights that travel bookings for smaller cities have soared by 140 percent year-over-year during the May Day holiday, significantly outperforming the national average and eclipsing the growth seen in first- and second-tier cities.
County-level markets, in particular, have shown remarkable growth. Hotel bookings in these areas have surged by 68 percent compared to the previous year, while bookings for scenic area tickets have jumped by an impressive 151 percent. This trend underscores a burgeoning interest in exploring lesser-known destinations and indicates a shift in consumer preferences toward more personalized and authentic travel experiences.
The rise in popularity of these smaller cities not only boosts local economies but also contributes new growth momentum to China’s travel sector. As tourists venture into these regions, they are discovering rich cultural heritage, picturesque landscapes, and unique local customs that differ from the conventional tourist circuits.
This shift reflects a broader trend among Chinese travelers who are increasingly seeking depth in their travel experiences. The movement towards “micro-tourism” in smaller cities is expected to continue, offering new opportunities for local businesses and the travel industry at large.
