Rural tourism trend ignites growth in country travel industry

The Rise of Niche Tourism: Travelers Flock to Lesser-Known Destinations

The trend of domestic travelers seeking out niche destinations and unique experiences is on the rise in China, sparking a tourism boom in lesser-known travel spots across the country.

From the barbecue craze in Zibo, Shandong province, to the current obsession with malatang in Tianshui, Gansu province, travelers are flocking to these off-the-beaten-path locations in search of authentic and distinctive experiences.

Social media has played a significant role in promoting these niche destinations, with travelers increasingly emphasizing the “uniqueness” of their experiences as a way to showcase their individuality and lifestyle choices.

One such traveler, Wen Yuxiang from Chengdu, Sichuan province, has found a passion for exploring small cities and county-level destinations since the onset of the COVID-19 pandemic in 2021. By venturing off the traditional tourist path, Wen has discovered hidden gems of historical architecture and breathtaking natural landscapes in provinces across China.

Sharing his travel experiences on social media platform Xiaohongshu, Wen has amassed a following of over 72,000 fans who look to him as a guide to treasured getaways. Many of his followers have expressed gratitude for his recommendations, sharing photos of their own trips to destinations he has endorsed.

As travelers like Wen continue to seek out unique and lesser-known destinations, the tourism landscape in China is evolving, with a growing emphasis on authenticity, individuality, and exploration beyond the typical tourist hotspots.