Small Towns Redefine China’s Tourism

China’s tourism landscape is undergoing a profound transformation. While major cities such as Beijing and Shanghai have long dominated travel flows, 2025 marks a decisive shift toward small towns and rural destinations. Driven by demand for authenticity, nature and cultural immersion, rural tourism is emerging as a powerful growth engine, reshaping strategies for airlines, resorts and local economies.

Rapid growth of rural tourism

Rural tourism in China is expanding at a pace that far exceeds that of traditional urban destinations. In 2025, travel to rural areas grew by more than 24%, while domestic tourism spending in these regions increased by 11.5% year on year. Urban residents are increasingly drawn to smaller towns in search of scenic landscapes, fresh air and meaningful cultural experiences.

This trend reflects a structural shift rather than a short-term phenomenon. Small towns are becoming an integral part of China’s tourism ecosystem, transforming from secondary destinations into key drivers of domestic travel demand.

Airlines expand access to hidden destinations

Airlines have moved quickly to capitalize on rising demand for rural travel. Carriers such as Air China, China Eastern and Spring Airlines are expanding route networks to connect major cities with previously underserved destinations. New direct flights now link travelers to places like Jingdezhen in Jiangxi, renowned for its porcelain heritage, and Dali in Yunnan, known for its natural beauty and cultural richness.

Low-cost airlines, particularly Spring Airlines, have played a crucial role in democratizing access to these destinations. Affordable fares to historic towns such as Pingyao and Huangshan have proven especially popular among younger travelers and families, while increased competition has helped lower prices and improve scheduling flexibility.

Resorts reshape the rural travel experience

The hospitality sector is also evolving in response to rural tourism growth. Resorts and boutique hotels in small towns are increasingly focused on sustainability, local culture and experiential travel. In regions such as Guangde in Anhui province, new resorts are designed to blend seamlessly into their natural surroundings, offering mountain, forest and lake views.

Guests are encouraged to engage with nature through hiking, cycling and fishing, while wellness offerings draw on traditional Chinese practices such as hot springs and herbal therapies. Culinary experiences centered on regional cuisine further enhance authenticity and strengthen links with local communities.

Entrepreneurship and regional revitalization

The rise of rural tourism has unlocked new opportunities for entrepreneurship in small towns. Many young professionals are returning from major cities to establish tourism-related businesses, introducing innovative services and digital tools to local markets. Government support programs, tax incentives and infrastructure investment have further accelerated this trend.

As a result, rural areas are attracting new capital flows, supporting the development of hotels, restaurants and transport services, and fostering long-term regional economic revitalization.

The future of rural tourism in China

With expanding air connectivity, evolving resort concepts and growing entrepreneurial activity, rural tourism in China shows no signs of slowing. Small towns are no longer peripheral to the tourism industry but are becoming strategic destinations in their own right, offering investors and travelers compelling long-term opportunities.

As reported by International Investment experts, China’s rural tourism boom is fundamentally reshaping the country’s travel industry. Airline route expansion, innovation in resort development and rising regional entrepreneurship are creating sustainable investment opportunities in infrastructure, hospitality and transportation, positioning small towns as the next major growth frontier.