Sojourn living fast growing new sector

For Joseph Henry Stern of the United States, getting to know southwestern China has meant trekking with locals into the mountains to pick mushrooms and learning what to put on his own dinner table.

Known locally as "Master Qiao", Stern has settled into a quiet daily rhythm in Yuxi, Yunnan province. Red amaranth, pumpkin shoots and zhe'ergen — a pungent indigenous herb — have become part of his discoveries. He has even learned to make a salad with the herb.

"Life here is comfortable and relaxed, and nature is always close at hand," he told local media outlets.

That desire to swap a whirlwind itinerary for an authentic daily routine is reshaping China's travel industry. Once dominated by retirees escaping harsh northern winters, sojourn living is expanding across generations. Working-age professionals, digital nomads and multigenerational families are moving into local communities for weeks or months at a time, turning regular neighborhoods and farming villages into vibrant lifestyle hubs.

The sharpest acceleration in demand is coming from overseas.

According to data provided to China Daily by Trip.com Group, searches for sojourn living by overseas users rose 68.17 percent year-on-year in 2026 to date, far outstripping the 4.88 percent among domestic users.

Liu Yanhang, the group's sojourn living research analyst, attributed the growing interest to China's expansion of visa-free policies, streamlined entry procedures, online exposure to Chinese destinations and strong value for money. Widening visa exemptions — including stays of up to 30 days for eligible travelers — give visitors more room to try a slower, immersive itinerary.

Shanghai, Beijing, and Guangdong province's Guangzhou and Shenzhen feature among Trip.com's leading destinations for overseas long-stay bookings. Liu said these locations serve a mixture of business trips, family visits and urban exploration. Interest is also spreading beyond those gateways. Dali, Honghe and Baoshan in Yunnan were among destinations recording strong growth in overseas searches, alongside Guangzhou, Chengdu in Sichuan province and Changsha in Hunan province.

For international visitors, stays are often modest in length. Seven-day stays account for about 40 percent of overseas long-stay bookings, while roughly a quarter extend to at least 10 days, Liu said.

The wider market opportunity is substantial. The China Tourism Academy estimates potential domestic demand at about 600 million trips and a market approaching 3 trillion yuan ($447.3 billion).

Policy is encouraging the expansion. A work plan issued by the General Office of the State Council in January designated sojourn tourism services among national priorities for expanding services consumption, calling for upgrades to rural infrastructure, destination services and living facilities.

The same desire to participate in everyday life is reshaping the domestic market, where the familiar image of a retiree escaping winter captures only part of the business.

Travelers aged 35 to 49 account for about 40 percent of Trip.com's sojourn living customer base, the largest age group, Liu said. Those aged 50 and above make up roughly 12 percent, a share that has remained relatively stable.

Among younger and middle-aged customers, including digital nomads and remote workers, Liu described a pattern of combining work and travel: shorter, more frequent stays, movement between destinations and repeat visits. Project schedules and remote-working arrangements help determine how long they can remain. Major cities such as Beijing, Shanghai, Chengdu, and Hangzhou in Zhejiang appeal for their connections and daily conveniences.

Older travelers tend to make fewer moves and stay longer. Climate comes first, followed by living costs, transport and access to medical care. For these customers, a community can matter as much as a room: calligraphy classes, exercise sessions and local cultural activities help fill the weeks.

Trip.com's products for active older travelers reflect those priorities. Alongside stays of at least seven days, they include breakfast, shared kitchens and laundry facilities, housekeeping and activities, with health support such as blood-pressure monitoring.

In Jinghong, Yunnan, retiree Ao Liming told Economic Daily that members of his community choir had returned to their hometowns but would come back months later. He planned to stay, practicing calligraphy and taking hikes. Such recurring communities give seasonal residents a reason to return beyond the weather.

Summer adds another customer configuration — grandparents and grandchildren escaping the heat while working parents remain at home.

Tujia, a leading homestay and vacation rental platform, said bookings for stays of at least seven days rose 21 percent during the 2026 summer holiday, while those lasting at least 15 days increased about 30 percent.

Three and four-bedroom rentals consequently gained ground. "When travel becomes everyday life, demand for kitchens, living rooms, multiple bedrooms and local experiences increases," said Hu Yang, Tujia's senior vice-president.

The economics help explain the appeal. Staying longer spreads transport costs over more days; cooking and sharing accommodation can contain household spending. Ming Qingzhong, a professor at Yunnan University of Finance and Economics, said sojourn living shifts the spending mix toward local foods, accommodation and other everyday services. More of a visitor's budget can circulate in the destination's economy.