Jonathan Ng, a 37-year-old financier from Singapore, had never heard of Enshi in Hubei province until a social media clip caught his eye.
The footage showed a wooden boat drifting across water so crystalline that it seemed to float in midair, flanked by sheer karst cliffs — a scene reminiscent of Malaysia's famed Semporna archipelago.
But it was the climate that sealed the deal. With summer averaging just 22 C — a welcome respite from Singapore's tropical heat — he booked a flight within weeks.
After touring Pingshan Canyon, Ng was unequivocal in his praise.
"The boat ride, the scenery, the cool air — it was all stunning," he said, adding that he would recommend it as a summer escape to friends back home.
Ng is part of a growing tide of travelers fleeing sweltering city summers for wallet-friendly cool retreats in China. With temperate climes and tour packages costing a fraction of those in Semporna, Enshi stands out as a particularly tempting option.
The canyon's signature attraction is the "suspended boat" effect, created by exceptionally clear water and narrow cliff walls that minimize surface ripples.
Chen Kun, operations director at the Pingshan Canyon scenic area, has repeatedly witnessed how the canyon overwhelms first-time foreign visitors. Many arrive having seen its "China's Semporna" nickname on social media, but the actual experience, he said, far exceeds the online hype.
"Most people stop in their tracks and fall silent," Chen said. "They look down at the water, then up at the boat, checking the reflection again and again, and say it feels like it's floating in the sky — like a sci-fi movie."
He added that nearly all foreign guests immediately reach for cameras or drones, jockeying for the perfect light. European and US photography enthusiasts sometimes linger for one to two hours just to capture the ideal shot. Many share their footage in real time during their visit and continue posting on You-Tube, Instagram and Facebook long after they have left.
"The feedback is unanimous," Chen said. "Pingshan is an unparalleled wonder — karst cliffs, primeval forest and crystalline water all in one, with no equal anywhere else."
According to the National Immigration Administration, foreign arrivals in China hit 22.9 million in the first half of this year, a 20.4 percent year-on-year increase, while summer inbound bookings have surged more than sixfold as of July 24 — a sign of growing momentum.
That appeal is reinforced by affordability. At Pingshan, a bundled ticket covering entry and the boat ride costs 210 yuan ($31) — roughly one-fifth of a comparable day trip to Semporna, with no mandatory add-ons, according to Chen.
Ng, the Singaporean visitor, said the overall cost — from accommodations to food and transportation — was reasonable and delivered great value compared with other nature destinations.
The Pingshan Canyon scenic area said that foreign visitor numbers surged more than 60 percent year-on-year in the second quarter, with tourists from Thailand, Malaysia and Singapore accounting for over 60 percent of overseas arrivals.
Enhanced air connectivity has further propelled inbound travel. Enshi Xujiaping International Airport now operates direct flights to China's Hong Kong Special Administrative Region and seven international routes serving destinations including Seoul, Daegu and Busan in South Korea, Hanoi and Ho Chi Minh City in Vietnam, Ulaanbaatar in Mongolia and Bangkok in Thailand.
"That combination of direct flights and visa-free access has dramatically improved convenience," said Shi Bo, deputy general manager of China Youth Travel Service's Hubei branch, which organizes inbound tours.
To accommodate the growing number of overseas visitors, Enshi's tourism bureau said that it has offered foreign-language tour guide training and talent programs to raise service standards in hotels, restaurants and transportation.
Contact the writers at lilei@chinadaily.com.cn
