Tourists explore China's lesser-known cities

A sudden downpour interrupted Isabelle's photo shoot in hanfu, or traditional Chinese clothing, on the ancient city wall of Xi'an in Shaanxi province. Dressed in flowing white robes and clutching a prop sword, the travel blogger from Singapore took shelter beneath her photographer's reflector before returning to finish the shoot inspired by the Chinese legend of the White Snake.

She later shared the photographs on her Instagram account, calling it one of her most memorable experiences in Xi'an. Her experience reflects a broader shift in China's inbound tourism. International travelers are increasingly looking beyond conventional, "tick-the-box" itineraries in favor of cultural activities and encounters with local life in China.

That interest comes as inbound visitor numbers rise. China received 2.98 million inbound tourist visits during the seven-day National Day holiday from Oct 1 to 7, with average daily arrivals up 6.5 percent from the holiday in 2025 on a comparable basis, according to the Ministry of Culture and Tourism.

The growth comes amid an expansion of visa-free travel arrangements. In the third quarter, visa-free entries by foreign nationals reached 8.99 million, up 24.1 percent year-on-year and accounting for 77.5 percent of all entries by foreign nationals, according to the National Immigration Administration.

Platform bookings also suggest a changing mix of source markets. Trip.com Group reported double-digit year-on-year growth in inbound bookings during the Mid-Autumn Festival and National Day holiday period, with bookings from European travelers doubling. European markets accounted for more than 20 percent of the platform's inbound bookings, up from a year earlier.

According to Trip.com figures reported on Oct 4, Asia remained the largest source region, accounting for more than 60 percent of inbound bookings. Bookings from Russia rose 301 percent year-on-year and those from Brazil increased 278 percent, while Spain and Italy recorded gains of 148 percent and 140 percent, respectively.

Visitors are also exploring a wider range of destinations. While Beijing, Shanghai and Guangzhou in Guangdong province remain major gateways, international visitors are increasingly venturing into smaller cities and border regions.

Zhangjiajie in Hunan province was the only fifth-tier city among Trip.com's top 10 inbound destinations during the holiday period, while fifth-tier cities collectively accounted for more than 8 percent of the platform's inbound bookings.

Travel platform Tuniu also reported growing interest in Yibin in Sichuan province, Chongzuo in Guangxi Zhuang autonomous region and the Ili Kazak autonomous prefecture in Xinjiang Uygur autonomous region.

The shift is beginning to appear in spending data. Figures from Alipay show that Meishan in Sichuan, Heihe in Heilongjiang province and Zhangjiajie were among the smaller destinations recording the fastest growth in spending through its inbound payment services during the combined holiday period. In Meishan, spending through those services surged more than 400 percent year-on-year.

Wu Liyun, a professor at the China Academy of Culture and Tourism at Beijing International Studies University, said different factors were drawing visitors to these destinations.

Border destinations benefit from their proximity to neighboring countries and established transport links. More than 90 percent of inbound bookings for Heihe came from Russia, while Chongzuo attracted Vietnamese visitors and Ili drew tourists from Kazakhstan and neighboring countries, she said.

Elsewhere, distinctive attractions and exposure on overseas social media are putting less familiar destinations on international travelers' itineraries.

Trip.com's holiday report highlighted Shantou in Guangdong province and Hohhot in Inner Mongolia autonomous region as emerging inbound destinations, pointing to Chaoshan kung fu tea culture and grassland traditions as attractions for overseas visitors.

"Videos featuring China's high-speed railways, modern infrastructure, traditional neighborhoods and everyday life have helped overseas travelers discover more places," Wu said.

For European and US travelers in particular, growing interest in Chinese culture and local lifestyles is encouraging more independent exploration and demand for immersive experiences, she added.

Photo shoots in traditional Chinese clothing are one example. Luoyang in Henan province ranked first on Trip.com's list of destinations for inbound cultural experiences, said the holiday report.

At the city's Luoyi Ancient City, foreign visitors dressed in traditional Chinese costumes can be seen posing for photographs against ancient gates and along old streets.

In the city's old town area, the number of hanfu experience businesses rose from 18 at the end of 2022 to more than 1,300 by early 2026, Xinhua reported, expanding the services available to domestic and overseas tourists.

Other experiential offerings, ranging from tea ceremonies in Chengdu, Sichuan, to hands-on porcelain-making workshops in Jingdezhen, Jiangxi province, are emerging as fresh revenue drivers, encouraging international visitors to linger longer and spend more.

The growth in inbound travel is also contributing to China's services exports. Travel service exports reached 275.17 billion yuan ($41.27 billion) in the first eight months, up 15.3 percent year-on-year, according to figures released by the Ministry of Commerce on Oct 13. The sector accounted for 14.1 percent of the overall increase in services exports during the period.

In Nanjing, Jiangsu province, revenue from inbound tourism has grown faster than visitor numbers. The city recorded 403,000 overnight inbound visits in the first seven months, up 15.1 percent year-on-year, while tourism foreign-exchange earnings rose 25.9 percent to $665 million, local tourism authorities said.

On Trip.com, spending on one-day tour products by inbound visitors to Nanjing surged 124.7 percent during the same period, suggesting growing demand for organized activities beyond transportation and accommodation.

Zhangjiajie has also recorded faster growth in tourism revenue than in inbound arrivals. The city received 860,700 inbound tourist visits in the first seven months, up 19.01 percent year-on-year, while tourism foreign-exchange revenue rose 40.52 percent to $98.52 million, according to local government figures.

Visitors from Europe and the Americas totaled 296,300, accounting for 34.43 percent of inbound arrivals, with their numbers more than tripling from a year earlier.

While towering sandstone peaks remain its biggest international draw, Zhangjiajie is expanding its cultural and evening attractions, offering visitors more to do after a day of sightseeing.

Dayong Ancient City, a cultural and commercial complex in downtown Zhangjiajie, reopened in July with three themed areas featuring television-inspired entertainment, spaces for young consumers and traditional crafts.

The complex offers free admission to its public areas, with dining, shopping and cultural activities on site. It has recently introduced an interactive nighttime experience involving around 100 performers playing characters.

Huang Yuanji, vice-president of Hunan College of Finance and Economics, said in an interview with China Daily that a broader range of services could help destinations capture more spending as visitors extend their stays.

That creates opportunities for businesses offering accommodation, dining, cultural experiences and outdoor activities, he said, as trips expand from short sightseeing excursions to multi-day holidays.

Hunan is also seeking to spread those opportunities more widely by developing regional itineraries linking Zhangjiajie with neighboring destinations in western Hunan, encouraging international visitors to travel and spend across the region.

lijing2009@chinadaily.com.cn