Small towns turning into big attractions for tourists

A novel trend called "reverse tourism" has gained traction in China in recent years.

An increasing number of travelers prefer to explore lesser-known destinations such as counties, small border towns, mountain communities and villages instead of the usual tourist hot spots.

This shift toward smaller and less-developed areas could become even more pronounced during the upcoming National Day holiday from Oct 1 to 7.

For years, tourism in China has been concentrated in major cities and a few culturally rich destinations.

However, recent years have seen a surge in travel demand not only in counties near major cities but also in small cities and county towns away from the country's main tourism routes.

These locations were rarely the first choice for holiday travelers in the past, but their natural landscapes, ethnic cultures and distinctive local lifestyles are now attracting tourists in large numbers.

Another important aspect of reverse tourism is the more balanced distribution of tourist flows.

Improved transport networks, car-rental services, navigation systems and an expanding supply of accommodation in counties are redefining this spatial distribution.

Travelers no longer plan to visit just one particular scenic spot. Instead, they are increasingly combining neighboring counties, mountains, waterfront areas and cultural corridors into a single travel route.

Additionally, there is a shift to more rational decision-making among tourists.

People are not choosing small towns only because accommodation and other expenses are cheaper.

They want to avoid long queues and traffic jams, and spend less on inflated prices at tourist attractions and more on quality accommodation, local food, hands-on experiences, a slower pace and distinctive cultural settings.

This rationality extends to expectations as well.

Travelers understand that small towns cannot replicate the commercial amenities of major cities. However, they also expect destinations not to use "authenticity" as an excuse for subpar services.

Local destinations are also realizing that reverse tourism does not mean free traffic.

Instead, it puts their governance, operations and reputation to a comprehensive test.

Traditional tourism models have focused on whether a destination had something to offer to tourists.

However, as people travel more frequently, information becomes more transparent and travelers place greater value on the quality of their experiences, the focus has shifted to whether a tourist spot is worth visiting.

Having a tourist resource no longer automatically makes it a compelling destination.

On the demand side, value for money is only the starting point.

Accommodation and dining in reverse-tourism destinations are generally more affordable, while traveling during less crowded times can reduce the time spent on a trip.

These practical conditions make reverse tourism a more attractive proposition.

However, what truly attracts people is the emotional value and sense of restoration they can derive from the experience.

Small-group tours, sporting events and music festivals are emerging trends, with a growing interest in attractions that enable easy access to scenic spots rather than a strenuous climb.

Behind these changes is a simple desire: tourism should help people recover from the fatigue of work, commuting, screen time and information overload.

With the National Day holiday approaching, many young travelers are looking for a temporary escape from performance targets, workplace stress and social obligations.

Here, emotional value is not an abstract concept.

It means spending less time in queues, encountering less performative consumption, and having greater access to real local life, something visitors can see, touch and participate in.

Market players are changing as well. They are increasingly adopting more operations-oriented approaches, seeking sustainability through better management and building a positive reputation through word of mouth.

Businesses are discovering that tourists still expect reliable hot water, clean bedding, professional front-desk service, locally flavored breakfasts and prompt responses to complaints.

Travel portals face similar expectations. Travelers want to see more recommendations for surrounding counties, small-group tours, in-depth experiences, longer stays and short regional circuits.

All of these require stronger operational capabilities.

The rise of reverse tourism offers a glimpse of what high-quality tourism development can look like.

It emphasizes balanced growth, authentic experiences, closer and more frequent interactions between residents and visitors, broader distribution of economic benefits and sustainable development.

The author is a researcher at the China Tourism Academy.

The views don't necessarily reflect those of China Daily.

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