Rustic charm of rural China trending among tourists

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(Xinhua) 08:13, May 06, 2025

BEIJING, May 5 (Xinhua) -- A crystal river, lush bamboo groves and gentle village life are all the ingredients Sanwan needs to be a rural retreat that's capturing the hearts of tourists.

For Chinese people living in modernized and well-developed urban areas, this pastoral setting in east China's Jiangxi Province has become an alien but appealing lifestyle that more and more villagers package and exhibit as tourist attractions.

"People need a change from regular outings, especially from crowded scenic spots trending on social media," said Xiao Xing, who runs a family homestay in Sanwan. "Instead of checking boxes or chasing viral photo spots, many visitors now come with family and friends just to stroll through the countryside and enjoy the slower pace of life."

Long overshadowed by iconic tourist hotspots, China's countryside is now enjoying its moment in the spotlight. As city dwellers seek escape from the crowds and concrete of urban life, tranquil villages like Sanwan have become tourism magnets, offering peace, authenticity and a slower pace.

During this year's May Day holiday, rural tourism, once a niche segment, booms nationwide.

"This year's May Day holiday travel market is flourishing on multiple fronts, with both upgraded consumption and rational demand driving trends," said Fang Zeqian, an industry analyst at the Ctrip Research Institute. "The rise of 'reverse tourism' is notable, drawing more visitors to smaller cities and rural destinations and easing pressure on traditional hotspots through differentiated experiences."

Take Ji'an City, home to Sanwan Township, as an example. In recent years, the city has developed more than 200 "beautiful villages" and over 30,000 model rural courtyards. It now boasts more than 150 provincial-level A-grade rural tourism sites, underscoring the surging momentum behind countryside tourism.

Tourists watch a folk art show in Zhuquan Village of Yinan County, Linyi City, east China's Shandong Province, May 4, 2025. (Photo by Wang Yanbing/Xinhua)

According to estimates from the Ministry of Culture and Tourism, rural tourism across the country welcomed 707 million visits in the first quarter of this year, up 8.9 percent year on year. Total revenue from rural tourism reached 412 billion yuan (about 57.21 billion U.S. dollars), marking a 5.6 percent increase.

Meanwhile, these off-the-beaten-path retreats, once primarily sought after by domestic travelers, have now become coveted escapes for international visitors. China's visa exemption policies have opened the door for more travelers to explore authentic experiences beyond the well-trodden tourism paths of first-tier cities like Beijing and Shanghai.

Since the implementation of the 240-hour transit visa-free policy, the number of international visitors arriving at Chinese entry points has surged, with a 40.2 percent increase in foreign arrivals by the end of March 2025, according to the National Immigration Administration. This influx of international visitors is reshaping the rural tourism landscape.

International tourists are embracing the serene life in places like Dongsheng Village, Liuyin Township in Chongqing's Beibei District. "This is nothing like what I imagined rural China to be, there's convenience and comfort, but also an authentic connection to nature," Vietnamese visitor Nguyen Mai Anh said, picking strawberries and expressing awe at the village's blend of modern amenities and natural charm.

This group of Vietnamese tourists marks another wave of international visitors following the village's first reception of foreign tour groups in March. "In the past, foreign tourists mainly visited urban areas in China. Now, they are more eager to explore the countryside and experience its unique charm," said Fu Xiaoyun, an official with township authority.

Since the beginning of this year, Liuyin has hosted over 80 domestic and international tour groups, attracting more than 20,000 visitors, including over 6,000 from abroad. The village's four strawberry farms alone have contributed around 200,000 yuan to local residents' incomes, while during the May Day holiday, homestays were fully booked.

For some international tourists, the Chinese countryside has become a retreat where they return time and again. Jerry Grey, a 67-year-old Australian, is one such regular visitor to Yakou Village, Zhongshan City of South China's Guangdong Province.

This is undoubtedly a beautiful place, no factories, no skyscrapers, just pure land, he said, who visits the southern China village once or twice each year. He added that he loves touring China, especially the rural areas, because every time he visits, he can discover something new about village life.