Young Travelers Fuel Tourism Growth in China’s Counties

Dragon Media News Desk

Young travelers seeking nature, local culture and activities they can take part in are helping drive tourism growth in China’s counties. Many are choosing rural stays and experiences over visits focused on major city attractions, according to Xinhua.

At a resort in Ningshan County in northwest China’s Shaanxi Province, guests can combine a countryside stay with cultural and nature-based activities. Resort manager Xue Rong said about 80 to 90 percent of its visitors come from the nearby city of Xi’an, and most rooms were booked throughout the summer.

Data from local services platform Meituan show that spending in counties by visitors from outside their home areas rose 14.1 percent in the first half of 2026 from a year earlier. Their average spending per transaction was about 58 yuan, nearly 50 percent higher than that of local residents.

In Sandu Shui Autonomous County in southwest China’s Guizhou Province, traditional horse racing and Shui embroidery have become tourism attractions. Local authorities reported 3.22 million tourist visits in the first half of the year, up 11 percent, while tourism revenue rose 13.1 percent to 3.3 billion yuan.

China has introduced measures to connect commerce, agriculture, culture, tourism and sports in the development of distinctive rural destinations. The growth of county tourism is part of a wider effort to strengthen domestic consumption and local economies.