Chongqing emerged as a top travel destination this summer, with its vibrant farmers' markets taking center stage. Since July, online searches for "farmers' markets in Chongqing" have surged, showing a staggering 150% year-on-year increase in search volume for related travel guides.
A snapshot of a barbecue restaurant at a local market. (Photo/Jiulongpo District)
Statistics indicate that farmers' markets have become a preferred stop for young urban explorers. A whopping 70% of those inquiring about Chongqing tours were between 20 and 35 years old.
Among the markets, five stood out in terms of popularity and reviews: Chongqing Shihuishi Farmers' Market, Daxing Village Farmers' Market, Jiandong Comprehensive Market, Wucun Farmers' Market, and Houfengyan Farmers' Market.
"Before falling for a city, often, it's its people and culture that capture your heart. These markets are a must-visit," shared Wang Lili, a college-goer from Hangzhou. Her visit to the Shihuishi Farmers' Market was made memorable by a local who introduced her to the flavors of Laoyin tea.
An inviting barbecue joint at a farmers' market. (Photo/Jiulongpo District)
Online feedback from youthful travelers paints a similar picture. Many are drawn to the authentic pulse of Chongqing found in these markets. Comments like, "The farmers' market, once a staple for locals, has gained internet fame," or "The People's Non-Staple Food Restaurant is a must-visit" flood the web.
According to Dazhong Dianping, a prominent review app in China, young urbanites, in recent years, have displayed an increasing fondness for such "hustle and bustle." These markets offer a slice of local life, with each meal narrating a story. Beyond just food critiques, young travelers have contributed to an online "contemporary farmers' market guide" with their insights and experiences.
The Rejuvenation of historic scenic areas
Parallel to this trend is the revival of Chongqing's historical sites, which have smartly pivoted to "educational study tours," tapping into the student demographic predominant in summer. The philosophy of "experiencing over reading" found resonance this season, with landmarks like Dazu Rock Carvings and Baidicheng-Qutang Gorge Scenic Area seeing heightened bookings. Online reviews often referenced cultural touchpoints, with travelers recounting poems and textbook references linked to these sites.
As summer winds down, travel trends shift. The 2023 Summer Travel Market Report anticipates post-2000s-born youth to be the dominant demographic come September. Chongqing's appeal remains undiminished with its ever-evolving attractions, promising a bustling tourism sector.