Chongqing - From exploring intangible cultural heritage to enjoying traditional folk customs and staying in countryside inns, rural tourism in Chongqing thrived during the Spring Festival holiday.
This year, “county trips” and “rural tourism” emerged as major trends in China’s Spring Festival travel market. As Chongqing served as a sub-venue for the CCTV Spring Festival Gala, the city gained global attention, further boosting its tourism appeal. According to multiple travel platforms, rural tourism orders in Chongqing surged during the holiday, with demand continuing to rise.
A student from Zimbabwe learns to write the Chinese character “Fu". (Photo/Liu Chong)
Attractive traditional folk culture
“Since early morning, the visitor center has been packed!” said Xu Li, a Meixin Red Wine Town staff member on February 3.
Located in Fuling District, the scenic area features local specialty markets and riverside homestays, drawing over 420,000 tourists from Chinese Lunar New Year’s Eve to the sixth day of the holiday.
“Folk culture is our secret to success,” a scenic area representative explained. Events like the Lantern Festival, dragon and snake dances, couplet writing, and a local produce fair brought steady crowds, including foreign students eager to experience authentic Chinese Lunar New Year traditions.
Other cultural highlights, such as the Dragon and Snake Parade and the God of Wealth Celebration, kept the site bustling with visitors throughout the holiday.
In Hong’an Town, tourists enjoyed a vibrant “Village Gala” featuring performances of Tujia and Miao ethnic music and traditional instrument ensembles.
Situated at the junction of Chongqing, Guizhou, and Hunan, Hong’an Town, the inspiration for Shen Congwen’s classic novel “Border Town,” boasts a rich folk heritage. Performances like the Dazu Carp Lantern Dance and Xiushan Flower Lantern Dance entertained visitors, while hands-on activities like sticky rice cake pounding and countryside games added to the experience.
To support rural tourism, the Chongqing Municipal Agricultural and Rural Affairs Commission introduced ten recommended routes ahead of the holiday, which resulted in a surge in visitors.
Rural homestays in high demand
With the surge in rural tourism, countryside inns and guesthouses experienced a booking frenzy, with many selling out well in advance.
At Fuyanjian Inn in Beibei District, visitors woke to misty mountain views and festive red lanterns, creating a warm holiday atmosphere. Owner Xu Juan, who left her city job three years ago to start a homestay, transformed an old farmhouse into a modern guesthouse with underfloor heating and a fireplace. This year, all her rooms were pre-booked before the holiday.
“In a regular month, we make about 150,000 yuan, but this month, thanks to the holiday, we expect 250,000 yuan,” she said. “It’s been hectic but rewarding.”
The view of Jinyun Mountain, Beibei District, Chongqing. (Photo/Long Fan)
At Jinxianju Inn in Beibei District, Liu Wu and his family scrambled to restock food as booking inquiries poured in. “We upgraded our farmhouse into a boutique homestay, reducing rooms to eight but nearly doubling income due to higher rates,” Liu said. “For many, staying in the countryside is now the top holiday choice.”
At Huafang Story Inn in Banan District, demand was so high that reservations extended past the holiday. “Rural homestays let city dwellers escape the urban rush,” said owner He Yi. Across Banan District, rural homestays saw a 90%+ booking rate during the holiday.
Intangible cultural heritage brings visitors to rural Chongqing
This year marked China’s first-ever “Intangible Cultural Heritage Spring Festival,” making traditional arts a key highlight of rural tourism in Chongqing.
Following its Spring Festival Gala debut, the Tongliang Dragon Dance became a must-see event across Chongqing’s rural towns. In Anju Ancient Town of Tongliang District, competitive dragon dances, lotus flower dragons, and straw dragons paraded through the streets, attracting both local and international visitors.
Children practice dragon dance at a kindergarten in Tongliang District, Chongqing, on January 2, 2025. (Photo/Long Fan)
At Zouma Ancient Town in Chongqing High-Tech Industrial Development Zone, visitors enjoyed performances of dragon and lion dances, floating flower boats, and waist drum parades while local villagers showcased folk dances, drawing in crowds from neighboring areas.
Visitors flocked to Xiliutuo Town in Banan District for heritage performances, such as the Mudong Mountain Songs, Jielong Wind and Percussion Ensemble, and Jiangjia Dragon Dance. Meanwhile, in Pingjin Town, Liangping District, national intangible heritage artist Xu Jiahui guided tourists through the intricate craft of Liangping Woodblock New Year Paintings.
With its rich cultural resources, Chongqing continues to develop rural cultural tourism brands, integrating heritage, tourism, and economic growth.
(Liu Chong, a reporter from Chongqing Daily, contributed to this report's Chinese version.)