Chongqing – China has recently unveiled its 2025 national report on county-level tourism at a major research conference in Zhuji, Zhejiang, highlighting how rural destinations are emerging as key drivers of domestic travel and local economic growth.
The report, which assessed tourism development across 1,866 counties nationwide, highlights notable progress in both visitor volume and economic performance. A total of 44 counties recorded tourism revenues exceeding 20 billion yuan (approximately 2.76 billion USD), ten more than in 2023. Meanwhile, 63 counties welcomed over 20 million visitors, an increase of 11 percent compared to the previous year.
The report provides a data-driven evaluation of counties based on a comprehensive tourism development index. This index measures potential across five key dimensions: tourism resources, market strength, economic benefits, supporting infrastructure, and sustainability.
These are further broken down into 20 secondary indicators, including metrics such as annual tourist growth rates and tourism’s contribution to GDP. Counties with the highest composite scores are recognized for their strategic advantages and growth momentum in tourism.
The report identifies the top 100 counties with the greatest tourism development potential, which are spread across 21 provinces. Five counties from Chongqing—Yunyang, Wushan, Fengdu, Youyang, and Zhongxian—secured spots on the list, with Yunyang and Wushan taking the top two positions nationwide.
Wushan Little Three Gorges - Mini Three Gorges Scenic Area. (Photo/Chongqing Municipal Commission of Culture and Tourism Development)
All five Chongqing counties have maintained strong performance compared to last year's rankings. Yunyang continues to lead the list, while Wushan remains in second place. Fengdu, Youyang, and Zhongxian have all climbed the rankings, reflecting their continued investment in tourism infrastructure and destination branding.
For example, Wushan County in Chongqing stands out for its seamless integration of breathtaking natural wonders and rich cultural heritage, forming the cornerstone of its cultural tourism appeal. Located at the heart of the Yangtze River's famed Three Gorges region, Wushan offers a multidimensional experience that combines majestic mountains and deep gorges with high-altitude adventure, creating a distinctive tourism ecosystem of landscape gorges and cloud-top exploration.
Counties beyond Chongqing are also making headlines for their innovative approaches and distinctive attractions. For example, Mangshi in Yunnan Province, located on the border with Myanmar, is emerging as a cross-border cultural tourism hub. Its highlights include China-Myanmar self-driving tours, the Dai ethnic Water Splashing Festival, and eco-tourism experiences in the Tongbiguan Nature Reserve, where visitors can observe Asian elephants and explore tropical biodiversity.
Korla in Xinjiang has gained attention in the far west for its unique desert and ecological experiences. Tourists are drawn to the ancient Euphrates poplar forests along the Tarim River, desert camping, and photography tours.
According to the report, China's county-level tourism market experienced a significant surge in 2024. The average number of tourist visits per county reached about 5.81 million, representing a 14.26% increase compared to the previous year. Total tourism revenue also climbed by 9.96%. This growth reflects a broader shift in consumer preferences, with more travelers—particularly those from Generation Z and the millennial demographic—seeking immersive and meaningful travel experiences.