Chongqing - On the forested slopes of Fairy Mountain, located in Chongqing's Wulong District, business is booming—and not just from the mountain breeze.

Tourists enjoy the alpine meadows at Fairy Mountain National Forest Park. (Photo/Liu Chan, Xinhua)

Zhang Siguo, a 58-year-old local farmer-turned-innkeeper, has fully booked has fully booked all 40 rooms at his rural guesthouse, Qiyuan Yaju, this summer. "The mountain breeze has become a valuable asset," Zhang laughs, reflecting on his success since converting his family’s home into a guesthouse five years ago.

As Chongqing swelters under intense summer heat, tens of thousands of city dwellers escape to the high-altitude coolness of Fairy Mountain, a national 5A (the highest level in China's tourist sites rating system) scenic area that attracts over 200,000 peak-season visitors. By late July, the seasonal "army" of summer tourists had once again revived the mountain’s lively atmosphere.

A sightseeing helicopter offers a bird’s-eye view of the Three Natural Bridges scenic area. (Photo/Dai Junjun)

Situated 1,200 meters above sea level, Zhang’s guesthouse welcomes guests with sweeping mountain views and a relaxed country vibe. For repeat visitors like 67-year-old Yang Yunping, the appeal is clear: “It’s cool without air conditioning, the food is delicious, and there’s no need to worry about cooking—just relax and enjoy.” Yang, who stays for two months every summer, now brings friends and family along for walks in the valleys and home-style meals.

Qiyuan Yaju is just one of 561 rural guesthouses and farmstays in Shuanghe Town, where short-term summer rentals have become a major source of income. According to town officials, more than 50 new establishments opened this year alone, many run by locals who returned from city jobs to cash in on the seasonal boom. Some can earn nearly 100,000 yuan in a single summer, with locally grown highland corn and tomatoes also in high demand.

Today's summer tourists in Fairy Mountain are mostly families with children and older adults. To cater to this, new experiences have sprung up. Nature education camps like the “Treetop Walk,” located a short drive from Shuanghe Town, offer treetop boardwalks, forest adventures, and outdoor play areas for children aged 3-12. Specialty wellness clinics, such as a traditional bee therapy center run by Wulong District’s Traditional Chinese Medicine Hospital, attract health-conscious seniors. Low-altitude helicopter tours—launched during the May Day holiday—allow visitors to soar above UNESCO World Heritage sites like the Three Natural Bridges, made famous by the Zhang Yimou film Curse of the Golden Flower.

The “Treetop Walk” nature education camp. (Photo/Wulong District)

Tourists note the orderly, tranquil environment at Fairy Mountain: there are few online influencers or shopping kiosks, and tourism focuses on sustainability over gimmicks. “Fairy Mountain’s development emphasizes quality, sustainable tourism rather than fleeting trends,” said Zheng Qinghua, deputy director of Wulong’s Commission of Culture and Tourism Development. New ventures like camping, hiking, and “low-altitude economy” experiences are helping meet the growing demand for unique, high-quality summer escapes.

A new “space capsule” camping base, opened in July, has quickly become a must-visit destination. At night, its futuristic cabins glow under the mountain sky—a symbol of local entrepreneurs pivoting from car manufacturing to tourism.

Official data shows that ticketed visitors to Wulong’s scenic spots had jumped 25% by mid-July, and revenues climbed over 19% year-on-year. Independent travelers, primarily seeking summer retreats, surged by more than 54%.

Looking ahead, Wulong plans to further upgrade its tourism infrastructure and public services to enhance the visitor experience. “With our natural cool climate, we’ll continue to improve facilities and the environment, protect visitor rights, and help local families benefit from this growing industry,” said the district’s Party chief Fan Lixin.