Chongqing — Shanghai retiree Liu spent a quiet morning on December 14 at a campsite in the Three Gorges region, brewing coffee and taking in the riverside scenery. His self-driving journey began in Wuhan and has already covered more than 3,000 kilometers along National Highway G348, which cuts through the heart of the Three Gorges.
Along the way, Liu visited the Three Gorges Dam, Xiling Gorge, Qutang Gorge, and Wushan, a region well known for its autumn foliage. His final destination is Dali, in southwest China’s Yunnan Province.
“Besides the stunning scenery, prices here are very reasonable,” Liu said. “Steamed buns cost one yuan each, and a bundle of dried noodles is only two yuan.”
Liu is part of a growing wave of self-driving travelers. According to the China Self-Driving, RV and Camping Tourism Development Report (2024–2025), released by the China Tourism Auto and Cruise Association, self-driving travel accounts for 77.4 percent of domestic trips, making it China’s most popular mode of travel and a core driver of the country’s tourism market.
Tourists relax at the Meixin self-drive tourism base in Chongqing, enjoying a slower-paced lifestyle built around road travel. (Photo/Provided by the scenic area)
Chongqing serves as a major transportation hub linking north and south as well as east and west, supported by an extensive integrated transport network. It is also home to world-class tourism resources, including the Three Gorges and the Wuling Mountains. Authorities and industry leaders are now focused on converting pass-through travelers into overnight visitors.
Zhang Xin, another self-driving tourist, recently rented a new-energy vehicle for a six-day, 800-kilometer trip. “Rolling down the window and snapping a photo gives a perfect shot,” she said. The rental cost about 80 yuan per day after platform discounts and included unlimited mileage and airport pick-up service.
“The growth in tourism-oriented car rentals has exceeded expectations,” said Liu Xi, general manager of Chongqing Holiday Car Rental Co. “During peak periods and holidays, almost all our vehicles are on the road. Sometimes I don’t even have a car to use myself.”
The rise of self-driving travel is being supported by advances in vehicles, road infrastructure, and digital platforms. The rapid adoption of new-energy vehicles has lowered travel costs, while expanded charging networks and fast-charging technology have eased range anxiety. China’s highway network now exceeds 5 million kilometers, with high-grade roads reaching all cities. In many regions, roads themselves are being upgraded into tourism products, complete with viewpoints, service areas, and rest stops.
“Self-driving travel’s popularity comes from the integration of people, vehicles, roads, attractions, and digital platforms,” said Zhang Dawei of Trip.com Group. Families, parent-child travelers, and those born in the 1960s and 1970s are among the key drivers of demand.
To better capture this market, Chongqing needs to strengthen tourism development in its southeastern and northeastern regions, said Luo Zibai, chief expert at the Yangtze River Tourism Research Base of the China Tourism Academy and director of the Chongqing Tourism Development Research Center.
Currently, most self-driving trips in Chongqing last about two days and focus on the central urban area and nearby attractions such as the Dazu Rock Carvings and Fairy Mountain in Wulong. Extending trips into outlying areas will require improved tourism highways, stronger service networks, and continued policy support.
“Self-driving travel is shifting from rapid expansion to quality-oriented growth,” Luo said. “This transformation is driving coordinated development across transportation, dining, accommodation, and cultural industries.”