Chongqing - As China's tourism market rebounds, a new trend is sweeping across the nation: "County Trips" are redefining what it means to travel for leisure and culture.

"It's not that big cities are unaffordable, but small counties offer better value," reads one of the most-liked comments on social media. Online, hashtags such as "Hidden Small-Town Gems" and "Underrated County Food" are going viral. Offline, destinations like Tengchong in Yunnan, Dunhuang in Gansu, Arxan in Inner Mongolia, and Wuyuan in Jiangxi are seeing record-breaking visitor numbers.

On October 4, tourists take a boat tour along the Wujiang River near Gongtan Ancient Town in Youyang Tujia and Miao Autonomous County, Chongqing. (Photo/Qiu Hongbin, Visual Chongqing)

From Niche Choice to National Craze

There are more than 2,800 counties across China. Once overlooked, many of these smaller destinations are now at the heart of a "reverse travel" movement, especially among younger generations seeking authenticity, slower rhythms, and deeper cultural connections.

In Shanxi's Xixian County, tourists quietly admire the intricate Ming Dynasty sculptures at "Xiaoxitian Temple." In Fengjie, Chongqing, they board low-cost "Little Red Boats" to take in the grandeur of the Qutang Gorge. What these experiences share is intimacy — a sense of slowing down and truly being present.

These small towns are also living museums of local culture — from traditional crafts and folk operas to immersive heritage experiences. Villages like Xidi and Hongcun Village in Anhui offer hands-on intangible cultural heritage workshops, while Wuyuan in Jiangxi and Liuyang in Hunan attract visitors with autumn "grain drying" festivals that celebrate rural life.

On October 1, tourists stroll through Zhuoshui Ancient Town in Qianjiang District, Chongqing. (Photo/Yang Min, Visual Chongqing)

Crucially, these trips strike a balance between affordability and depth. Improved transportation networks have made even remote counties more accessible, while the “two-hour Chongqing travel circle” has helped boost tourism in places like Wulong, Pengshui, and Youyang.

Opportunities and Challenges Behind the Boom

The rise of county-level tourism is breathing new life into local economies. Yet experts warn that the enthusiasm also exposes growing pains.

Infrastructure remains a weak link. During peak holidays, counties often face surging visitor flows that strain limited hotel capacity, transportation, and public services. Many travelers complain that even beautiful scenery loses its charm when basic “eat, stay, and travel” needs aren’t met.

Another issue is cultural homogenization. Too many countries are copying each other, selling the same snacks and souvenirs, and even using identical photo props or road signs. This imitation culture erodes authenticity, the very quality visitors seek.

Finally, the challenge lies in transforming short-term popularity into long-term development. Viral fame can draw a temporary crowd, but sustainable growth remains elusive without industry integration — connecting tourism to agriculture, culture, and technology.

Turning Flow into Staying Power

The true potential of county tourism lies in its ability to turn "online buzz" into enduring "brand value." Experts say this depends on three key transformations:

From scenic spots to lived experiences, tourism is shifting from a “destination economy” to a “scene economy.” Travelers are drawn not only to beautiful views but also to storytelling, lifestyle, and emotional connection.

From display to participation, counties are revitalizing traditional culture through interactive formats like heritage workshops, photography tours, study trips, and wellness retreats, transforming passive viewing into active engagement.

On October 2, tourists photograph the Kuimen Gateway of the Three Gorges at the Baidicheng Scenic Area in Fengjie County, Chongqing. (Photo/Luo Bin, Visual Chongqing)

From single highlights to integrated ecosystems. Sustainable county tourism requires regional coordination, smart infrastructure, and unified branding. Digital platforms can help optimize visitor flow, improve services, and enhance the overall experience.

Ultimately, every “county trip” is more than just a getaway — a seed of hope. Each visitor brings economic vitality and recognition of local culture, while each small town promises balance, authenticity, and renewal in return.