Cultural Tourism Boom: Why Do “Hidden Gem” Small Cities Keep Expanding?

During the recent May Day holiday, more travelers opted for experiences that combined “natural healing, high value for money, and cultural immersion.” Destinations characterized by fewer crowds and affordable pricing-so-called low-density travel-have become increasingly favored.

As people slow down their pace of travel, the cultural tourism industry is quietly accelerating its transformation. This shift raises an important question: how can these “hidden gem” small cities continue to expand their appeal and sustain long-term popularity?

Avoiding the Crowds: Low-Density Travel Gains Popularity

“I don’t want to be packed into tourist crowds anymore-this May Day, I retreated into a cave-dwelling,” said Zhang Yiwei, a post-90s programmer from Hangzhou who spent the holiday at a rural guesthouse near Pingyao, Shanxi.

The guesthouse, located about 30 minutes by car from the ancient town of Pingyao, had been fully booked two weeks before the holiday. “Guests who come here are often drawn to rural charm and the slow pace of life,” said the host. The accommodations are built in rammed-earth style, and the dining and café areas are converted cave dwellings. During the locust flower season, visitors can even try making locust flower pancakes and brewing locust flower rice wine.

May 19, 2025, Shanxi, China - Guesthouse in the ancient town of Pingyao. (Xinhua News / provided by the interviewee)

Beyond natural healing, some travelers are more focused on value for money. As traditional tourist hotspots become increasingly overcrowded, small- and mid-sized cities-especially those in lower-tier markets-are emerging as attractive options for leisurely vacations. “For a family of three, all-inclusive resorts are such a bargain-just 999 yuan for a four-day, three-night stay in a luxury king room,” said Ms. Song from Nanjing, who plans to vacation in Changbai Mountain during the upcoming Dragon Boat Festival.

Cultural Tourism Rises: “Hidden Gems” Offer Deep Experiences

With the rise of cultural tourism, the unique heritage of small towns is becoming a sought-after experience.In Jingmai Mountain, Pu’er, Yunnan Province, a boutique homestay specializing in cultural experiences has been fully booked almost continuously since mid-December. Most independent travelers book more than a month in advance. “Before the ancient tea forest cultural landscape of Jingmai Mountain was inscribed on the World Heritage List in 2023, it was little known,” said Cheng Yuting, brand manager of the homestay. “We found that ‘lodging + experience’ products are more appealing, so we curated a deep-dive village experience.”

Ni Jiayao, a white-collar in Shanghai, went to Jingdezhen, Jiangxi, to create her own ceramic piece. A local bookstore owner near a porcelain factory explained that to enhance cultural experiences, they not only teach ceramics techniques but also share the history and meaning behind the craft-helping more people understand China’s porcelain capital.

From the “Traffic Era” to the “Quality Era” of Tourism

The surge in low-density tourism reflects a shift in consumer preferences and signals that China’s tourism industry is transitioning from a “traffic era” to a “quality era.” On the demand side, travelers are moving away from checklist-style travel, preferring fewer stops and richer, more comfortable experiences. In an increasingly fast-paced world, many are seeking authenticity, peace, and meaningful connections. Listening to the ethereal Dong ethnic songs inside drum towers in Guizhou, experiencing the first-ever Fish Lantern Night Parade in Heyuan, Guangdong, or watching a fire pot performance-visitors are increasingly turning away from “2 hours of queue for 5 minutes of photos” and embracing cultural depth and novelty.

Cheng Yuting noted that uncommercialized, traditional local culture holds great appeal. Her team offers a wide range of immersive village activities in Jingmai Mountain, including Blang folk singing, firepit tea-making, and handcrafted tea cards, which have even drawn in international travelers.

A survey by Nankai University’s School of Tourism and Service showed that 68% of Gen Z (born after 1995) travelers find “deep cultural immersion” more valuable than visiting famous landmarks. 42% said they would plan an entire trip around a traditional craft or cultural festival. As younger generations become the core of tourism, consumer demand is shifting toward diversity, personalization, and quality.

May 19, 2025, Yunnan, China - Tourists hiking in Jingmai Mountain in the ancient town of Pu’er, Yunan. (Xinhua News / provided by the interviewee)

Better Infrastructure Meets Evolving Needs

On the supply side, small cities are upgrading their infrastructure, industry, and market systems to meet emerging demand. Experts note that relying solely on top-tier destinations is no longer enough to meet growing tourism demand. New “traffic pools” are needed to absorb the increasing number of travelers.

Many small towns are rising to the occasion. High-speed rail connections have vastly improved accessibility to county-level cities. High-end hotel chains are expanding into lower-tier markets, offering standardized, reliable services. A greater diversity of tourism offerings also allows for more customized experiences.

The alignment of demand and supply is reshaping the tourism market with innovation and practicality-visitors and service providers alike are redefining what high-quality travel means.

Unique Experiences Are the Soul of High-Quality Tourism

Compared to major scenic spots plagued by overcapacity, many lesser-known destinations possess unique advantages and should proactively address their shortcomings. For example, Xixian County in Shanxi suddenly saw an influx of visitors last August. In response, it added hotels, promoted local cuisine, and upgraded public infrastructure. During the 2024 May Day holiday, Xixian rolled out four tourist routes and emergency safety plans to better manage the crowds. “Improving small cities’ capacity to host visitors requires coordination across departments and steady improvements in infrastructure and public services,” said Lü Xuehui, a county party official in Xixian.

May 19, 2025, Hebei, China - The Xiaoxitian Scenic Area has installed barriers to help visitors queue in an orderly manner. (Xinhua News/Photo provided by interviewee)

Some express concern that as low-density tourism gains popularity, niche destinations may become homogenized. “For destinations with unique cultural identities, it’s important to preserve the boundary between local life and tourism. A flood of visitors can erode authenticity and hinder sustainable growth,” said Cheng Yuting. In Jingmai Mountain, some locals have even moved out of the ancient village due to disruption from tourism. For many travelers, differentiated experiences are the soul of high-quality tourism. Distinctive and culturally rich regional identities are far more compelling than generic photo-ops.

Wang Peng, associate researcher at the Beijing Academy of Social Sciences, emphasized the importance of preserving local customs and ecological balance while welcoming tourism traffic, ensuring long-term sustainability. Li Hong, a professor at Beijing International Studies University, added that smart management can enhance service efficiency. “Guilin, Guangxi, for example, has launched a smart tourism platform where visitors can book paragliding, lodgings, and food via a mini-app, and also receive customized routes and parking support.” Low-density travel invites new ways to imagine a better life-and brings new opportunities to the cultural tourism industry. With deep cultural roots and thoughtful services, more “hidden gem” cities can move from fleeting internet fame to lasting appeal.

Source from: Ma Xiaojie & Wan Qianyi, Xinhua News Agency, May 19th 2025,

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Translate by Jingyuan Zhang