With the successful conclusion of the May Day holiday, many people have shown a composed attitude when facing the crowds during holiday travels. Even though some are intimidated by the massive number of tourists, they are still unwilling to give up the opportunity of holiday excursions, hoping to enjoy the break in a relaxed and comfortable environment. As such, finding less crowded yet still fascinating travel destinations has become the choice of many.
Despite this, it seems to have become even more difficult this year to find such places. Industry insiders reveal that although major cities like Beijing, Shanghai, and Chongqing remain popular tourist spots, improvements in infrastructure and reception capacity have made several non-first-tier cities more favored by tourists, sparking a momentary popularity in county tourism. In fact, data released by Ctrip reveals this trend: during the May Day holiday, hotel and tourist attraction ticket orders in county markets surged, increasing by 68% and 151% year over year, respectively.
As is well known, public holidays tend to bring about synchronized travel activity, resulting in swelling crowds. The hope of travel during off-peak times by choosing lesser-known counties is often met with disappointment, as their population density is hardly less than popular 5A tourist attractions. For example, Xiandu Scenic Area in Jinyun County, Lishui City, Zhejiang Province, the shooting location of the hit TV series “With the Phoenix”, has seen a spike in bookings since the show aired, becoming a hotspot for tourists.
Apart from the buzz generated by film and television, price is also a key factor attracting tourists. According to data from Fliggy, at the start of the May Day holiday, multiple regions saw significant month-over-month growth in travel bookings. Moreover, both flight and hotel prices were perceived as offering better value for money, enticing consumers. Additionally, according to statistics from places like Shengzhou, cost-effectiveness is an important consideration for tourists choosing county travel.
Despite this, not all counties are the same. Some counties renowned for tourism are still teeming with visitors during the holiday season, making it impossible to find a quiet corner. Places like Pingtan in Fujian, Yangshuo in Guangxi, and Wuyuan in Jiangxi, although at county level, are well-known for their travel resources and naturally see a large holiday influx. For those who truly seek a quiet escape from the bustle and wish to enjoy a peaceful holiday, perhaps only the lesser-known, niche counties can fulfill all their vacation dreams.
Choosing the correct entry point can allow consumers to enjoy higher value travel experiences in less crowded environments. For example, during this year’s May Day holiday, Ctrip data revealed an interesting phenomenon: the “dive” in flight prices, with one-way fares on routes like Xi’an to Haikou, and Nanjing to Lijiang dropping to around 300 yuan, giving travelers opportunities to look out for such discounts. It’s worth mentioning that travel platforms have also listed a series of destinations suitable for reverse travel, such as Lijiang, Tai’an, and Taizhou, where the density of tourists is lower, and hotel price increases are not significant.
However, not all niche destinations can bring a pleasant travel experience. County tourism is currently very popular, but if it’s not a hot internet-famous spot, its level of development is limited, including immature travel resources such as infrastructure and ancillary services, which can pose challenges for travelers accustomed to convenience. Some cities with branch airports, like Tumxuk and Baoshan, have seen a significant increase in flight bookings, but flight options remain limited. For travelers seeking convenience, cities with better transportation facilities undoubtedly remain more popular.
It is noteworthy that cultural events have also become a significant force in driving tourism. Data from Tongcheng Travel shows that star concerts and sports events have attracted a large number of tourists, leading to a sharp increase in related travel products and hotel bookings. Major platforms have also launched travel services combined with performances, but this may lead to local hotel price hikes.
During this year’s May Day holiday, the author experienced the dramatic fluctuations in tourism prices. Hotels around attractions like the Slender West Lake skyrocketed in price, with even the normally moderately priced chain hotels approaching a thousand yuan per night. Statistics have found that hotel prices in county-level cities have generally increased by more than 200%, with some areas like Tonglu even reaching 310%. This phenomenon indicates that county tourism has both advantages and disadvantages, and the choice of travelers depends on personal preference.
It is expected that the boom in county-level city tourism will continue last year’s trend, reflecting the increasingly diverse and value-for-money travel preferences of tourists, who prefer to seek undisturbed natural landscapes and quaint villages. This undoubtedly holds great allure for those desiring to escape the clamor of city life.
As the tourism market matures, domestic tourists’ preferences for travel consumption are undergoing significant changes. Today, many tourists are beginning to seek more personal, unique, and high-quality travel experiences. This trend reflects the higher demands modern tourism consumers have for tourism services and products, hoping to enjoy a more unique and satisfying experience during their holiday leisure.
