Travel / news
China's Young Travelers Trade Big-City Trips for Slow Travel in County Towns
Chinese youth are choosing second-tier cities and county-level towns over Beijing and Shanghai, favoring quieter itineraries, cultural experiences and affordable luxury. A Tongcheng Travel summer review points to a sharp rise in visitors to county-level destinations.
The shift is being described less as a passing fad than as a change in mindset among younger Chinese travelers, who are swapping packed sightseeing schedules for unhurried trips through smaller, less crowded destinations.
According to the "2026 Summer Tourism Consumption Review" published by Tongcheng Travel, one of China's largest online travel agencies, county-level destinations have seen a substantial surge in visitor numbers.
Rather than bar-hopping along Shanghai's Bund or shopping in Beijing's Sanlitun, young travelers are pursuing authentic cultural experiences and affordable luxury, with artistic ceramics hubs and scenic mountain escapes cited among the draws.
The trend also carries an economic dimension: by spending in off-the-beaten-path locales, travelers say they are supporting local economies while prioritizing their own mental health and well-being.