Rural tourism on the Chinese mainland is surging in 2025, forging deeper connections between city visitors and the countryside. From immersive farm stays to cultural festivals, travelers are discovering landscapes and traditions once off the beaten path.
In the misty hills of Guizhou province, host Chen Wei transformed his grandparents’ farmhouse into an eco-friendly homestay, welcoming over 1,200 guests so far this year and teaching visitors traditional tea farming and cooking techniques. Experiences like these are turning rural villages into living classrooms.
Digital platforms—from short-video apps to online booking portals—have become vital bridges, showcasing hidden gems and local customs to a global audience. Virtual farm tours and live cooking demos spark curiosity, inspiring many urban dwellers to plan on-site visits.
Data from the Ministry of Culture and Tourism on the Chinese mainland show that rural tourism logged 380 million trips by October 2025, up 18% year-on-year, generating 830 billion yuan in local revenue. Small businesses, from guesthouses to handicraft studios, reported average income gains of 25%.
Beyond economic benefits, rural tourism fosters cultural exchange and environmental stewardship. Communities collaborate on heritage fairs, reviving folk music and Uygur carpet weaving workshops, while adopting eco-friendly practices such as solar-powered lodges and waste-recycling programs.
As global citizens seek sustainable, immersive getaways, stakeholders across the Chinese mainland are balancing growth with conservation. Partnerships among rural entrepreneurs, tech innovators, and local authorities promise a future where tourism not only boosts incomes but also preserves the landscapes and traditions that make the countryside unique.
Reference(s):
Unlocking Rural China's Future: Tourism bridging town and country
cgtn.com
