Immersive travel has overtaken check-in sightseeing as a new tourism trend favored by young adults born after 1990. Getting bored of overcrowded cities and famous scenic spots, more young Chinese opt for slow-paced tourism by staying in tranquil rural areas to live like locals. From 2023 to 2025, visits to the top 50 scenic spots during the National Day holidays in early October dropped by a cumulative total of 13 percent. Meanwhile, trekking, farm experiences and mountain climbing were trending before this year's five-day May Day holidays. Different from older generations, young travelers prefer emotional fulfillment to premium spending. They prefer homestays and searching for local cuisines to splurging on luxury hotels and overpriced restaurants. However, experts suggest that lesser-known scenic spots improve their operations and facilities to ensure the safety of these young travelers.
Old Version
