County travel craze sparks tourism market potential
China DailyBy Yang Feiyue | China Daily | Updated: 2024-05-21 07:08 Visitors walk in the ancient town in Tianshui, Gansu province, on May 1. WANG ZIXUAN/XINHUA Domestic travelers' growing preference for niche destinations and experiences has ignited the huge tourism potential of many of the country's lesser-known travel spots. From last year's barbecue craze in Zibo, Shandong province, to this year's obsession with malatang, a spicy hot pot of boiled meat and vegetables on offer, in Tianshui, Gansu province, travelers are sending clear signals that a major shift in the domestic tourism market is underway. Since 2021, when the country was in the grip of the COVID-19 pandemic, Wen Yuxiang from Chengdu, Sichuan province, has discovered his passion for visiting small cities and county-level destinations off the beaten track. "I didn't fancy the popular tourist sites in downtown city areas and I couldn't travel long distances," said Wen, aged in his 30s.