As China’s tourism industry continues to rebound, a new trend is reshaping the travel landscape: international and domestic tourists are increasingly flocking to lesser-known destinations, moving beyond the iconic cities of Beijing, Shanghai, and Guangzhou. Cities like Chengdu, Xiamen, Nanjing, Chongqing, and Haikou are emerging as must-visit spots, driven by a global appetite for authentic cultural experiences and unique local charm.
This shift was particularly evident during the recent May Day holiday, when domestic travel surged, and smaller cities reported record visitor numbers. Chengdu, known for its spicy Sichuan cuisine and proximity to the Giant Panda Research Base, saw a 35% increase in international arrivals compared to last year, according to China’s Ministry of Culture and Tourism. Xiamen, a coastal gem with its blend of colonial architecture and vibrant night markets, welcomed over 1.2 million visitors during the holiday week alone. Nanjing, with its rich historical tapestry, and Chongqing, famed for its dramatic skyline and fiery hotpot, are also gaining traction among travelers seeking immersive experiences.
“Tourists today want more than just landmarks,” said Li Wei, a travel analyst based in Shanghai. “They’re looking for authentic connections—local food, traditional festivals, and stories that aren’t in every guidebook. These second-tier cities offer that in spades.”
Haikou, the tropical capital of Hainan Island, is another rising star. Often overshadowed by Sanya’s beaches, Haikou’s blend of volcanic landscapes, historic Qilou buildings, and burgeoning coffee culture is drawing younger travelers, particularly from Southeast Asia and Europe. The city’s visa-free entry for citizens of 59 countries, including recent additions like Canada and Australia, has further boosted its appeal.
The rise of these destinations reflects the maturity of China’s tourism infrastructure. High-speed rail networks now connect these cities seamlessly, making them accessible without the crowds of major hubs. Social media platforms like Douyin (China’s TikTok) and Xiaohongshu have also played a role, with influencers showcasing hidden gems like Chongqing’s cliffside cable cars or Nanjing’s ancient city walls.
However, challenges remain. Some local governments are struggling to scale up services to match the influx, with reports of strained accommodations and overcrowded attractions during peak seasons. “We’re thrilled about the attention, but we need to balance growth with sustainability,” said Zhang Mei, a tourism official in Xiamen. Efforts are underway to promote off-season travel and develop eco-friendly initiatives to preserve cultural and natural sites.
The trend also aligns with global travel preferences shifting toward wellness and cultural immersion. Chengdu’s teahouses, where visitors can experience traditional Sichuan opera, and Haikou’s wellness retreats are tapping into this demand. “I didn’t just want to see the Great Wall,” said Emma Thompson, a British tourist visiting Nanjing. “I wanted to feel China’s history, taste its food, and meet its people. Nanjing delivered all of that.”
As China aims to surpass pre-pandemic tourism levels in 2025, these lesser-known cities are poised to redefine the country’s travel narrative. With their unique blend of history, culture, and modernity, they’re proving that China’s heart beats just as strongly beyond its megacities.