The classic tourist itinerary in China is undergoing a significant transformation as more international visitors venture beyond megacities to explore “small-city” experiences. According to a recent report by the lifestyle platform Rednote (Xiaohongshu), foreign footsteps now span nearly 500 destinations across the country. This shift in inbound tourism is driven by a desire for authentic cultural immersion, with fast-rising cities such as Zhengzhou (Henan), Taiyuan (Shanxi), and Yiwu (Zhejiang) becoming new favorites. During the 2026 May Day holiday, provincial regions like Guizhou, Hunan, and Xinjiang recorded over 60% increases in international traffic, reflecting a broader market upgrade.
The draw of these smaller destinations lies in their unique cultural niches and “vivid everyday life.” In Shanxi Province, travelers are flocking to Datong and other sites inspired by the hit game Black Myth: Wukong, seeking a living history of Chinese architecture. Meanwhile, in Zhejiang, the “China’s Hollywood” of Hengdian attracts fans of Chinese dramas, and the Yiwu International Trade City has evolved into a unique destination where business meets leisure. For participants of inbound tourism, these locales offer a relaxed pace and a closer look at diverse local traditions—from savoring authentic street food to bargaining for intricate handicrafts in regional markets.
To support this expanding footprint, Chinese authorities are prioritizing service improvements in smaller cities, including multilingual signage and integrated tourism packages. Enhanced visa-free policies—which saw 436,000 visa-free entries during the May Day holiday—and instant tax refunds have made regional exploration more accessible than ever. As inbound tourism continues to diversify, these “hidden gems” in Central and Western China are adapting to international needs, ensuring that the journey through China is defined by a blend of world-class landmarks and unexpected local discoveries.