GOING against the tide of flocking to well-known yet generally jam-packed tourist destinations on vacation, a growing number of holidaymakers in China tend to spend their leisure time at lesser-known resorts to seek unique, relaxed holiday experiences.

“Reverse tourism” has emerged as a new trend among young holidaymakers in China recently.

Large numbers of vacationers, especially young professionals who long to escape hectic city life, shunned popular destinations in order to get off the beaten track and enjoy some peace and quiet.

According to data from online travel agency Qunar, as cited by Beijing Daily, the number of rooms booked at hotels in less-traveled cities during the National Day holiday was up 30% year-on-year.

Bookings for four — and five-star hotels in less-traveled places including Linxia in Gansu Province, Shizuishan in the Ningxia Hui Autonomous Region, and Haibei in Qinghai Province all increased at least 10 folds compared with the same period of 2021.

Some young professionals who normally have little time for themselves simply had a staycation in a hotel to make the much-awaited hiatus more relaxing.

Some vacationers chose less-traveled places to save on the cost of trips to popular destinations, which often entail pricey tickets, meals and hotel stays.

“Tourism used to be about sightseeing. Now it is about experiences,” Dai Bin, president of the China Tourism Academy, told Beijing Daily.

He said popular tourist spots are always packed and often raise their prices during holidays.

As people become more mature travelers, they are increasingly reluctant to follow the herd. Some of them are simply looking to take a rest somewhere quiet for a couple of days, which is a good way to vacation, he noted.

In addition, lesser-known attractions are not as “commercial” and “standardized” as developed ones and are able to offer more authentic experiences and natural encounters, according to social media posts. And unlike popular destinations, some underexplored places with little online exposure can offer more surprises.

COVID-19 is another key factor fueling reverse tourism.

As precautionary measures continue, traveling has an unpredictable quality. Travelers have thus become more cautious and tend to choose local attractions or places with fewer tourists.

(China Daily)