During the five-day May Day holiday from May 1 to May 5, travel destinations in lower-tier markets achieve a substantial surge in popularity, with improved infrastructure and enhanced hospitality capabilities.
Data from Ctrip, China's leading online travel agency, showed that hotel bookings and scenic spot ticket orders in county-level markets soared 68 percent and 151 percent respectively during the holiday, which ended on Sunday.
The smaller and county-level cities of Tumushuke, Baoshan, Huaihua, Chifeng, Hetian and Heze saw a sharp increase in air ticket bookings.
The tourism boom in these markets is attributed to the great improvement of infrastructure facilities in rural areas and the development of characteristic towns, according to experts.
"The rural service level along highways is constantly improving. The construction of service stations along highways, the improvement of environment and the upgrading of parking lots and charging facilities have all provided a strong support for the industrial development along highways," said Liu Dongmei, deputy director of the big data industry research and development center of the Research Institute of Highway under the Ministry of Transport.
To attract tourists, the county-level authorities have launched many entertainment activities and programs with local uniqueness.
In the suburb of Shanwei City in south China's Guangdong Province, folk artists performed kylin (a mythical creature in Chinese legend) dance to welcome tourists from far away.
"The performance is fantastic and full of traditional cultural elements," said a tourist while watching the kylin dance.
In Chengjiang City in southwest China's Yunnan Province, local villagers performed the grass lion dance to entertain tourists. The lion is made of grass and tree branches.
"This is the first time I've seen the grass lion dance. It's a novel experience to me because I've never seen it anywhere else," said a tourist named Shen Qi.
Meanwhile, in Nanjing City of east China's Jiangsu Province, many people spent the holiday in the countryside, where they could not only enjoy beautiful scenery, but taste the delicacies made by local farmers.
"The tofu made in this way tastes more delicious. It reminds me of my childhood," said a tourist surnamed Zhu.
Pingliang City in northwest China's Gansu Province is home to the Kongtong Mountain – a national 5A-level tourist attraction.
Many villages in the city have further tapped into their abundant natural resources to offer tourists with new traveling experience.
Xigou Village launched activities such as outdoor camping, gliding, and horse riding to entertain tourists. Haizhaigou Village has built a magnificent glass skywalk extending more than 600 meters and with an altitude of about 100 meters. Sigou Village has turned cave dwellings (unique houses commonly seen in northwest China) into restaurants and launched activities such as fruit and vegetable picking for tourists.
"This place is near the Kongtong Mountain and boasts water and other natural resources. I feel quite free with the breeze blowing on my face," said a tourist named Sun Cheng.
China sees tourism boom in county-level markets during May-day holiday
North China's Inner Mongolia Autonomous Region is welcoming a growing number of foreign tourists this summer, as destinations across the region have rolled out innovative desert activities and immersive cultural experiences to enrich inbound travel offerings.
In Ordos, a city famed for its vast desert landscapes, the Xiangshawan scenic area has launched a creative summer lineup combining desert sightseeing, water-based cooling activities and indoor ice skating.
Visitors can enjoy classic desert adventures such as camel rides and dune bashing, while also cooling off with water play and even ice skating in the heart of the desert.
The unique combination has been well received by international visitors.
"The facilities here are great. I'm from the Republic of Korea, and I'm really enjoying my time," said Lee Hong-deok, a tourist.
According to the scenic area's management, Xiangshawan has received 16,000 foreign tourists since July 1, marking a 176 percent year-on-year increase. Most overseas visitors come from the Republic of Korea, Thailand, Malaysia and Singapore.
The strong growth is supported by targeted measures from local authorities to boost connectivity and upgrade cultural and tourism products.
"We have opened seven direct flight routes to countries and regions including the Republic of Korea, Thailand, Malaysia and Vietnam. We have also rolled out more than 10 signature cultural and tourism products, such as desert space capsules and distinctive Mongolian yurts, and distributed over 3 million yuan in vouchers. These efforts have effectively driven the upgrading of the entire industrial chain, covering catering, accommodation, cultural and creative products, intangible cultural heritage and leisure services," said local tourism official Hou Le.
Beyond desert destinations, the border port city of Erenhot has become a popular stop for foreign travelers journeying eastward, offering a taste of traditional Chinese culture and local urban life.
Visitors can sample local delicacies, take in city scenery and participate in hands-on cultural activities there. Calligraphy, shadow puppetry, weaving and sugar figure making are among the most sought-after experiences.
"This is my first time trying sugar painting. The works are so exquisite. They are both visually appealing and edible," said a visitor from Mongolia.
"I used to mostly pass through here on my way to Hohhot, Beijing and other destinations. This time, I got to truly explore Erenhot. It's been such a delightful surprise," said another tourist from Mongolia.
Across Inner Mongolia, destinations are increasingly focusing on night performances, specialty dining, and intangible cultural heritage experiences. These efforts are steering inbound tourism away from single-purpose sightseeing toward deeper, more immersive engagement, and sustaining the vitality of cultural and tourism consumption.
Official statistics show that in the first half of 2026, Inner Mongolia received 1.0978 million inbound tourists, up 11.90 percent year on year. Total tourism spending from inbound visitors reached 5.501 billion yuan (about 815 million U.S. dollars), a 16.07 percent increase compared with the same period last year.
Foreign travelers drawn to diverse desert and cultural experiences in Inner Mongolia
