Counties near cities see surge in tourism

Counties away from busy cities have become new destinations for tourists seeking diverse landscapes and local customs.

Changxing County in east China's Zhejiang Province is one such place.

During the Spring Festival holiday from Jan 28 to Feb 4, local authorities organized over 100 folk activities, attracting 1.392 million tourists.

"We've watched all the intangible cultural heritage performances, they are really nice. We have had a great time," said a tourist from northeast China.

Since the Shanghai-Suzhou-Huzhou high-speed railway began operating on Dec 26, 2024, traveling from urban areas like Suzhou and Shanghai to nearby counties has become much easier.

"About 70 percent of our guests are from Hangzhou, Shanghai and other places in Jiangsu Province. Many of them have told me that they will come here again after the first month of the lunar year," said Li Dan, who runs a bed-and-breakfast (BNB) in the county.

Huidong County in south China's Guangdong Province is also gaining popularity among travelers, thanks to its unique natural scenery, rich historical and cultural heritage, and favorable location.

The local government has been stepped up efforts to develop coastal tourist attractions and internet-famous spots, drawing more visitors from Hong Kong and Macao while boosting the local BNB business.

"Especially in recent two years, there are more and more tourists from Hong Kong and Macao, boosting the local tourism. Next, we will accelerate the formation of a comprehensive tourism development pattern with coastal tourism as the lead, and rural tourism and revolutionary-themed tourism growing hand in hand," said Li Xuewei, deputy director of the local Culture, Tourism and Sports Bureau.

Counties near cities see surge in tourism

As of 19:49 on Monday, China's total box office revenue for the Qingming Festival holiday had surpassed 300 million yuan (about 43.6 million U.S. dollars), according to data from online platforms.

The holiday lineup features animation, family, suspense, and other genres, with "The Super Mario Galaxy Movie", "Project Hail Mary", "It's OK", and "Now I Met Her" leading the tally.

The Qingming Festival is a traditional Chinese holiday that falls on the 15th day after the Spring Equinox, and China's three-day Qingming Festival holiday started on Saturday this year. While it is a time to enjoy the greenery of springtime and to visit the graves of ancestors, the holiday has also become a busy period for cultural and tourism activities in China, including visits to the cinema.

Cinemas in Beijing's Chaoyang District, as one of the first pilot areas for China's "movie plus" initiative, are actively exploring the "ticket stub economy," allowing moviegoers to present their ticket stubs from cinemas to receive discounts and added services in subsequent consumption scenarios.

In Xi'an City, northwest China's Shaanxi Province, the Xi'an Film Studio Experience Center for Arts of Film integrates film history with tourism, immersing visitors in the glory of classic movies.

"The exhibition gave me a systematic understanding of the historical development of Chinese film industry, allowing me to follow the footsteps of films to learn new things. I harvested both happiness and novel knowledge," said Qiu Keyu, a tourist.

The XR cinema in the park immerses visitors in film scenes.

"After putting on the XR device, I felt completely immersed - it was quite exciting," said Liu Bin, a moviegoer.

Qingming holiday box office hits 300 mln yuan