China's rural tourism sector has maintained a strong growth momentum this year, highlighting new industries and business models, according to an official from the Ministry of Agriculture and Rural Affairs.
Pan Yangbin, deputy director of the ministry's Department of Rural Industry Development, said that driven by experiential tourism, the sector registered diversified consumption scenarios in the first quarter of 2026.
"Rural leisure tourism also flourished in the first quarter of this year, fostering new industries and business models such as cultural and creative markets, outdoor camping, and festival events. In particular, rural experiential tourism, highlighting local specialties, rural culture, and ecological resources, has proven highly popular, further diversifying consumption scenarios in rural areas," said Pan.
The rural tourism sector generated a revenue of over 950 billion yuan (nearly 140 billion U.S. dollars) in 2025, up 5.8 percent year on year, while villagers' annual per capita disposable income reached 40,500 yuan.
Pan said the rural leisure tourism industry will see greater opportunities during the 15th Five‑Year Plan period (2026–2030), when consumption upgrades, digital technologies and new models are expected to accelerate growth. "We will promote a range of distinctive, diverse, and premium rural itineraries, create customer-centered, culturally rich and distinctive experiential products, and encourage talented individuals from all walks of life to start businesses in rural areas, thereby generating more employment opportunities and increasing farmers' incomes," said Pan.
China's rural tourism maintains robust growth driven by new industries, business models: official
