As the May Day holiday approaches, some smaller cities offering high cost-performance and immersive experiences are rapidly gaining popularity. What is the secret behind their rise? Let’s take a look.

Avoiding popular cities and exploring unique small towns has become a new trend for many travelers this May Day holiday. Yang Huan from Beijing plans to travel with a colleague to Luzhou, Sichuan. In her view, many small cities are not only more affordable but also offer a more authentic local atmosphere.

Consumer Yang Huan said: “I want to experience Luzhou’s liquor culture, soy sauce brewing, and oil-paper umbrella making. I checked many travel guides online in advance and booked a four-night stay at a four-star hotel. With a friend, it cost us about 1,700 yuan in total.”

Compared to traditional popular cities, small-town attractions effectively avoid peak crowds, providing a more relaxed and in-depth travel experience. Price-wise, small cities have a clear advantage. During the May Day period, average prices for high-star hotels in small cities are over 40% lower than in first-tier cities, and in some areas, a five-star hotel can be booked for 300 yuan. Currently, destinations like Pingtan in Fujian, Yangshuo in Guangxi, and Jiuzhaigou in Sichuan are seeing rising popularity.

A researcher from a travel platform’s big data institute noted that during May Day, a number of small-city attractions are seeing the fastest growth in popularity. For example, search interest in the Jingdezhen China Ceramics Museum increased tenfold, search interest in Chongzuo Tongnayubay surged sevenfold, and search interest in Enshi Luyuanping Scenic Area grew fivefold.

Data shows that this May Day holiday, domestic travel trips are expected to increase by 168% year-on-year. In terms of traveler demographics, family groups and seniors are the main drivers, accounting for 28% and 16% of travelers respectively, as tourism consumption potential continues to be unleashed.

May Day Holiday Approaches: Outbound and Inbound Travel Both Heating Up

While domestic “small city travel” is gaining momentum, what new trends are emerging in outbound and inbound travel? Let’s continue.

At a travel agency store in Beijing’s Chaoyang District, a steady stream of consumers are coming to inquire about and book outbound travel services. The manager noted that during May Day, traditional popular destinations like Italy, Australia, Spain, and Portugal remain favored, with demand for medium- and long-haul outbound travel continuing to grow.

A media relations manager from a travel group said: “In Europe, places like the Netherlands, the UK, Spain, and Portugal have excellent outdoor resources. Additionally, the cultural scenery is entering its best period of the year.”

Furthermore, with special folk festivals like the Lily of the Valley Festival, interest in France as a destination remains high. Switzerland, with the Alps entering its prime outdoor season, is also attracting many visitors seeking experiences.

As outbound travel heats up, the inbound tourism market is also showing growth. Data indicates that during May Day, Shanghai, Beijing, Guangzhou, and Shenzhen are the most popular inbound travel cities. The number of foreign tourists in Sanya and Jieyang increased by 1.1 times year-on-year, Xi’an saw a growth of over 70%, and cities like Taiyuan, Changzhou, Kunming, Yanji, Nanning, and Wuhan all experienced growth rates exceeding 30%.

Xinjiang Plans to Add 302 Temporary Trains to Meet May Day Travel Demand

As the May Day holiday approaches, many parts of Xinjiang will see peaks in travel and family visits. The railway department is increasing capacity by adding temporary trains to meet passenger travel needs during the holiday.

This May Day holiday, the railway transport period runs from April 29 to May 6. To meet passenger travel demand, China Railway Urumqi Group plans to add 302 temporary passenger trains, covering major cities in Xinjiang.

According to railway department forecasts, this year’s May Day holiday passenger flow in Xinjiang will mainly consist of tourists, family visitors, and students. In some areas, school “spring breaks” coincide with the May Day holiday, leading to strong travel demand.

Лучжоу

Luzhou (泸州) is a historic city in Sichuan Province, China, known for its strategic location at the confluence of the Yangtze and Tuo Rivers. It has long been a major center for liquor production, particularly the famous Luzhou Laojiao baijiu, with a brewing history spanning over 400 years. The city also played a role in ancient trade routes and retains cultural landmarks such as the Zhangba Longnao Stone Carvings from the Ming Dynasty.

Пинтань

Pingtan (Пинтань) is a large island county in Fujian Province, China, known for its stunning coastal landscapes, stone villages, and unique wind-eroded rock formations. Historically, it served as an important fishing and maritime hub, and in recent years, it has been developed into a major tourism destination and a pilot zone for cross-strait economic cooperation with Taiwan. The island also gained recognition as a filming location for the popular Chinese fantasy drama “The Untamed.”

Яншо

Yangshuo (阳朔) is a picturesque county in Guangxi, China, renowned for its stunning karst mountain landscapes along the Li River. Historically, it has been a hub for artists and travelers since the Tang Dynasty, and in the 20th century, it became a popular destination for international backpackers. Today, it blends ancient farming villages with vibrant tourism, offering activities like rock climbing, cycling, and bamboo rafting.

Цзючжайгоу

Jiuzhaigou (Цзючжайгоу) is a renowned nature reserve and national park in Sichuan Province, China, famous for its stunning turquoise lakes, multi-tiered waterfalls, and snow-capped peaks. Its name, meaning “Nine Village Valley,” comes from the nine Tibetan villages located within the area. The site was designated a UNESCO World Heritage Site in 1992 and has been protected as a national park since 1978.

Музей керамики Цзиндэчжэнь

The Jingdezhen Ceramic Museum in China showcases the rich history of Jingdezhen, known as the “Porcelain Capital” for its over 1,700 years of ceramic production. The museum houses a vast collection of exquisite porcelain artifacts from various dynasties, highlighting the city’s central role in the development of Chinese ceramic art and its global influence through the ancient Silk Road.

Чунцзо Туннаюбай

Chongzuo Tongnayubai is a significant cultural site in the Guangxi Zhuang Autonomous Region of China, known for its stunning karst landscapes and ancient rock art. The area features the Huashan Rock Paintings, which date back over 2,000 years to the Zuojiang River valley, created by the ancient Luo Yue people and recognized as a UNESCO World Heritage site. These paintings depict human and animal figures, offering valuable insights into the region’s prehistoric culture and rituals.

Живописный район Эньши Луйюаньпин

Enshi Luyuanping Scenic Area is a picturesque region in Hubei Province, China, known for its stunning karst landscapes, lush forests, and clear streams. Historically, the area has been shaped by the Tujia and Miao ethnic cultures, with local traditions and architecture reflecting centuries of settlement. Today, it serves as a popular destination for eco-tourism and outdoor activities, offering visitors a blend of natural beauty and cultural heritage.

Альпы

The Alps are a major mountain range in Europe, stretching across eight countries including France, Switzerland, Italy, and Austria. Historically, they have served as a natural barrier and a crucial trade route since ancient times, with Roman roads and later alpine passes facilitating commerce and cultural exchange. Today, the region is renowned for its stunning landscapes, winter sports, and unique cultural traditions, such as yodeling and cheesemaking.