Key Statistics
- Domestic trips in the first quarter of 2025 reached 1.79 billion, with a 39.2% year-on-year increase.
- Rural residents made 476 million trips, a 39.2% year-on-year increase.
- Total spending by rural residents reached 320 billion yuan, a 39.6% year-on-year increase.
Rural residents in China are increasingly traveling, injecting fresh momentum into the country’s cultural and tourism industries. According to the Ministry of Culture and Tourism, 1.79 billion domestic trips were recorded in the first quarter of 2025, with rural residents making 476 million trips. This represents a 39.2% year-on-year increase and a 39.6% year-on-year increase in total spending. As rural residents’ lifestyles become more affluent, they are making travel a part of their everyday lives. This growing enthusiasm is not only enriching their lifestyles but also driving growth in the tourism industry.
A Story of a Grape Grower
In a village in east China’s Jiangsu Province, 56-year-old Tu Zhongxiang is living proof of the transformative power of modern farming technology. As a major grape grower, Tu’s journey from manual labor to mechanized farming is nothing short of remarkable. In the past, Tu’s daily routine was filled with manual work. She would spend long hours thinning grape clusters, a task that required great physical effort. However, with the introduction of electric tools, Tu’s labor requirements have dropped to just one-tenth of what they used to be. “I used to be too busy to even think about traveling,” Tu said. “But now, with the help of modern farming technology, I have more time and energy to explore the world.”
Tu’s vineyard uses a water-fertilizer integration system for precision irrigation, and machines like rotary tillers, rice transplanters, and drones handle everything from seedling cultivation to harvesting. These advancements have not only reduced labor costs but also increased efficiency. As a result, Tu has become more confident in her ability to take breaks and enjoy her life. She has started selling her grapes on Douyin, China’s popular short-video platform, and hosts livestreams to showcase her products. “I used to take them to the local market, and now they go straight from the vineyard to customers all over the country,” she said with a smile. Tu’s newfound freedom has also led her to explore new places. She has visited Beijing, Shanghai, Yunnan Province in southwest China, and Anhui Province in east China. “I’m already planning my next trip,” she said with excitement.
The Power of E-commerce and Affordable Transportation
Tu’s story is just one example of how rural residents are using modern technology to improve their lives. E-commerce platforms like Douyin have provided new sales channels for her to reach customers across the country. Moreover, affordable transportation options have made travel much easier for rural residents. County-level bus routes have formed a well-connected network linking towns, counties, scenic spots, and even cities like Zhengzhou and Jiaozuo in central China’s Henan Province. This has enabled rural residents like Cui Suixiang, a 63-year-old mason from Midong village, Mishan town, Gaoping city, to explore new destinations. Cui follows travel vloggers and even creates his own travel videos. He recently took an intercity bus to Wangmangling Scenic Area in Lingchuan county, Jincheng city, for a fraction of the cost of a plane ticket. “Hold onto your seat!” Cui exclaimed as the bus ride came to an end. “We can ride to Gaoping’s transport hub for free, then transfer to other destinations for just 1 yuan. It’s so convenient!”
Cui’s experience is not an isolated incident. Wang Yanqiong and her husband, villagers from Xinliu village, Donghua town, Chuxiong city, Chuxiong Yi Autonomous Prefecture, Yunnan, have also joined the rural travel craze. They frequently take weekend road trips around Chuxiong Yi Autonomous Prefecture, exploring scenic spots like the Lufeng Dinosaur Valley, smelling flowers at Yiren Ancient Town, and picking cherries on Zixi Mountain. “The kids were thrilled to see ‘giant dinosaurs,’” Wang said. “We even bought dinosaur ice cream and puzzles!”
The ease of travel has also opened up new opportunities for rural residents to explore local culture. Li Baowei, deputy director of the prefecture’s Culture and Tourism Bureau, said more rural residents are choosing to travel locally, boosting the tourism market and driving ongoing upgrades in infrastructure and services. “The county-level tourism has gotten much more exciting,” Li said. “At the flower hall in Yiren Ancient Town, a dazzling array of flowers fills the space. ‘It’s prettier and more unique than before, full of Yunnan flavor.’”
As rural residents continue to explore new destinations, it’s clear that the tourism industry is poised for significant growth. With modern technology and affordable transportation, the possibilities are endless, and the future looks bright for rural travelers in China.
