Foreign tourists in China are increasingly gravitating towards lesser-known towns, such as Datong, rather than merely visiting major urban centers. This trend is being propelled by cultural exploration and improved transportation options, particularly high-speed rail.

Recent data from Qunar.com revealed that during the summer travel season this year, foreign tourists made flight bookings to 144 cities across China. Notably, the most significant growth in bookings was recorded in hidden gem towns. For instance, flight bookings to Datong in North China's Shanxi province saw an impressive ninefold increase compared to last year, with Yiwu in East China's Zhejiang province showing a growth of 2.6 times.

High-speed rail has emerged as the preferred mode of transport for many foreign visitors eager to delve deeper into China's diverse regions. The data suggests that Indonesian tourists have increased their high-speed rail bookings by 2.5 times this summer, while growth from tourists coming from Malaysia, Australia, Canada, and the UK surpassed 100 percent.

The trend indicates that the distance from a traveler's home country to China impacts their desire to explore various destinations within the country. Among tourists who purchased domestic high-speed rail tickets more than once this summer, the leading origin countries were the United States, Russia, and Canada.

This shift in travel behavior contrasts starkly with previous trends where Chinese tourists frequently traveled abroad primarily for shopping. The notion of "China travel" has sparked a rising tide of "shop-in-China" activities.

In Yiwu, often referred to as the "world's supermarket," international visitors are actively seeking to purchase traditional items such as Hanfu clothing, embroidered scarves, and handmade tea sets. Flight bookings to Yiwu by foreign tourists surged by 2.6 times this summer, with travelers from Vietnam and Indonesia recording growth rates exceeding threefold.

The recent release of the animated film "Little Monster of Langlang Mountain" has reignited interest in Shanxi's ancient architecture globally. Despite a surge in domestic tourists, Datong has begun to attract a growing number of foreign visitors as well, with flight bookings to the city rising nine times this summer—the highest growth rate across China.

Zhang Zhongyin, a researcher at Qunar's Big Data Research Institute, highlighted that the expansion of airports in third-tier and smaller cities has facilitated "small-town travel" for international visitors, making it a more accessible option.

As multilingual services and supportive facilities continue to advance, China is positioning itself as a destination where foreign tourists can frequently return, discovering new and unique experiences each time, according to Zhang.

This transformation in tourism dynamics reflects a broader cultural exchange between China and the world, emphasizing the increasing allure of China’s hidden towns among foreign travelers.