China’s Red-Leaf Festivals Spark Tourism Boom, Driving Economic Growth In Rural Areas And Attracting Millions Of Visitors To Scenic Destinations

Published on December 5, 2025

The red leaf season has become a powerful economic driver in China, as vibrant autumn landscapes fuel tourism, particularly in rural areas. In places like Wushan County, the annual Red Leaf Festival has transformed off-peak seasons into peak travel times, drawing millions of visitors and generating billions in revenue. This seasonal tradition, once just an aesthetic experience, is now playing a key role in boosting local economies and revitalizing rural communities.

The vibrant red leaves of autumn have become a symbol of seasonal beauty in China, and the tradition of leaf viewing has rapidly transformed into a significant economic force, especially in rural areas.

In Wushan County, located in southwest China’s Chongqing Municipality, the 19th Red Leaf Festival is currently in full swing, with 1.2 million mu (about 80,000 hectares) of forests blazing with autumn colors. This festival has played a crucial role in revitalizing the county’s tourism sector, drawing millions of visitors each year.

For nearly a decade, Wushan struggled to attract tourists, with annual visitor numbers barely surpassing 500,000. In 2007, recognizing the county’s natural beauty and abundant red-leaf forests, local authorities launched the first Red Leaf Festival. The event’s success has been growing ever since. In 2024, nearly 4.2 million visitors flocked to Wushan, generating almost 2.9 billion yuan (about 410 million U.S. dollars) in tourism revenue during the festival.

Historically, autumn and winter were off-seasons for tourism in Wushan and surrounding areas. However, the red leaves have transformed this period into a peak season. The red-leaf festival has become a vital driver of the local economy.

The red-leaf plants found throughout China, including maple trees, Cotinus coggygria, and the Chinese tallow tree, are a major draw for tourists. The country’s diverse landscapes offer some of the most breathtaking views of autumn foliage, and the demand for red-leaf viewing experiences continues to grow.

This year, Beijing’s Xiangshan Park drew more than 850,000 visitors over the course of its 24-day red leaf festival. Similarly, in Benxi City, located in northeast China’s Liaoning Province, the colder weather brought an earlier autumn, leading to a 13.85% increase in tourist arrivals and a 14.64% boost in tourism revenue during the National Day and Mid-Autumn Festival holidays.

The growing popularity of red-leaf tourism has led experts to stress that the value of these displays extends beyond their aesthetic appeal. Efforts to provide more immersive and interactive experiences are essential to keep attracting visitors.

Wushan has responded to this need by offering various ways for tourists to enjoy the red leaves. In addition to scenic boat tours, visitors can explore the colorful landscapes by car or on foot. For those looking for something more adventurous, new activities such as hot-air balloon rides and low-altitude flights offer a unique way to experience the autumn landscape from above.

In Nanjing City, Jiangsu Province, Qixia Mountain is in the midst of its red-leaf season, attracting tourists with both its stunning foliage and rich cultural heritage. Visitors can enjoy historical drama performances, attend open-air folk music concerts, and even rent traditional Hanfu clothing to immerse themselves in the local cultural atmosphere. A special marketplace, offering local delicacies and red-leaf-themed handicrafts, also allows tourists to explore the area’s history and unique traditions.

The economic impact of red-leaf tourism has been particularly evident in rural regions of China. In Anjing Village, located in Wushan County, the once-overlooked red-leaf forests have become a key asset for locals. In the past, the colorful leaves were merely collected for firewood. But with the arrival of the Red Leaf Festival, the village has attracted a steady flow of tourists, prompting locals to find new ways to profit from the natural beauty around them.

As experts point out, most of China’s red-leaf resources are located in mountainous rural areas. Developing the red-leaf economy is a powerful tool for transforming ecological advantages into economic growth. This approach has proven to be an effective way of advancing rural revitalization, bringing increased wealth and prosperity to once-struggling communities.

The red leaf season has become a major economic driver in China, with festivals like the one in Wushan County attracting millions of visitors. This seasonal tradition has revitalized local tourism and transformed off-peak periods into economic boons for rural areas.

The red-leaf season has become much more than a scenic tradition; it now serves as a major economic driver. With its growing popularity, the festival is helping to boost tourism, create new jobs, and revitalize local economies, particularly in China’s rural areas. As the red leaves continue to draw travelers, they are becoming a key part of China’s tourism industry, offering both natural beauty and economic opportunity.