China’s Reverse Tourism Trend Shifts Focus to Rural Destinations and Authentic Experiences

Published on December 14, 2025

In Chinese domestic consumption, particularly in tourism, a metamorphosis is taking place. This is reflected in “reverse tourism,” which is happening with the increasingly younger generations who look for quieter, more rural destinations instead of urban tourist hotspots. As long as urban shopping malls and traditional winter resorts remain popular, a growing number of Chinese travelers-particularly millennials and young professionals-are opting to go to places that offer deeper cultural experiences and personal fulfillment. Change is affecting how businesses in China relate to tourism and consumer services, opening new paths for growth and innovation.

What Is Reverse Tourism? A New Trend in Chinese Travel

Reverse tourism refers to the growing trend where travelers, instead of flocking to busy cities or well-known tourist attractions, choose to visit lesser-known rural locations. These areas, traditionally overlooked by tourists, are now emerging as destinations of choice for those seeking authentic cultural experiences, peace, and personal connection. This new travel behavior highlights a shift in priorities, where the quality of travel experiences—such as cultural immersion, local engagement, and leisure activities—takes precedence over simply visiting famous destinations.

An example of this new direction in tourism can be seen in Caojiazhuang, a village in Jiaozhou, Shandong Province, which has reinvented itself as a cultural and leisure destination. Here, once-empty mud-brick houses have been converted into multi-functional community spaces, bookstores, cafés, and venues for cultural activities. This transformation is attracting young travelers, university students, and even urban white-collar workers who come for corporate team-building and educational tours, embracing a slower-paced, more reflective type of tourism.

A Shift Towards Experience-Based Consumption

The rise of reverse tourism is reflective of a larger shift in China’s domestic consumption habits. While traditional mass-market consumerism focused heavily on quantity and scale expansion, the growing demand for experience-based tourism signals a movement towards more value-driven consumption. Younger Chinese consumers are now prioritizing experiences over material goods, choosing to invest in activities that bring personal fulfillment, aesthetic enjoyment, and cultural authenticity.

According to a report from McKinsey in 2024, Chinese consumers are now more likely to invest in experiences that contribute to their personal joy and family happiness, including travel, dining, entertainment, and education. This shift in consumer behavior is driving demand for more personalized, culturally resonant products and services, with consumers increasingly looking for travel experiences that align with their personal identities.

For the travel industry, this means that traditional mass-market offerings—such as large resort-style tourism—are being replaced by smaller, more intimate and meaningful experiences. Reverse tourism capitalizes on this by offering travelers access to quieter, more authentic destinations where they can connect with local cultures, traditions, and communities.

The Economic Impact of Reverse Tourism on Rural Areas

This rise in reverse tourism is also contributing significantly to local economies, particularly in rural and less-developed regions. As more travelers seek destinations that offer cultural authenticity and unique experiences, towns like Caojiazhuang and other rural areas are seeing an influx of visitors. This trend is especially beneficial for local businesses, such as teahouses, restaurants, homestays, and bars, which are thriving due to the growing demand for rural tourism services.

In the case of Caojiazhuang, the transformation into a cultural and leisure hub has also led to the creation of local jobs and the growth of small businesses that cater to visitors. By providing cultural tours, handicrafts, and local cuisine, these businesses are not only improving their economic prospects but also ensuring that tourism dollars stay within the community. The integrated ecosystem of tourism in these areas is increasingly offering visitors a holistic, sustainable travel experience, combining local hospitality, arts, and nature in a way that supports both tourism growth and local development.

The Role of Tourism in Cultural Diplomacy

Reverse tourism is also playing a key role in China’s broader cultural diplomacy efforts. Many of the rural destinations that are part of this growing trend have deep historical and cultural ties to China’s diverse regions and ethnic groups. As more travelers from urban centers venture into these rural areas, they not only experience the country’s natural beauty and cultural traditions but also help to foster a deeper sense of national identity.

For example, rural tourism destinations in provinces like Shandong and Sichuan are helping to showcase local heritage through traditional crafts, folk music, and culinary experiences. By highlighting these aspects of China’s cultural fabric, reverse tourism helps create connections between different parts of the country, while also presenting a more diverse and nuanced picture of China to the world.

The Role of Rural Tourism in Driving Sustainable Growth

One of the most significant aspects of reverse tourism is its potential for sustainable tourism development. Unlike traditional mass tourism, which can lead to overcrowding and environmental degradation, reverse tourism allows visitors to experience rural areas in a way that benefits local communities without overwhelming them. By focusing on small-scale tourism and sustainable practices, reverse tourism helps to preserve natural landscapes, protect local cultures, and provide economic opportunities for communities that may otherwise be left behind in the national economic growth.

For local tourism operators, reverse tourism presents an opportunity to integrate sustainable business practices, from eco-friendly accommodation to local food sourcing and community-led conservation projects. This creates a win-win scenario, where tourism contributes to economic growth while preserving the cultural and environmental assets that attract travelers in the first place.

Implications for the Future of Tourism in China

The emergence of reverse tourism reflects the shift that is taking place in the tourism industry in China. In the wake of the consumer shift from materialism to experience, the future for experience tourism is looking increasingly brighter. This is revolutionizing the marketing that destinations are carrying out to position themselves in tourism.

In the context of tourism businesses that operate in rural areas, the issue is related to expanding such offerings without diluting their authenticity. This is attributed to the fact that with an influx of tourists seeking immersion into the local culture, innovative approaches must be developed that meet such objectives.

Reverse tourism is an intriguing look into what the future of tourism in China holds. Personalized tourism, sustainability, and cultural immersion are key elements of reverse tourism. It is a contribution that needs to be studied in order for tourism in the future to embrace sustainability, immerse itself in culture, as well as provide tourists with the opportunities that reverse tourism offers. It is an incredible chance for tourists to witness the true culture of the destinations that they visit.