Yunnan Shifts Focus to Long-Term Tourism with New Immersive Travel Initiatives, Attracting 4 Million Visitors to Ancient Villages and Terraced Fields

Published on March 24, 2025

For Miao Pengzhuo, a travel enthusiast who had always moved from one destination to the next, Yunnan’s charm was an unexpected revelation. The Sichuan native, who has spent the last five years living in Haiyan, a centuries-old fishing village by Dianchi Lake in southwest China, found himself captivated by the region’s natural beauty and tranquil lifestyle.

“Here, the sunsets never lose their magic, and life unfolds in its purest form, drawing me in with an irresistible charm,” Miao shared, describing how the serene landscapes of Yunnan replaced his once restless pursuit of new destinations with a newfound sense of belonging.

Just 600 kilometers away, atop Jingmai Mountain in Pu’er city, another traveler, Jiang Cheng from Shenzhen, Guangdong province, has also discovered a peaceful sanctuary. Working remotely from a traditional Blang ethnic village, Jiang begins his mornings with his laptop open, set against the awe-inspiring backdrop of a rolling sea of clouds, while the sound of tea pickers’ melodies drifts in from the fields below.

A Growing Trend for Long-Term Stays

Miao and Jiang are part of an emerging group of travelers choosing to settle in Yunnan for extended periods. This shift from typical short-term sightseeing to immersive, long-term stays reflects a significant transformation in China’s travel consumption trends.

In 2024, nearly 4 million travelers chose Yunnan for long-term stays, drawn by the opportunity to experience the region’s rich cultural heritage, ancient villages, and terraced fields at a slower pace. This surge in long-term visitors signifies a broader shift in the tourism industry, as travelers increasingly prioritize cultural immersion over quick sightseeing.

A Deepening Cultural Engagement

“Long-term stays are not just about travel or residence; they represent a deeper cultural engagement and a way of life,” said Dai Bin, president of the China Tourism Academy. Travelers in Yunnan are now seeking more than just a brief visit. They are embracing a lifestyle that allows them to connect with the local community, learn about regional traditions, and experience the province’s way of life in a more profound and enduring way.

Yunnan’s Ambitious Plans to Attract Long-Stay Tourists

In response to this growing demand, Yunnan has launched a three-year initiative to transform the province into a key destination for long-term stays. The plan includes the development of at least 3,000 designated villages across the region. These villages will cater to travelers seeking wellness retreats, cultural immersion, educational programs, and senior-living opportunities.

This shift is also revitalizing rural communities by attracting new economic opportunities and providing a fresh source of income for lesser-known towns. For instance, Yuanjiang county, which lacks major tourist landmarks, attracted 35,000 long-term visitors during the Spring Festival in 2025. Remarkably, this number accounted for nearly half the county’s urban population, largely due to its inviting warm winter climate.

Economic Impact and Future Goals

The initiative is proving to be a catalyst for local economic growth, with rural areas experiencing a boost in tourism-driven revenue. By offering visitors a unique, slower-paced lifestyle, Yunnan is helping to revive smaller communities while maintaining its rich cultural heritage.

For 2025, the province has set an ambitious goal to attract 6 million long-stay visitors, solidifying Yunnan’s position as a premier destination for those seeking a deeper connection with China’s diverse landscapes and cultures.

Revitalizing Local Communities

The growing influx of long-term visitors is breathing new life into Yunnan’s rural areas. As travelers stay longer in these villages, they contribute to local economies through spending on accommodation, food, and other services. This new wave of tourism has helped create jobs, support local businesses, and sustain traditional crafts and industries, ensuring that rural communities can thrive in the face of global changes.

Conclusion: Yunnan’s Long-Term Tourism Strategy

Yunnan’s shift toward long-term tourism marks a significant transformation in China’s travel landscape. By focusing on cultural immersion and extended stays, the province is attracting a growing number of travelers seeking a more meaningful experience. With its ambitious plans and focus on revitalizing rural communities, Yunnan is set to become a leading destination for long-term tourism in China.