Village official Liang Yunhui said the village has repurposed idle rural homes into cultural spaces such as an art gallery and a musical instrument museum, while hosting events featuring traditional crafts, cultural fairs and folk music. "In total, we have received more than 500,000 visits over the years," he said.

　　On travel platform Fliggy, the number of users purchasing travel products featuring natural scenery and villages surged by nearly 50 percent from the same holiday period last year.

　　"More travelers are seeking immersive experiences, from sampling local cuisine and making intangible cultural heritage crafts to watching distinctive performances, allowing them to gain a deeper appreciation of local culture," said a manager with Tuniu.

　　Tourists from South Korea pose for a group photo at the Jiuzhaigou scenic spot in southwest China's Sichuan Province, Aug. 6, 2026. (Xinhua/Wang Xi)

　　CHINA HAUL

　　While many Chinese tourists are venturing farther around the world, more international travelers are flocking to China to experience the country for themselves, riding a rising wave of global fascination with everything from the scenery and culture to its lifestyles and, more recently, Chinese brands and design.

　　Tennis star Novak Djokovic, in Beijing for the China Open, was seen trying his hand at Chinese calligraphy at the Summer Palace, a former imperial garden. After a match, he used a traditional Chinese seal to put his mark on fans' keepsakes instead of signing autographs.

　　Huaqiangbei, a sprawling electronics marketplace in south China's tech hub Shenzhen, has become a magnet for foreign shoppers looking to experience China's tech scene firsthand.