Official data revealed that foreign nationals made nearly 61.29 million border crossings in the first eight months of 2026, up 19.5 percent year on year, while one of the leading mobile payment platforms, Weixin Pay, reported that both the value and number of e-wallet transactions made by overseas users rose by more than 80 percent during the same period.

　　On Sept. 24, China's Ministry of Culture and Tourism announced plans to develop more travel experiences that combine traditional culture with modern life during 2026-2030, aimed at helping foreign visitors travel more conveniently, enjoy more comfortable stays and gain a closer view of contemporary China.

　　A National Day gala is held on the Tuojiang River at the ancient township of Fenghuang in Xiangxi Tujia and Miao Autonomous Prefecture, central China's Hunan Province, Oct. 1, 2026. (Photo by Hu Cong/Xinhua)

　　FROM "CITY WALK" TO "COUNTRY WALK"

　　Yang Han, a researcher at an institute affiliated to the travel platform Qunar, believes that county-level tourism began to accelerate around 2023-2024, as travelers increasingly sought destinations with fewer crowds, a lively atmosphere, opportunities for relaxation and immersive local experiences, as well as greater value for money.

　　For instance, in Ruicheng of Shanxi, a set meal for one person may cost less than 20 yuan, the price of a cup of bubble tea in Beijing.

　　Tuo Yanzheng, a professor at the College of Tourism and Service Management, Nankai University, said county areas hold rich agricultural, ecological and cultural resources with untapped consumption potential.