The Rise of Small-Town Travelers: A New Era in China's Travel Boom
April 9, 2025, 4:17 am
In 2025, the landscape of travel in China is changing. Gone are the days when travel was a luxury reserved for the affluent. Now, everyday people from small towns are taking to the skies, igniting a new travel boom. This shift is not just a trend; it’s a revolution.
Tongcheng Travel, a key player in this transformation, recently launched its “first time, worry free” service. This initiative is designed for first-time air travelers, offering in-app reminders and on-the-ground guidance. It’s a lifeline for those who have never flown before. The service is part of a broader strategy to cater to a demographic that has long been overlooked: residents of lower-tier cities.
These small-town travelers are now stepping into the spotlight. In the past year, bookings from counties and non-first-tier cities have surged. Online travel platforms report that reservations from these areas have more than doubled. The numbers tell a compelling story. During last year’s National Day holiday, outbound travel orders from fourth- and fifth-tier city residents skyrocketed. The demand is palpable.
This surge in travel is not just about numbers; it reflects a deeper cultural shift. Travel is evolving from a luxury to a necessity. It’s becoming an integral part of life for many. The rising confidence among small-town residents is a testament to this change. They are no longer passive consumers; they are active participants in the travel economy.
The implications are significant. As more people from smaller cities travel, they are changing the dynamics of the tourism market. Their preferences are shifting from traditional sightseeing to leisure-focused trips. They are willing to spend more on experiences that offer value and enjoyment. This is a game-changer for travel companies.
The National People’s Congress delegate, Pang Yonghui, has proposed a nationwide “spring and autumn holiday” system. This initiative aims to alleviate the pressure on popular tourist destinations during peak seasons. The idea is simple: spread out holiday traffic to enhance the travel experience. It’s a recognition of the growing demand and the need for better management of tourist flows.
The statistics are staggering. In 2023, domestic tourism in China saw 765 million trips during the National Day holiday, a 5.9% increase from the previous year. Total spending hit RMB 700.817 billion (USD 98.1 billion), up 6.3%. Small-town residents played a crucial role in this growth. They are not just traveling domestically; they are also venturing abroad. Outbound travel orders from third-tier and below cities are growing at a pace that outstrips those from major urban centers.
Tongcheng’s financial report highlights this trend. By the end of 2024, over 87% of its registered users lived in non-first-tier cities. The company served a record 1.93 billion trips in 2024, marking a 9.3% year-on-year increase. Average revenue per user rose by 44%. This data underscores the potential of small-town travelers as a driving force in the tourism sector.
The shift in consumer behavior is also evident in spending patterns. Service retail has grown by 6.2% year-on-year, outpacing overall retail growth. Travel, as a major form of service consumption, is naturally accelerating. Cheng Chaogong, a chief researcher at Tongcheng, notes that tourism is now viewed as an essential part of life, rather than a luxury.
Interestingly, residents of second- and third-tier cities often show a greater willingness to spend compared to their first-tier counterparts. This is likely due to different financial priorities. While urban dwellers may save or invest more, small-town consumers are eager to spend on experiences.
As demand continues to rise, travel companies are adapting their services. Tongcheng’s new onboarding service provides both digital and in-person guidance for first-time travelers. This includes tips on baggage safety and airport navigation. The company has also opened membership service centers at airports and train stations, offering assistance to travelers. This hands-on approach helps alleviate travel anxiety, especially for those unfamiliar with the process.
Transportation has traditionally been a barrier for small-town residents. Many international flights depart from major hubs, making it difficult for them to plan trips. Tongcheng is addressing this by bundling airfare, train tickets, and ground transportation into seamless journeys. This innovation is reviving demand for regional airports, which had seen declining traffic.
The evolution of travel platforms is also noteworthy. Social media is now filled with single-destination guides, reflecting a shift towards personalized travel experiences. Tongcheng is responding by opening brick-and-mortar stores in residential communities, catering to specific needs. This includes services for seniors and pet owners, ensuring that everyone can find a travel solution that fits their lifestyle.
However, this new wave of independent travelers poses challenges for traditional tour operators. The market is shifting towards more personalized and niche experiences. Travel agencies must rethink their strategies to remain relevant. Online platforms, with their flexibility, are better positioned to cater to this emerging demographic.
The rise of small-town travelers is not just a trend; it’s a sign of a broader transformation in China’s tourism economy. The integration of technology, such as artificial intelligence, is playing a crucial role. Companies are investing in AI to enhance user experiences, making travel planning more accessible and efficient.
As we look ahead, the future of travel in China appears bright. The combination of rising service consumption, increased outbound travel, and technological advancements is setting the stage for continued growth. The travel boom is not just a fleeting moment; it’s a new chapter in the story of China’s evolving tourism landscape.
In conclusion, small-town travelers are redefining the travel market in China. Their increasing participation is a testament to the changing dynamics of tourism. As travel becomes more accessible, the opportunities for growth are limitless. The journey has just begun, and the road ahead is filled with promise.
Tongcheng Travel, a key player in this transformation, recently launched its “first time, worry free” service. This initiative is designed for first-time air travelers, offering in-app reminders and on-the-ground guidance. It’s a lifeline for those who have never flown before. The service is part of a broader strategy to cater to a demographic that has long been overlooked: residents of lower-tier cities.
These small-town travelers are now stepping into the spotlight. In the past year, bookings from counties and non-first-tier cities have surged. Online travel platforms report that reservations from these areas have more than doubled. The numbers tell a compelling story. During last year’s National Day holiday, outbound travel orders from fourth- and fifth-tier city residents skyrocketed. The demand is palpable.
This surge in travel is not just about numbers; it reflects a deeper cultural shift. Travel is evolving from a luxury to a necessity. It’s becoming an integral part of life for many. The rising confidence among small-town residents is a testament to this change. They are no longer passive consumers; they are active participants in the travel economy.
The implications are significant. As more people from smaller cities travel, they are changing the dynamics of the tourism market. Their preferences are shifting from traditional sightseeing to leisure-focused trips. They are willing to spend more on experiences that offer value and enjoyment. This is a game-changer for travel companies.
The National People’s Congress delegate, Pang Yonghui, has proposed a nationwide “spring and autumn holiday” system. This initiative aims to alleviate the pressure on popular tourist destinations during peak seasons. The idea is simple: spread out holiday traffic to enhance the travel experience. It’s a recognition of the growing demand and the need for better management of tourist flows.
The statistics are staggering. In 2023, domestic tourism in China saw 765 million trips during the National Day holiday, a 5.9% increase from the previous year. Total spending hit RMB 700.817 billion (USD 98.1 billion), up 6.3%. Small-town residents played a crucial role in this growth. They are not just traveling domestically; they are also venturing abroad. Outbound travel orders from third-tier and below cities are growing at a pace that outstrips those from major urban centers.
Tongcheng’s financial report highlights this trend. By the end of 2024, over 87% of its registered users lived in non-first-tier cities. The company served a record 1.93 billion trips in 2024, marking a 9.3% year-on-year increase. Average revenue per user rose by 44%. This data underscores the potential of small-town travelers as a driving force in the tourism sector.
The shift in consumer behavior is also evident in spending patterns. Service retail has grown by 6.2% year-on-year, outpacing overall retail growth. Travel, as a major form of service consumption, is naturally accelerating. Cheng Chaogong, a chief researcher at Tongcheng, notes that tourism is now viewed as an essential part of life, rather than a luxury.
Interestingly, residents of second- and third-tier cities often show a greater willingness to spend compared to their first-tier counterparts. This is likely due to different financial priorities. While urban dwellers may save or invest more, small-town consumers are eager to spend on experiences.
As demand continues to rise, travel companies are adapting their services. Tongcheng’s new onboarding service provides both digital and in-person guidance for first-time travelers. This includes tips on baggage safety and airport navigation. The company has also opened membership service centers at airports and train stations, offering assistance to travelers. This hands-on approach helps alleviate travel anxiety, especially for those unfamiliar with the process.
Transportation has traditionally been a barrier for small-town residents. Many international flights depart from major hubs, making it difficult for them to plan trips. Tongcheng is addressing this by bundling airfare, train tickets, and ground transportation into seamless journeys. This innovation is reviving demand for regional airports, which had seen declining traffic.
The evolution of travel platforms is also noteworthy. Social media is now filled with single-destination guides, reflecting a shift towards personalized travel experiences. Tongcheng is responding by opening brick-and-mortar stores in residential communities, catering to specific needs. This includes services for seniors and pet owners, ensuring that everyone can find a travel solution that fits their lifestyle.
However, this new wave of independent travelers poses challenges for traditional tour operators. The market is shifting towards more personalized and niche experiences. Travel agencies must rethink their strategies to remain relevant. Online platforms, with their flexibility, are better positioned to cater to this emerging demographic.
The rise of small-town travelers is not just a trend; it’s a sign of a broader transformation in China’s tourism economy. The integration of technology, such as artificial intelligence, is playing a crucial role. Companies are investing in AI to enhance user experiences, making travel planning more accessible and efficient.
As we look ahead, the future of travel in China appears bright. The combination of rising service consumption, increased outbound travel, and technological advancements is setting the stage for continued growth. The travel boom is not just a fleeting moment; it’s a new chapter in the story of China’s evolving tourism landscape.
In conclusion, small-town travelers are redefining the travel market in China. Their increasing participation is a testament to the changing dynamics of tourism. As travel becomes more accessible, the opportunities for growth are limitless. The journey has just begun, and the road ahead is filled with promise.