Beyond Beijing and Shanghai: The Rise of China’s Second- & Third-Tier City Tourism

For decades, travelers visiting China focused on the iconic — the Great Wall in Beijing, the Bund in Shanghai, and the Terracotta Warriors in Xi’an. But a new travel trend is sweeping across the country in 2025: more visitors, both local and international, are venturing beyond the big-name cities to explore China’s second- and third-tier destinations.

Chengdu Bridge

A Shift in How Travelers See China

With improved transportation networks, high-speed trains, and regional airports connecting nearly every corner of the country, China’s smaller cities are now easier than ever to reach. This accessibility has sparked curiosity among travelers eager to experience authentic culture, local cuisine, and natural landscapes away from the crowds.

According to recent travel reports, cities such as Chengdu, Chongqing, Kunming, Suzhou, and Hangzhou are no longer “hidden gems” — they’re fast becoming must-visit destinations. Even lesser-known places like Guiyang, Xiamen, Nanning, and Zhuhai are emerging as cultural and culinary hotspots.

Why Travelers Love Smaller Cities

1. Authentic Local Culture: Smaller cities offer a deeper connection to Chinese traditions — from ancient teahouses and local festivals to crafts and community life that remain untouched by mass tourism.

2. Affordable Travel: Compared to major cities, accommodation, food, and transportation in second- and third-tier destinations are significantly more budget-friendly — perfect for long stays or slow travel.

3. Culinary Adventures: Every province has its signature flavors. Chengdu’s fiery Sichuan cuisine, Kunming’s Yunnan mushrooms, and Suzhou’s delicate sweets tell stories of regional pride and culinary creativity.

4. Nature & Relaxation: Many of these cities are gateways to mountains, lakes, and rivers — such as Guilin’s karst peaks, Dali’s Erhai Lake, and Zhangjiajie’s Avatar-like landscapes. Travelers are increasingly choosing these places for hiking, cycling, and wellness retreats.

A Trend Driven by Curiosity and Consciousness

This movement is not just about discovering new destinations — it’s about rethinking how we travel. More people are looking for meaningful experiences, community-based tourism, and lower environmental impact. Travelers want to meet locals, learn traditions, and contribute positively to the areas they visit.

Domestic Chinese travelers, especially the younger generation, are also driving this trend. They’re skipping crowded urban centers and opting for quieter towns where they can enjoy authentic food, unique homestays, and creative local scenes.

What’s Next for China’s Tourism Landscape

With government initiatives promoting regional development and sustainable tourism, the rise of second- and third-tier city travel is expected to continue. As more visitors discover these lesser-known gems, the narrative of “traveling China” is evolving — it’s no longer about checking off famous landmarks, but about immersing yourself in real, everyday China.

The next time you plan a trip to China, go beyond the usual with MASX!. Ride the bullet train to a small city you’ve never heard of. Wander local markets, taste regional dishes, and talk to people whose stories don’t make the guidebooks. That’s where the true beauty of modern China lies — in the places between the headlines.

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