Going against the tide of flocking to well-known tourist destinations on vacation, a growing number of holidaymakers in China tend to spend their leisure time at lesser-known attractions. Reverse tourism (逆向旅游) has appeared as a new trend among young holidaymakers in China.
According to data from an online travel agency, the number of rooms booked at hotels in less-traveled cities during the holiday was up 30 percent year-on-year. Bookings for four-star or five-star hotels in less-traveled places all increased ten times at a minimum. Some lesser-known scenic spots posted double-digit (两位数的) growth during the holiday. Baimaiquan Park in Jinan, the capital of Shandong Province, received 52,100 visits in the seven days, up to 15.78 percent year-over-year.
Besides crowds, some vacationers chose less-traveled places to save on the cost of trips to popular destinations. In addition, lesser-known attractions are not as "commercial" as developed ones and are able to offer more actual experiences and natural encounters.
Essentially speaking, total relaxation is becoming a real expectation for many people when they travel. Changes in demand may be the fundamental reason for the popularity of reverse tourism. COVID-19 is another key factor fueling reverse tourism. As preventive measures continue, traveling has an unpredictable quality. Travelers have thus become more cautious and tend to choose local attractions or places with fewer tourists.
"The rise of reverse tourism is not a bad thing," said Zhengzhou Daily. It means that vacationers now have more options, which brings more possibilities to the tourism market. More importantly, it noted, the trend is set to force popular destinations to improve themselves instead of resting on their past honor.
Jiang Han, a senior researcher, said that reverse tourism will become one of the future directions for the market. To give a real boost to the tourism market, Jiang suggested that more efforts be made to tap the potential of underestimated, lesser-known destinations. It is necessary to dig deeper into the local customs and highlight the local characteristics to improve the quality of local tourism.
D It blocks the development of some popular resorts.