Small Cities Surge in Popularity Among International Visitors

tourism • 12 May 2026

### Small Cities Surge in Popularity Among International Visitors Foreign travellers are increasingly ditching the usual big-city itineraries for China's vibrant smaller destinations, with nearly 500 spots now lighting up social media feeds. Xinhua reports that platforms like Rednote (Xiaohongshu) have seen a fivefold jump in China travel posts by overseas users since early 2025, spotlighting rising stars such as Zhengzhou in Henan for its markets, Taiyuan in Shanxi for historical gems, and Yiwu in Zhejiang for wholesale adventures. During the recent May Day holiday, inbound trips to provinces like Heilongjiang, Guizhou, Hunan, Xinjiang, and Shanxi soared over 60 percent, per travel platforms—perfect for Australians seeking authentic, off-the-beaten-path experiences. This trend aligns with China's expanded visa-free policies, enabling longer stays and easier exploration, plus perks like instant tax refunds at departure. National Immigration Administration data shows 436,000 visa-free entries during the holiday, up 14.7 percent year-on-year, fuelling visits to unique sites like Zhangjiajie's misty sandstone pillars in Hunan. Australian travellers can easily tap into this by flying into major hubs and connecting via high-speed rail to these hidden gems. ### Multi-Language Upgrades and E-Payments Boost Seamless Adventures China's latest service enhancements are making it simpler than ever for international visitors to dive into local life. People's Daily highlights a 14.7 percent surge in visa-free entries over May Day, thanks to March policies from the Ministry of Commerce mandating multi-language signage at airports, high-speed rail stations, and shopping areas, alongside English interfaces for key apps that now support foreign card binding. This has turned everyday joys—like late-night barbecue via delivery apps or Hanfu rentals at heritage sites—into effortless highlights for tourists. With 11.279 million cross-border movements processed from May 1-5 (up 3.5 percent from 2025), and hotels in cities like Guangzhou hitting 90 percent occupancy, the infrastructure is primed for Australian explorers. Pair this with WeChat Pay's cross-border links to Southeast Asian systems for hassle-free spending—no currency swaps needed— and China emerges as a tech-savvy, welcoming playground for your next trip.

Sources