China’s rural tourism sector has maintained strong growth momentum this year, driven by the expansion of new industries, innovative services, and emerging business models, according to Fan Yangpin, Deputy Director of the Rural Industry Development Department under China’s Ministry of Agriculture and Rural Affairs. Fan stated that rapid diversification and transformation are reshaping the rural tourism industry, particularly through the growing popularity of experience-based tourism activities during the first quarter of 2026. He noted that cultural and creative markets, outdoor camping, and festival-based tourism events are creating new business opportunities across rural regions.
Experience-oriented tourism centered on local culture, natural landscapes, and traditional rural lifestyles is becoming increasingly popular among visitors, injecting fresh vitality into local economies. According to official data, China’s rural tourism sector generated more than 950 billion yuan in revenue in 2025, marking a 5.8 percent increase compared to the previous year. At the same time, the annual per capita income of rural residents reached 40,500 yuan, reflecting the growing economic contribution of tourism-related activities in rural communities. Fan Yangpin added that the government will continue prioritising the development of diversified and high-quality rural tourism routes, the expansion of experiential tourism services, and the cultivation of entrepreneurs in rural areas. These efforts are aimed at creating more employment opportunities and increasing farmers’ incomes. Analysts say China’s focus on integrating tourism with local culture, creative industries, and sustainable rural development is helping transform rural areas into emerging engines of domestic consumption and economic growth. Information and Photo: CCTV