This chapter explores the growing trend of young people in China seeking nature-based travel experiences in rural areas. It discusses the impact of this trend on the rural tourism industry, including job opportunities and investment. The chapter also touches on the effects of the COVID-19 pandemic on the desire for rural tourism.
More Chinese people live in cites than in rural areas, with urbanization rate having exceeded 65% according to the 2023 government work report. However, the shift in lifestyle has not changed people's longing for the rural idyll. A recent report from a leading online travel agency reveals a significant surge in orders for rural tourism in China. We'll discuss the prospect of rural tourism. On the show: Laiming, Niu Honglin & Brandon Yates