(Yicai) July 4 -- Chinese travelers are increasingly turning away from overcrowded urban destinations in favor of small villages and towns, as improvements in transportation and rural tourism services make these areas more accessible and attractive, according to an online travel agency.

Counties across China received 5.81 million tourists last year, a 14 percent increase from the previous year, while tourism revenue grew nearly 10 percent, according to a recent industry report by Meituan Travel, the flight and hotel booking arm of on-demand services platform Meituan. The report noted that improved transportation infrastructure is breaking down geographical barriers, making rural destinations more appealing to urban residents.

The platform, which also offers takeout, ride-hailing, and ticket bookings, recorded a surge in transactions in smaller towns. The number of users making purchases in county-level areas rose by nearly 20 percent, while total orders increased by 23 percent. Notably, tourists are showing a growing appetite for unique, immersive experiences: bookings for lifestyle services such as family entertainment, leisure activities, beauty services, dining, and fitness jumped over 50 percent.

Peng Peng, executive president of the Guangdong branch of the China Society of Economic Reform, told Yicai that as the tourism industry continues to evolve, travelers' interests are shifting. Compared to the earlier model of visiting crowded tourist hotspots, many young people are now seeking more niche and distinctive travel experiences, which is putting small towns in the spotlight, Peng said.

The summer season is expected to bring a wave of younger travelers. According to Meituan data, travelers under the age of 30 account for more than 56 percent of all tourists during the summer months.

Editor: Emmi Laine