Forget Paris: Young Chinese turn to birdwatching, ecotourism

Data Snapshot In Sichuan, the scenic Guangwu Mountain area saw a 300% surge in popularity this autumn, leading the list of top destinations for viewing fall foliage, according to the latest report from Mafengwo, which analyzes travel-related searches, reviews and purchases. Meanwhile, interest in birdwatching grew by 105%, with Hangzhou’s Xixi Wetland Park seeing a 155% spike in popularity, reflecting a rising trend among young Chinese travelers for nature-focused experiences. This surge coincided with the National Day holiday, during which family travelers demonstrated a clear preference for natural landscapes, cultural heritage sites, and eco-friendly activities, according to data released by Meituan and Dianping. Searches for “National Day travel” increased 27 times year-on-year, pointing to a robust appetite for travel despite economic uncertainties. Natural scenic spots emerged as the top choice for 29.6% of family travelers during the holiday. Analysis The rising interest in mountain destinations and birdwatching reflects a broader shift in Chinese domestic travel trends toward experiential and nature-based tourism. Female tourists are key drivers of family travel decisions, often favoring natural landscapes, cultural heritage, and theme parks. This trend is popularizing destinations like Guangwu Mountain, renowned for its vibrant red autumn foliage, and Wuyuan Huangling, a small mountain village known for its traditional Huizhou-style architecture. While major urban centers like Beijing, Xi’an, Chengdu, Nanjing, and Chongqing remained popular during the National Day holiday, the increasing prominence of regional destinations underscores the opportunity for less commercialized spots to attract more visitors by focusing on accessible, immersive tourism experiences. Experiences like birdwatching, which have traditionally been niche, are becoming mainstream as they offer a combination of education, outdoor adventure, and connection to nature – elements that resonate strongly with Gen Z and younger millennial demographics. The search volume for “autumn getaways” also rose by 120% within just one week in October, indicating strong seasonal interest in nature-centric activities, which is likely to drive investment in regional travel economies, nature reserves, and outdoor leisure infrastructure. The Jing Daily Data Snapshot presents a swift take and analysis on the latest data from the leading research firms in the Chinese luxury and lifestyle markets.

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Forget Paris: Young Chinese turn to birdwatching, ecotourism