Ninghai News
The China Tourism Research Institute and Mafengwo recently jointly released the "China Charming Small Town Tourism Research Report" (hereinafter referred to as "the Report"), unveiling a list of 100 "small towns worth visiting" in China. Ningbo Xiangshan made a strong showing on the list, showcasing to tourists from all directions the unique charm of this fishing port town—with the city on the sea and mountains within the town.
Apart from Xiangshan, many small towns scattered throughout Ningbo boast varied and ever-changing styles. They are like amber from the depths of time, preserving a rich historical flavor while exuding vibrant, lively human warmth.
Stepping into Qiantong Ancient Town in Ninghai, the clear, murmuring streams resemble lively ribbons that wind through the old, rustic streets. The uniquely intricate “Bagua water system” layout not only forms the lifeblood of daily life but also silently demonstrates the extraordinary wisdom of the ancestors. Strolling along the banks of Shanglin Lake in Cixi, a gentle breeze stirs the water into shimmering ripples. The celadon—praised as “capturing the lush green of a thousand peaks”—shines like a radiant pearl, artfully embedded among verdant mountains and waters, exuding a distinct warm luster through the passage of time. Entering the Hemudu Ruins in Yuyao, one is immersed in a long corridor of history where relics, weathered by time, stand silently on display; they act as messengers traversing time and space, vividly recounting the fusion and collision of ancient civilizations and the magnificent transformations in the river of history.
A representative of the China Tourism Research Institute noted that, driven by increasingly individualized tourist demands and more rational consumption, an era of small town tourism is quietly unfolding. So, what charm enables these seemingly low-key small towns to suddenly become the hottest “new favorites” in the cultural tourism industry?
Small Town Tourism Has Its Appeal
The allure of small town tourism lies in changes on both the demand and supply sides. “Xiangshan is really a great place to ‘stay’; open a guesthouse window and you can see the sea and fishing boats, and even taste delicious seafood—it’s extremely pleasant!” Recently, Beijing tourist Xu Ling and her friends visited Xiangshan for a leisurely holiday. Ningbo Songlanshan Tourism Resort is also a must visit destination in their travel plans. “Strolling through the coastal lifestyle market and experiencing sunset healing exercises—compared to the crowded big cities, I prefer a small town with unique charm,” Xu Ling remarked.
From the demand side, tourism today is evolving from merely “checking in” to being “immersed” in experiences. A new era of small town tourism is arriving, and the potential in lower-tier markets is gradually emerging, offering new directions for tourism development. Content related to “small towns” on Mafengwo has surged in the past two years, and tourism numbers in counties have soared. According to statistics, in 2024 the major tourist attractions in Xiangshan County cumulatively received 11.52 million visitors, marking a 3.6% year on year increase.
“In recent years, Xiangshan County has actively promoted a ‘Cultural Tourism + All Industries’ and ‘All Industries + Cultural Tourism’ approach, continuously enriching sectors such as cultural tourism, sports tourism, and wellness tourism, and creating a series of new coastal cultural tourism, gourmet dining, and leisure vacation experiences,” said a representative from the Xiangshan County Bureau of Culture, Broadcasting, Tourism, and Sports.
In Huangbiao Township, “a fish” has brought both popularity and opportunity. The township has deeply integrated fishing with tourism to form a sustainable industrial chain, creating a unique marine fishing cultural product ecosystem. The charming “Yellow Fish Fry” IP vividly illustrates the effective integration of the traditional large yellow croaker industry with emerging cultural tourism.
In Xiaotang Township, “an orange” has become the trending icon. As the “origin of China’s ‘Red Beauty’,” Xiaotang Township has innovatively developed a model combining oranges with tourism, promoting oranges through travel. This model integrates orange orchard landscapes, leisure tourism, outdoor sports, and cultural experiences, attracting waves of visitors to check in.
In Shipu Town, “a single house” has drawn tourists from far and wide. A series of high quality seaside homestays—such as Yinhai Sanwan, Chaoyanli, and Three Moons—are actively exploring new “homestay+” models to satisfy the diverse experiential needs of visitors. It is reported that Xiangshan County has effectively revitalized idle farmhouses to boost the homestay economy, with over 70 graded homestays whose total bed count accounts for more than 70% of all homestays in Ningbo.
From the supply side, an increasing number of small towns are crafting distinctive cultural tourism IPs to offer visitors richer and more diverse experiences. They provide that personalized “emotional value that is just for me.”
It is evident that today’s tourism has evolved from simply “seeing mountains, water, and scenery” to “designing my own itinerary.” Tourism now exhibits more characteristics of “emotional consumption.” Niche tourism destinations are on the rise, and visitors increasingly favor niche, personalized consumption.
“I believe this year will witness rapid development and continuous innovation in county-level tourism,” stated a representative from the China Tourism Research Institute. Young people are creating their own tourism projects, and this new trend not only drives industries such as homestays, travel photography, and cultural creativity but also injects fresh vitality into the tourism market.
New Changes Bring New Challenges
When a barbecue, a bowl of spicy hotpot, a serving of donkey meat fire cake, a camping trip, a snowfall, or a fireworks show can attract a large number of like minded tourists; when phenomena such as “reverse tourism” and “affordable tourism” emerge, a group of hidden gem small towns can stand out with their unique “l(fā)abels”… Faced with these new changes and challenges, how can small towns capture this overwhelming flow of visitors?
To “capture” the hearts of young people—the Report shows that those born in the ‘90s are pioneers in small town tourism, with 63.7% of tourists choosing to spend a day in a hidden gem small town; small towns are the ideal retreats for weekend relaxation. One reason young people choose small town tourism is to escape the pressures of intense competition and seek “small but certain” happiness.
“This isn’t Jeju Island; it’s Ninghai Qiangjiao.” Here, a cup of village coffee connects with young people in a two way embrace. Following a “village coffee check in guide,” each café perfectly integrates into the rural fabric, activating a “pool of spring water” for tourism development. About 30 kilometers to the west, an open-air hot spring nestled among the forests in Shenxiu Town has become the “secret weapon” attracting young visitors. Leveraging the unique resource of forest hot springs, the Ninghai Forest Hot Spring Tourism Resort has launched new offerings such as hot spring coffee, nighttime forest experiences, and outdoor dining, catering to young tourists’ desires for distinctive, experience oriented, and cost effective travel.
Xiangshan has focused on developing coastal tourism scenes, introducing four signature coastlines—“Fashionable East Coast,” “Trendy Hidden West Coast,” “Charming Shipu Port,” and “Colorful West Huhu Port”—and creating a coastal ring road that integrates sports, sightseeing, and wellness. This initiative is further enhanced by the construction of micro vacation camps such as “Youth and the Sea” spectator camps and Three Life Stone luxury camps, providing convenient options for young self driving tourists on weekends.
To “capture” cultural elements, the Report shows that ancient architecture, intangible cultural heritage, and humanistic wonders are among the favored themes of small town travelers. In reality, some small towns still face issues such as an oversupply of traditional products and a shortage of high quality, distinctive offerings (for example, monotonous street snacks and overly homogeneous “internet-famous” attractions) due to insufficient cultural resource excavation.
According to Li Huamin, Executive Director of the Ningbo All Area Tourism Research Institute and a professor at Zhejiang University Ningbo Institute of Technology, small towns should combine local natural resources, historical culture, and regional customs to carefully craft more tourism products that reflect deep cultural connotations and humanistic spirit. “Yuyao has Hemudu culture and Yangming culture; Cixi has celadon culture; Ninghai has ‘Ten Miles of Rouge’ culture… For Ningbo’s small towns to break out, cultural support is indispensable. It is essential to deeply excavate the cultural resources of these small towns and further enhance tourists’ experiential and emotional connection with their culture,” Li Huamin said.