Xiangxi Tujia and Miao autonomous prefecture in Central China's Hunan province, has witnessed a remarkable surge in inbound tourism, with bookings by overseas tourists increasing by 239 percent in the first half of this year.

This trend reflects a growing desire among international travelers to explore China's rich cultural heritage beyond its major cities.

Fenghuang ancient town in Xiangxi Tujia and Miao autonomous prefecture. [Photo/WeChat account: hereishn]

Tourists like Lucas Martin from France are drawn to Xiangxi for its authentic local life and unique cultural experiences. Unlike large cities with numerous landmarks, Fenghuang ancient town in Xiangxi is not just a tourist attraction; it offers authentic Chinese street life, he said.

Attractions such as the Fenghuang ancient town, home to multiple ethnic communities, and the ethnic performances in villages of the Tujia ethnic group offer visitors a chance to immerse themselves in the region's vibrant traditions.

Several factors contribute to this influx of foreign visitors. The Chinese government's relaxed visa policies and improved transportation infrastructure, including new high-speed rail links, have made Xiangxi more accessible. In addition, social media and online booking platforms have played a crucial role in promoting the region's attractions to a global audience.

A foreign tourist, dressed in Hanfu, takes photos in the ancient town of Fenghuang in Xiangxi Tujia and Miao autonomous prefecture. [Photo/WeChat account: hereishn]

Xiangxi's strategy to convert transit tourists into overnight visitors involves initiatives like upgrading tourist facilities, enhancing multilingual services, and promoting local intangible cultural heritage.

"We don't rely solely on natural landscapes to attract overseas tourists; we also aim to transform our ethnic, literary, and intangible cultural heritage resources into experiential cultural tourism products," said Song Xiaobo, deputy director of Xiangxi's tourism authority.