Nestled at the base of the Eastern Tianshan Mountains, the charming village of Xiaofenzi in Xinjiang’s Jimusaer County has emerged as a serene getaway for visitors. During the recent National Day holiday, tourists embraced the peaceful rural lifestyle by exploring the Xiaofenzi Art Museum’s oil painting exhibition, trying their hand at pottery, and enjoying home-cooked meals at local farms. This idyllic setting provided a much-needed escape from the fast pace of urban life, allowing guests to fully immerse themselves in the allure of the countryside.

In the past few years, the tourism landscape has thrived, with travelers increasingly gravitating towards diverse destinations, shifting their focus away from major cities and into nearby counties and villages. Wang Pengye, a visitor from Urumqi, recounted his experience: “During the National Day holiday, my family and I drove to Xiaofenzi Village, but to our surprise, all accommodations were fully booked. We tried several places, but it was the same story everywhere—we faced the same issue on our last visit too.”

As rural revitalization initiatives improve infrastructure in various regions, many locations are harnessing their natural beauty, traditional customs, and unique agricultural resources to create appealing attractions, sparking a vibrant renaissance in rural towns.

Xiaofenzi Village, framed by the stunning Tianshan Mountains and boasting diverse seasonal landscapes, places a strong emphasis on cultural innovation. It features a garlic culture science museum and has earned the nickname “Painter Village,” allowing visitors to dive into a rich cultural experience, which has firmly established it as a significant destination for both travel and residence in Xinjiang.

According to Zhang Ming, a local accommodation manager, bookings tend to fill up a week in advance during holiday seasons.

Current trends in holiday spending highlight a growing appetite for varied experiences, with domestic travelers seeking deeper emotional connections through their journeys. In addition to traditional sightseeing, there’s been an increase in educational trips, cultural heritage tours, and wellness tourism, reflecting a shift towards a more diverse tourism market.