As the summer of 2026 draws to a close, travel data released on August 21st shows a notable trend. Parents are increasingly choosing to take their children to county-level destinations for vacations, and Chengdu has emerged as the top source city for county hotel bookings nationwide.

This summer, many families from Chengdu traded sightseeing for a slower pace of life, opting to stay in county towns where they could experience local markets, pick tea leaves, play in the water, and observe insects. This shift from ticking off landmarks to simply living day-to-day in a new place has become a defining characteristic of the season for many.

The appeal for Chengdu residents isn't just about finding a bargain. Data indicates that the average price paid for hotel and homestay bookings in these counties reached 526 yuan. Even in Jiuzhaigou County, which has the highest average daily hotel rate in Sichuan at 427 yuan, Chengdu remains the primary source of visitors.

According to Si Wei, an associate professor at the Tourism Culture Industry School of Sichuan Tourism University, there are three main reasons for this preference. The city's massive population base, combined with a deep-seated leisure culture, makes counties a natural first choice. Furthermore, the counties themselves offer diverse and multi-layered attractions, rich in ecological, summer retreat, and intangible cultural heritage resources, which are becoming more accessible thanks to improved transportation. Finally, the ripple effect of new media, where travelers follow online recommendations, has spurred more people to explore these new destinations. The combination of a laid-back lifestyle and convenient access to both transport and information makes Chengdu the top source market for county tourism.

Counties within Sichuan are also performing exceptionally well on travel platforms. Kangding City ranks 11th in the nation for county hotel bookings, followed by Jiuzhaigou County in 13th, Dujiangyan City in 20th, Xichang City in 24th, and Songpan County in 36th. In terms of hotel booking growth, Zhaojue County in Liangshan Prefecture leads the country with a 103% year-on-year increase.

Analysts suggest that among the counties surrounding Chengdu, Dujiangyan City has been the standout performer. The Qingcheng Mountain-Dujiangyan Scenic Area is the primary driver of Chengdu's scenic spot bookings, ranking at the forefront. The area holds nationwide appeal, attracting visitors with its combination of natural beauty and historical landmarks.

While the "county tour" trend grows, Si Wei points out that the sector's weaknesses lie in professional service skills, refined operational capabilities, and warm, humanistic care. However, some pioneers are already taking action to address these gaps. In Qionglai, the Tiantai Mountain Scenic Area has built its core brand around the "Firefly IP." This July, the scenic area welcomed 148,100 visitors, a 39.98% increase year-on-year. The local cultural and tourism bureau has been actively promoting this unique attraction in other provinces since 2026.

The impact on local businesses is tangible. The Taiyuan Hotel, for instance, has experienced its most successful summer since opening, with occupancy rates staying above 85% in July and August, and hitting full capacity on weekends and during peak firefly viewing periods. Local guests from Chengdu constitute over 70% of their clientele, with an increasing number choosing to stay for two or more consecutive nights.

The "village-brand" IPs created by rural Chengdu have also gained significant attention this summer. The fourth edition of the "Mountain Village Disco" in Longmen Mountain, Pengzhou, lasted over a month. One visitor mentioned that she traveled from downtown Chengdu specifically after seeing friends' posts about the event on social media.

The county tourism boom is not a sudden phenomenon but a continuation of a trend that began in 2023-2024, fueled by the rise of "reverse tourism" and the expansion of "small airport" routes. This summer's numbers represent sustained growth, and the momentum is now extending internationally. From July 13th to 20th, the western Sichuan forest farms, bamboo art villages, and ancient towns of Chongzhou in Chengdu hosted three groups of inbound tourists within a single week. Leveraging the 144-hour visa-free transit policy at Tianfu Airport, the city expects to receive over 3,000 inbound tourists from Southeast Asia this year.

Sichuan's county-level destinations are also gaining global visibility through international platforms. On Ctrip's overseas "Trip.Best" lists, Jiuzhaigou was named one of the top ten summer resorts, the Leshan Giant Buddha one of the top ten transcendent landscapes, and the Sanxingdui Museum one of the top ten historical wonders. Chengdu itself was recognized as one of the top ten culinary cities and is among the first cities featured on the "Trip.Best International Traveler's Choice" list.

The story of Chengdu residents hopping in their cars to settle into a county town for a while is just beginning, as the trend moves from a quick visit to a more immersive stay.