Xinhua News Agency, Taiyuan, May 2 (Reporters Ma Xiaojie and Wan Qianyi) "I don't want to squeeze into scenic spots anymore." Zhang Yiwei, a post-90s programmer from Hangzhou, Zhejiang, avoided the crowd on May Day and went to Yingxi Village B&B in Pingyao, Shanxi for a vacation.

This B&B is a 30-minute drive from Pingyao Ancient City. "Customers who come here generally have a yearning for the countryside and want to try a slow-paced life." The owner of the store told reporters that May Day is the locust flower season, and tourists can make locust flower cakes and make locust flower rice wine here.

Yingxi Village B&B. Xinhua News Agency issued an analysis of the "2025 May Day Tourism Trend Insight Report" released by Tongcheng Travel, the popularity of travel during the May Day holiday this year may reach its peak in the past three years. Qunar data shows that regarding May Day trips, the number of searches for "unpopular" and "uncrowded" is the highest, and many treasure destinations will welcome a batch of "niche travel" tourists.

"Niubian tourism" is a new way of tourism that has emerged in recent years. Tourists tend to avoid popular scenic spots with dense crowds, choose unpopular small towns or niche destinations, and pay more attention to relaxation, cost-effectiveness and personalized experience. Behind the popularity of "niche tourism" is the new consumption concept of tourists "doing subtraction" in tourism check-in projects and "doing addition" in comfort experience.

Many tourists said that there is no commercial street or queue, and taking a trip back to the natural world in a small town will completely relax your body and mind.

Not only the younger generation explores slow-paced life, family-style group relaxation has also become a new trend. According to Qunar data, during the May Day holiday in 2025, "Half Travel" increased by 30% year-on-year.

"This place allows the whole family to have fun." Ms. Wang from Beijing took her family to the "Azure Coast" park in Qinhuangdao City, Hebei Province for the third time. "Don't have to go to the scenic spots," Ms. Wang said that the elderly can go to the vegetable garden to pick vegetables, the children walk on the waves by the sea, and she and her husband can go to the bookstore to drink coffee while watching the sea, and to have a drink at the bar at night.

In Jingmaishan, Pu'er City, Yunnan Province, a boutique homestay focusing on cultural experience had booked a full room two months ago. "We found that the 'accommodation + entertainment experience' products are more popular with tourists, so we planned an in-depth experience tour of Jingmaishan Village." Cheng Yuting, homestay brand operation manager, said that the homestay team customized a number of experience activities, such as Browne minor tunes, fire-singing tea, tea casino production, etc., which also attracted many foreign tourists.

Tourists are in Jingmai Mountain. Xinhua News Agency

Li Hong, professor at the School of Tourism Science, Beijing Second Foreign Languages ​​University, believes that "niche tourism" can not only meet the young people's needs for a "slackening", but also promote the economic improvement of niche destinations and further promote the balanced development of China's tourism industry.