This past summer, Guizhou's tourism wave continued to surge, with both popular scenic spots and niche attractions flourishing side-by-side, constantly giving rise to new hotspots and trends.
According to Trip.com, Guiyang, Guizhou ranked fifth among the TOP 10 domestic summer travel destinations for the 2025 summer vacation. On the Mafengwo platform, Liupanshui in Guizhou became the preferred summer retreat due to its pleasant climate, experiencing a staggering 97% month-on-month surge in popularity. It also ranked among the top ten destinations with the fastest-growing popularity in Mafengwo's 2025 Summer "Travel Trends" report, clearly demonstrating the allure of "Cool Guizhou."
The Guiyang Z Era Galaxy Left Bank Music Festival attracted countless non-local visitors who traveled to the city specifically for the music.
While traditional "blockbuster" scenic spots shared the stage with various hidden gems, Guizhou's summer tourism landscape featured both high-traffic, well-established representative attractions – famously summarized by the local phrase "Huang, Xiao, Xi, Chi Wan Fan" referring to Huangguoshu Waterfall, Xiaoqikong, Xijiang Thousand Households Miao Village, and their surrounding areas – and scattered treasure spots like Gaoguo River Rafting, Wumeng Grassland road trips, cliffside cafes, waterfall climbing, and the Getu River scenic area alongside Miao and Dong villages. Together, they supported a diversified and thriving tourism market.
"Huangguoshu, as a world-class tourist landmark of Guizhou, has always been a 'top stream' attraction. For first-time visitors like us, Huangguoshu is a must-see," said Yang Yisheng, a tourist in his 70s from Shanghai. Considering the large summer crowds and traveling with elderly family members, he opted for the scenic area's newly launched "DIY Customized Tour" service to ensure a more comfortable and pleasant trip.
It is reported that the "DIY Customized Tour," a new personalized service launched by Huangguoshu Scenic Area this year, boasts advantages like customized experiences and exclusive services. It covers basic services such as private transfers, fast-track entry, special catering, and one-on-one guided tours, allowing visitors to enjoy a leisurely pace and deeper experiences beyond just sightseeing.
A relevant official from the scenic area mentioned that since July 15th, Huangguoshu has received an average of 45,000 visitors daily. The upgraded ticket check system has improved efficiency by 80% compared to last year, enabling truly fast entry for visitors. Meanwhile, the Getu River Scenic Area, about 100 kilometers away, attracts outdoor enthusiasts seeking in-depth experiences with its "Spider-Man" performances and caving projects.
"Currently, there are six rock-climbing routes worldwide with the highest difficulty rating; three of them are in the Getu River Scenic Area. This is one factor that consistently draws professional climbers from home and abroad," said Li Chao, Director of the Sports Center of Ziyun Autonomous County's Culture, Sports, Radio, Television, and Tourism Bureau. He added that the scenic area has developed up to 278 climbing routes, with difficulty levels ranging from 5A to 9A+, offering a wide coverage.
This complementary relationship is also evident between the Libo Xiaoqikong Scenic Area and the Maolan hiking and caving experiences. The former received 16.5 million visitors in August this year, thanks to its stunning natural scenery and attentive services. The latter, with its diverse outdoor projects and over 200 square kilometers of primitive forest landscape, successfully diverted many young tourists who originally planned to visit Xiaoqikong.
Meanwhile, major rafting spots in Qiandongnan Prefecture became a summer tourism trend due to their high experiential value and social media appeal. Rafting experiences like Gaoguo River in Zhenyuan and Shanmu River in Shibing were particularly favored by tourists born in the 1990s and 2000s, significantly boosting traffic, catering, and accommodation along their routes. Their consumer demographics distinctly differ from the group tour visitors at Xijiang Thousand Households Miao Village.
On another note, since late July, search volumes for "Rongjiang Village Super League hotels and homestays" increased by over 500% year-on-year, attracting visitors from Chongqing, Chengdu, Guangzhou, Changsha, Shenzhen, and elsewhere. This also led to a noticeable rise in popularity of local delicacies like "Rongjiang Niubie" and "Rongjiang rolled noodles."
Regarding new hotspots focusing on "experience," projects blending adventure and leisure, such as the "Guji Yaoyan Coffee" in Qingzhen, the Wengbu Cliff Waterfall Cafe in Kaiyang, the Shuanghe Cave Xiake Coffee in Suiyang, and the Monkey Cafe in Guiyang Forest Park, have gained traction. Many visitors find that these niche spots maintain relatively pristine landscapes while offering visual impact and a low-density tourism experience, striking a balance between being "internet-famous" and "secret getaways."
Furthermore, the Xingyi Maling River Gorge and Liupanshui Wumeng Grassland demonstrate two different approaches to "cool summer escapes." The Maling River Gorge, with its magnificent waterfall clusters, offers visitors a refreshing water-play experience. The Wumeng Grassland, boasting 100,000 mu of high-altitude pasture, provides activities like exploring the plateau meadow, horseback riding, archery, camping, and stargazing. It has become the preferred summer camping destination for family trips, corporate team-building, and self-driving tours from neighboring provinces, satisfying both the desire to escape the heat and seek "wild fun."
From the perspective of Shi Peihua, Director of the Ministry of Education-Education Province Co-constructed Collaborative Innovation Center for Modern Tourism Development at Nankai University and a professor, Guizhou's tourism industry has developed a batch of new, highly popular formats and experiences because it consistently adheres to the principle of maintaining authenticity while innovating in its integration of resources and business model innovation. Only by maintaining this managerial balance can this mountainous kingdom's summers hopefully continue to be both vibrant and sustainable in the future.
From crowded popular scenic spots to niche attractions brimming with a sense of relaxation, from "special forces-style check-ins" to "lying-flat-style vacations"... Behind the "diverse blooming" of Guizhou's tourism market lies continuous efforts in improving public services, enriching the product system, and strengthening online communication. When top-level policies and grassroots market forces align, popular scenic spots and niche destinations can not only shine individually but also complement each other within tourists' itineraries, leading to longer stays, more diverse consumption scenarios, and a more balanced distribution of tourist traffic.
Editor Ⅰ: Zhang Wenwen
Editor Ⅱ: Bao Gang
Editor Ⅲ: Liu Guosong
