In recent years, non popular tourist destinations such as Liuzhou, "the end of the universe" Tieling, and the oil town Karamay, which are famous for snail powder, have gradually become new choices for people to travel. According to the data from the online tourism platform "Qunar", the number of hotel nights booked in unexpected tourist cities during the National Day holiday this year has increased by more than 30% compared with the same period in 2021. Some media have called this phenomenon as the popularity of reverse tourism. Why is reverse tourism popular? First of all, tourists have higher requirements for tourism quality. With the improvement of living standards, people's travel demand is growing. Every holiday, some famous scenic spots are always crowded. This National Day holiday, Huangshan Scenic Area, the Forbidden City Museum, Suzhou Museum, Dujiangyan and other popular attractions sold out early, with the largest number of tourists. For some tourists, it is better to go to a less popular place to relax and have a leisurely experience, rather than follow the trend of fancy "clocking in" at Zoumaguan, a popular scenic spot with overcrowding and soaring prices. "Unpopular cities" and minority destinations will not be crowded, nor over developed or commercialized. They will be cleaner and more comfortable to travel there, and can also experience the local characteristics. This may be an important reason why more and more people prefer reverse tourism. Secondly, transportation, hotels and other infrastructure are complete and low cost. In recent years, with the increasing investment in national infrastructure, high-speed rail, aircraft, star hotels and other facilities in minority destinations and "cold cities" have been basically improved. Moreover, the transportation and accommodation prices in these places are low, which meets people's low-cost and high-value travel expectations and is a cost-effective choice. In addition, with the development of Internet technology, more and more small tourist attractions and third and fourth tier cities have gradually come into people's view through online hot words, live broadcast and other communication methods. In recent two years, many tourism platforms have launched live tourism services, and some tourist attractions and small cities that were not well known have become new options for people to travel. At the same time, the development of the Internet tourism platform has greatly facilitated tourists to book tickets, air tickets and hotels, expanding the scope of tourism. The tourists' love of reverse tourism also provides new ideas for the development of tourism. While further promoting the improvement of functions and services of well-known scenic spots, efforts should be made to develop more personalized and diversified tourism products to meet the diversified travel needs of tourists. In addition, the popularity of reverse tourism has brought new opportunities to the tourism development of small cities, which is conducive to the adjustment of industrial structure and the improvement of service level in these cities. How to do a good job in long-term development planning on the basis of retaining local tourism characteristics and providing better experience for tourists is the next step to consider for these popular places. (Chen Rongrong) (Outlook New Times)