Where did everyone go during this year's May Day holiday? According to the data center of the Ministry of Culture and Tourism, the total number of domestic tourism trips in China is 295 million. In addition to major cities and famous scenic spots, county towns are becoming the "new favorite" for travel. According to data from travel platforms, during the May Day holiday, tourism booking orders in fourth tier and below cities increased by 140% year-on-year, significantly higher than those in first and second tier cities, indicating a clear downward trend in cultural and tourism. Why is county tourism becoming increasingly popular? What are the advantages? Reverse travel is on the rise. Although the county town is small, it also has a complete set of internal organs, with a certain foundation in transportation, accommodation, and catering. If combined with green mountains and clear waters, cultural relics, and specialty cuisine, it is even more delicious than going to a big city with crowded people. A netizen admitted, "The county town has already satisfied all my imagination about tourism.". Moreover, the travel consumption in county towns is relatively lower. According to data from travel platforms, during this year's May Day holiday, the average price of hotels in county-level markets was only half of that in popular first and second tier cities. You can stay in high-end and luxury hotels for around 400 yuan. Entering the county town is not the result of seeking second best, but a more cost-effective option. Immersive travel is popular. Today's tourists are not just about seeing something, but about mobilizing all their senses. While watching, they also have to taste, listen, smell, touch, and even more abstract spiritual experiences. They are more concerned about experiencing a fun and beneficial lifestyle. For people who are constantly living a fast-paced urban life, they yearn more for places where they can slow down. County areas that are close to nature are undoubtedly a small world for healing the soul on the other hand, and outdoor activities such as hiking, rafting, cycling, camping, etc. are also easier to achieve. Taking Anji, Zhejiang as an example, there are not only over 300 coffee shops, but also various styles of homestays, camping sites, and cultural activities such as music festivals. Social media reach. With the popularity of smartphones and the rise of social media, especially short videos, local scenery can penetrate the limitations of time and space, and food, scenery, and interesting stories can be spread through the lens at your fingertips, reaching every corner. There is also the popular "grass planting" culture on the internet in recent years: a netizen who discovers a good place will share it with more people, thereby generating a viral effect of dissemination. Some county towns have grasped the laws of online communication and are actively leveraging marketing opportunities. For example, before the May Day holiday, Maitreya in Yunnan invited over 200 photographers from all over the country to come to Maitreya and carry out a 2-day photography and gathering activity. By endorsing their works, the beauty of Maitreya was poured out on the internet, attracting numerous tourists. Local initiative. In 2022, the central government issued the "Opinions on Promoting Urbanization Construction with County Towns as Important Carriers", proposing to support county towns with resource advantages to leverage their professional strengths and develop into cultural tourism and other professional functional county towns; Based on the cultural and tourism resources of the county, industries such as cultural experience, leisure vacation, characteristic homestays, and health and elderly care can be cultivated. No matter how abundant cultural and tourism resources are, we cannot lie down and eat the gifts of nature and history. Instead, we need to find ways to make resources flow and carry out protective and innovative development in a modern and fashionable way. According to incomplete statistics, since December 2023, a total of 127 new businesses have been added in 10 provinces