Across China, centuries-old villages with cobblestone lanes, ancestral halls, and whitewashed houses are being carefully restored and opened to travelers. From the Hui-style architecture of Anhui to the Diaojiaolou stilt houses of Guangxi, these ancient settlements offer a window into China’s rural past — while generating new economic opportunities for local communities. China’s ancient village tourism boom is transforming how people experience the countryside.
Hongcun and Xidi: The UNESCO Water Towns of Anhui
The most famous examples of restored ancient villages are Hongcun (宏村) and Xidi (西递) in southern Anhui province. Both are UNESCO World Heritage sites, recognized for their exceptionally well-preserved Huizhou-style architecture from the Ming and Qing dynasties. Hongcun, in particular, has become iconic: its crescent-shaped pond, reflected horse-head walls, and stone bridges have appeared in countless photographs and even formed the backdrop for the Academy Award-winning film “Crouching Tiger, Hidden Dragon.”
Hongcun receives over two million visitors annually. The village, originally founded in 1131 during the Southern Song dynasty, was designed according to feng shui principles with an elaborate water channel system that still brings fresh water from a nearby stream through every household. Visitors can wander the narrow lanes, visit the ancestral halls of the powerful Wang clan, and stay in boutique hotels converted from historic residences.
Pingyao: A Walled City Comes Back to Life
In Shanxi province, the ancient walled city of Pingyao offers a different model of heritage tourism. Unlike the rural village experience, Pingyao is a fully walled county town that served as a financial center during the Qing dynasty. Its streets are lined with former banks, temples, and government offices, all preserved within the original Ming dynasty city walls.
Pingyao’s restoration has been more commercial than Hongcun’s, with shops selling souvenirs, local vinegar, and lacquerware on every street. Yet the city retains its historic character, and visitors can climb the city walls for sunrise views over grey-tiled roofs, visit the Rishengchang draft bank — China’s first — and sample Pingyao beef, a local specialty cured for over 500 years. The Pingyao International Photography Festival and Chinese New Year temple fairs bring additional cultural programming to the ancient streets.
The Rural Tourism Boom: By the Numbers
China’s rural tourism market has grown explosively. According to the Ministry of Culture and Tourism, rural tourist visits exceeded 2.5 billion in 2025, generating over 2 trillion RMB in revenue. The government’s Rural Revitalization Strategy has designated thousands of villages for tourism development, providing funding for infrastructure improvements, training for local guides, and marketing support. In provinces like Yunnan, Guizhou, and Fujian, tourism has become the primary economic driver for formerly impoverished mountain villages.
The model varies by region. In Guizhou, Miao and Dong ethnic minority villages offer homestay experiences where visitors sleep in traditional wooden stilt houses and learn embroidery or batik from local women. In Fujian, the earthen tulou roundhouses built by Hakka clans have become major tourist draws, with some converted into guesthouses where you can sleep in a UNESCO World Heritage building. In Zhejiang, wealthy urbanites from Shanghai and Hangzhou have bought and restored historic homes in villages like Mogan Mountain, creating a network of high-end rural retreats.
Balancing Authenticity and Development
The rapid growth of village tourism has raised concerns about over-commercialization and the loss of authentic rural life. Critics argue that some villages have become “theme parks” where traditional customs are performed for tourists rather than lived by residents. Others point to rising property prices that force out longtime villagers, replaced by outside investors running guesthouses and souvenir shops.
The most successful village tourism models have found ways to balance preservation with economic development. In Hongcun, for example, a portion of ticket revenue goes into a community fund that supports village maintenance and resident welfare. In Guizhou’s Zhaoxing Dong Village, tourism income has funded the restoration of the drum tower and wind-and-rain bridges that are central to Dong cultural identity. For travelers, the key is to choose villages that prioritize sustainable tourism — look for destinations with local guides, community-owned accommodations, and authentic cultural programming rather than manufactured experiences.
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