Published on
March 16, 2026
Image generated with Ai
In recent years, China has witnessed a shift in travel behavior that reflects a growing desire for more relaxed and extended travel experiences. This emerging trend, referred to as sojourn tourism, is being promoted by Chinese authorities as a way to encourage longer stays and a deeper engagement with local culture. Gone are the days of hurried, checklist-driven travel, where visitors rushed from one landmark to the next. Today, tourists are opting for slower-paced stays, savoring local lifestyles, and even establishing businesses during their extended visits.
Sojourn Tourism Takes Center Stage: A New Driver of Economic Growth
The growing popularity of sojourn tourism has captured the attention of policymakers, as it not only meets the demand for more relaxed vacations but also stimulates a variety of sectors within the service industry. In January 2026, China’s National Tourism Administration officially designated sojourn tourism as a key driver of the nation’s service consumption, signaling a formal shift in how tourism is conceptualized and supported. According to data from the China Tourism Academy, the market for sojourn tourism could potentially reach 600 million visits, contributing nearly 3 trillion yuan ($437 billion) annually to the economy.
This new model of tourism is more than just about longer stays; it encourages deeper integration into local communities and stimulates demand for services like education, healthcare, and local goods. The trend is particularly evident in destinations like Dali in Yunnan Province, where tourists, initially planning short stays, have decided to stay longer and even start their own homestays. These changes are reshaping not only the tourism landscape but also the broader economy, as more travelers opt to stay in one location for extended periods, spending money across multiple sectors.
A New Wave of Tourists: From Sightseers to Entrepreneurs
The allure of sojourn tourism extends beyond the search for scenic views or warm weather. Today’s sojourners are not only tourists; many have transitioned into entrepreneurs, setting up businesses in the places they choose to visit. In Yunnan Province, a dedicated five-year plan has been launched to support sojourn living, offering incentives for those wishing to start new ventures while enjoying the area’s relaxed lifestyle and lower living costs.
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In Chongli District of Hebei Province, for example, visitors are drawn to the area’s winter sports attractions, such as skiing. Data from Tujia, a popular homestay booking platform, revealed that between October 2025 and March 2026, bookings for ski homestays in Chongli surged by 60%, with a significant portion of these being long-term stays. These statistics show that sojourn tourism is not only benefiting traditional tourist destinations but also helping to diversify the attractions that China offers to travelers.
Sojourners Fueling Local Economies and Shaping New Lifestyles
The shift towards sojourn tourism has had a direct impact on local economies, particularly in rural areas. Tourists who stay for extended periods tend to contribute more to local economies, often spending on services like healthcare, education, and retail in addition to accommodation. As Wu Pu, head of the Strategic Research Institute at the China Tourism Academy, pointed out, sojourners are no longer just consumers—they are shaping the communities they visit by becoming part of the local economy and culture.
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A significant portion of this spending comes from the MICE tourism segment, where travelers combine leisure with meetings, incentives, conferences, and exhibitions. These visitors tend to stay longer and spend more, which has prompted local governments to focus more on attracting this segment. Sojourn tourism has therefore become a critical pillar of economic activity, generating both direct and indirect demand for local services and infrastructure.
Challenges in Sojourn Tourism: Addressing Regional Imbalances and High Demand
Despite the many advantages of sojourn tourism, there are still challenges to be addressed. One of the key issues identified by industry experts is the regional imbalance in infrastructure development. While many popular destinations have embraced the sojourn model, there is a need for improved standardization of public services and better forward planning to ensure that all regions can handle the growing number of sojourners. Areas with underdeveloped infrastructure may struggle to keep up with the increasing demand for accommodation, transportation, and essential services.
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Moreover, the influx of temporary residents in certain areas can lead to unintended economic side effects. As more sojourners move into rural destinations, housing costs and living expenses may rise, potentially making it difficult for local residents to afford basic services. Local governments are beginning to address these issues through regulatory measures and planning initiatives, but it will take time for these solutions to fully materialize.
The Future of Sojourn Tourism: Expanding Beyond the Tourist Market
The growth of sojourn tourism in China is set to continue, with Hainan and Yunnan already emerging as popular destinations for long-term stays. In Chongli, winter sports have become a driving force for attracting sojourners, while in Dali and Lijiang, the lifestyle and affordability are attracting a different kind of traveler—those looking to start businesses while enjoying the region’s beauty and cultural offerings.
As more people opt to live temporarily in rural areas, the sojourn tourism market will likely expand, creating more business opportunities and increasing the demand for local goods and services. In the long term, China’s sojourn tourism model could become a global trend, inspiring other countries to develop their own sojourn strategies, benefiting both local communities and travelers seeking more meaningful, longer-term travel experiences.
Conclusion: Sojourn Tourism as a Key Driver of Sustainable Growth
As the Chinese government continues to promote sojourn tourism as a key pillar of service consumption, the trend is expected to drive sustainable growth across multiple sectors. Beyond just tourism, sojourners are contributing to local economies, increasing demand for services, and changing the way people travel. With careful planning, China’s sojourn tourism market can become a model for other countries, offering a more sustainable and diverse approach to tourism that benefits both travelers and the communities they visit.
