'Small and Beautiful' Cultural Tourism Formats Heat Up and Rural Pilots Advance
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On November 12, 2026, China Tourism News reported that, driven by both consumption change and supply transformation, 'small and beautiful' cultural tourism formats continue to heat up and may become an important force in promoting the high-quality development of the cultural tourism industry. A survey by the China Scenic Area Association based on 116 typical innovation cases nationwide shows that 70.9% of high-quality scenes have an area within 500 square meters, and 54.3% of projects have investment of less than 1 million yuan, yet they achieve a median return on investment of 60% and an average secondary consumption rate of 41%. The report also said that the Ministry of Culture and Tourism guided 113 counties in carrying out pilot projects for cultural industries empowering rural revitalization, enriching rural cultural tourism formats such as homestays, farming study tours, self-driving camping, and folk experience. At present, this report is the latest development of the event, and no subsequent reports have emerged with figures or statements that contradict it.
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- China Tourism NewsStrengthening "Great Cultural Tourism" Through "Small but Beautiful" Projects
Driven by both consumer change and supply-side transformation, "small but beautiful" cultural tourism formats continue to heat up and may become an important force for promoting high-quality development of the cultural tourism industry. A survey by the China Tourist Attractions Association based on 116 typical innovation cases nationwide shows that 70.9% of high-quality scenes have an area of within 500 square meters, and 54.3% of projects have invested less than 1 million yuan, yet they achieved a median return on investment of 60% and an average secondary consumption rate of 41%. Guided by the Ministry of Culture and Tourism, 113 counties are carrying out pilot projects for cultural industries empowering rural revitalization, enriching rural cultural tourism formats such as homestays, agricultural study tours, self-driving camping, and folk custom experiences.
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