International interest in China's lesser-known destinations continues to grow, with Furong Town in Hunan Province recording a significant increase in foreign visitor ticket purchases during the first nine months of 2026.
According to an official report published by the Hunan Provincial Department of Culture and Tourism on October 30, Furong Town recorded approximately 314,100 international visitor ticket purchases from January to September 2026, representing a 59.03% increase compared with the same period last year.
The figures highlight the growing appeal of Xiangxi, a culturally rich region in western Hunan known for its spectacular landscapes, ancient towns, waterfalls, and the traditions of the Tujia and Miao ethnic communities.
For international travelers seeking experiences beyond China's major cities, destinations such as Furong Town, Fenghuang Ancient Town, and Zhangjiajie are becoming increasingly attractive additions to a China itinerary.
International Tourism in Xiangxi Continues to Grow
Xiangxi Tujia and Miao Autonomous Prefecture has experienced continued growth in inbound tourism.
Official statistics show that the region welcomed approximately 240,700 overnight international visitor arrivals during the first three quarters of 2026, generating more than US$100 million in inbound tourism spending.
The region also reported strong growth in overseas travel bookings.
According to Ctrip data cited in the official announcement, inbound tourism bookings for Xiangxi increased by 239% during the first half of 2026 compared with the same period in 2025.
Long-haul markets, including Spain, Italy, Russia, and the United States, were among those showing particularly notable growth.
While booking figures and actual visitor arrivals are different statistical measures, both indicate increasing international interest in exploring western Hunan.
Furong Town: China's Ancient Town Built Around a Waterfall
Located in Yongshun County, Furong Town is one of the most distinctive historic destinations in southern China.
Often described as an ancient town perched above a waterfall, Furong Town combines traditional wooden architecture, stone-paved streets, dramatic natural scenery, and centuries of local history.
The town was historically known as Wangcun and became widely recognized after the Chinese film Hibiscus Town was filmed there.
Today, visitors can explore its narrow streets, admire traditional Tujia stilt houses, sample local cuisine, and experience the atmosphere of a historic mountain settlement.
One of Furong Town's most memorable attractions is its waterfall, which flows beneath the ancient buildings and creates a remarkable landscape.
After sunset, illuminated buildings and cascading water transform the town into a particularly atmospheric destination for photography and evening sightseeing.
For international visitors interested in discovering China's traditional architecture and local culture, Furong Town offers a very different experience from the country's modern metropolitan centers.
Fenghuang Ancient Town: A Cultural Highlight of Western Hunan
Another major attraction in Xiangxi is Fenghuang Ancient Town, a historic riverside settlement known for its traditional architecture and rich ethnic heritage.
Situated along the Tuojiang River, Fenghuang features wooden stilt houses, stone bridges, winding streets, and traditional neighborhoods.
Visitors can stroll along the river, discover local handicrafts, sample regional specialties, and learn about the cultural traditions of the Miao and Tujia communities.
In the evening, the illuminated riverside buildings create one of the town's most recognizable scenes.
Fenghuang is particularly appealing to travelers who enjoy cultural sightseeing, photography, traditional architecture, and a slower travel pace.
Combining Fenghuang with Furong Town allows visitors to experience two contrasting historic settlements within the same region.
Zhangjiajie, Furong Town and Fenghuang: A Popular Travel Combination
For international travelers visiting Hunan, Zhangjiajie, Furong Town, and Fenghuang Ancient Town can be combined into a single multi-day journey.
Each destination offers a different experience.
Zhangjiajie National Forest Park
Famous for its towering sandstone pillars, deep valleys, and dramatic mountain scenery, Zhangjiajie National Forest Park is one of China's most extraordinary natural attractions.
Its distinctive landscape is often associated with the floating mountains depicted in the movie Avatar.
Popular sightseeing areas include Yuanjiajie, Tianzi Mountain, and Golden Whip Stream.
Tianmen Mountain
Tianmen Mountain is known for its dramatic mountain landscapes, Tianmen Cave, spectacular cableway journey, and high-altitude sightseeing paths.
It is one of the region's most recognizable landmarks and a popular attraction for international visitors.
Furong Town
A historic waterfall town offering traditional architecture, local culture, scenic viewpoints, and memorable nighttime scenery.
Fenghuang Ancient Town
A picturesque riverside town where visitors can explore historic streets, traditional buildings, local cuisine, and ethnic cultural experiences.
A well-planned journey allows travelers to enjoy both Hunan's natural landscapes and its cultural heritage without rushing between attractions.
Improved Transportation Makes Xiangxi More Accessible
Transportation improvements have also contributed to the growth of international tourism in western Hunan.
The Zhangjiajie–Jishou–Huaihua high-speed railway provides important connections between regional destinations, making travel between Zhangjiajie and the wider Xiangxi area more convenient.
High-speed rail services also connect Zhangjiajie West with Hong Kong West Kowloon, creating additional options for eligible travelers planning cross-border journeys.
For visitors arriving through major Chinese cities, domestic flights and high-speed rail services can be combined with private transfers to reach Zhangjiajie, Furong Town, and Fenghuang.
Travel times and transportation arrangements vary depending on the selected stations, schedules, and accommodation locations.
For travelers visiting multiple destinations, arranging transportation in advance can help reduce unnecessary transfers and improve the overall travel experience.
International Visitor Services Continue to Improve
As international tourism grows, Xiangxi is expanding services designed to make travel more convenient for overseas visitors.
According to the official October 30 report, the region has introduced several improvements:
153 foreign-card-compatible POS terminals installed across scenic areas rated 4A and above.
More than 820 merchants upgraded to support international payment services.
15 foreign currency exchange locations established.
Chinese, English, and Korean signage and visitor information introduced across major scenic areas, including Furong Town and Fenghuang Ancient Town.
Expanded foreign-language guide training and international visitor service support.
These improvements are intended to make local transportation, shopping, sightseeing, and everyday travel more convenient for international visitors.
However, travelers should still prepare suitable payment methods and confirm the availability of foreign-card acceptance at individual businesses.
Why More International Travelers Are Exploring Beyond China's Major Cities
China's major destinations, including Beijing, Shanghai, and Xi'an, remain popular choices for first-time visitors.
However, the growing interest in Xiangxi illustrates the appeal of adding smaller towns, natural landscapes, and regional cultural experiences to a longer journey.
Instead of focusing exclusively on famous landmarks, travelers can discover traditional communities, regional cuisine, historic architecture, and distinctive local customs.
For example, a multi-destination China itinerary might combine the Great Wall in Beijing, the Terracotta Warriors in Xi'an, the mountain landscapes of Zhangjiajie, the ancient streets of Fenghuang, and the modern skyline of Shanghai.
Such a journey offers an opportunity to experience several different sides of China, from imperial history and natural wonders to traditional culture and contemporary city life.
Planning a Private Tour to Zhangjiajie and Xiangxi
For travelers interested in visiting Zhangjiajie, Furong Town, and Fenghuang Ancient Town, a private itinerary can offer greater flexibility and convenience.
SEEK CHINA TRAVEL (SCT) specializes in private and tailor-made China journeys for international visitors.
Our travel planners help create itineraries based on individual interests, preferred travel pace, and available travel dates.
Depending on the selected itinerary, services may include private transportation, accommodation arrangements, guided sightseeing, entrance tickets, and assistance with transportation connections.
Whether you are planning a family holiday, a couple's getaway, or a longer journey across China, combining Zhangjiajie's extraordinary natural scenery with Xiangxi's historic towns can create a memorable travel experience.
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