With the arrival of the peak travel season, 30-year-old Ma Xinyu and her friends from Beijing decided to skip the usual tourist spots like Guilin in the Guangxi Zhuang autonomous region. Instead, they opted for Hechi, a remote destination in the region, to avoid crowds and seek a unique travel experience.

Ma and her friends are part of a rising trend among Chinese tourists who venture beyond popular travel destinations in search of more personal, less commercialized experiences.

"We wanted to escape the usual crowds and explore something different," Ma said, explaining they spent weeks gathering information from social media for a budget-friendly road trip. The trip led them to scenic, less-visited spots such as the Karst caves and ethnic villages in Hechi.

Once an economically challenged city, Hechi is now attracting tourists drawn by its natural beauty and cultural appeal, aided by China's rural vitalization initiatives, expanded infrastructure and social media popularity.

"Hechi is home to many hidden natural gems," said Wei Hongzhen, head of Hechi's culture, radio, television, sports and tourism bureau. He added that with its pristine rivers, caves and culturally distinct villages, the city has the potential to become a key player in China's tourism sector.

From January to September, Hechi welcomed approximately 48.1 million tourists, up 17.4 percent year-on-year, generating over 50 billion yuan ($6.95 billion) in revenue, according to government data.

Travelers like Xu Yamei, a corporate lawyer from Beijing, appreciate Hechi's relative tranquillity compared to popular, heavily commercialized tourist spots. After flying to Nanning, Guangxi's capital, Xu embarked on a five-day road trip southward.

"Compared to crowded places with overpriced tickets, I prefer lesser-known destinations that are still authentic," Xu said.

Experts attribute this trend to a growing preference for "authentic" travel experiences.

"People are increasingly drawn to lesser-known spots for their surprise elements and avoidance of heavy crowds," said Yao Hua, a sociologist at Guangxi Academy of Social Sciences. Guangxi's diverse landscapes, from rice terraces to scenic highways, offer travelers an escape from the bustling hubs of Guilin and Beihai.

The demand for hidden destinations has also been driven by improved connectivity, making remote areas more accessible.

Xu's journey included exploring Qinzhou's Sandun Highway, a coastal road offering sweeping views of the ocean and sky, which has recently become popular on social media.

This desire to explore "hidden "China aligns with the view of Li Yanqin, a professor at the Minzu University of China, who sees the trend as both an opportunity and a challenge for rural destinations.

"While the economic benefits are clear, the impact on local communities, infrastructure and the environment must be carefully managed to sustain growth," Li said.

Wei noted that Hechi's rising profile brings both opportunities and pressures.

"We've actively addressed the challenges of sustainable tourism by diversifying our offerings and enhancing infrastructure," he said.

"Our goal is to build Hechi's unique brand by showcasing its strengths and preserving its authenticity."

For Chinese travelers seeking a deeper connection with local culture and nature, Hechi and similar destinations offer an enticing alternative to traditional tourist hubs, promising experiences that are both memorable and immersive.