Furong town in Xiangxi, Hunan province, is drawing more and more foreign visitors. Built around a 60-meter waterfall and dotted with the stilt houses of the Tujia ethnic group, the ancient town has become a hidden-gem destination in the eyes of overseas travelers, helped by visa-free policies and word of mouth on social media.
Rapid growth in overseas visitors
The numbers are telling. In 2025, Furong town received 6.53 million visitors, including 338,000 from more than 70 countries and regions, up 57.1 percent year on year. Among independent travelers, foreign visitors accounted for about 40 percent. Zhong Fei, chairman of Hunan Huaxia Investment Group, said that since the visa-free policies were introduced, the number of international visitors has grown rapidly.
Going viral on social media
Social media has played a big part. Footage of the waterfall lit up at night has drawn more than a billion views on overseas platforms. Zhong said many visitors tell them they saw the town on international social media and were amazed that such a place really exists. One Italian tourist marveled that it is a very strange and beautiful place, totally different from what they are used to seeing in Europe.
The night-time economy has flourished with it. Revenue from evening tourism accounts for more than 60 percent of the town's total tourism income. Around Tujia traditions, music and mountain scenery, Furong town keeps its own cultural character while using fusion cuisine and nighttime experiences to help international visitors settle in and enjoy their stay.
For many who travel from afar, some of the preconceptions they held about China quietly shift after they arrive. From a single waterfall to a whole town, the rise of Furong is also a snapshot of a China welcoming the world with a more open posture.
