As China's popular tourist spots became overcrowded during the May Day holiday, lesser-known counties and small cities with rich cultural heritage and unique local cuisines emerged as favored destinations for young travelers and families, reflecting a shifting preference trend and increased consumer spending.

The five-day holiday, which ended on Monday, marked the last long break in the first half of the year.

"'Less-crowded destinations' and 'niche travel spots' became popular search terms on our platform before and during the holiday," said travel platform Qunar. "We noticed that some county-level destinations have won the hearts of users," Qunar said, and hotel bookings during the holiday spanned 1,230 counties — around 90 percent of all counties nationwide.

Bookings to county-level destinations rose 30 percent year-on-year, with more than 60 percent of travelers coming from major cities such as Beijing and Shanghai.

Counties with notable historic or scenic appeal — including Wuyuan in Jiangxi province, Qingyang in Anhui province and Pingyao in Shanxi province — topped Qunar's booking charts during the holiday. These locations are known for their preserved ancient architecture and picturesque mountain views.

Li Jinxiao, a traveler from Tianjin, visited Pingyao during the break. The county is famed for its well-preserved urban layout from the Ming and Qing dynasties (1368-1911).

"There are many ancient towns and cities in China, but Pingyao has its distinctive cultural vibes," she said. She described the experience of walking through streets and neighborhoods that retain traditional elements, making her feel as if she had "traveled back in time". She said she plans to recommend Pingyao to her friends.

Fang Yan, who works in Beijing, traveled to Shexian county, Anhui province, during the holiday.

"Beijing is always crowded during holidays, why not leave the city to travel elsewhere and spend the break in a quiet town?" said Fang, 32.

Fang said she was drawn by Shexian's unique Hui-style architecture and local cuisine. "I stayed at a homestay converted from an old Huizhou building. It preserved traditional wooden beams and parapet walls while featuring modern furnishings," she said.

"It wasn't cheap — about 1,500 yuan ($206) per night — but it was worth it. I felt at peace, enjoying the sun and sipping tea."

According to Shexian's local authorities, the county's major scenic sites received 53,400 visits on May 4, the fourth day of the holiday, with ticket revenue reaching 868,000 yuan — up nearly 300 percent and 44 percent year-on-year, respectively.

Trip.com Group, another leading travel portal, said countryside travel has also gained popularity as a way to avoid crowds. Bookings to rural destinations rose 20 percent over the holiday.

Zhu Xingxin in Taiyuan contributed to this story.

chengsi@chinadaily.com.cn