Foreign tourists are flocking to Furong town, a centuries-old settlement built around a waterfall in Central China's Hunan province. [Photo by Geng Feifei/chinadaily.com.cn]
Foreign tourists are flocking to Furong town, a centuries-old settlement built around a waterfall in Central China's Hunan province, as the country's expanded visa-free policies and booming social media exposure help draw more overseas visitors beyond traditional gateway cities.
Known as the "ancient town hanging over a waterfall", Furong town in Xiangxi Tujia and Miao autonomous prefecture received 6.53 million visitors in 2025, including 338,000 overseas tourists from more than 70 countries and regions, according to local authorities. Overseas arrivals rose 57.1 percent year-on-year.
The surge reflects a broader recovery in China's inbound tourism sector, aided by visa-free entry arrangements for a growing number of countries.
"Since the visa-free policies were introduced, the number of international visitors has grown rapidly," Zhong Fei, chairman of Hunan Huaxia Investment Group, a company involved in operating the tourist destination, told China Daily.
Many foreign tourists first encounter Furong town online through images and videos of traditional wooden stilt houses perched above a 60-meter waterfall, she said.
"Visitors tell us they saw the town on international social media and were amazed that such a place really exists," Zhong said.
According to Zhong, foreign travelers now account for about 40 percent of independent visitors to the town and roughly half of spending among that segment, although domestic tour groups still make up the bulk of overall visitor numbers.
Unlike many tourist towns that relocate residents during redevelopment, Furong has retained its original population, with local families continuing to live and run businesses in the ancient town.
Zhong said overseas visitors were drawn not only by the scenery, but also by the town's Tujia ethnic culture, traditional music, and everyday life.
"They may not understand the language in the songs, but they can feel the passion and optimism of the people," she said.
To better serve international visitors, local businesses have adapted menus by combining Western foods such as pizza, burgers, and coffee with local ingredients — including smoked pork, mushrooms, and ginger sugar — creating what operators describe as a fusion of familiar flavors and regional specialties.
The town has also invested heavily in night-time tourism. Official data shows that night-time revenue accounts for more than 60 percent of total tourism income, while overseas online exposure of its illuminated waterfall and cliffside architecture has exceeded 1 billion views on social media.
One Italian tourist visiting China for the first time told China Daily that Furong town was among the highlights of a 19-day trip through the country.
The Italian visitor said China had largely matched her expectations, but she was struck by how smoothly the trip had gone.
Having traveled from nearby Zhangjiajie, whose landscapes inspired scenes in the film Avatar, she said Furong town's mountainous scenery was unlike anything she had seen in Europe.
"It's a very strange and beautiful place, really amazing, because it's totally different from what we are used to seeing in Europe," she said.
For many foreign visitors, Zhong said, the experience often overturns preconceptions about China.
"Many arrive with concerns about safety or pollution," she said. "But after visiting here, they tell us China is safe, beautiful, environmentally friendly, and welcoming."
Foreign tourists are flocking to Furong town, a centuries-old settlement built around a waterfall in Central China's Hunan province. [Photo by Geng Feifei/chinadaily.com.cn]
Foreign tourists are flocking to Furong town, a centuries-old settlement built around a waterfall in Central China's Hunan province. [Photo by Geng Feifei/chinadaily.com.cn]
Foreign tourists are flocking to Furong town, a centuries-old settlement built around a waterfall in Central China's Hunan province. [Photo by Geng Feifei/chinadaily.com.cn]
Foreign tourists are flocking to Furong town, a centuries-old settlement built around a waterfall in Central China's Hunan province. [Photo by Geng Feifei/chinadaily.com.cn]
Foreign tourists are flocking to Furong town, a centuries-old settlement built around a waterfall in Central China's Hunan province. [Photo by Geng Feifei/chinadaily.com.cn]
Foreign tourists are flocking to Furong town, a centuries-old settlement built around a waterfall in Central China's Hunan province. [Photo by Geng Feifei/chinadaily.com.cn]
Foreign tourists are flocking to Furong town, a centuries-old settlement built around a waterfall in Central China's Hunan province. [Photo by Geng Feifei/chinadaily.com.cn]
