“Lejia Land Art Festival has opened! Rolling wheat waves, exotic fruits, an intangible cultural heritage fair, fishing-and-shrimp-catching contests—perfect for a family outing…” A casual social media post by Li Lin, a resident of Xuchang, Henan Province, immediately drew a flood of inquiries from her friends.
The “vacation spot” Li referred to is Lejia Lifestyle Aesthetics Farm, located in Wunü Town, Jian’an District, Xuchang. In Jian’an, short-duration and close-distance “micro-vacations,” cultural tours, and outdoor sports have become new choices for citizens and tourists.
Lejia Farm is bustling with visitors. The intangible cultural heritage fair is especially popular, bringing together more than 50 vendors and craftspeople. Visitors can enjoy specialty foods and drinks, as well as rarely-seen handicrafts such as straw paintings, traditional paper cuttings, and festive folk creations—making it a favorite stop for families.
At Lejia, children play happily while adults stay entertained. Flower gardens and giant scarecrow-themed art installations create a fairy-tale atmosphere. The 400-square-meter Gourd Museum combines exhibition, sales, and educational tours. Visitors can explore gourd culture and also join pottery workshops, experiencing the charm of traditional crafts.
“We’ve divided our 600-acre site into multiple activity zones, integrating leisure, farming experiences, study trips, and outdoor training. Visitors of all ages can enjoy a relaxing holiday here,” said Wang Dongfang, operations director of Lejia Farm.
The “micro-vacation” market continues to thrive. More young people now opt for niche, off-the-beaten-path destinations or small towns near cities, which in turn boosts demand for local homestays, camping, and other new tourism services.
“It only takes about half an hour to drive from the city. The homestays are unique, and kids can enjoy fruit-picking and fishing. We even saw rare sand martins—it was a real treat,” said Zheng Xuetian, a visitor from downtown Xuchang.
In Liuwangzhai Village, fields, greenery, and clear rivers set a tranquil scene. Reeds sway in the breeze, and fish swim freely. Families play on the sandy riverbank, while others cycle or stroll along lakeside trails. Situated on the north bank of the Ying River, Liuwangzhai has recently become known for its sand martins. The village has turned abandoned yards and factory buildings into a “Valley Campsite” of cultural courtyard homestays, such as poplar houses, lotus tea gardens, and elm-themed cottages—giving its tourism industry fresh momentum.
“During the May Day holiday, our village received about 2,000 tourists. All homestays were fully booked early on, with no vacancies,” said Si Jiaoni, Party Secretary of Liuwangzhai. “Not just during the holiday—weekends this year have also been nearly fully booked, mostly with local visitors. People don’t want exhausting trips with kids and elders in tow, so they’re discovering nearby attractions. For us, that’s opportunity.”
“My old house used to sit idle, but after joining the village cooperative, it was converted into a stylish homestay. I now earn more than 10,000 yuan annually,” said villager Liu Xiaomei. With fruit-picking farms, boutique homestays, lakeside scenery, and tai chi wellness programs, Liuwangzhai has become a small but popular ‘internet-famous’ village. In 2024, micro-vacations boosted villagers’ collective income by more than 200,000 yuan. “Next, we plan to develop Liuwangzhai into a comprehensive eco-tourism destination, combining leisure, sightseeing, farming, dining, and accommodation, to help more villagers increase their income,” Si Jiaoni added.
How far can this new consumer trend of micro-vacations—centered on camping, homestays, and family activities—really go? How can its potential be further tapped?
This year’s May Day holiday, Jian’an introduced two themed tour routes: “Pastoral Harvest & Cultural Discovery” and “Historical Relics & Springtime Leisure.” These provided 48-hour micro-vacation packages designed to revitalize the local tourism market. Visitors could explore Jian’an Pavilion on the Beihai coast, where 2025 “Red Cavalry” volunteer performances revived revolutionary history; stroll through the Mushroom Expo Park to learn about cultivation and taste fresh produce; or visit the district’s 800 family farms for hands-on picking experiences. During the holiday, Jian’an welcomed about 400,000 visitors, with total tourism revenue reaching 44.12 million yuan—both visitor numbers and revenue up more than 105% year-on-year.
Jian’an is also actively promoting integrated cultural and tourism industries through fairs and partnerships. By highlighting attractions like the Han-Wei Ancient City Ruins, Hua Tuo’s Tomb, and Zhang Gong Ancestral Hall, it is developing a Three Kingdoms–themed eastern tourism route. Diverse tourism offerings are being “strung together like pearls” into curated itineraries, building the “Beautiful Jian’an” brand.
“We will continue to focus on new micro-vacation demand, enrich cultural and tourism offerings, and create diversified, high-quality tourism experiences, driving the industry toward high-quality growth,” said Liu Yuqin, Director of Jian’an District’s Bureau of Culture, Radio, Television, and Tourism.
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