In praise of low profiles

These range from nature escapes and cultural treasures, to ancient towns and must-see performances. Particularly noteworthy this year is the increase in nighttime tourism listings, with highly rated bars, markets, light shows, and music events making the cut.

"The Word-of-Mouth list has evolved over more than a decade," explains Wang Wei, a senior official at Trip.com Group.

"It underwent a major upgrade in 2020 during the pandemic and has since expanded with more diverse and nuanced categories to reflect the changing desires of modern travelers."

Wang says that travel today is no longer just about sightseeing.

"People travel to connect, to heal, to learn, and to discover themselves. Our list has grown to reflect these deeper intentions, highlighting destinations that speak to a traveler's values, interests and dreams."

It's in this context that Yancheng, the host city of the launch ceremony for this year's rankings, is stepping into the spotlight.

Once considered a relatively low-profile destination in East China, Yancheng is now attracting travelers' attention for its environmental and cultural offerings.

The city's natural beauty is one major draw, along with its UNESCO world natural heritage site — migratory bird sanctuaries along the coast of the Yellow Sea-Bohai Gulf — which plays a critical role in global biodiversity.

Add to that seasonal floral landscapes like the Dutch Flower Sea, and visitors are treated to a blend of spectacle and serenity. Bustling markets, food streets, and shopping districts, especially in the northern Jiangsu style, provide yet another dimension of exploration.

"The high-speed rail network has been a game-changer," Wang says. "Yancheng is now just a couple of hours away from major urban centers like Shanghai, Nanjing and Hangzhou. That accessibility has spurred a boom in weekend and short-stay tourism," he adds.

Over the past two years, the city has become a magnet for urban escapees — young professionals and families looking for quick getaways, rich in character and comfort. It's part of a larger national trend, driven by rising interest in niche travel experiences and themed tourism, Wang says.