Recently, an increasing number of overseas tourists have been visiting Xiangxi, Hunan. At popular attractions such as Zhangjiajie and Furong Town, foreign tourists have become a common sight, promoting netizens to joke that the area is "teeming with foreigners."

Spanish tourist Pablo explored the stunning mountains in Zhangjiajie. He also watched the folk performance "Charming Xiangxi" with his wife and children, where he dressed in Xiangxi ethnic costumes to join the performers on stage, dancing and playing games with them.

Pablo said the show provided English subtitles, which helped him understand the plot. "It was wonderful, and we really enjoyed it."

Following the introduction of China's visa-free transit policy, the number of foreign tourists visiting Zhangjiajie—such as Pablo—has been steadily increasing. To adapt to this change, scenic areas in Zhangjiajie have provided tour guide, signage, and performance subtitle services in multiple languages, including Chinese, English, and Korean, with more languages to be added. Xu Shan, general manager of Zhangjiajie Charming Xiangxi Grand Theater, said scenic areas will install equipment to provide simultaneous interpretation in the future.

According to statistics, from January to July 2026, Zhangjiajie City received 860,700 inbound tourists from 195 countries and regions, a year-on-year increase of 19.01%. Among them, European and American tourists accounted for 34.43%, up 211.36% year on year.

The bustling scene in Zhangjiajie is not an isolated case. In nearby Furong Town, the 60-meter-high Furong Waterfall and the well-arranged Tujia stilted buildings have gained popularity overseas.

Italian tourist Martina saw photos of Furong Town on social media and then traveled to the destination with her friends. At a sachet-making shop in Furong Town, following the shop owner's recommendation, Martina chose a sachet designed to calm the mind and promote sleep. "Because it smells so good," she said.

On August 15, Italian tourist Martina and her friends visit Furong Town in Xiangxi Tujia and Miao Autonomous Prefecture, Hunan. The photo shows Martina (1st, L) and her friends buying sachets. (Photo/Chen Shuyi, Chinanews)

At a snack shop not far away, a couple also from Italy was having a meal, and they ordered rice tofu, dumplings, and noodles. Francesco thought rice tofu, a local specialty, was delicious. "Italians love spicy food too, so we're used to it here," he said.

In 2025, Furong Town received 338,000 international tourist trips, a year-on-year increase of 57.14%. What many foreign tourists may not know is that Yongshun County, where Furong Town is located, was once a nationally designated poverty-stricken county. Yongshun is part of the Xiangxi Tujia and Miao Autonomous Prefecture.

Zhong Fei, chairwoman of Hunan Huaxia Investment Group—which jointly operates Furong Town with Yongshun County—said that the group is committed to ensuring that not a single household is relocated, noting that the lives of the local people are the most beautiful and heartwarming scene of all. "As a showcase of China's rural ancient towns, Furong Town is also a calling card we present to the world."

Zhang Wenfeng, a young Tujia man from Furong Town, runs a homestay right across from the Furong Waterfall. Its prime location attracts many tourists to stay and dine there. He said overseas tourists mainly come from Southeast Asia, Europe, and the United States, usually staying for one or two days, and staff communicate with them using translation apps.

Furong Town's iconic nightscape —where waterfalls gleam like liquid gold and stilted houses sparkle with lights— has transformed the town from a daytime stopover into a must-visit nighttime destination.

This article is from Hunan Provincial Government. www.enghunan.gov.cn.
 
Translator: Xiao Juan
 
Chinese source: Chinanews