In praise of low profiles

With a mix of curiosity and excitement, Samar Keekeni let out a small squeal as she slipped a carrot into the wide, eager mouth of a giant milu deer.

The 28-year-old woman from Tunisia was visiting the Dafeng Milu National Nature Reserve in Yancheng, Jiangsu province, in mid-April, and this up-close encounter was unlike anything she had experienced before.

"At first, I was a little scared when one of the deer came right up to my face," she says with a laugh. "But the way it gently took the carrot from my hand — and the way it chewed, so calm and cute — it melted my heart. I just kept feeding more of them as I walked through the reserve."

Though she has seen deer before, this felt different.

"This wasn't like a zoo. I was seeing wild animals in their natural habitat and learning about their lives. It's really impressive," says Keekeni, who came to China in 2023 to work as an English teacher at Jiangnan University in Wuxi. Since then, she has visited 24 cities in eight provinces, driven by a deepening fascination with China's culture, people, and natural beauty.

The reserve is a symbol of conservation triumph. Once extinct in China, a small population of 39 milu deer, also known as Pere David's deer, was reintroduced from the UK in 1986. Over nearly four decades of dedicated breeding and protection efforts, the 39 have flourished, growing into a thriving population of 8,216 deer, accounting for nearly 70 percent of milu deer in the world, according to the reserve administration. Of these, 3,553 roam freely in the wild.

This remarkable transformation is just one reason the reserve has earned its place among the Top 100 Must-See Destinations in Asia in the 2025 Word-of-Mouth Travel Rankings released by leading online travel agency Trip.com Group.

The rankings cover 291 destinations around the globe and were selected through a combination of user reviews, smart algorithms, and curated content, to offer inspiration and guidance from planning to booking.

The list includes some 1,500 hotels, 800 attractions, 800 restaurants, and nearly 400 night experiences, connecting visitors to rewarding travel routes through the Recommended Itineraries feature.

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.

Capitalizing on this momentum, Yancheng authorities say they are planning to go deeper.

The goal is to tell the city's story to the world in more compelling ways, officials stated during the ceremony. That includes tapping into the city's cultural roots, from its heritage as a center for making sea salt, and revolutionary history, to its vast reservoir of intangible cultural heritage.

Plans are underway to develop more immersive experiences, such as study tours, bird-watching expeditions, wellness retreats, and golf tourism.

New attractions and dynamic events, like marathons, music festivals, and esports tournaments are being launched to engage younger travelers and create cultural moments that resonate both online and in life.

City leaders also hope to enhance Yancheng's visibility abroad by improving inbound tourism services, especially in light of China's relaxed visa policies.

Wang emphasizes that domestic tourism itself is evolving.

"Besides families, we're seeing growing interest from two rapidly emerging groups: young travelers and retirees. These groups have distinct preferences, and offerings must meet their lifestyle needs, with better experiences and personalized service."

For travelers like Keekeni, these changes only increase the country's allure.

"China stands out as a travel destination because of its blend of tradition and modernity," she says. "In Shanghai, you can be surrounded by futuristic skyscrapers and, in the same day, walk through an ancient town where people still dress in traditional styles. It feels like time travel — seeing the past and future coexist. That's something truly special."

The food alone, she adds, is worth the journey. "As I travel more, I realize how incredibly varied Chinese cuisine is. Every region brings a new surprise, and I love learning the stories behind each dish and place."

The convenience of domestic travel doesn't hurt either. "It's affordable to travel around China. The public transportation system — subways, high-speed trains, even flights — makes it so easy to get anywhere," she says.

Keekeni has shared her travels through videos and photos on social media, and her content has found an eager audience. Some of her travel videos have garnered over 26,000 views, reflecting the growing international interest in China as a destination.

"I want to show people the real China," she says. "There's so much beauty, warmth, and surprise here. I'll definitely be exploring more of the places on that top destination list."