20,000 strangers flock to Chinese man's wedding, turning small town into tourist hotspot

A viral wedding invitation has transformed a little-known town in southwestern China into an unexpected tourist destination, attracting nearly 20,000 visitors and filling hotels and restaurants.

Nearly 20,000 people traveled to Luowang Town in Zhaotong City, Yunnan Province, on Oct. 30 to attend the wedding of 24-year-old Xu Chenghong after he invited strangers to his celebration on social media, The Beijing News reported.

Having grown up with limited family support, Xu took on various jobs and reportedly saved more than 160,000 yuan (US$24,000) to marry his girlfriend, Luo Chui. As the wedding neared, he realized he did not have enough relatives and friends to fill even a few banquet tables, Mothership reported.

In a video posted on China's Douyin, Xu invited members of the public to attend.

The invitation quickly went viral, prompting thousands to express interest in attending.

The influx of visitors from across China rought an immediate boost to local tourism businesses.

According to China's Red Star News, local accommodation providers reported 100% occupancy on Oct. 28 and 29, while nearby hotels were fully booked by Oct. 30.

Restaurants also saw a sharp rise in revenue, with some owners saying business was comparable to the Lunar New Year period. Many extended their opening hours and brought in extra staff to handle the crowds.

Zhaotong's tourism authorities moved quickly to turn the unexpected influx into an opportunity to attract visitors to the wider region.

On the evening of Oct. 29, Zhang Mai, deputy director of the Zhaotong Municipal Bureau of Culture and Tourism, visited Xu's home to assess preparations and the town's capacity to accommodate the crowds.

Zhang said visitors traveling long distances to attend the wedding should be treated as guests of the local community, adding that tourism authorities should work to ensure they had a positive experience, Jimu News reported.

The bureau coordinated with 11 counties and districts across Zhaotong to prepare for the influx.

It also worked with local tourist attractions to offer discounted admission tickets, encouraging wedding guests to extend their stays and explore the region.

Authorities also promoted local specialties, including Zhaotong apples and tianma, a medicinal herb commonly used in traditional Chinese dishes.

However, the sudden influx has also highlighted the challenges of managing large crowds in a rural destination not accustomed to mass tourism.

Zhang said the number of visitors arriving within a short period had placed pressure on traffic, parking and security arrangements.

Zhaotong City in northeastern Yunnan Province is a historic gateway along the ancient Southern Silk Road, known for its plateau landscapes, diverse ethnic culture and cool summers.

Far from the heavy tourist crowds of Dali or Lijiang, the lesser-known city offers deep canyons, ancient history, and raw mountain landscapes.