Deep within the Ailao Mountains, an uninhabited stretch of southwestern China’s Yunnan province, a surge of thrill-seekers is risking everything for a taste of adventure.

Drawn by viral videos by influencers capturing the treacherous beauty of the region, tourists are flooding this once-hidden destination during the National Holiday between Oct. 1 and Oct. 7.

But as visitors venture into the mountain’s core zones — areas known for unpredictable weather, weak communication signals, and dangerous wildlife — authorities are sounding the alarm, warning that the surge in foot traffic could lead to serious accidents or worse.

Stepping in to address the growing risks, the Chuxiong branch of Ailao Mountain Natural Reserve on Sunday issued a notice prohibiting unapproved activities in sensitive areas to protect biodiversity, prevent forest fires, and ensure visitor safety. Violators face fines of up to 5,000 yuan ($703).

Part of this surge in visitors can largely be attributed to Zhang Junjie, a handmade paint maker whose documented solo journeys into the Ailao Mountains have recently amassed millions of views. In a series of videos, Zhang showcases his search for rare materials — from yooperlite to emerald — for use in his distinctive paint creations, drawing attention to the once-hidden region.

Zhang’s videos resemble outdoor survival shows: He treks through silent, dense forests marked by warning signs of bear sightings, navigates winding rivers, explores hidden caves, and encounters wildlife such as snakes and bats.

This unpredictable journey has only added to the thrill of the surrounding Ailao Mountains, which also served as the inspiration for “Yunnan Worm Valley,” part of the popular “Candle in the Tomb” Chinese adventure novel series by Zhang Muye.

As Zhang’s videos amass millions of views on Douyin, China’s version of TikTok, tourists have flocked to what was once a lesser-known destination. A small section of the mountain is now open to visitors, and a recent video shows cars stretching for miles as tourists wait to enter.

But the enthusiasm doesn’t stop there — many are eager to venture beyond the developed sites, seeking unique experiences and untouched nature in the mountain’s remote regions.

On Oct. 4, popular blogger Chen Duoduo shared that she had entered the “core area” of Ailao Mountain and spent the night in the forest. Sixth Tone also found that dozens of bloggers were live streaming their own journeys through the mountains.

Ailao Mountain Natural Reserve is divided into core, buffer, and experimental zones, with tourism allowed only in the experimental areas.

According to the tourism regulator in Xinping County, which administers part of the region, the Ailao Mountain tourist site receives over 500,000 visitors annually. During the ongoing National Day holiday, the region saw over 50,000 visitors, a 15% increase compared to the previous year.

The core areas pose numerous dangers due to their complex geology, unpredictable weather, and weak communication signals. Tourists risk getting lost, falling off cliffs, or encountering wild animals, authorities warned, urging visitors to stay within the developed and designated tourism zones.

“We should maintain a sense of reverence for nature,” said one upvoted comment on the warning posted on Douyin.

Ailao Mountain stretches for hundreds of kilometers along the Yunnan-Guizhou Plateau, with an average altitude of over 2,400 meters. While its dense forests make it one of China’s richest ecological reserves, the complex terrain makes it dangerous for explorers.

In 2021, four geological surveyors from Yunnan’s natural resources research center went missing and were later found dead. They succumbed to hypothermia after being exhausted by prolonged mountain climbing and extreme weather conditions, including sudden winds and a rapid drop in temperature.

As the crowds swell at popular tourist hotspots during holidays, a growing number of travelers are opting for off-the-beaten-path destinations, seeking more unique and quieter experiences. From the forests of southwest Yunnan to the Taklamakan Desert in Xinjiang Uyghur Autonomous Region, these remote regions are attracting those looking to escape the usual tourist trail.

With this rise in alternative tourism, safety concerns have taken center stage in recent years. Following a series of tourism-related tragedies, local authorities have implemented stricter rules for camping and outdoor activities since 2022. Ahead of this year’s National Holiday, the central government issued a warning, urging travelers to prioritize personal and financial safety.

Editor: Apurva.

(Header image: The Ailao Mountains, Yunnan province, 2016. IC)