There's a number of options available if you don't want to use JSX.
For example, if you prefer to use small wrapper functions like `h(MyComponent)` and `div()`, there's `react-hyperscript-helpers` [0].
More recently, Jason Miller published `htm` [1], which provides near-JSX syntax using ES6 template literals, and no build step required. It appears to be a very viable alternative to JSX in many ways.