Lugu Lake on the border of Sichuan and Yunnan provinces is a popular domestic destination. [Photo provided to China Daily]
A growing number of travelers are seeking tourism experiences with particular focuses, Yang Feiyue reports.
More Chinese are seeking themed tours to satisfy individual tastes and enjoy in-depth experiences.
Roughly 30 percent of families with annual incomes between 100,000 and 300,000 yuan ($14,890-44,677) expressed strong interest in themed travel in a recent tourism-consumption survey.
The survey was conducted by China's biggest online travel agency, Ctrip, which compiled a report based on data from 8,000 travelers in 128 cities.
A total of 42 percent have spent over 10 percent of their incomes on themed travel in recent years and planned to spend more this year, the report says.
Ctrip has worked with other parties, such as outdoor clubs and experience-oriented camps, to cater to travelers with specific desires.
Its website offers nearly 30 categories of themed travel.
Photography, hiking, luxury, weddings and cross-country experiences are among the most popular themes.
Chinese visitors drive to Fairbanks in Alaska to see the northern lights. [Photo provided to China Daily]
"The customers have already started changing behaviors, whether we're ready or not," says Zhang Jie, general manager of Ctrip's themed-travel business.
A 2018 McKinsey & Co report on Chinese outbound tourists identified eight experience-seeking categories, such as adventure, stressrelease and shopping.
"But there were only three such categories in 2015," Zhang says.
An ecotourism package featuring cabin stays, bird-watching and leaf collecting in Africa has been fully booked a dozen times since Ctrip began offering it last year.
"But we didn't dare develop similar products years ago because we were afraid travelers wouldn't book them," Zhang says.
"It says a lot about how Chinese have developed more diverse travel needs. They're paying greater attention to details and experiences."
The booking volume for themed tours has doubled annually every year since Ctrip launched a themed-travel platform in 2015, says Zhang Yi, who works for the platform.
Bookings surged by 150 percent and offerings increased by over 50 percent in the first two months of this year.
South Africa's wilderness, polar regions, Europe's "hidden history" and sports events are popular attractions.
Tourists at the pyramids in Egypt. [Photo provided to China Daily]
Themed travel generally requires more physical and intellectual engagement, Zhang Yi says.
Most destinations are off the beaten path, and offer more natural and cultural elements, he adds.
Popular domestic destinations include Sichuan province and the Tibet autonomous region. Africa, South America and Europe host favored international hot spots.
Outbound tours typically span eight to 12 days and cost around 15,000 to 25,000 yuan, depending largely on distance.
Trips within China generally last six to eight days and are priced at around 7,000 yuan.
Themed travel often costs about 40 percent more than conventional trips but offers more services.
"The guides have more expertise and may be professional photography, hiking or diving coaches," Zhang Yi says.
"For example, you may need a coach to teach you how to hike at high altitudes when trekking in Nepal."
Chinese tourists in the Moroccan city of Chefchaouen. [Photo provided to China Daily]
Ctrip plans to finalize the difficulty ratings of various themed adventures in May to enable travelers to choose activities suited to them, Zhang Yi says.
Many female travelers enjoy having professional photographers accompany them to snap shots of their travel experiences.
"They like getting portraits with various landscapes," Zhang Yi says.
Travelers who drive themselves can follow planned routes with traffic instructions, which is especially useful for those driving overseas, he says.
"This allows them a lot of freedom and security."
Shanghai resident Zhai Dehua especially enjoyed the themed tour he took in Iceland last May.
"I'd compared many products and found most offered typical sightseeing and driving routes," the 26-year-old says.
He enjoyed hiking on the Vatnajokull glacier, exploring a blue-ice cave and riding local horses on Black Beach.
"Experts offer trekking guidance, and explain how the glacier and beach were formed, and why the horses look like they do," Zhai says.
His 10-day trip cost a little more than 30,000 yuan.
He believes it was good value for money and plans to take more themed trips because he values the in-depth experiences.
"Themed tours aren't necessarily expensive," Zhang Yi says.
"Travelers don't have to opt for high-end hotels and facilities. We hope more people will experience themed travel to learn and experience more, enabling travel to play a greater role in life."
