“Having new experiences is important when it comes to traveling,” explains Saskia Zhao, travel and leisure analyst at Mintel China Reports. “In light of this, companies in China’s travel industry are moving beyond simply offering traditional travel products and are introducing themed travel to the market.

“There are two ways in which themed travel is commonly defined in China: by travel method, for example self-drive tours, or travel itinerary, for example photography or wedding themed. Our research shows that hobbies and in-depth travel experiences are what’s motivating Chinese consumers to try themed travel,” she said.