Exotic landscapes and immersive culture experiences also attract Chinese tourists.
An Li, vice-president of Airbnb China, said ecotourism in Brazil, especially its rain forests and wetlands, has aroused more interest from Chinese tourists for home-sharing services, with the number doubling from last year. China also is the biggest source of rental service users among all the BRICS countries－Brazil, Russia, China, India and South Africa.
Ctrip's report also pointed out that most of its users choose to travel for four to six days, while a growing number of tourists prefer to travel longer. A quarter of Ctrip customers chose to travel between seven and 10 days, up 140 percent year-on-year, and 13 percent prefer more than 10 days, up 300 percent from a year earlier.
"I booked my trip to Greece for this Golden Week for 11 days, and I don't have a solid travel plan in Greece but simply will do whatever or go wherever I feel like," said Xu Jinhao, 26. "I don't want to join a group coach trip to 15 European countries on a tight schedule within 10 days like what used to be favored. I'd rather spend more time to understand a country from all aspects."
Domestic destinations are also getting more popular. According to the China National Tourism Administration, 593 million tourists traveled during this period in 2016, up 12.8 percent year-on-year. It generated 482.2 billion yuan ($73.9 billion) in revenue in all areas, up 14.4 percent year-on-year.