Global EditionASIA 中文双语Français
China
Home / China / Society

Destination self-improvement

Niche market caters to those who prioritize their well-being rather than pursuing conventional tourism

By YANG FEIYUE | China Daily | Updated: 2025-05-02 07:22
Share
Share - WeChat
Adults join a class on enamel works from the Yuan Dynasty (1271-1368) at the gallery. [Photo provided to China Daily]

Whenever Qin Shan feels like recharging her batteries after getting tired of the frenzied pace of urban life, she opts for retreats that blend travel with immersive learning experiences.

These retreats, often held in serene locations like Dali and Lijiang in Southwest China's Yunnan province, serve as a unique form of study tourism, combining self-discovery workshops with the refreshing effects of travel.

"I usually take such trips twice a year, and they are the best of both worlds," says the Beijing resident, who is in her 30s.

Unlike conventional tourism, these experiences have enabled her to focus on introspective development through structured coaching sessions that cover self-reflection and experiential learning.

"I have got to take things in perspective — revisiting my personal values, life vision and current challenges," says Qin, who is a psychological consultant.

She takes a special shine to activities that are designed to foster the mind-body connection, often leveraging the natural surroundings for deeper engagement.

"Escaping urban routines by visiting scenic environments helps me step away from daily stress activators and get my second wind while working through professional hurdles, particularly as I am also an entrepreneur," she explains.

In addition to interactions with professional coaches, Qin says a key draw is the like-minded community.

"Participants are typically open, curious individuals who have enriched the experience with their diverse ideas and offered me inspiration," she notes, adding that group discussions have often led to "energy shifts", leaving her motivated long after the trip ends.

Qin's preference has been part of a growing trend among urban professionals seeking purpose-driven trips that offer more than just sightseeing.

Those adults often select destinations and programs aligned with specific topics they'd like to explore.

Although such learning and travel experience involves higher costs, Qin has viewed them as investments in her well-being and professional development.

Hu Juehong has developed a niche study tourism market catering to those who prioritize self-improvement over conventional tourism. She left her corporate training role at an auto company in 2019.

Hu first established the Juezhi Academy in Ningbo, East China's Zhejiang province. The facility began as a traditional coaching firm for auto executives.

Yet, client feedback revealed a dilemma.

"Employees would joke, 'Why drag us to military-style team-building on weekends when we're already exhausted?'" she recalls.

This sparked her pivot.

1 2 3 4 5 Next   >>|
Top
BACK TO THE TOP
English
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US