Beijing-based wine executive Guan Qun often travels abroad for work and has holidayed in France, the Philippines, the Maldives and Japan. But his ambition is to explore China's cultural and natural heritage, particularly the wilder reaches of Tibet, Sichuan, Gansu, Xinjiang and Yunnan.
'We're hoping to make a trip to Tibet next year; it's best to go to the tough places when you are younger,' says Guan, 36, who regularly heads off to remote or offbeat destinations with his wife Wu Qian, a television producer.
'There are so many places to see in China and we want to explore more and more; it's something my parents' generation could not do.
'One of my favourite holidays was a driving trip around Shandong province,' he recalls. 'We have also been to Inner Mongolia, to the grasslands. I loved the horse riding, the outdoor life and the chance to stay in a yurt. I particularly like visiting Yunnan; it has such a slow pace of life, talking to local people and spending time in a typical tea-house. It is great for a relaxing holiday when you work in the city.'
Once a luxury for the privileged few, leisure travel is now part of life for tens of millions of mainlanders. And many, like Guan, are seizing the opportunity to get to know their homeland better. The rich history and cultural heritage as well as diversity and sheer size give plenty of choice, whatever their age and income bracket. For some, not having to negotiate cultural and language barriers means fewer hassles on holiday, but shrewd travellers are also seeking more authentic experiences instead of whirlwind tours.
'It takes a lot more time to plan a trip overseas and also costs more money,' Shanghai building contractor Lu Bin, 45, says. 'Language and cultural difference can be major problems for me.'