China’s tourism industry is heading toward high-quality development amid diversifying and expanding market demand, said an industry report.

They are willing to pay more for cultural immersion and better experiences such as tasty food and lodging comfort, according to a report jointly released by the China Tourism Academy and Mafengwo, a travel services and social networking platform. Outdoor adventures and customised routes are the most prominent new trends of the country’s outbound tourism in 2019, the report found.

Smaller Chinese cities proved to have strong market potential, as 28 of the 50 cities with the fastest-growing popularity for DIY tours are third-tier cities, data from Mafengwo showed.