Themed travel generally requires more physical and intellectual engagement, Zhang Yi says.
Most destinations are off the beaten path, and offer more natural and cultural elements, he adds.
Popular domestic destinations include Sichuan province and the Tibet autonomous region. Africa, South America and Europe host favored international hot spots.
Outbound tours typically span eight to 12 days and cost around 15,000 to 25,000 yuan, depending largely on distance.
Trips within China generally last six to eight days and are priced at around 7,000 yuan.
Themed travel often costs about 40 percent more than conventional trips but offers more services.
"The guides have more expertise and may be professional photography, hiking or diving coaches," Zhang Yi says.
"For example, you may need a coach to teach you how to hike at high altitudes when trekking in Nepal."
