Into China's dreamscape beyond the clouds

Epitomizing this trend, Zhangjiajie city has emerged as a standout destination.

Official data shows that from January to November last year, the city received about 1.25 million inbound visitors from 192 countries and regions, with a year-on-year increase of 31.1 percent. South Korea is the city's top source market, while Malaysia, the United States, Singapore, Indonesia and Russia are also its key source countries for inbound tourists.

"An obvious change in recent years is that inbound tourists traveling to the city come from diverse countries and regions, not just from Southeast Asia," says Ding Shibiao, 57, deputy general manager of Hunan Star Tours International Travel Service Co. The travel agency mainly receives inbound tour groups from Europe, North and South America.

He recalls that a growing number of inbound tourists had come to Zhangjiajie since around 2010, which prompted him to switch from working as a Mandarin tour guide to an English-speaking one at that time.

"The surge in inbound tourists means more job opportunities and higher incomes for us in the tourism industry. Furthermore, engaging with visitors from different countries and regions has also expanded tour guides' horizons, allowing them to learn about unique customs and cultures," he says.

"Inbound tourists tend to appreciate the picturesque scenery slowly rather than getting a fleeting glance. They are also curious about the daily lives of local residents, such as grocery shopping, square dancing and practicing tai chi," he says.