Leaping into the great outdoors

In addition to hotels, visitors are drawn to places such as wooden houses, caravan accommodation and campsites.

"Our highlight is the one-stop travel experience, with creative events to attract tourists to visit again," says Tang Zhao, chief executive of Sunarea Group, which owns Sunshine Valley.

Activities range from outdoor entertainment to education. Children can observe insects on a guided tour, ride horses, shoot arrows and draw paintings. Child minding is also offered so parents have time to enjoy themselves.

"Young people are prone to follow trends and are very picky when it comes to tourism," Tang says. "They're very aware of what they are going to get out of it and like going to places that offer comfort and style. They also use social media to tell others about their travels."

Good quality is paramount in tourism, she says. The company's research team creates new products and puts on various events to cater to the demand of visitors.

Sunshine Valley has worked with the French sporting goods retailer Decathlon to establish temporary themed campsites in the village, to promote camping culture among tourists.

They also organize a flea market on weekends in which parents and children can exchange secondhand items with others. Visitors can form friendships with people in rural areas as well as connect with like-minded people, Tang says.

"Camping is like returning to one's roots," says Jian He, 40, a veteran camper. "In the morning you're woken by chirping birds and babbling streams."

He was greatly impressed when he visited a camping exhibition in Japan in 2017 and was exposed to Japan's colorful camping culture, especially glamping. "They decorate camps like their own homes, with different styles," he says.

He had just created the camping essentials brand Yogui and decided to adjust the design of products so as to introduce the lifestyle of glamping to China.