Inbound tourism surges on curiosity about evolving China

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Many of the inquiries came from people who had never previously considered traveling to Zhangjiajie.

Some discovered Zhangjiajie through social media videos of the towering sandstone pillars. Others arrived after seeing short clips of local customs and village life.

The influx of visitors quickly taught Li another lesson: attracting international travelers was only the beginning.

"Many foreign visitors don't want to spend the entire day checking attractions off a list," he said. "They want to interact with people and understand local life."

At first, his team offered itineraries similar to those designed for domestic tourists. The results were mixed.

"That's when we realized we had to help those people understand a place beyond simply touting the landscape."

One European family initially planned a simple cable-car excursion. Instead, Li's team suggested a gentle rainforest hike. "The children could touch plants, look at insects and ask questions," Li said. "It turned out that the parents loved it."

They applied the same idea to cultural tourism.

Rather than limiting visitors to performances and demonstrations, Li's company incorporates hands-on experiences such as Tujia ethnic brocade weaving, the Baishou dance — a Tujia group dance often performed at festivals and celebrations — and traditional silverwork.

"All those ensure our foreign guests don't just watch, but participate," he said.

Li mentioned a family from Germany that spent an afternoon learning Tujia brocade weaving.

"None of them had ever touched a loom before, and their finished cloth was uneven with imperfect patterns," he said. "But when the workshop ended, the mother got a bit misty-eyed and said it was something they made together, rather than simply a purchase."

For Li, the moment captured why so many travelers now seek experiences rather than attractions. "The mountains gave them a view," he said. "The weaving gave them a memory."