Destination self-improvement

Whenever Qin Shan feels like recharging her batteries after getting tired of the frenzied pace of urban life, she opts for retreats that blend travel with immersive learning experiences.

These retreats, often held in serene locations like Dali and Lijiang in Southwest China's Yunnan province, serve as a unique form of study tourism, combining self-discovery workshops with the refreshing effects of travel.

"I usually take such trips twice a year, and they are the best of both worlds," says the Beijing resident, who is in her 30s.

Unlike conventional tourism, these experiences have enabled her to focus on introspective development through structured coaching sessions that cover self-reflection and experiential learning.

"I have got to take things in perspective — revisiting my personal values, life vision and current challenges," says Qin, who is a psychological consultant.

She takes a special shine to activities that are designed to foster the mind-body connection, often leveraging the natural surroundings for deeper engagement.

"Escaping urban routines by visiting scenic environments helps me step away from daily stress activators and get my second wind while working through professional hurdles, particularly as I am also an entrepreneur," she explains.

In addition to interactions with professional coaches, Qin says a key draw is the like-minded community.

"Participants are typically open, curious individuals who have enriched the experience with their diverse ideas and offered me inspiration," she notes, adding that group discussions have often led to "energy shifts", leaving her motivated long after the trip ends.

Qin's preference has been part of a growing trend among urban professionals seeking purpose-driven trips that offer more than just sightseeing.

Those adults often select destinations and programs aligned with specific topics they'd like to explore.

Although such learning and travel experience involves higher costs, Qin has viewed them as investments in her well-being and professional development.

Hu Juehong has developed a niche study tourism market catering to those who prioritize self-improvement over conventional tourism. She left her corporate training role at an auto company in 2019.

Hu first established the Juezhi Academy in Ningbo, East China's Zhejiang province. The facility began as a traditional coaching firm for auto executives.

Yet, client feedback revealed a dilemma.

"Employees would joke, 'Why drag us to military-style team-building on weekends when we're already exhausted?'" she recalls.

This sparked her pivot.