According to Bauernberger Leo, managing director of the Salzburg State Board of Tourism, being able to relax during a vacation is becoming increasingly important.

"Guests long to slow down and embark in search of themselves, without having to forego numerous options in the process," he said.

Emanuel Lehner, Asia regional manager for the Austrian National Tourist Office, noted there is "tremendous" change in Chinese tourists.

"Chinese people are more used to traveling and more experienced now," he said, noting Chinese are more interested in experiencing a different culture, such as local food and drinks, instead of "rushing from one famous site to another".

Last year Austria welcomed 1 million Chinese travelers, who spent 1.4 million overnight visits, with one-third arriving during the winter season. The homeland of music is keen to introduce its music and culture elements to China's summer resorts to tap a bigger summer market, alongside the booming winter season, in the run-up to the Winter Olympics.