Some tourists prefer to explore rich folk customs and experience the festive atmosphere in small towns, and the booking volumes of hotels in such places have jumped 40 percent from the same period last year, Qunar found.

After the frenetic travel rush during the Spring Festival, the market is expected to embrace a long window during which one can travel by avoiding holiday peaks.

On some popular domestic routes, the prices of flight tickets could be lower than train tickets. For instance, the price of a one-way flight from Beijing to Sanya, the tropical island of Hainan province, could be lower than 400 yuan, said Tuniu Corp, a Nanjing, Jiangsu province-based online travel agency.

By the end of the 14th Five-Year Plan (2021-25) period, more than 100 million healthy elderly Chinese — who have strong purchasing power — are expected to travel frequently. Sales of the elderly tourism market are forecast to hit 1 trillion yuan, according to a projection by the China Tourism Academy.

Tourist spots that can meet diverse and personalized demands will become sought-after and desirable among travelers.

Cities that utilize factors such as modern technologies, culture and art may also become popular tourist destinations, said Dai Bin, president of the Chinese Tourism Academy.

"The increasingly personalized travel demand from Chinese consumers has provided travel agencies with more business opportunities and potential for innovation. While boosting consumer confidence, it is expected to significantly promote the recovery and growth of the Chinese economy and the global tourism market," Dai added.