Out of all the places I’ve visited in the world, few have challenged my perceptions as much as China.
Comparatively close to Australia, China offers much of what Aussies seek most in a getaway: fantastic food, unique culture and a genuine diversity of places to stay.
China may have historically been passed over in favour of destinations such as the UK, US or Japan, but the tide is turning. Australian visitor numbers to China topped 700,000 in the past year – up by almost 100,000 on the year prior – making it one of the fastest-growing outbound destinations for Australians, and the fifth most-visited country overall.
According to recent ABS figures, China was the second-most popular destination for returning Aussie travellers in March 2026, with 87,560 trips – behind only New Zealand and ahead of the United States.
If you visited China 20 years ago, or your perception is still shaped by ageing travel brochures depicting the Great Wall and the Terracotta Army, consider yourself warned: the China of 2026 is something else entirely. With more than two decades of targeted tourism infrastructure investment behind it, today’s China boasts all the attributes of a world-class destination – and then some.
I recently joined a famil organised by Juneyao Airlines, travelling with eight trade professionals to see it for myself. The trip made one thing clear: this is a player ready to compete on the world stage.
Beyond the industrial smog: Zhangjiajie’s mountain magic
Our famil was unusual in that we weren’t heading to the big bucket-list sights. Instead, we went somewhere else entirely: Zhangjiajie, and later, Fenghuang.
Zhangjiajie is a famed mountain resort in Hunan Province, best known as the inspiration for James Cameron’s Pandora in Avatar. Natural beauty isn’t something we always associate with China, but from the moment we arrived, it was what stood out more than anything else.
With its soaring cable cars, bungee jumping and glass bridge, Zhangjiajie has everything you’d want from a world-class mountain resort. We were greeted on arrival by local government representatives and traditionally dressed women bearing flowers – a warm welcome that set the tone for the trip.
After a beautiful lunch featuring a lazy Susan piled high with mouthwatering local delicacies, we made our way to Tianmen Mountain, and most notably, the 999 Steps (also known as the Stairway to Heaven).
A short drive brought us to the cable lift, which was something to behold in itself, rewarding us with sweeping views over the lush, green landscape. The 999 Steps are a must for anyone who likes a challenge: 999 stone steps carved into a cliff face, leading up to an archway. It was here that the scale of Zhangjiajie’s international appeal became clear – guests from India, Germany and the US greeted us as we climbed. At the top, we were met by the beautiful, eerie Heaven’s Gate: an archway framing a pool shrouded in fog.
The magic continued that evening with the Tianmen Fox Fairy Show, a surprisingly funny live musical about a village man who falls in love with a magical fox spirit. Staged against the backdrop of the Tianmen Mountains, the show blends tradition with modern staging and tech.
Chasing thrills at Zhangjiajie Grand Canyon
For thrill-seekers, the Zhangjiajie Grand Canyon delivers in a big way. Its record-breaking glass bridge sits 260 metres above the canyon floor, offering a front-row seat – or rather, bridge – to waterfalls, forest and gorge. Feeling brave? You can bungee jump straight off it.
For a slightly gentler adrenaline hit, guests can try the Zhangjiajie Grand Canyon High-Altitude Zipline. Spanning 358 metres, the surprisingly smooth ride lets you soar over the canyon floor from more than 300 metres up. It’s a beautiful rush.
That evening we attended the Zhangjiajie Charming Xiangxi Show, a large-scale gala performance featuring gymnasts. One particularly impressive act saw three young men climb a ladder and balance on each other’s shoulders at height.
Fenghuang: old-world charm meets modern-day buzz
After a four-hour drive, we arrived in the delightful town of Fenghuang – for me, a real highlight of the trip. Set along a beautiful river, it’s the perfect blend of old and new, and it’s easy to see why it’s regularly named one of the most beautiful towns in China.
We were instantly charmed by the cobblestone streets, lined with vendors selling clothes, snacks and the odd Labubu. Young women in traditional Chinese dress wandered the lanes, filming TikToks and livestreams against the historic backdrop – old and new China, side by side.
Fenghuang truly comes alive at night. A river cruise, lined with live performers, is not to be missed. Later, we ventured into town, where the pubs were lit up with live bands and performers well into the evening.
Why China’s second cities deserve a second look
China isn’t the destination it was a decade ago – and for agents whose clients still picture smog-choked cities and standard-issue Great Wall tours, that’s a story worth retelling. Zhangjiajie and Fenghuang offer everything the modern traveller wants: adventure, natural beauty, culture and nightlife, without a queue for the Terracotta Army in sight.
With Australian visitor numbers climbing and Juneyao Airlines expanding its reach into these lesser-known regions, China’s “second cities” look increasingly well placed to capture a share of the outbound market – if agents are willing to pitch beyond Beijing and Shanghai.
