Tourism has been growing fast in recent years to be a pillar industry in China's economy. Data from the China National Tourism Administration shows tourism contributed more than 10 percent to the GDP in 2015. The number of tourists and their spending increased significantly over the past five years both domestically and abroad.

In the 13th five-year plan, China will focus on improving the quality of tourism services and expanding supply. Investments in the sector are expected to grow at annual rate of 14 percent from 2016 through 2020.

Tourism will be integrated with other sectors to provide more differentiated services.

"Tourism should integrate ageing care and fitness. Sports tourism, medical and health tourism will emerge to be new forms of development," said Peng Decheng, National Tourism Administration.

"Any company, in the age of a tourism expansion, can succeed only if it is able to provide more differentiated services. I think this is what Chinese firms should attempt to do."