Laoshan Mountain is a popular scenic area in Qingdao, Shandong province. [Photo by Xu Lin/China Daily]

"It's essential to combine one's travel in Italy with the local culture to enhance experiences. Italy is an ancient country but quite fashionable. It boasts the largest number of UNESCO World Heritage sites-54-and many luxury brands. That's why Chinese tourists love the country so much."

She says the travel agency recently unveiled a one-day tour that allows Chinese tourists to take a bus to visit small towns scattered among cities like Rome and Florence. Italians who speak fluent Chinese tell them about local life and culture in detail.

"Chinese previously preferred group tours," she says.

"But such flexible products are increasingly popular as more independent travelers delve into local culture."