After more than a decade of rapid growth, the Chinese outbound travel market is seeing more Chinese travelers who are independent, sophisticated and eager to seek out new experiences, industry experts say.

Previously, many inexperienced Chinese tourists stuck to well-known sites, and it didn't take a lot of expertise to win their business. But that, they said, is changing.

"The desire of seasoned Chinese travelers to experience authenticity and nature is getting bigger," said Wolfgang Arlt, director of the China Outbound Tourism Research Institute.