Splendid isolation

People want to visit the poles because of a deeply held human yearning for nature and harmony, according to Yu Xueyong of Souluniq. "The poles are the world's last continents, and they are more or less unpolluted. They are sacred places in many people's hearts. People coming back from the trips usually have just two words to describe their feelings - 'purity' and 'awe'," he said.

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Even though a year has elapsed since Bao Cheng took a trip to the Antarctic, it seems like yesterday. "I never tired of standing on the boat, watching the floating blocks of ice and their clear reflections in the water. When I think of that world, composed entirely of blue and white, it's beyond me to describe its charm," said Bao, owner of a home-decoration company in Beijing.

"When I was in the Antarctic, I was inspired by a kind of awe of nature. I think more wealthy people should purify their souls through a trip like that," he said.

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"There's no mobile phone coverage at the South Pole, and when we were on the ship we were totally divorced from the outside world, including business, workloads, pressure and all of life's other cares. My friend told me that the nights he spent in Antarctica provided the smoothest and steadiest sleep he'd ever experienced," said Liu Wenrui.

In addition to the improvements in services and promotional activities, the attractions offered by the countries lying closest to the poles have also contributed to the rise in visitor numbers.

"Although polar travel only accounts for a very small share of the tourist market at present, it has immense potential," said Chen Jie.

"We also hope to use the trips to raise people's environmental awareness. We invite scientific researchers, polar and environmental experts to deliver onboard lectures," he said.