Exceptional, expensive

When tour is not only about sightseeing and hotels are not just for an overnight stay, the allure of a special experience is increasingly important. Doing something unique gives tourists an incentive to come back.

It is gaining in popularity for the new rich in China as well.

"Reservations for South Pole group tour scheduled at the end of 2013 was full at the beginning of this year," said Wu Zhiyuan with the A&K China office. The 16-day tour - with 10 days spent on the way in and out - costs each of the tour members about 160,000 yuan ($26,052).

"Most of them are couples, wealthy and well-educated, 40 to 50 years old, younger than their counterparts from Europe and the US," said Wu.

She said offering the most knowledgeable and professional private guides is their trump card.