The travel agency is very optimistic about its business for 2013. "This year's outbound tourism will have faster growth than last year for sure, although the exact number isn't clear yet," Zhang said.

The nation's outbound tourism market is becoming more diversified, offering something for almost any age or income, he said.

More travelers

Encouraging developments on the visa front might mean even more overseas trips. Zhang noted that getting a visa is a key hurdle for many Chinese outbound travelers.

Mauritius, the island country in Africa, began offering a visa exemption for Chinese travelers at end-October. China and Thailand are also talking about bilateral visa exemptions for tourists.

The United Kingdom announced an easier visa application process for Chinese travelers this month.

"Many Chinese travelers will be encouraged by the easier visa application to the UK," said Christopher Rodrigues, chairman of Visit Britain, the UK's national tourism agency.

Chinese travel agencies and airlines have already started to prepare for the new business that will be generated by these moves.

Ctrip, the largest online travel agency in China, will add new offerings for Thailand when the visa-free policy takes effect, said Pu Yue, production manager of Ctrip's tourism department.

It's already relatively easy to get a Thai tourist visa, Pu noted. But even if there's no explosion in visitor numbers, "more independent travelers will visit the country, if they do not need to apply for a visa," she said.

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