The latest report by global consulting firm OC&C Strategy Consultants shows that the size of the leisure market in China has huge headroom to grow.
It has become the second largest leisure market in the world with a production value of $479 billion, just after the US.
Four sectors of the market - cruise trips, theme parks, sports and food delivery - have high potential growth in consumption, according to the report.
Cruise trips and theme parks display much more potential than the other two sectors.
Figures from Cruise Line International Association show that the number of cruise passengers in China reached 2.1 million in 2016, which only accounted for 0.16 percent of the total population in China, much lower than the figures of developed countries.
"China's new middle class consists mainly of the post-80s generation. Compared to the earlier generation, they are more willing to spend time and money to indulge themselves with material possessions," said an insider.
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