Safety matters

Zheng often says on the trips: "Safety always comes first in the wilderness." Nature reserve staff members protect groups and help them find their way.

Travelers have to fasten their safety belts in the safari vehicles and are never allowed to put their bodies or arms out of the windows. If an elephant is crossing the road, they are instructed to keep quiet.

"Also, you should never make contact with mammals, especially primates, in the wilderness so as to prevent the risk of the transmission of zoonoses," he says.

He emphasizes that visitors should never take living creatures, plant seeds or illegal wildlife products back to China.

Liu Simin, vice-president of tourism at the Beijing-based Chinese Society for Future Studies, says: "This kind of travel can not only broaden children's horizons, but also teach them about natural science. However, it takes time for the market to grow.

"That said, discovering beautiful natural scenery remains the priority for ordinary tourists, and anyone can enjoy these kinds of experiences with their families. In natural-science travel, parents have to focus their energies on studying the subject in detail, but some parents may not be willing to do so."

Liu says that tailored family-travel packages emphasize the need for interaction, and are likely to continue to grow in popularity.