Many of the inquiries came from people who had never previously considered traveling to Zhangjiajie.
Some discovered Zhangjiajie through social media videos of the towering sandstone pillars. Others arrived after seeing short clips of local customs and village life.
The influx of visitors quickly taught Li another lesson: attracting international travelers was only the beginning.
"Many foreign visitors don't want to spend the entire day checking attractions off a list," he said. "They want to interact with people and understand local life."
At first, his team offered itineraries similar to those designed for domestic tourists. The results were mixed.
"That's when we realized we had to help those people understand a place beyond simply touting the landscape."
One European family initially planned a simple cable-car excursion. Instead, Li's team suggested a gentle rainforest hike. "The children could touch plants, look at insects and ask questions," Li said. "It turned out that the parents loved it."
They applied the same idea to cultural tourism.
Rather than limiting visitors to performances and demonstrations, Li's company incorporates hands-on experiences such as Tujia ethnic brocade weaving, the Baishou dance — a Tujia group dance often performed at festivals and celebrations — and traditional silverwork.
