By mid-September, four days of the eight-day National Day and Mid-Autumn Festival holidays have been booked, he says with a mix of pride and exhaustion.

"The demand for a blend of photography and cultural storytelling shows no sign of slowing down," Ma says.

Sun Na, manager of the overall travel photography operations at the iconic cultural landmark Badaling Great Wall, says the business has attracted visitors for a range of special occasions, from proposals and graduation celebrations to family reunions and diaspora homecomings.

"We are not simply using the Wall as a backdrop but are opening a channel for emotions to resonate with ancient civilization," Sun says.

Epic grandeur, ritual significance and a distinct Chinese imprint are guiding the principles behind everything from location selection to style choices, she explains.

Sun's team has developed narrative-driven themes such as Guarding the Great Wall, the Silk Road Envoy, and Moon Over the Frontier, incorporating costumes that bear historical elements and dignified poses to reflect the Great Wall's solemnity.

"While Chinese tourists often seek to integrate into the historical tapestry through traditional hanfu attire or cheongsam, international visitors tend toward contrast — posing in modern wedding gowns, or even suits, against the ancient stones, expressing vitality against silence," Sun observes.

According to Qichacha, a leading business information platform, China's travel photography market still has considerable growth potential.

More than 6,000 travel photography enterprises are currently in operation nationwide. In 2024 alone, over 2,500 new businesses were registered, a year-on-year increase of over 22 percent.

Taierzhuang ancient town in Zaozhuang city of Shandong province prepared to welcome visitors with Mid-Autumn Festival-themed photoshoots inspired by Chang'e, the moon goddess.