Not sure if you are interested in domestic or international destinatiosn or both.
Also, what baseline you are using to define rich. I'm not sure if you
are asking about the truly wealthy, or just that segment of the
population rich enough to afford a nice vacation.
With that said, here would be a reasonable list:
International: Thailand (mostly beach resorts in the south), Europe
(mostly France, Germany, Italy). Also I would add Australia. Not
easy to get a US visa, but for the rich businessmen, Las Vegas is a
favorite destination. Apparently some Pacific islands are getting
popular (Saipan, possibly Guam) as well.
Within China, Hainan Island is a major attraction.
Also, Tibet and parts of Yunnan Province ("Shangri-la" and Zhuzaigou).
Increasingly, it is becoming popular to take "self-drive" holidays.
Hope that helps.