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Experiences for Tourists Get Personal in China
Tourists often find group travel involves rigid schedules and frequent shopping stops, but personalized travel experiences are increasingly popular in China, offering a refreshing alternative.
“Our principle is simple — we never rush our guests,” says Yang Wei, a private travel planner in Ningxia Hui autonomous region.
Yang, a former media professional, started personalized travel planning in 2013. Initially challenging, her business gained traction through well-crafted content on short video platforms, attracting a large following.
“We provide comprehensive services throughout the trip,” Yang explains. Her team customizes itineraries, offers guided tours, and handles travel photography, hotel, and ticket bookings. They also advise on appropriate attire and packing essentials.
Appealing to high-end tourists, Yang’s team designs unique travel routes, including desert adventures and stargazing tours in Ningxia.
“The number of tourists peaks in July and August, but this year saw a surge as early as April,” Yang notes.
According to the Ministry of Culture and Tourism, China recorded approximately 295 million domestic tourist trips during the five-day May Day holiday, a 7.6 percent increase year-on-year. Data from Alipay showed significant growth in cross-city payments in cities like Zhongwei and Wuzhong in Ningxia.
“Tourists increasingly prioritize cultural experiences,” says Xi Meinong, a homestay owner in Ningxia. His homestay regularly hosts art exhibitions and cultural events, inviting artists to enrich the cultural environment for guests.
Study tour guide Xue Kun blends education with travel, enhancing students’ understanding of local history and culture through detailed explanations.
“We design study tours based on students’ knowledge and cognitive abilities, incorporating sites like the Western Xia Imperial Tombs, Helan Mountain rock paintings, and Shuidonggou archaeological site,” Xue explains.
Zhang Xiaomin, from Guangzhou, was impressed by the changes in her hometown of Ningxia on a personalized tour last summer.
“It was incredible to sit on the sand at night and enjoy shows, music, and the starry sky. Ningxia’s services have significantly improved,” Zhang says.
Zhou Shanyu from Zhejiang had a similar experience on a study tour in Ningxia, where she and her child participated in a straw-net-paving activity in the desert to reduce wind speeds and stabilize sand dunes.
“Children need hands-on experiences beyond books,” Zhou says.
Emerging professions like travel planners, homestay managers, and study tour guides are revitalizing tourism and creating job opportunities for young people.
Looking ahead, Yang plans to expand her business internationally. “Travel is not just about sightseeing; it’s about immersing in the local culture,” she says, predicting greater segmentation and diversity in China’s tourism market.
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