Dan Niu, a former bank employee, now leads cycling tours through Shanghai’s alleyways, giving international travelers a glimpse into the city’s everyday life. His tours provide a unique perspective on Shanghai, far from the usual tourist trail.
Cycling Tours: A New Era of Intimate Travel Experiences
- Dan Niu’s cycling tours give international travelers a half-day glimpse into everyday Shanghai.
- The tours allow travelers to stop and chat with locals at breakfast spots or dance with retirees in public squares.
- This approach reflects the growing demand for culturally distinctive experiences in China.
China’s visa-free policies have led to a significant increase in inbound tourism, with over 20 million visa-free trips recorded in 2024, a 112.3% increase year-on-year, according to the National Immigration Administration.
The growth of inbound tourism has created opportunities for people with foreign language skills like Dan. The travel agency, GZL International Travel Service, has expanded its multilingual guide team to around 30 people, including 14 new members hired since late 2023.
The Value of Human Connection
“What we’re seeing goes far beyond language assistance,” says Zhou Weihong, deputy general manager of Shanghai-based travel agency Spring Tour. “The human connection is still highly valued, even in an era of instant AI-powered translation.”
While technology can translate, it cannot guide. The warmth of a smile and the bond forged in a shared moment still require the human touch. The agency has included the 2025 Formula 1 Chinese Grand Prix in its tour packages, offering international visitors an exclusive combination of race event access and carefully curated Shanghai city experiences.
Customized Experiences for Diverse Groups
Xu Junjie, a Japanese-speaking guide, has observed a growing trend in demand for culturally distinctive experiences. Travelers are increasingly drawn to quintessentially Chinese activities like tai chi and calligraphy.
Zhao Da, a Spanish-speaking guide, notes that Spanish tourists tend to have different priorities. They are captivated by China’s natural landscapes and shop for unique Chinese-style fashion items.
Chen Junjun, an English-speaking guide in Shanghai, observes that elderly European tourists seek historical experiences delivered with nostalgia, while Gen Z travelers crave urban exploration, including hidden food gems and street culture.
Personalized Itineraries for High-End Travelers
Xu Kai, a specialist in high-end travel, curates personalized itineraries that give visitors access to lesser-known, authentic experiences. He notes that visitors often remark on how different China is from what they expected.
“What surprises most guests is how different China is from what they expected,” Xu Kai says. “I often hear things like, ‘This isn’t what we imagined at all’, or’seeing is believing’.”
The Rise of Social Media Guides
Yami, a Russian-language graduate student, finds clients through popular Chinese social media platforms. She obtained a tour guide certification in early 2024 and began offering services through Xiaohongshu, or RedNote.
Yami receives a flood of inquiries through RedNote. In the second half of 2024 alone, she led 16 Russian tour groups, and the schedule is already fully booked through June this year.
For Yami, guiding is more than just a paycheck. “Through daily interaction, I learn about my guests’ lives back home.
