Seeing China to understand it

'China Travel' wave sweeping the globe stokes demand for tour guides and translators, Hou Chenchen reports.

Bidding farewell at the airport to her group of tourists, 34-year-old Hou Suyun could barely contain her emotions. An elderly couple from the United States noticed her mood swing and pulled her in for a group photo. In the picture, all three smiled, their eyes glistening with tears.

"At that final moment, we closed the distance between us," she says. "Even if we never meet again, I will always remember that moment."

From Shanghai to Shenzhen, Hou accompanied her tourists during a ten-day cruise journey, guiding them to discover the charm of East China's coastal cities. Hou left her job in data analysis last year, deciding to pursue a new career path as a local guide.

In 2024, as China further optimized its visa-free transit policies, a wave of "China Travel" swept across the globe. The National Immigration Administration of China issued 2.597 million visa permits to foreigners, marking a 52.3-percent increase year-on-year, while visafree entries reached 20.115 million, surging by 112.3 percent compared to the previous year.

With this surge came a growing demand for foreign-language tour guides and translators to cater to the curiosity of these international travelers.

In 2024, approximately 310,000 people in China applied for the tour guide qualification certificate, a notable increase from the previous year's 200,000, according to China Central Television.

A clear trend is the rise in applicants with higher education and foreign language backgrounds, according to Travel Daily, a Chinese media outlet specializing in tourism. For instance, Fujian province in East China recorded 531 applicants for foreign language tour guide qualification certificate tests in 2024, a surge of over 180 percent compared to 2023.

"Under such circumstances, many fresh faces have joined the tour guide industry," Hou says. As a travel enthusiast who has always loved interacting with people from different cultural backgrounds, she sources clients through social media and intermediary services, guiding English-speaking tourists around Shanghai and its surrounding areas.

Zhao Wenyu, 22, who majored in Spanish and international business, is based in Beijing. She spends her free time working as a part-time tour guide for visitors from Mexico and other Latin American countries. Years of language study and an exchange program in Mexico helped her quickly adapt to the rhythm of tour guiding.

Likewise, Chongqing-based 28-year-old Kang He, with two years of experience in the field, welcomes English-speaking tourists in this Southwest China's city. Kang obtained an official Chinese tour guide license before formally receiving clients, thus he could connect with tour groups from around the world through major travel agencies.

Bridging people

Johanna St, 25, an insights analyst based in Germany, visited Shanghai in December with her guide, Hou, exploring some of the city's popular tourist spots, including Yu Garden and the Bund. However, as she mentioned, what she appreciated most was experiencing the authentic side of Shanghai.

"I loved spending time at local cafes and restaurants, exploring markets, and even playing table tennis. These activities gave me a more authentic feel for the city," she says, adding that stepping beyond the typical tourist experience allowed her to view China from a more local perspective, which was exactly what she had hoped for.

As a vegetarian, Johanna found it challenging to navigate local cuisine, but her guide introduced her to a variety of vegetarian-friendly dishes and ensured she always had great options.

"Random food combinations, like Oreo on savory pizza and cheese in tea, really stood out for me ... She (Hou) even taught me how to cook traditional dishes, so I could bring a taste of China back home to my family," she says.

Johanna says she noticed a growing trend of content promoting China as a travel destination. "This kind of content is increasing awareness of China's beauty and encouraging more people to visit. I believe the relaxed visa policies are playing a key role in boosting tourism interest."

"Most people are shocked and amazed when they arrive in Shanghai, feeling that the city appears even more developed than some places in the United States," Hou says.

Like Johanna, most of Hou's clients come from Europe or the US.Their main impressions of Shanghai were its technology, prosperity, cleanliness, safety, and bustling crowds.

In Beijing, tour guide Zhao has hosted family tour groups and professionals in the foreign trade industry. "Around major events like the China Import and Export Fair (Canton Fair), many foreign exhibitors come to explore the city as well," she says.

Mexican tourists are particularly fascinated by the high-tech aspects of daily life in China, such as mobile payments. "In Mexico, offline payments are still the norm, and less than a quarter of the population uses bank cards," she explained. "They find our newer technologies like palm-print payments and facial recognition payments incredibly novel and almost unimaginable."

Cosmopolitan metropolises like Shanghai and Beijing are often referred to by international tourists as the "beginner's village" of China travel. However, for some, exploring beyond these major cities presents more challenging choices. Chongqing, internationally renowned on social media as a "cyberpunk city", also has a softer, more serene side.

"Everyone comes to Chongqing for its three-dimensional night views, but you can also climb Nanshan Mountain (Chongqing South Mountain) to overlook the Jialing River or take a half-hour high-speed train ride to experience the surrounding nature," Kang says. "What makes Chongqing most appealing is the seamless blend of nature and urban life."

However, stereotypes and cultural differences still persist. For instance, Zhao's clients are puzzled by the Chinese habit of eating pig's trotters, while Kang's tourists struggle to adapt to the spiciness of Chongqing's cuisine. In such situations, the explanations and adaptability of tour guides become crucial.

"Some visitors arrive with stereotypes, like the idea that Chinese people eat dog or cat meat, but after seeing things for themselves, they realize that's not the case for everyone," Zhao says.

"Foreigners are often curious about things we take for granted... I need to shift perspectives to explain the deeper reasons behind these phenomena," Hou says.

When Hou's cruise passed by Xiamen, a city in East China's Fujian province, they took a ferry to visit Gulangyu Island. On the return trip, the last ferry was extremely crowded, with some tourists even being pushed onto the boat.

"At first, international tourists were a bit upset, thinking these people were being rude. I encouraged them to put themselves in the locals' shoes — if you were one of them, working on the island every day and this was the last ferry home to meet families, you'd also push your way on," Hou says.

"China is a country with a large population, and when you experience life as a local, you'll develop more empathy for how Chinese people live," she says.

Mirroring self

In this cross-cultural exchange woven through travel, it is not just foreign visitors to China who are constantly updating their perceptions. Through the lens of these "Western mirrors", these young cultural ambassadors are also reexamining their own culture and reflecting on their connection to the world.

What left the deepest impression on Kang was a large family tour group from the Philippines. The grandfather was an overseas Chinese who had moved to the Philippines in the 1980s, while his high school-aged granddaughter spoke fluent Chinese, thanks to her grandfather sending her to an international school in Fujian.

"Many overseas Chinese or ethnic Chinese families want to bring their children to see China. Their lifestyle habits are quite similar to ours, and they're very eager to learn about Chinese culture," Kang says.

"They often ask me enthusiastically about the stories behind certain places. There's a growing appreciation for Chinese culture, and China's image is becoming increasingly positive."

Hou says that being a tour guide has given her a continuous opportunity to learn about what China is and what Chinese culture represents.

To better introduce the temples they visit during tours, she has delved into the study of ancient Chinese religious culture and philosophical thought, thoroughly enjoying the process of acquiring new knowledge.

Having studied abroad, Zhao is already very familiar with Mexican culture, yet her interactions with Mexican tourists still often touch her deeply.

"I once shared a room with a Mexican girl around my age. We talked late into the night," Zhao recalls. "I shared the pressures and challenges in my life, and she comforted me with such sincerity. It's truly precious to meet a friend from another country in your own homeland and connect on such a deep level."

As a college student, Zhao often feels the anxiety of academic and job pressures, but interacting with tourists from Mexico and other Latin American countries always brings her a sense of healing through their outlook on life.

"'Vida la Vida' (Long live life) — I really love this famous Spanish saying and the philosophy of life it conveys," she says.

During the 10-day cruise, Hou also made many friends. "Many guests left positive reviews or their contact information, telling me to visit them if I ever come to the US.It was incredibly touching, especially as someone new to the industry," she says.

In February, Hou passed the exam for China's foreign-language tour guide certification and is now considering becoming a full-time guide.

Zhao, on the other hand, found career inspiration through her guiding experiences. In the future, she hopes to work in cross-border trade between China and Latin America.

"From applying for visas and flying here to navigating unfamiliar apps, it's not easy for these foreign tourists to visit China," Hou says.

"If, by the end of our time together, our interactions help them understand the real China, that's the greatest reward for me."

Gao Yuxi contributed to this story.

Contact the writer at houchenchen@chinadaily.com.cn.