About us
We began with a simple passion: to bridge worlds through authentic travel. While guidebooks show you China’s monuments, we introduce you to its soul, the whisper of the Great Wall at dawn, the reflection of karst mountains on the Li River, and the laughter shared over tea with a local family. We don’t just plan trips; we curate human connections.
Founded by cultural experts and local guides with over a decade of experience, we specialize in small-group, immersive journeys that prioritize depth over checklist tourism. From designing private routes through hidden gems to offering real-time insider support, every detail is crafted to ensure your experience is seamless, meaningful, and unforgettable.
Travel with us is not just about seeing, it’s about feeling. Let’s explore together.

Our Journey

From a Single Seed to a Forest​

2012​​ · Started in Beijing, focusing on in-depth inbound tours.​​

2015​​ · Silk Road itinerary recognized; team expanded to Shanghai.​​

2018​​ · Served over 5,000 travelers; established "small-group, deep travel" model.​​

2020​​ · Strengthened local partnerships with 50+ communities during the pause.​

​2025​ · The passion remains. Ready to write the next chapter with you.

Our Philosophy

Travel is a profound dialogue between people and place​

We believe that true travel is not a checklist of sights, but a deep reading of a land and its culture. Every journey we design is sustainable and responsible—we enter each destination as if visiting an old friend, respecting local traditions and supporting community growth, ensuring that travel becomes a bridge for mutual appreciation.

In our philosophy, slowing down is a virtue. We resist rushed itineraries and insist on the power of empty space, time for you to gaze at the sunset over Dunhuang’s dunes, or chat with an elder by West Lake. It’s often these unplanned moments that become the most treasured part of a journey.

We are not just itinerary planners—we are translators of culture. We strive to transform China’s rich cultural tapestry and vibrant local stories into experiences you can understand and connect with. Because true exploration begins with curiosity, and ends with connection.

Our Promise

Travel that Gives Back​

At Explore in China, our journey is defined by responsibility. We are committed to:

  • ​​Cultural Integrity​​: We pledge to deliver only authentic and profound cultural encounters. We see ourselves as guardians and interpreters of culture, never staging "shows" for tourists.
  • ​​Environmental Stewardship​​: We are dedicated to "Leave No Trace" principles, minimizing single-use plastics, prioritizing low-carbon transportation, and encouraging reusable bottles.
  • ​​Community Partnership​​: We ensure our travels benefit local communities. We hire local guides, and direct a portion of our profits to support local education and cultural preservation.

We believe that responsible travel makes the world smaller and connects hearts.

Why Explore in China?

Depth, Authenticity, Peace of Mind​​

Why journey with us amidst all the options?

  • ​​Depth Over Checklists​​: We skip the superficial. Our itineraries, crafted over months by our on-the-ground experts, are designed to take you beyond the tourist trail to discover the vibrant China you won't find in guidebooks.
  • ​​Authentic Human Connections​​: The best moments often come from human interaction. We facilitate meaningful encounters—from conversations with intangible cultural heritage masters to sharing tea with local elders—to bring your journey to life.
  • ​​End-to-End Peace of Mind​​: From inquiry to journey's end, your dedicated consultant is available 24/7. We provide complimentary SIM cards and help set up mobile payment, allowing you to navigate China as effortlessly as a local.

Choosing us means choosing an exploration that is profound, authentic, and seamlessly supported.