Jiang (far right) and her team pose for a photo with guests in Shanghai. (Photos provided to the People's Daily)
If "Shanghai travel" brings to mind only the Oriental Pearl Tower, Yu Garden or the Wukang Building, you may be missing what a new generation of young Chinese entrepreneurs is offering, one that is reshaping how foreign tourists experience China.
Jiang Xi, co-founder of the travel agency Eastbound and Beyond, and three friends in their 30s are pioneering new experiences for international visitors in Shanghai. Their tours combine must-see landmarks with immersive activities and historical storytelling in English, including a Shanghai breakfast experience, a French Concession walk and explorations of traditional watertowns.
Guests take part in a hands-on workshop on traditional Chinese noodle rolling.
Turning habits into business
Having lived, studied and traveled in cities around the world, Jiang said the company grew out of a shared passion for travel and a desire to present a more authentic China.
"We started as two couples who all love traveling. One of us is drawn to history, another is good at trip planning, and together that inspired us to create a platform where human stories come first," she said.
Rather than the traditional whirlwind tour, the agency stands out with products that emphasize lived experiences. These include visits with local residents, firsthand storytelling and moments that capture the rhythms of daily life in China.
On one tour, visitors were taken to Fuxing Park to see how retirees spend their days, and were even invited to join in the dancing. While walking through longtang, Shanghai's traditional alleyways, guests spotted local residents waving from their balconies, giving them a glimpse of the area's charm, warmth and hospitality.
A tourist joins seniors dancing in Fuxing Park.
"Whenever I visit a new city, I don't just take in the sights and food. I like imagining what it looked like centuries ago," said Jason, another co-founder. "And when it comes to history, China has no shortage of incredible stories."
One visitor, Maura from Ireland, recalled enjoying a history tour along the Bund while sampling spring rolls. Jiang added that the tours are so engaging that some Shanghai parents even sign up their children, hoping they can practice English while learning about the city's past.
The website provides detailed information on pricing and services. (Screenshot from Jiang's company website)
The company currently focuses on Shanghai, offering both private and public tours. Private tours typically run about four hours or more, with prices starting at $69 per adult and $55 per child. Day trips to nearby Suzhou and Hangzhou are also popular, featuring tea tastings and other local culinary experiences.
Scenes of a tea-tasting experience in Suzhou featured on the website. (Screenshot from Jiang's company website)
A multicultural edge
Jiang believes the team's global exposure, combined with professional backgrounds in finance and technology, sets them apart from many industry peers.
"This background gives us a standardized, replicable way of thinking, as well as an open mindset," she said. "It allows us to communicate with overseas visitors on equal footing."
Many of the agency's clients are seasoned travelers, ranging from multinational executives to MBA students. In addition to sharing historical context, the team also introduces visitors to China's latest economic trends and business landscape.
"We explain brands like Pop Mart, Moutai and CHAGEE, and why business models operate differently in China," Jiang said.
She has even taken visitors to experience stores for drone manufacturer DJI and new-energy vehicle showrooms, and, when interest arises, arranged site visits and discussions with industry investors.
Guests visit a Chinese car brand showroom.
Behind these offerings is a rigorous internal training system. "We have strict standard operating procedures for our tours, covering routes, stops and commentary," Jiang said. "For a three-hour product, the procedure alone can exceed 10,000 words."
Positive outlook
With the company now in its third year, Jiang remains confident and committed to its prospects.
"Inbound tourism in China is still far smaller in scale than in international cities like Paris or Rome," she said. "But with China's continued development and opening up, we see enormous potential ahead."
Looking forward, the company plans to develop nightlife and cultural experiences, while also expanding to Beijing and the Yangtze River Delta as overseas arrivals increase.
"Outbound travel is also a possible direction for future growth," Jiang added. "We are committed to refining our product offerings and bolstering our brand presence."