Even for the tourists from the same region, their interests can vary with their ages. Chen Junjun, an English-speaking guide in Shanghai, observed that elderly European tourists seek historical experience delivered with nostalgic warmth, while Gen Z travelers crave urban explorations, including the city's hidden food gems and vibrant street culture. Therefore, Chen tailors itineraries to suit generational preferences.

　　Xu Kai, another English-speaking tour guide, has seen a noticeable rise in visitors from South America. He also noticed that this year's inbound tourism season started earlier than last year.

　　Specializing in high-end travel, Xu curates personalized itineraries that offer visitors access to lesser-known, authentic experiences.

　　“What surprises most guests is how different China is from what they expected,“ Xu told Xinhua. “I often hear things like, 'This isn't what we imagined at all,' or 'seeing is believing.'“

　　Though consulting tourist agencies remains a choice for many foreign travelers, popular Chinese social media platforms have become a thriving market where tourists discover potential tour guides. This is how Yami, a Russian-language graduate student, finds clients.

　　Living in southwest China's Sichuan Province, home of pandas and spicy hotpot, Yami obtained a tour guide certification in early 2024 and began offering services through Xiaohongshu, or rednote, a popular Chinese social media app.

　　Yami receives a flood of inquiries through rednote. In the second half of 2024 alone, Yami 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 interactions, I learn about my guests' lives back home. It feels like a study-abroad experience, with international visitors bringing the world to me,“ Yami said.