Beijing is experiencing a new wave of tourism innovation in 2025. Forget standard sightseeing—global travelers are now choosing fully personalized tours, driven by the Chinese mainland’s expanding visa-free policy. According to the Beijing Municipal Bureau of Culture and Tourism, the number of visitors booking custom itineraries rose 35% in the first ten months of 2025 compared to the same period last year.
"Travelers want deeper stories and flexible routes," says Michael Yao, a top guide who has led over 200 bespoke journeys this year. "They ask about local artisans, modern art spaces, sustainable dining spots—they don’t just want landmarks, they want meaning."
This year, the Chinese mainland opened visa-free access to citizens of 15 countries, from Germany and Australia to the UAE. The move accelerated demand, especially among digitally savvy Gen Z and millennial travelers seeking Instagram-ready moments off the beaten path.
In response, a wave of multilingual guides has emerged. Many are bilingual in English and Mandarin, while others speak Spanish, French or Arabic. Guide agencies report a 50% increase in applications from locals with language skills and urban research backgrounds since January.
Data from TravelMind, a Beijing-based startup, shows 68% of respondents aged 18 to 35 would pay up to 20% more for a tailor-made experience. Popular requests include private hutong walks with street food tastings, hotpot workshops led by local chefs, and green tours that highlight urban farming projects on the city’s outskirts.
Looking ahead to 2026, industry experts predict the trend will broaden to other Chinese mainland cities like Xi’an and Chengdu, as visa policies and tech-driven platforms continue to unlock immersive travel. For young global citizens and business professionals alike, Beijing’s custom tour boom marks a shift from passive sightseeing to active, culture-rich exploration.
Reference(s):
cgtn.com
