When the aroma of bean sand buns wafts into the matchmaking corner of People's Park, when foreign faces enthusiastically join the queue of street square dances, and when understanding laughter erupts in English talk show theaters... These smoky scenes are becoming the freshest footnotes of "China Travel".

In this wave of shifting from "check-in" to "experience" and from "traffic" to "retention", a special group of "cultural ferryman" has emerged. Among them are cultural recommenders who deeply cultivate the local culture, as well as foreign friends who are rooted in China. They use their daily experiences and sincere communication to steer inbound tourism from a "temporary popularity" relying on visa free policies to a "long-term heat" based on deep understanding and emotional resonance.

Unlock the cultural 'password' in daily life

Guess how many green license plate vehicles (new energy vehicles) pass through the intersection in one minute? "This is one of the most memorable random tests for foreign tourists by travel planner Liu Sen. The proportion of new energy vehicles is close to half, which surprised tourists from all over the world. This small observation experiment is one of the many entry points for "ferryman" to guide foreign tourists to refresh their understanding of China.

The "Journey to the East" team that Liu Sen belongs to is composed of four founders who have been ordained halfway and come from different backgrounds. They emerged from the financial industry with a common belief: to showcase a real, three-dimensional, and modern 'Authentic China' to the world.

Before many European and American guests came, their impression of China may still be at the 'backward' stage. They don't know that China's big cities have surpassed many first tier foreign cities in terms of living convenience, "Liu Sen said.

The tour guide of the "Journey to the East" team led foreign tourists to ride electric bikes in the alleys of Shanghai (photo provided by the interviewee)

The route designed by the team abandons the traditional tourist bus style "scenic spot stacking", and combines the "must have" of the Bund, Yu Garden and other places with in-depth experience. They took guests to practice Tai Chi with elderly people who exercise in the morning at Fuxing Park, and learned about Chinese family values at the blind date corner of People's Park; They strolled through the French Concession, telling the story of Shanghai a hundred years ago and uncovering the history of Shikumenli, Fang, and Cun that even locals may not know.

We don't want to take a tour bus to see the well-known Bund, "said Baha, a tourist from the Netherlands. He has traveled to about 50 countries with his partner and was inspired by the futuristic and vibrant Chinese images on social media. For them, the real attraction lies in 'going out to play with Chinese people and learning more about local life'.

Sun Shuli, who has been deeply involved in the field of inbound tourism for many years, has witnessed and participated in the trend of "China Travel". The team she founded provides in-depth city walks and cultural experiences for foreign tourists in Beijing and Shanghai, and has received over 38000 visitors so far.

Telling Chinese stories well means not only understanding China, but also understanding the connection between China and the world, and finding the entry points that can resonate. Instead of telling cold data, Sun Shuli prefers to chat with tourists about the fireworks in the alleys, the life stories of street corner shops, or the active daily lives of retired elderly people in the park. These vivid aspects of life often captivate foreign tourists and leave a deeper impression.

These local "ferryman" keenly perceive and respond to cognitive biases, transforming words such as "safety," "convenience," and "vitality" into tangible and vivid details through a meal of authentic local dishes, a casual conversation with the vendor, and a random dance in the park.

Sincere 'Anli' from the perspective of foreigners

The longer I live in China, the more I want to tell more people about the goodness of China. "More and more foreign friends have rooted themselves in China and become the most sincere cultural disseminators, using a" foreigner's perspective "to build communication bridges

French girl Le Gaixi (nicknamed "Lele") fell in love with China after studying at Fudan University at the age of 19. The tourism company she runs, "Arcade," is named after Huang Jialue, the first French Chinese dictionary compiler in history.

In the past few years, she has led Chinese and foreign tourists through the streets and alleys of Shanghai, reading architecture, listening to history, and perceiving the present while walking. From the initial cultural tour that combined French learning, to the current approximately 30 routes covering topics such as history, architecture, and literature, Lele has continuously expanded the boundaries of the "walking classroom".

On September 22nd, Le Gaixi introduced her exploration of the City Walk route in the studio. (Photo by Chen Haoming)

I was born in France, but grew up in China and can be said to be completely 'Made in Shanghai'. Nowadays, Lele is not only a narrator of urban culture, but also a connector of understanding between China and foreign countries. With a dual identity as a 'foreigner' and a 'China expert', she answers questions for international tourists who are new to the city

Another more direct emotional resonance occurs on stage. In cities such as Shanghai, Beijing, and Chengdu, English talk shows are not only a cultural consumption choice for foreign residents and Chinese people, but also a unique window for foreign tourists to understand contemporary China. The English comedy label Spicy Comedy has held over a thousand performances in Shanghai, and American actor George and South African actor Ian have found that sharing personal lives is the fastest way to break the ice. When you talk about family, interests, and some very personal things, the audience will say 'me too', we are all the same, and this sense of commonality is crucial, "George said.

Ian has lived in China for 20 years, and the rapid changes in the city and the cultural collision with his wife in Shanghai are his materials. It's really cool that a performance can help people from all over the world understand China through laughter, "said Ian.

The audience completed the emotional resonance from confirming the fact that "China used to be like this" to "Chinese people used to think like this" through laughter. American tourist Jon Baldridge sighed, "In the multicultural atmosphere where English serves as a medium, I feel like I'm relaxing at home

These foreign 'ferry workers', due to their dual cultural backgrounds, not only dissolve the sense of unfamiliarity but also provide an internal perspective. They are not only guides, but also cultural translators and emotional communication bridges, making tourists who come from afar feel understood and able to resonate.

Sow 'seeds' in deep resonance

Whether it is the "inward excavation" of local recommenders or the "outward narration" of foreign friends, cross-cultural communication originates from the most authentic interaction. This interaction has made cultural dissemination no longer a one-way output, but constantly heating up through integration.

In Liu Sen's team, there is a touching follow-up story: a pair of Norwegian tourists, after experiencing a deep tour of Shanghai, decided to customize this service as a special wedding gift for friends who are about to honeymoon in China, and requested to include personalized segments full of blessings in their itinerary to convey their friendship.

Sun Shuli believes that her job is not only to explain scenic spots, but also to "sow a seed" in the hearts of foreign tourists through authentic and warm daily narratives.

In December 2025, the team of inbound tourism planner Sun Shuli led foreign tourists to experience Chinese calligraphy in the Dashilan district of Beijing. (Image provided by interviewee)

Almost every day, tourists express their shock and gratitude to her. Many tourists do not come specifically for this purpose. Some make layovers, while others are on business trips. However, after a brief experience, they often feel unsatisfied and plan to return in the future to explore more. They often say that the real China they see is very different from what they imagine, "said Sun Shuli." We hope that at least after this seed is brought back, they can tell the people around them what the real China looks like

The 'seed' effect is still fermenting in practice. Dutch tourist Baha and his partner had originally planned a several week trip to China, but due to immersing themselves in the experience of going deep into the city, it has now lasted for six months. China is the first place, "Baha said." The technology and applications here are highly futuristic, and the 5000 year history and culture are well preserved. "They began to seriously consider the possibility of settling in Shanghai.

The transition from 'China Travel' to 'China Life' is precisely the recognition brought about by deep cultural experiences. ”Deng Xiujun, Vice Dean of the School of International Journalism and Communication at Beijing Foreign Studies University, stated that an increasing number of foreign tourists are no longer satisfied with just browsing through fleeting scenic spots, but are eager to gain a deep understanding and emotional connection across cultures through equal interaction, authentic storytelling, and participation in daily life.

These "cultural ferryman" emerging in the wave of new media are not only practitioners of international communication, but also bridges for cross-cultural dialogue. They are using a unique folk perspective and personalized narrative, allowing the world not only to see the speed of high-speed rail, the convenience of payment, and the prosperity of cities, but also to feel the spirit of the Chinese people, the warmth of society, and the resilience of culture, "said Deng Xiujun.

Culture knows no borders and can truly connect. This two-way rush and integration deepen understanding and quietly grow love. (Reporter Yao Yujie, Zhang Jingyi, Zhou Xinyi)

Editor: Lu Jiaqi