Tailored Journeys - Embrace Cultural China

Our Story

ShangTours was born from a deep passion for travel and exploration.

In the summer of 2023, three visionary serial entrepreneurs came together with a brilliant idea: to tap into the vast potential of China’s domestic tourism market. One of the founders, a seasoned industry expert with 25 years of experience, brought a wealth of knowledge, while the team’s enthusiasm set the stage for ShangTours' journey.

In just one year, thanks to our unique perspective on the domestic tourism market and our carefully curated routes, ShangTours achieved extraordinary results. With a total revenue of 180 million RMB (approximately 24.6 million USD), our team rapidly grew from three people to a dynamic group of over 30 professionals. We also forged deep partnerships with leading tourism platforms and influential industry IPs. This remarkable growth underscores the strong appeal of domestic tourism in China and the team's unwavering commitment to creating unforgettable travel experiences.

China is a vast land blessed with breathtaking landscapes, a rich history, diverse cultures, and rapidly developing technology. These invaluable resources not only benefit the domestic population but also offer endless surprises for global tourists. Recognizing this potential, and with a solid foundation in place, ShangTours officially launched its inbound tourism business in early 2025.

Our mission is clear: to present an authentic, diverse, and captivating China to the world. Travel, for us, is not just about ticking off tourist destinations—it’s about fostering cross-cultural communication. Through meticulously designed travel routes, we aim to offer global travelers immersive experiences rich in cultural significance.

We are committed to guiding tourists deep into the heart of China—allowing them to connect with the profound heritage of ancient traditions, marvel at modern wonders, and experience the warm hospitality of the Chinese people. We also showcase China's remarkable modern achievements, like the high-speed rail network that connects cities in record time and the ubiquitous mobile payment system that makes life easy. This is the essence of ShangTours: a company born from our love for travel, our grand vision, and our dedication to sharing China’s unique charm with the world.

Our Team

At the core of ShangTours is a diverse and experienced team. Each member is passionate about creating seamless, meaningful experiences for our guests. Together, we bring decades of expertise in travel, PR, Marketing and hospitality, collaborating to deliver a travel experience that feels both authentic and luxurious.

Denise Chen

Head of Inbound Business Division

Denise brings over a decade of PR and Communications expertise across Greater China and Southeast Asia, with experience in travel, education, hospitality, and F&B sectors. Fluent in both Mandarin and English, she has partnered with top global brands like InterContinental Hotels, VisitScotland, and the British Embassy in Beijing. Combining an entrepreneurial mindset with a grounded, approachable personality, Denise enjoys exploring local cafes and seeking out the next great coffee spot when she's not caring for her three-year-old son.

Zhiguo Wang

Co-Founder & Chairman

A veteran of the travel industry, Wang has more than 25 years of experience in both inbound and outbound tourism. His extensive network and deep knowledge of China’s tourism landscape have made him a trusted expert in curating authentic cultural experiences. Outside of his professional life, Wang enjoys road trips and outdoor adventures with his family.

Jingjiao Pian

Co-Founder & CEO

A serial entrepreneur, Pian brings a wealth of experience in retail and e-commerce to ShangTours. With an impressive track record of growing businesses rapidly, she is focused on crafting personalized, compelling travel experiences. Outside of work, Pian loves to spend quality time with her 10-year-old daughter, enjoying family trips, skiing, swimming, and painting.

Our Vision

In the name of travel, embark on a wonderful journey of deep exploration of the real China

At ShangTours, we have a bold vision: to become the leading cultural travel pioneer in China, offering unique, in-depth tours for global tourists. Our philosophy is simple yet powerful: by crafting travel experiences rich in cultural elements, we seek to fulfill the deeper needs of our travelers—helping them realize their long-held dreams.

Whether it’s a romantic honeymoon, a family trip to introduce children to China’s rich culture, or a relaxing getaway with parents to create lasting memories, ShangTours tailors each journey to meet the desires of our guests. Through our expertise in different regions of China, detailed itinerary planning, and personalized service, we ensure that every traveler has a fulfilling and rewarding experience.

China is a land where ancient traditions and modern innovation exist in harmony. From its preserved intangible cultural heritage to its vibrant communities, from high-speed railways to digital advancements, China’s unique charm is evident everywhere. Our carefully crafted itineraries not only showcase the country’s awe-inspiring natural landscapes—from the Himalayas to the picturesque beauty of Guilin—but also focus on fostering meaningful interactions with local communities. These experiences provide a genuine understanding of China’s diverse lifestyles, offering a truly immersive cultural tourism experience.

We are also deeply committed to responsible and sustainable tourism, ensuring that each journey has a positive impact on both the tourist and the destination. Our goal is to safeguard the beauty and cultural integrity of China for future generations.

At ShangTours, we go beyond typical travel experiences. We believe that every trip should leave a lasting impression. From expertly planned routes to passionate guides, we’re dedicated to presenting a real, diverse, and captivating China. We believe that when travelers step foot in this country, they’ll fall in love with it, just as we have.

Why Choose ShangTours?

Embarking on a journey to China is like opening a door to a world of ancient wonders, diverse cultures, and breathtaking landscapes. At ShangTours, we are dedicated to providing you with an extraordinary China experience, creating memories that will last a lifetime.

Tailor-Made Journeys Just for You

We understand that every traveler is unique. Whether you’re passionate about culture, nature, food, or modern technology, our team will work closely with you to design a fully personalized itinerary. From the historic grandeur of the Great Wall to the serene charm of a Hangzhou tea house, we ensure every stop aligns with your interests, making your China journey one-of-a-kind.

Pure Exploration, Focused on Experience

We believe your time in China should be about discovery and immersion, not shopping. Our tours are completely free of commission-based shopping stops. Instead of being pulled into stores, you’ll have more time to explore the heart of China. Stroll through the Forbidden City and uncover the secrets of ancient emperors, drift on a bamboo raft along the picturesque Li River in Guilin, or get up close with adorable pandas in Chengdu. With ShangTours, you’ll experience the real China—unfiltered and authentic.

Real People, Always Here for You

When you choose ShangTours, you’re not just booking a trip—you’re gaining a team of dedicated travel consultants. From your very first inquiry, you’ll be connected with professionals who are passionate about China and committed to making your journey perfect. Wondering when is the best time to visit the Great Wall? Want to add a special activity to your itinerary? Our team is available 24/7 via online chat, phone, or email to assist you. Whether it’s adjusting your plans or solving unexpected issues, we provide seamless support every step of the way.

Meet Like-Minded Travel Companions

Travel is not just about exploring the world—it’s also about sharing experiences with others. Whether you’re traveling solo or with loved ones, we carefully design social interactions to help you connect with new friends from around the world. Share the joy of climbing the Great Wall with fellow travelers or chat with international friends in a traditional tea house in Lijiang. These unique social experiences will become some of your most cherished travel memories.

Premium Travel Experiences to Fulfill Your Dreams

We are committed to creating unforgettable travel memories while helping you fulfill long-held dreams. Whether it’s a romantic getaway with your partner, fulfilling a promise to show your children the world, enjoying a relaxing vacation with your parents, or embarking on a solo adventure to meet like-minded travelers, we craft every journey to meet your deepest desires, ensuring each moment is meaningful.

We don’t chase the cheapest travel products—we focus on delivering premium experiences. From priority access to international-standard 4- and 5-star hotels to small-group tours and exclusive access to attractions, we ensure every detail is seamless, making your China journey unforgettable.

Choosing ShangTours means more than just a trip—it’s an opportunity to fulfill your dreams and create lifelong memories.

Get in touch with one of our travel consultants now and start planning your personalized China journey today!”