In recent months, China has seen a strong rise in inbound tourism, fueled by a global wave of interest in “China travel” that went viral on social media last year.
During this year’s May Day holiday, the number of foreign entries and exits reached 1.115 million. This marks a 43.1% increase compared to the same period last year, according to data from China’s National Immigration Administration.
This sharp increase has driven high demand for foreign-language tour guides across the country.
Tour guiding has become a lucrative job. In addition to higher daily service fees, foreign tourists often give generous tips—especially for services in less common languages. Some guides are now earning tens of thousands of yuan per month.
This income potential has attracted many newcomers to the industry. Some are graduates from top universities. Others are overseas returnees or former employees of major tech companies.
But not everyone is pleased with these new faces.
Veteran tour operators have expressed concern. They accuse new guides of offering low prices that disrupt the market.
Traditionally, guide service fees ranged between RMB 300 to 500 per day (around USD 41.60 to 69.40). Now, many new entrants are charging at the lower end of this range. Industry insiders say this is causing increased competition and “market chaos.”
Some experienced guides question how these newcomers—many of whom have limited English skills—are even managing to guide foreign visitors.
The answer lies in technology.
New translation tools are helping bridge the language gap. For example, in Sichuan province, guides use smart devices such as real-time translation earpieces. These tools make it easier to communicate with tourists who speak niche languages.
In Shenzhen, AI-powered translators are being used at tourist sites. These devices work like personal tour guides for foreign visitors.
In Shanghai’s Xuhui District, every municipal tourist information center now uses iFlytek translation machines. These devices help eliminate language barriers and improve the tourist experience.
While technology is opening new doors for aspiring guides, the changes are also raising questions about pricing, quality, and the future of China’s inbound travel industry.
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