Our Story

Victor Shu

- Founder and Chairman of China Highlights

Victor ShuVictor Shu

First, we should introduce Victor, our founder. His launch of China Highlights was on the same day Google was born (talk about good omens!).

Once a tour guide himself, Victor was frustrated by China's vanilla group tours - rigid schedules, hidden costs, and uninteresting detours. He thought, there's got to be more to exploring China than this!

Victor dreamed up a better way. He wanted to take travelers away from the cookie-cutter attractions and take them where the genuine experiences were: stirring conversations with local farmers, homey comfort food at local-frequented bistros, and the uncharted treasures of nature.

So, on September 4, 1998, Victor rolled up his sleeves and launched China Highlights. His mission? To make China discovery your way possible for travelers like you.

And here we are, over 25 years later, still passionate about delivering travel experiences that are personalized, authentic, and, most importantly, loads of fun!

Victor Shu
Victor Shu
Victor Shu

Meet Our First Customers

Meet Avner & Hanna, our very first customers back in 1998. Their journey started in the picturesque city of Guilin with China Highlights and sparked a friendship that has spanned over two decades.

They developed a special bond with Victor, and became more than customers - they became part of our Highlights Travel Family. Over the years, they've explored China's stunning landscapes with us, always trusting our personalized travel services for their adventures.

In 2019, they paid a visit to our new office in Guilin for a heartfelt reunion. Their ongoing support and friendship remind us of the personal connections we strive to build with all our guests at China Highlights.

Meet Our First Customers
Meet Our First Customers
Meet Our First Customers

Steven Zhao

- CEO of the Highlights Travel Family

Steven ZhaoSteven Zhao

"Since my early beginnings at China Highlights in 2004, I've journeyed through various roles to stand where I am today. Along this path, an enduring passion for history and travel has shaped me, allowing me to see that the keys to our future often lie within the wisdom of our memory."

"I revel in bringing my history books to life through my travels, with my adventures taking me to Europe and along the historic Silk Road into Central Asia and Iran. These deep dives into culture and history constantly invigorate me, fueling our determination to bring our personalized, stress-free travel services to the globe."

"Through all our journeys, our mission remains clear: to create travel experiences that are not just trips, but beautiful memories that last a lifetime. I look forward to accompanying you on this transformative journey to experience China, Asia, and the world - in your own unique way."

Steven Zhao
Steven Zhao
Steven Zhao

Lissy Xu

- Founder of Asia Highlights

- Marketing Manager of the Highlights Travel Family

Lissy XuLissy Xu

"I started my journey as a German-speaking guide in China, making inspiring connections and sharing unique adventures. It sparked a vision in me to extend personal travel beyond China, leading to the birth of Asia Highlights in 2016. "

"Also a proud mother of two wonderful girls, I've faced the typical challenges of family travel -from endless online options to satisfying everyone's interests. This inspired my mission: to offer families and couples personalized and stress-free journeys, crafting beautiful trips into beautiful memories."

"But my journey hasn't been all smooth sailing. I'm a cancer survivor, a tussle with life that has only made me more resilient and determined. Every step I have taken, every hurdle I have overcome, has strengthened my belief: that persistence and travel are the keys to enriching life."

"Today, my goal is to bring our unique touch to Asia and beyond. Life, much like travel, is an incredible journey embedded with lessons, experiences, and precious moments. No matter where the journey takes us, we can't wait to help create these precious moments for you and your loved ones, one unforgettable trip at a time."

Lissy Xu
Lissy Xu

Our History

2018 www.globalhighlights.com launched for global travel
2016 www.asiahighlights.com launched for Asia travel
2013 China Highlights was the first tour company in China to promise "Absolutely No Shopping, No Detours, No Factories".
2011 Russian version www.chinahighlights.ru and Italian version www.viaggio-in-china.it launched
2009 Spanish version www.viaje-a-china.com launched
2008 French version www.voyageschine.com launched
2005 The first travel company in China to adopt PayPal as a payment method
2003 German version www.chinarundreisen.com and Japanese version www.arachina.com launched
1998 China Highlights founded and our first customers visited Guilin!

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China Highlights International
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Address: Building 6, Chuangyi Business Park, 70 Qilidian Road, Guilin, Guangxi, 541004, China