US-China People to People Exchanges: A Transformative Playbook

By Aki Yang

“Our executives are planning a visit to the United States in October to gain insights, particularly in the cutting-edge field of AI. They are eager to learn from top universities and engage with leading companies. Cultural experiences are also a priority, so in addition to corporate visits, we plan to arrange museum tours and cultural interactions including sports events, led by professional scholars for a deeper understanding.”

This brief from a China-based corporation reflects a growing trend. This year, we’ve seen a surge in corporate demand for study and learning trips to the United States. In May, we facilitated a trip for 40 Chinese executives to California and Los Angeles, where they engaged with industry experts and professors. Even before we could even promote that trip, more companies reached out for similar arrangements.

Interest in US-China exchanges extends beyond the corporate sector. Our education practice has organized multiple study trips for business schools, including visits by Ivy League institutions to China. Some US high schools are revitalizing ping pong 2.0 diplomacy to catalyze exchanges between the US and China. From an inquiry perspective, we are witnessing a renewed interest in China-focused programs, planned for 2025 and beyond.

Another area of exchange is affinity programs, which are on the rise. For example, next year marks the 80th anniversary of the end of World War II, and WildChina plans to collaborate with the Royal Asiatic Society and various associations to develop programs that revisit significant World War II sites in China, where the US and China worked together as allies. This includes the Doolittle Raids, where the Chinese played a critical role in saving downed pilots in Zhejiang, and the Flying Tigers, who, serving in the China-Burma-India Theater, were instrumental in the war effort in Chongqing and Yunnan. Veterans and their families, as well as history buffs, are showing increased interest in this form of travel. These programs foster people-to-people exchanges between China and the US, celebrating their shared history and deepening mutual understanding.

While the increase in people-to-people exchanges between the US and China is promising, it’s evident that the evolving landscape of US-China interactions demands a new playbook. As an experiential travel and educational company, with over 80% of our client base and products centered on the United States and China before COVID-19, we aim to share insights drawn from our recent field experiences and inquiries in 2024.

Changing Narrative: From Culture to Tech-Driven Innovation

The narrative of inbound travel to China is rapidly evolving. While previous trips focused heavily on Chinese history, culture, and iconic landmarks like the Forbidden City and the Great Wall, there is now a keen interest in exploring China’s modern innovations. Travelers are eager to engage with China’s “New Four Great Inventions”—high-speed rail, mobile payments, bike-sharing, and e-commerce. Memorable experiences in our current programs include testing Sharing-bikes, participating in live-streaming events, experiencing fast-food delivery on high-speed trains, and test-driving the latest EV vehicles. This shift underscores China’s transformation from a manufacturing powerhouse to a global leader in innovation.

Increasing Micro-Segmentation: Driving Themed Programs in China

China’s strategic investments in rural infrastructure during the pandemic have transformed tourism dynamics, providing travellers with enhanced logistics and comfort to explore remote areas. This paradigm shift has created new avenues for us to develop specialized programs. We’re witnessing a burgeoning interest in affinity travel, focusing on themed programs centered around food, nature, and heritage, moving away from overarching geopolitical narratives about China. For example, recent initiatives included culinary explorations led by celebrity chef Fuchsia Dunlop in Sichuan. Collaborating with Esteemed Professor Ye Wa, we organized an archaeology-themed expedition in Gansu Province. Additionally, partnerships with affinity groups like birdwatchers and wildlife enthusiasts offer unique experiences such as exploring natural habitats and observing local wildlife, including snakes.

Looking ahead to 2025 and beyond, US-based foundations and museums are expressing strong interest in themed programs that bring curators, donors, and their members to China, immersing them in projects related to classical gardens, fashion, and art.

From navigating farmers’ markets in Yunnan to foraging for mushrooms and participating in ancient horse racing festivals in Sichuan, these micro-segmented programs offer immersive experiences tailored to specific interests. The opening up of rural China has broadened possibilities for thematic travel experiences that resonate universally within niche groups, while downplaying broader geopolitical narratives related to China.

Chinese Outbound Travel to the US: A Shift towards Learning and Experiences

Chinese outbound travellers continue to demonstrate profound fascination and respect for the United States, increasingly adopting a learning-oriented approach to their visits. There’s a discernible trend towards seeking bespoke and educational experiences, diverging from conventional sightseeing and moving away from previous investor-focused trips.

Travelers now prioritize experiential travel, immersing themselves in cutting-edge technologies, exploring vibrant business ecosystems, and participating in homestay visits in lesser-known locales. This evolution underscores their aspiration to gain firsthand insights and practical knowledge from America’s leading experts, while also forming nuanced perspectives on the current dynamics of US-China relations, both challenges and opportunities.

For instance, curated programs may include visits to Silicon Valley’s top tech firms, entrepreneurship workshops in New York City, or cultural exchanges through rural community homestays. Chinese travellers eagerly embrace the chance to unravel the cultural intricacies and innovation hubs across different states, broadening their understanding beyond iconic landmarks to encompass the diverse tapestry of American life. We see this evolving approach highlights a broader shift towards experiential and educational tourism, where personal enrichment and meaningful cultural exchange take precedence over traditional tourist activities.

As we advocate for US-China people-to-people exchanges as the core of the countries’ bilateral relationships, we acknowledge the need for a new playbook in today’s geopolitical landscape marked by existing animosities. Despite challenges, we believe in the transformative power of these exchanges, fostering cultural learning, economic partnerships, and shared advancements. Our guests consistently return enriched, highlighting their profound value. WildChina remains committed to fostering ongoing dialogue for a more harmonious global community. With inquiries between US and China approaching pre-COVID levels, optimism surrounds the resurgence of US-China exchanges, promising positive developments across corporate, educational, and leisure travel.