Outsiders call it China, but to the Chinese, it’s Zhongguo, the 'Middle Kingdom' — so named because they once thought it to be the centre of the world. And with such riches, it’s easy to see why. From ...

Grab your saddle and put on your riding boots — it’s time to stampede into the Year of the Horse. Lunar New Year, widely considered the most important event of the year in China and Chinese ...

Discover the top 10 places to visit in China, a country full of ancient history, vibrant cities, and breathtaking landscapes. From the Great Wall and the Forbidden City in Beijing to the karst ...

As the Chinese saying goes, “上有天堂，下有苏杭”: above, there’s heaven; below, there’s Suzhou and Hangzhou. Such is the reputation of Hangzhou’s staggering natural beauty. Between picturesque West Lake and ...

Southwest China's Yunnan province is a popular destination known for its temperate weather, magnificent natural scenery and vibrant folk customs. Home to dozens of ethnic groups, Yunnan offers a ...

China’s outbound travel market is gaining momentum again—and eTurboNews is expanding its reach to reflect this reality. Having partnered with China’s first outbound travel initiative in 2001, eTN now ...

For destinations and suppliers, the roadmap is clear: embrace digital marketing, invest in cultural alignment, and remain responsive to the evolving needs of Chinese travelers. The future of outbound ...