As a pioneer in experiential travel in China, our business activities have an influence on communities and the environment. For us, this means making the right choices in how, where and with whom we do business—and crucially, being transparent about the underlying principles that guide our daily business decisions.
We design journeys that create meaningful connections, support local economies, and keep traditions alive. Our approach centers on long-term relationships with the people and communities we visit.
On the ground, our people are our focus. All of our guides and drivers are locals, our experiences feature lesser-known cultural activities led by local artisans and craftspeople, and we are always surveying new local boutiques to give our travelers the best accommodation options possible in every destination. We celebrate the diversity and rich heritage of our partners by supporting local businesses and traditions. By investing in authentic connections, we work to ensure their traditions are maintained for generations to come.
Bendi, meaning “local” in Chinese, inspired the creation of Bendi Stories. This WildChina documentary shorts series explores the soul of China through its people—their untold stories, aspirations, challenges, and everyday lives—offering a glimpse into the authentic human experiences that define our China. By documenting their lives and work, we honor the knowledge and traditions that shape each place.
As part of GUDAO (ancient hiking trails), WildChina supported a locally led program to train and certify 13 new mountain guides in the village of Dimaluo in Yunnan. This was launched in collaboration with with our long-time partner Aluo, a local Tibetant guide who first met WildChina founder Mei Zhang back in 1999. By turning traditional mountain knowledge into professional skills, the program creates sustainable livelihoods and opens remote trails to responsible travel.
Since 2009, WildChina Corporate Services has been the organizing sponsor of Chi Fan for Charity, China’s premier city-wide charity dining event which takes place annually in Beijing, Tianjin, Shanghai, and Hong Kong, raising more than 10 million RMB to support 40+ charities across China thus far.
As a pioneer in experiential travel in China, WildChina Education uses service learning programs to help students understand sustainable development in tangible, practical ways. Programs range from marine life conservation in Huizhou, mangrove protection in Xiamen, cultural heritage restoration in Huangshan, and renewable energy exploration in Shandong. Through hands-on work with local communities and expert-led learning, students gain a deeper awareness of environmental and social issues while building meaningful connections with the people and places they visit.
We believe travel is about connection—to people, yes, but also to the places that hold their stories. Through careful restoration and cultural preservation, we work to ensure the places we travel remain vibrant for generations to come.
For millennia, China was connected to itself and the world beyond, by trails. These footpaths, connected not only places, but people and cultures too. WildChina’s GUDAO, meaning “ancient hiking trails” in Chinese, is our commitment to preserving these historic routes, connecting with local communities along the way, and inviting travelers to discover landscapes and cultures one step at a time.
Since 2022, WildChina has partnered with From Our Eyes and Chi Fan for Charity to support sustainable rural development in Qielongzhongzhai, a Hani ethnic minority village in Yunnan. Through philanthropic funding and voluntourism, we help finance community-led projects—such as repairing rice terraces, conserving indigenous red rice, and establishing a local heritage center. Voluntourism creates space for meaningful exchange between travelers and villagers, building long-term relationships that encourage sustained investment and shared learning, while generating income for the local community.
In Songyang, Zhejiang, WildChina has partnered with the local government to support sustainable tourism rooted in cultural preservation and community vitality. We restored a Qing dynasty bulding into No.9 Cafe. In this space and the rest of the old town, we have hosted events, performances, and workshops led by local artisans. For a whole week in October 2024, we engaged over 12,000 visitors through our curated cultural performances on the streets of Songyang. As part of GUDAO, we’ve developed hiking routes along ancient tea trails and hosted destination training for over 130 tourism professionals.
We work to minimize our footprint and protect the natural beauty that makes our journeys so special. This means responsible travel practices, regenerative experiences, and partnerships that prioritize the planet.
Starting with Beijing, Shanghai, Xi’an, and Chengdu, WildChina now uses electric vehicles as our default option, reducing emissions while providing a quiet, comfortable ride. We’ve introduced high-performance domestic EVs like the Voyah Dream and ArcFox Alpha S6, showcasing China’s active transition to green transport.
Under national policy, each province is required to consume a certain proportion of renewable energy each year to support the shift to cleaner energy. In 2024, renewable electricity made up 31.3% of Shanghai’s total electricity consumption, with 8.8% coming from non-hydro sources. While EVs eliminate tailpipe emissions, these targets ensure the electricity powering them is becoming cleaner too, making EV adoption an integral part of decarbonizing China’s economy.
EV use will soon expand to Beijing and Xi’an as part of our commitment to sustainable travel.
The preservation of ecosystems and biodiversity is a core part of WildChina’s mission, and as such, ensuring we work with providers that share our ethos in prioritizing the environment and the animals we work with is of paramount importance to us. All new WildChina employees are required to complete our animal welfare training and follow our Wildlife Codes of Conduct (in Chinese). We have also signed the World Animal Protection pledge to help transition the travel industry towards a wildlife-friendly future.
We are proud to join global alliances and programs that guide the travel industry toward a more sustainable future. WildChina is a member of the WWF Sustainable Travel Alliance and is working towards company-wide Travelife certification. Sustainability training through the accredited Travelife program is available for all WildChina staff and partners.
For more details of our policies and initiatives on sustainability, please reach out to us at
sustainability@wildchina.com
