I started China Highlights
because I was angry."
It might be hard to imagine now. But back in the 90s, for someone who simply loved to travel, The industry drove me crazy.
The itineraries? All the same. The sightseeing? Always rushed. And the hidden fees? You just couldn't escape them.
I remember telling myself: "This is not what travel should be." And that is why China Highlights was born.
The first couple of travelers
Getting Closer."
"No Shopping. No Detours. No Tourist Traps." We started by breaking these "industry rules" because they created barriers. But it was just the beginning.
We believe the soul of a journey isn't found on a map. It requires connections.
So we start by getting closer to you - understanding your story, not just your schedule. Only then can we bring you closer to everything else: To nature, to culture, and to the people who welcome you as a friend.
This simple promise took us from 
to 
and 
, and then across all of 
And no matter the destination, the truth remains: Highlights happen when we get closer.
takes us further."
The numbers tell the story best.
(And don't worry, not the financial ones.
These are the numbers we truly care about.)
- 11 Trips by One Guest
- 98.8% Customer Satisfaction
- We're working hard on that last 1.2%.
- 25% Repeat Travelers
- 20,000+ 5-Star Reviews
- 27 Years Crafting Journeys
- 80,000+ Travelers Each Year
See how we got here.
1998 Founded China Highlights Born in Guilin on the exact same day as Google. It was, quite literally, a highlight for Highlights.
2013 Promised "No Shopping, No Detours, No Factories" Breaking industry rules for better travel.
2016 Launched Asia Highlights Expanding our passion beyond borders.
2025 Introduced Japan Highlights Unlocking a new chapter in East Asia.
2025 Evolved into Highlights Travel One brand, infinite possibilities.
2026 Introduced Thailand Highlights Unlocking a new chapter in Southeast Asia.
One Family. Three Specialist Websites.
To us,
"Getting Closer" isn't just a Slogan.
It's a design philosophy.
It starts by getting closer to you.
Your uniqueness defines the journey. We craft every detail around your story - your pace, your passions, your quirks - creating a trip that fits you perfectly, never a template.
So we can bring you closer
to everything else.
Closer to Nature
Your phone's wallpaper, but you're in it.
Closer to Culture
Live it, don't just list it.
Closer to People
Know yourself better by knowing others.
And to make it happen, we back you up with a 4-on-1 team.
Your
Personalized Travel Advisor
We'are travelers first,
planners second.
Your
Local Storyteller
We share stories
you won't find in a guide book.
Your
Private Driver & Car
20% more space,
100% on your schedule.
Your
24/7 Travel Support
Any problem.
Anytime. Anywhere.
But don't just take our word for it.
A Golden Celebration Across Three Continets
"A multigenerational holiday for nearly 20 people, ranging in age from mid-70s to 6 months old" "celebrate not only my parents' 50th anniversary but also celebrate 2 milestone birthdays."
A 50th Birthday Celebration with Lifelong Friends
"A 50th birthday trip with 30 guests", "a surprise Bangkok suite upgrade", "a private boat party in Phuket as the unforgettable highlights."
A Dream Honeymoon Under Thailand's Lantern-Lit Sky
See Why Travelers Love Our Journeys
Over 25% of our traveler choose to travel with us again.
And the recognition speaks for itself.
What does "Highlights" really mean?
Meaning of Highlights.
1. The Best of Asia.
We don't just list places; we craft journeys. We handpick the classics and the hidden gems, ensuring you see Asia at its absolute best.
Meaning of Highlights.
2. Your Best Moments
It's the connections you make and the stories you live. The moments that turn a trip into a lifelong memory.
Meaning of Highlights.
3. Connecting the Two
We are here to connect the best of Asia with your best moments. That is our mission.
