For several millennia, ordinary people in China were discouraged from venturing beyond the Middle Kingdom, but before the recent New Year’s holiday—the Year of the Rabbit began on February 3rd—local newspapers were dense with international travel ads. It felt as if everyone was getting away, and I decided to join them. When the Chinese travel industry polls the public on its dream destinations, no place ranks higher than Europe. China’s travel agents compete by carving out tours that conform less to Western notions of a grand tour than to the likes and dislikes of their customers. I scanned some deals online: “Big Plazas, Big Windmills, Big Gorges” was a four-day bus tour that emphasized photogenic countryside in the Netherlands and Luxembourg; “Visit the New and Yearn for the Past in Eastern Europe” had a certain Cold War charm, but I wasn’t sure I needed that in February.

I chose the “Classic European,” a popular bus tour that would traverse five countries in ten days. Payment was due up front. Airfare, hotels, meals, insurance, and assorted charges came to the equivalent in yuan of about twenty-two hundred dollars. In addition, every Chinese member of the tour was required to put up a bond amounting to seventy-six hundred dollars—more than two years’ salary for the average worker—to prevent anyone from disappearing before the flight home. I was the thirty-eighth and final member of the group. We would depart the next morning at dawn.

I was told to proceed to Door No. 25 of Terminal 2 at Shanghai’s Pudong International Airport, where I found a slim forty-three-year-old man in a gray tweed overcoat and rectangular glasses. He had floppy, parted hair, and introduced himself as Li Xingshun, our guide. To identify us in crowds, each of us received a canary-yellow lapel badge bearing a cartoon dragon with smoke curling from its nostrils, striding in hiking boots above our motto: “The Dragon Soars for Ten Thousand Li.” (A li is about a third of a mile.)

We settled into coach on an Air China non-stop flight to Frankfurt, and I opened a Chinese packet of “Outbound Group Advice,” which we’d been urged to read carefully. The specificity of the instructions suggested a history of unpleasant surprises: “Don’t travel with knockoffs of European goods, because customs inspectors will seize them and penalize you.” There was an intense focus on staying safe in Europe. “You will see Gypsies begging beside the road, but do not give them any money. If they crowd around and ask to see your purse, yell for the guide.” Conversing with strangers was discouraged. “If someone asks you to help take a photo of him, watch out: this is a prime opportunity for thieves.” I’d been in and out of Europe over the years, but the instructions put it in a new light, and I was oddly reassured to be travelling with three dozen others and a guide. The notes concluded with a piece of Confucius-style advice that framed our trip as a test of character: “He who can bear hardship should carry on.”

We landed in Frankfurt in heavy fog and gathered in the terminal for the first time as a full group. We ranged in age from six-year-old Lü Keyi to his seventy-year-old grandfather, Liu Gongsheng, a retired mining engineer, who was escorting his wife, Huang Xueqing, in her wheelchair. Just about everyone belonged to the sector of Chinese society—numbering between a hundred and fifty million and two hundred million people—that qualifies as the country’s middle class: a high-school science teacher, an interior decorator, a real-estate executive, a set designer for a television station, a gaggle of students. There was nothing of the countryside about my companions—the rare glimpse of a horse grazing in a French pasture the next day sent everyone scrambling for cameras—and yet they had only begun to be at home in the world. With few exceptions, this was everybody’s first trip out of Asia.

Li introduced me, the lone non-Chinese member of the group, and everyone offered a hearty welcome. Ten-year-old Liu Yifeng, who had a bowl cut and wore a black sweatshirt covered in white stars, smiled up at me and asked, “Do all foreigners have noses that big?”

We boarded a gold-colored coach, which shuddered to life. I took a window seat and was joined by a sturdy eighteen-year-old in a black puffy vest and wire-frame glasses. He had long, dark bangs and a suggestion of whiskers on his upper lip. He introduced himself as Xu Nuo; in Chinese, the name means “promise,” which he liked to use as an English name. Promise was a freshman at Shanghai Normal University, where he studied economics and shared two sets of bunk beds with three roommates. His parents were seated across the aisle. I asked him why his family had chosen to travel rather than visit relatives over the holiday. “That’s the tradition, but Chinese people are getting wealthier,” he said. “Besides, we’re too busy to travel the rest of the year.” We spoke in Chinese, but when he was surprised he’d say, “Oh, my Lady Gaga!,” an English expression he’d picked up at school.

In the front row of the bus, Li stood facing the group with a microphone in hand, a posture he would retain for most of our waking hours in the days ahead. In the life of a Chinese tourist, guides play an especially prominent role—translator, raconteur, and field marshal—and Li projected a calm, seasoned air. He often referred to himself in the third person—Guide Li—and he prided himself on efficiency. “Everyone, our watches should be synchronized,” he said. “It is now 7:16 P.M.” He implored us to be five minutes early for every departure. “We flew all the way here,” he said. “Let’s make the most of it.”

He outlined the plan: we would be spending many hours on the bus, during which he would deliver lectures on history and culture, so as not to waste precious minutes at the sights, when we could be taking photographs. He informed us that French scientists had determined that the optimal length of a tour guide’s lecture is seventy-five minutes. “Before Guide Li was aware of that, the longest speech I ever gave on a bus was four hours,” he added.

Li urged us to soak our feet in hot water before bed, to fight jet lag, and to eat extra fruit, which might balance the European infusion of bread and cheese into our diets. Since it was the New Year’s holiday, there would be many other Chinese visitors, and we must be vigilant not to board the wrong bus at rest stops. He introduced our driver, Petr Pícha, a phlegmatic former trucker and hockey player from the Czech Republic, who waved wearily to us from the well of the driver’s seat. (“For six or seven years, I drove Japanese tourists all the time,” he told me later. “Now it’s all Chinese.”) Li had something else to say about the schedule: “In China, we think of bus drivers as superhumans who can work twenty-four hours straight, no matter how late we want them to drive. But in Europe, unless there’s weather or traffic, they’re only allowed to drive for twelve hours!”

He explained that every driver carries a card that must be inserted into a slot in the dashboard; too many hours and the driver could be punished. “We might think you could just make a fake card or manipulate the records—no big deal,” Li said. “But, if you get caught, the fine starts at eighty-eight hundred euros, and they take away your license! That’s the way Europe is. On the surface, it appears to rely on everyone’s self-discipline, but behind it all there are strict laws.”

We were approaching the hotel—a Best Western in Luxembourg—but first Li briefed us on breakfast. A typical Chinese breakfast consists of a rich bowl of congee (a rice porridge), a deep-fried cruller, and, perhaps, a basket of pork buns. In Europe, he warned, tactfully, “Throughout our trip, breakfast will rarely be more than bread, cold ham, milk, and coffee.” The bus was silent for a moment.

We never saw Luxembourg in the daylight. We were out of the Best Western by dawn and were soon back on the Autobahn. Li asked us to make sure we hadn’t left anything behind, because some of his older travellers used to have a habit of hiding cash in the toilet tank or the ventilation ducts. “The worst case I’ve had was a guest who sewed money into the hem of the curtains,” he said. We headed for our first stop: the modest German city of Trier. Though it’s not quite a household name for most first-time visitors to Europe, Trier has been unusually popular with Chinese tourists ever since Communist Party delegations began arriving, decades ago, to see the birthplace of Karl Marx. My Chinese guidebook, written by a retired diplomat, said it once was described as the Mecca of the Chinese people.

We got off the bus onto a tidy side street lined with peaked-roofed, pastel-colored buildings. The cobblestones were silvery with rain, and Li donned a forest-green felt outback hat and pointed us ahead as he started at a brisk walk. We reached No. 10 Brückenstrasse, a handsome three-story white house with green shutters. “This is where Marx lived. Now it’s a museum,” Li said. We tried the door, but it was locked. Things were slow in the winter, and the museum wouldn’t be open for another hour and a half, so we’d be experiencing Marx’s house only from the outside. (“The sooner we finish here, the sooner we get to Paris,” Li had said.) Beside the front door was a plaque with Marx’s leonine head in profile. The building next door was a fast-food restaurant called Dolce Vita.

Li urged us to stay as long as we wanted, but he also suggested a stop at the supermarket on the corner to buy fruit for the ride ahead. We milled around awkwardly in front of Marx’s house, snapping photographs and dodging cars, until one of the kids pleaded, “I want to go to the supermarket,” and tugged his mother toward the bright storefront. I stood beside Wang Zhenyu, a tall man in his fifties, and we looked up at Marx’s head. “Not many people in America know about him, right?” Wang asked.

“More than you might think,” I said, and added that I’d expected to see more Chinese visitors. Wang laughed. “Young people no longer know anything about all that,” he said. Wang was thin and angular, with the bearing of a self-made man. He had grown up in the eastern commercial city of Wuxi and had been assigned the job of carpenter, until economic reforms took hold and he went into business for himself. He now ran a small clothing factory that specialized in the production of wash-and-wear men’s trousers. He didn’t speak English, but he’d wanted a catchy, international name for his company, so he’d called it Ge-rui-te, a made-up word formed by the Chinese characters that he thought sounded most like the English word “great.”

Wang was an enthusiastic tourist. “I used to be so busy that now I want to travel,” he said. “I always had to buy land, build factories, fix up my house. But now my daughter’s grown and working. I only need to save up for the dowry, which is manageable.” I asked why he and his wife had chosen Europe. “Our thinking is, Go to the farthest places first, while we still have the energy,” he said. Wang and I were among the last to arrive at the supermarket. Our group had stayed at the Chinese Mecca for eleven minutes.

Until recently, Chinese people had abundant reasons not to roam for pleasure. Travelling in ancient China was arduous. As a proverb put it, “You can be comfortable at home for a thousand days, or step out the door and run right into trouble.” Confucius threw guilt into the mix: “While your parents are alive, it is better not to travel far away.” Nevertheless, ancient Buddhist monks visited India, and Zheng He, a fifteenth-century eunuch, famously sailed the emperor’s fleet as far as Africa, to “set eyes on barbarian regions.”

Over the centuries, Chinese migrants settled around the world, but Mao considered tourism anti-Socialist, so it wasn’t until 1978, after his death, that most Chinese gained approval to go abroad for anything other than work or study. First, they were permitted to visit relatives in Hong Kong, and, later, to tour Thailand, Singapore, and Malaysia. In 1997, the government cleared the way for travellers to venture to other countries in a “planned, organized, and controlled manner.” (China doles out approvals with an eye to geopolitics. Vanuatu became an approved destination in 2005, after it agreed not to give diplomatic recognition to Taiwan.) Eighty per cent of first-time Chinese travellers went in groups, and they soon earned a reputation as passionate, if occasionally overwhelming, guests. At a Malaysian casino hotel in 2005, some three hundred Chinese visitors were issued special meal coupons bearing cartoon pig faces. The hotel said that the illustrations were simply to differentiate Chinese guests from Muslims, who don’t eat pork, but the offended Chinese tourists staged a sit-in, singing the national anthem.

Most countries begin to send large numbers of tourists overseas only when the average citizen has a disposable income of five thousand dollars. But China—where urban residents are at barely half that level—has made travel affordable by booking tickets in bulk and bargaining mercilessly for hotels in distant suburbs. Last year, more than fifty-seven million Chinese people went abroad, ranking China third worldwide in international tourism. The World Tourism Organization predicts that before the end of the decade China will double that.

Europe, initially, was an afterthought. In 2000, more Chinese tourists visited tiny Macao than visited all the countries of Europe combined. But gradually Chinese visitors began staking out a grand tour of their own design. Just as apparatchiks once flocked to Marx’s house, Chinese literature lovers began trooping to a muddy riverbank on the campus of Cambridge University to glimpse a specific stand of willow trees. Xu Zhimo, an adored early-twentieth-century poet who studied in the West, described the willows as “young brides in the setting sun.” When I passed through Cambridge not long ago, Chinese visitors were posing for pictures beside the river while other tourists streamed by. Wang Yixiong, a twenty-three-year-old physicist originally from Henan Province, was on his third visit to town, and this time he had brought a blushing economics student named Chen Si. “We fell in love with each other not long ago,” he told me. “Cambridge is a romantic place.”

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The French hotel group Accor began adding Chinese television and Mandarin-speaking staff. Others were moving beds away from windows, as dictated by feng-shui_._ The more the Chinese went to Europe, the cheaper tours became. By 2009, a British travel-industry report had concluded that “Europe” was such a successful “single, unified” brand in China that individual countries would be wise to put aside pride and delay promoting “sub-brands” such as France or Italy. Europe was less a region on the map than a state of mind, and bundling as many countries as possible into a single week appealed to workers with precious few opportunities to travel. “In China, if you can get ten things for a hundred dollars, that’s still better than getting one thing for a hundred dollars,” Li said.

I strolled back to the bus from Marx’s house with a young couple from Shanghai: Guo Yanjin, a relaxed twenty-nine-year-old who called herself Karen and worked in the finance department of an auto-parts company, and her husband, Gu Xiaojie, an administrative clerk in the department of environmental sanitation, who went by the English name Handy. He had an easy charm and the build of a lineman, six feet tall and barrel-chested. His sweater was maroon and bore an appliqué of a golf bag, but when I asked if he was a golfer he laughed. “Golf is a rich man’s game,” he said.

Handy and Karen had saved up for months for this trip and also received a boost from their parents. Guide Li had urged us not to ruin our vacations by worrying too much about money—he suggested that we pretend the price tags were in yuan instead of euros—but Handy and Karen kept an eye on every cent. Within a few days, they could tell me exactly how much we’d spent on each bottle of water in five countries.

Back on the gold bus, rolling west across the wintry scrub of Champagne-Ardenne, Li wanted to add an important exception to his demands for efficiency. “We have to get used to the fact that Europeans sometimes move slowly,” he said. When shopping in China, he went on, “we’re accustomed to three of us putting our items on the counter at the same time, and then the old lady gives change to three people without making a mistake. Europeans don’t do that.” He continued, “I’m not saying that they’re stupid. If they were, they wouldn’t have developed all this technology, which requires very subtle calculations. They just deal with math in a different way.”

He ended with some advice: “Let them do things their way, because if we’re rushing then they’ll feel rushed, and that will put them in a bad mood, and then we’ll think that they’re discriminating against us, which is not necessarily the case.”

At times, he marvelled at Europe’s high standard of living—bombarding us with statistics on the price of Bordeaux wines or the average height of a well-fed Dutchman—but, if there was ever a time when Chinese visitors marvelled at Europe’s economy, this was not that time. Li made a great show of acting out a Mediterranean life style: “Wake up slowly, brush teeth, make a cup of espresso, take in the aroma.” The crowd laughed. “With a pace like that, how can their economies keep growing? It’s impossible.” He added, “In this world, only when you have diligent, hardworking people will the nation’s economy grow.”

I dozed off, and awoke on the outskirts of Paris. We followed the Seine west and passed the Musée d’Orsay just as the sun bore through the clouds. Li shouted, “Feel the openness of the city!” Cameras whirred, and he pointed out that central Paris had no skyscrapers. “In Shanghai, unless you’re standing right next to the Huangpu River, you can’t get any sense of the city, because there are too many tall buildings.” Europeans, he added, “preserve anything old and valuable.”