Summary of Key Points
This article uses the life story of Mr. Sheng, a Portuguese Chinese individual, to illustrate the 30-year evolution of the European Chinese tour guide industry. It covers the industry's transition from an early period characterized by "gangster-like rules" (group solidarity and use of force) for survival, to a golden age of growth driven by the opening up of China's outbound tourism policies (ADS program), and now to facing multiple challenges such as competition from domestic tour operators, changing preferences among younger tourists, and tightened regulations (including the cancellation of the Golden Visa). The industry has been plagued by internal strife, and the once-existing "gray areas" are gradually disappearing. Mr. Sheng's journey represents not only his personal transformation from a life of violence to one of redemption but also reflects the inevitable trend of the overseas Chinese tourism industry moving from unregulated growth to being forced to comply with formal regulations.
Detailed Analysis
#### 1. From Dishwasher to Tourism Mogul: Mr. Sheng's Rise
Mr. Sheng came to Portugal from Lianjiang, Fujian, in the late 1990s. Initially, he worked as a dishwasher and butcher in a restaurant owned by fellow villagers, saving money to open a Chinese fast-food restaurant. However, he was threatened by earlier immigrants from Qingtian and Wenzhou, who demanded protection fees. In a fit of youthful anger, he confronted them, resulting in the destruction of his restaurant. With no other options, he joined a local organization of fellow Fuzhou immigrants, where he helped with debt collection and maintaining order; the scar on his right forearm is a reminder of that time.
In 2004, when he heard about the ADS policy (which allowed Chinese tourists to travel abroad in groups), he immediately switched careers and started in tourism. He rented buses and opened his own small business, becoming one of the first Chinese tour agencies in Portugal to handle group tours for Chinese travelers. At that time, there were few Chinese tourists, but the market was untapped, and he could organize more than a dozen tours per month, generating as much income from a single bus rental as he used to earn in half a month at his restaurant—this was his "golden age."
Plain Language: In the early days, there were few Chinese people in Europe, and new immigrants had no resources or connections, so they had to rely on toughness and solidarity to survive. The opening of outbound tourism provided them with a new opportunity to transition from illegal activities to legitimate business.
#### 2. A Continuous Drama of Infighting: The Battle for Business
The most troubling issue in the European Chinese tourism community today is the conflict between local tour guides and domestic tour operators. After the pandemic, domestic operators (such as those with Czech license plates) crossed borders directly to compete, offering lower prices to attract customers. Local guides responded with tactics like damaging vehicles, breaking windows, and filing complaints. Mr. Sheng describes this situation as a "drama" where the actors change, but the essence remains the same: "If you try to take my business, I will destroy you." He understands both sides' perspectives—local guides rely on a network of acquaintances (customers, bus fleets, hotel discounts, and store rebates built over years), while domestic operators believe they should earn their money through their own skills. However, he warns that this kind of competition annoys embassies and local police, which could make it more difficult for Chinese people to obtain Schengen visas and harm ordinary tourists.
Plain Language: Local guides used to monopolize the market, but now new competitors are entering without negotiating a fair share of the profits, leading to mutual destruction.
#### 3. The "Acquaintance Economy" as a Legacy of Unregulated Practices
Mr. Sheng explains that European Chinese tourism is essentially based on an "acquaintance economy," where many aspects of the business (where customers come from, which buses are scheduled first, and how much discount hotels can offer) are decided through informal agreements behind closed doors. In this closed circle, "gangster-like rules" became the norm. Newcomers had to either curry favor with the established players or fight their way in (as Mr. Sheng did). However, these gray areas are shrinking: many members of the industry (e.g., those with expired VTC licenses) are still operating illegally, and online travel platforms (like Viator) and domestic platforms (such as REDnote and Ctrip) have made information more accessible, reducing tourists' reliance on local guides. Mr. Sheng compares it to a tide receding, revealing who really has nothing to hide.
Plain Language: In the past, success relied on personal connections, but now transparency means that those without real skills can no longer succeed.
#### 4. Changing Times: Younger Tourists and Tightening Regulations
Two significant changes have affected the industry:
- Changing Tourists: Younger tourists no longer rely on tour groups; they prepare their itineraries in advance (using platforms like REDnote) and seek the best service for the lowest cost. Data from the Ministry of Culture and Tourism shows that in the third quarter of 2024, "car rental services" accounted for one-third of outbound tourism bookings—tourists book vehicles independently without using local guides.
- Changing Regulations: Portugal canceled its Golden Visa in 2023, and this year, the requirement for residency through property purchase was extended from five to ten years. Immigration companies, law firms, and tour guide services that relied on this program have seen a significant decline in business. The path for Chinese people to stay in Europe has become longer.
Plain Language: Tourists are no longer naive, and policies are becoming stricter, making the old methods of relying on information asymmetry and immigration benefits ineffective.
#### 5. From a Life of Violence to Redemption: Mr. Sheng's Reflections on the Industry's Future
Mr. Sheng is now retired, focusing on gardening and farming, and no longer gets involved in the industry. He has seen many of his early colleagues end up in prison (due to criminal activities). He believes that following legitimate paths is the only sustainable way forward. He advises both domestic and local guides:
- Domestic operators: Europe is not a lawless place; operating illegally will eventually lead to problems.
- Local guides: Using aggressive tactics only harms the entire Chinese community's reputation.
- The industry as a whole: People should learn to share the profits rather than destroy each other.
Mr. Sheng's transformation symbolizes the shift of the first generation of overseas Chinese from surviving in an illegal environment to seeking dignity and stability.
Plain Language: Living by unregulated rules can only last for a while; following the law and conducting legitimate business is the way forward. Unity among Chinese people is essential to ensure the long-term success of the industry.
Conclusion
This article is not just about Mr. Sheng's story but also a reflection of the European Chinese tourism industry's transition from unregulated growth to forced maturity. Times and rules are changing, and only by adapting to these changes and putting aside internal conflicts can we move forward successfully.