China’s growing demand for learning during vacations away from home has fueled the rise of study tourism. In August, data research firm iiMedia Research projected that revenue from extracurricular tours is set to reach 146.9 billion yuan (US$20b) in 2023, a 61.6 percent year-on-year increase. Study tourism places a strong emphasis on expanding knowledge through first-hand experiences. However, lured by substantial profits of some 20-30 percent, the industry has seen an influx of unprofessional institutions. Although study tourism first emerged in China around 2013, there is a lack of cohesive efforts among local governments, tourist agencies and educational administrations. It will require rigorous regulation to ensure the educational value of these trips and to facilitate coordination among departments. Meanwhile, the industry should prioritize teaching quality and depth over scale and profitability.