A 52‑year‑old tourist posted on Instagram that her guide scolded the group for not buying anything during a 10‑day tour of Xinjiang. The story shows how some guides push tourists to shop, which many travelers want to understand.

The tourists had signed a contract that promised no compulsory shopping stops or hidden charges. However, the guide still took them to stores that sold long‑staple cotton products and jade, with prices of 2,000 yuan (US$299) or more.

Guides often pressure purchases because they receive commissions or rebates from the shops. Chinese authorities said this is a problem and have started a year‑long campaign to tighten enforcement against forced shopping.

In 2024, a tour guide locked 37 Chinese tourists inside a mattress store and forced them to buy products, which caused a public outcry. This incident shows how serious forced shopping can become.

The main reason some guides push tourists to buy is the commission they earn, and the Chinese government is now trying to stop the practice. Travelers should be aware of these motives when they join tours.