About BabaGoesChina
BabaGoesChina.com is one of the leading English-language blogs dedicated to families and independent travel in China. Every month, over 20,000 travellers use the site to plan their trips — from first-timers figuring out how to set up WeChat Pay to seasoned travellers who are looking for less popular destination.
I'm Magda — a Polish mum based in Switzerland who speaks Mandarin, has travelled to China six times (and counting) both with family and on media trips, and accidentally turned a side passion project into a go-to resource for anyone planning a trip to China.
Our work has been recognised in the Lonely Planet China 2025 guidebook, and I've collaborated with the China National Tourism Office (CNTO) Switzerland, including hosted FAM trips. I bring a rare combination to this space: firsthand travel experience, ongoing Mandarin studies of me and my small kids, an authentic family perspective, and a deep understanding of what Western travellers need to feel confident about visiting China (and what they would never expect).
The Audience
BabaGoesChina reaches a highly targeted audience of people who are actively planning or considering a trip to China. These aren't casual browsers — they're engaged readers making real travel decisions.
Who reads BabaGoesChina:
- Independent travelers planning their first (or next) trip to China
- Families researching China as a travel destination with kids
- Curious explorers who want practical, honest advice rather than generic guidebook content
- Mandarin learners and people with a growing interest in Chinese culture
Audience snapshot:
- Monthly sessions: 20,000+
- Published articles: 130+
- Email subscribers: 500+
- Top reader locations: USA, Singapore, UK, Australia, Europe
- Age range: [Update with GA4 data, e.g. 25-54]
- Active on: Blog, Instagram, RedNote (小红书)
What makes this audience valuable: Every reader on BabaGoesChina is there because they're interested in China — there's no diluted, generic travel audience. When I recommend a hotel, a tour, or a product, my readers trust it because they know I've used it myself. This translates to high conversion rates for partners: readers who land on a hotel recommendation are already planning to book.
Why Partner With BabaGoesChina
Niche authority with real credentials. There are very few English-language blogs focused exclusively on China travel for families with a very comprehensive how-to approach – and even fewer written by someone who embraces the Chinese culture to the same extent while not living in China. This isn't a blog with generic travel advice but a comprehensive resource that aims to be genuinely helpful during trip planning.
Authentic voice that readers trust. I only write about places I've been and products I've used. My readers know this, and that trust transfers to the brands I partner with. No generic copy, no recommendations I can't stand behind.
Professional content creation. While the content is based on personal experiences, it is not a travel diary, with well researched content and SEO considerations. A sponsored post on BabaGoesChina isn't a one-day social media story — it's a permanent resource that continues to drive traffic and conversions for months and years.
Partnership Opportunities
I'm open to creative collaborations that genuinely serve my readers. Here's what we are interested in:
Brand Ambassadorships Long-term partnerships where I integrate your brand naturally across multiple content pieces, social posts, and email communications over time. This works best for brands whose products I already use or would genuinely recommend — like booking platforms, travel gear, language learning tools, or family travel products. By deciding for a long-term partnership you allow the blog to grow and improve further.
Banner ads for a fixed monthly fee you can have a spot on the website and reach the readers who are already browsing looking for tour operators, language schools etc.
FAM Trips & Hosted Experiences Destination coverage, hotel stays, tour experiences, and activity reviews in exchange for hosted travel. I provide comprehensive content across blog, social media, and email — with detailed deliverables agreed in advance. We are mostly interested to travel as a family, but we do exceptions.
Sponsored Content & Reviews In-depth blog posts featuring your product, service, or destination — written in my authentic voice with honest assessment, professional photos, and SEO optimization for long-term visibility. Every sponsored post includes a disclosure and is clearly marked, which my readers appreciate and trust.
Social Media Campaigns Dedicated Instagram and RedNote content — from Reels and Stories to carousel posts and bilingual Chinese-language content on 小红书. Particularly valuable for brands wanting to build visibility with both Western and Chinese audiences.
Affiliate Partnerships Performance-based collaborations where I integrate your product or service into relevant existing and new content. I currently work with select affiliate partners including Trip.com, GetYourGuide, Klook, and Viator.
Collaborations and mentions
- Lonely Planet — Featured in the China 2025 guidebook as a recommended resource for family travel in China
- China National Tourism Office (CNTO) Switzerland — 2 FAM trips, collaboration and ongoing relationship
- discussions in progress regarding banner ad placement
What I Look For in Partners
The best collaborations happen when there's a natural fit between the brand and what my readers need. I'm especially interested in working with:
- Hotels and accommodation providers in China (international and Chinese chains, boutique properties)
- Tour operators offering experiences in China (group tours, private guides, day trips)
- Chinese language schools
- Travel booking platforms with good China coverage
- Travel gear and family travel product brands
- Airlines flying to China, especially from Europe
- Language learning platforms and apps (Mandarin-focused)
- Chinese tourism boards and provincial/city tourism offices
- eSIM, VPN, and travel tech providers relevant to China travel
- Travel insurance companies with China coverage
I'm also open to hearing about partnership ideas I haven't listed — if it serves travelers heading to China, I'm interested.
Let's Talk
If you'd like to explore a partnership, I'd love to hear from you. Send me an email with a bit about your brand and what you have in mind, and I'll get back to you within 48 hours.
📧 contact (at) babagoeschina.com
I'm happy to share a detailed media kit with audience demographics, traffic data, and engagement metrics upon request.
BabaGoesChina.com — Inspiring independent travel to China since 2023. As featured in the Lonely Planet China 2025 guidebook.