From leading a single group tour to China to building one of the most respected escorted touring brands in Australia, Wendy Wu’s journey is a story of curiosity, courage, and a genuine love of travel. As the founder of Wendy Wu Tours, Wendy has spent decades helping travellers experience Asia and beyond, in a deeper, more meaningful way.
How Wendy Wu Tours Began
Wendy Wu’s story starts in 1994. A petroleum chemistry graduate with a passion for travel, Wendy approached Barry Alsop at American Express Travel Epping with a simple but ambitious idea: she wanted to lead a group tour to China herself.
The idea was met with some scepticism. But just a few months later, Wendy returned with a confirmed group and was ready to depart. That moment marked the beginning of Wendy Wu Tours.
The First Group Tour to China
Looking back on that first tour, Wendy reflects: “When I led my first group to China in 1994, I thought I might be able to grow my collection of tours to include two or three itineraries. Twenty-one years later, I have almost 70 group itineraries to almost all countries in Asia.”
That first escorted tour to China shaped everything that followed. It set the standard for expert guiding, immersive experiences, and thoughtfully designed itineraries. Values that remain central to Wendy Wu Tours today.
Pictured: Wendy Wu at the Nine Villages Valley on one of her earlier tours.
Growing From One Tour to Asia-Wide Adventures
From those early beginnings, Wendy Wu Tours continued to grow. Vietnam was added in 1996, along with the opening of a local office in China to support the much-loved China Highlights tour.
Wendy’s philosophy was always clear: to create comfortable, popular tours that offer exceptional value. It is a philosophy that still defines the fully inclusive touring style Wendy Wu Tours is known for today.
Pictured: The first Wendy Wu Tours China & Vietnam brochure.
From a Small Team to a Global Tour Operator
In 1998, with the support of her former manager, Wendy officially founded Wendy Wu Tours. The following year, a small Sydney CBD office opened with just three staff members, all of whom continue to work with Wendy today.
As the new millennium began, the company’s growth accelerated. The first Wendy Wu Tours China and Vietnam brochure was printed in 2000, and India joined the touring program in 2004 and Japan in 2012.
Taking Wendy Wu Tours Around the World
The success of Wendy Wu Tours soon extended beyond Australia, with an office opening in London in 2005, followed by Auckland in 2015, supporting travellers across multiple international markets.
In 2013, Wendy Wu Tours received two prestigious British Travel Awards - a significant achievement that inspired further exploration and expansion of the touring collection.
2017 marked a standout year, with Wendy Wu Tours Australia named Best Specialty Wholesaler at the National Travel Industry Awards. That same year, Wendy Wu herself was inducted into the British Travel and Hospitality Hall of Fame, alongside renowned industry figures including Richard Branson.
Since then, Wendy Wu Tours has continued to receive numerous industry awards, a testament to the quality of its touring programs, service excellence, and enduring reputation as a leader in fully escorted travel.
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Pictured: Wendy recently on safari in Sri Lanka.
Wendy Wu Tours Today
Today, Wendy Wu remains as passionate as ever about exploring fascinating cultures and landscapes across some of the world’s most exciting destinations. She credits the company’s success to its exceptional National Escorts and Local Guides, who bring each destination to life through local insight and expertise.
Wendy Wu Tours now offers fully inclusive group tours, private tours, and tailor-made holidays across China, Japan, India, Southeast Asia, Central Asia, Taiwan, Mongolia, South Korea, Africa, Latin America and the Middle East. Built on decades of experience and strong local relationships, Wendy Wu Tours continues to create travel experiences that guests remember long after their journey ends.
Pictured: Customers experiencing the Mekong Delta on tour in Vietnam.
Pictured: A Tour Group visits the ancient city of Petra in Jordan.
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