Date of Award


Document Type

MA Project - Restricted Access (SIA Only)

Project Type

MA Project - Business Plan

Degree Name

Master of Arts (MA)


Art Business

First Advisor

Judith Prowda

Second Advisor

Brendan Burns


China Art Tours is a travel agency dedicated to arranging and delivering art and cultural tours for art professionals, academics, and collectors. In the overall travel industry landscape, China Art Tours is categorized under luxury tours, academic tours, and virtual tours. The business strives to be the forerunner in leading virtual experiences to Western audiences during this unique context of a pandemic and envisions becoming a platform for relationship building between the Chinese and Western art market. Traveling has become essential in art education and art collecting. There is a growing interest in Chinese modern and contemporary art but a lack of options for art and cultural tours to China for professionals.(1) Also, the growing number of businesses implementing exit strategies in the global tourism industry offers an opportunity to redefine travel and adjust to the “new normal”. The opportunity also raises an immediate demand for virtual experiences, paving a way to reach audiences awaiting In-Person Tours.

(1) Bilici, Andra, and Roanna Cada. “Increased Interest in Collecting Asian Art.” Collectors Corner, February 14, 2020.