Some insurance firms and their agents are turning so-called VIP appreciation tours into elaborate schemes to pressure clients into making expensive purchases.

These schemes involve inviting VIP clients to join low-cost or even free group tours, which are then handed off to local travel agencies that force participants to shop, often for overpriced jade or purported "wild animal products."

Under pressure and manipulation from sales staff, clients who expected an exclusive trip end up spending tens of thousands on items of dubious value.

This has evolved into a full-fledged gray industry chain, with insurance agents sourcing the clients, travel agencies handling logistics, and local ground teams executing the high-pressure sales, a trend that appears to be growing.

Recently, the Ministry of Culture and Tourism publicized 13 typical cases involving forced consumption in the tourism market, with six of these cases implicating agents from four major insurance companies: China Life, PICC Life, Union Life, and Ping An Life.

Detailed Case Breakdown

Case 1: Confined for Shopping in Hong Kong and Macau

Yang Murong, a sales agent for China Life's Wanshan branch in Guizhou, organized a "7-Day Hong Kong and Macau Tour" for insurance clients at a fee of 880 yuan per person without possessing a travel agency business license. Gao Mou, who was unqualified, acted as the tour leader.

Tourists reported being confined inside shops in Hong Kong and Macau to make purchases.

Yang's actions violated Article 28 of China's Tourism Law, while Gao's violated Article 39. In January 2026, Tongren's culture, sports, radio, television, and tourism bureau penalized Yang with confiscation of illegal gains and a 15,000 yuan fine. In March 2026, Gao was penalized with confiscation of gains and a 1,000 yuan fine.

Case 2: Mandatory Shopping Quotas

Four tourists joined a "6-Day Nha Trang, Vietnam Tour" organized by Taizhou Yuanmeng International Travel Agency Co., Ltd., upon referral by PICC Life agents Fang Moujun and Zhang Mouqin from the Jingjiang branch in Jiangsu.

Tourists reported that the local guide demanded their shopping expenditure reach a specific amount.

An investigation found Taizhou Yuanmeng International Travel Agency Co., Ltd. operated without an outbound tourism business license, violating Article 29, Clause 2 of the Tourism Law.

In November 2025, Taizhou's culture, radio, television, and tourism bureau penalized the agency with confiscation of illegal gains, a 15-day suspension for rectification, and a 40,000 yuan fine. The directly responsible person, Tian Mouwei, was fined 8,000 yuan.

Case 3: Forced Shopping and Additional Tour Fees

Glory Starlight (Shenzhen) International Travel Co., Ltd., without an outbound tourism license, organized a "China Life VIP Client Exclusive 6-Day, 5-Night Laos Tour" and failed to pay reception and service fees to the local ground operator.

Tourists reported being forced to shop by ground staff and asked to pay additional tour fees.

The company's actions violated Article 29, Clause 2 of the Tourism Law and Article 37, Clause 1 of the Travel Agency Regulations.

In March 2026, Shenzhen's Luohu District culture, radio, television, tourism, and sports bureau penalized the company with confiscation of illegal gains, a 6-month suspension for rectification, and a 10,000 yuan fine. The directly responsible person, Yao Mouqing, was fined 2,000 yuan.

Case 4: Service Quality Issues

Huang Muxia, a Union Life agent, recruited 60 tourists for a "6-Day Chaozhou-Shantou-Xiamen Tour" without a travel agency license, handing them over to Zhongshun International Travel Agency (Shandong) Co., Ltd. Yancheng Branch for organization. This branch then entrusted Xiamen Haohui Home International Travel Agency Co., Ltd. with reception without a signed contract.

Tourists complained about service quality issues during the trip.

Huang's actions violated Article 28 of the Tourism Law, while the branch's violated Article 36 of the Travel Agency Regulations.

In September 2025, Sheyang County's culture, radio, television, and tourism bureau in Jiangsu penalized Huang with confiscation of illegal gains and a 10,000 yuan fine. In November 2025, Yancheng's bureau fined the branch 20,000 yuan.

Case 5: Induced Consumption

In October 2025, China Life agents Yu Muxi and Ding Muping from the Yueyang branch in Hunan recruited and organized 35 tourists for a "6-Day Vietnam Tour" at 699 yuan per person without a travel agency license.

The trip triggered tourist complaints due to induced consumption issues.

Their actions violated Article 28 of the Tourism Law. In October 2025, Yueyang's culture, tourism, radio, and television bureau penalized both Yu and Ding with confiscation of illegal gains and a 10,000 yuan fine each.

Case 6: Promotion of Overpriced Jewelry

Zhang Mushu, an agent from Ping An Life's Nanxi Marketing Service Department under the Yibin Central Branch in Sichuan, organized 17 tourists for an "Aishang Nha Trang Exclusive 6-Day" tour without a travel agency license.

Tourists reported that some shops posed as "duty-free stores" to push grossly overpriced jewelry.

Zhang's actions violated Article 28 of the Tourism Law. In September 2025, Yibin's culture, radio, television, and tourism bureau penalized Zhang with confiscation of illegal gains and a 10,000 yuan fine.

The Mechanics of the Scam

Insurance agents possess precise lists of "quality clients"—typically older individuals with spending power. Organizing events under the guise of client appreciation by the insurer easily gains trust.

This model is not limited to the insurers mentioned. Other companies exposed by media include Pacific Life and Harmony Health, using identical tactics.

One Pacific Insurance branch organized a free overseas "VIP Appreciation Tour" for clients, which turned into an exorbitant shopping trip where clients bought back so-called "wild treasures" of questionable authenticity.

A Harmony Health agent, Yang Moumou, invited VIP clients on a "Six Days, Five Nights" tour to Nha Trang, Vietnam, which also involved being taken to local shops for high-pressure sales tactics.

Recently, the Hebei Local Financial Regulatory Authority highlighted that insurers are organizing tours under names like "wellness travel, outdoor team-building, client appreciation" to conduct insurance product presentations and promotions, using extra-contractual benefits, peer pressure, and concentrated persuasive tactics to induce impulsive policy purchases.

While "insurance tour meetings" at least involve selling insurance products, falling into the hands of these shopping tour syndicates means clients end up buying who-knows-what of little value.