About Highway New Time

High Way Travel & Tourism L.L.C was established in Dubai on 1 May 2010 and became a member of IATA in 2011. It began as a ticketing office with four staff and has grown into a destination management company with reservation, contract, media, finance, HR and IT departments. The group reports around 550 employees across 18 subsidiaries.

• 2010 – Company and air-ticketing department founded in Dubai
• 2011 – IATA membership
• 2012 – Own coach fleet and desert-safari vehicle fleet
• 2013 – Media department and in-house booking system; trade magazine Overseas Travel launched
• 2016 – Co-hosted the MEET CHINA Tourism Summit
• 2017 – Chinese-language tour-guide training programme run with the Dubai tourism authority
• Highway New Time set up as the group’s China-facing subsidiary; licensed under Trakhees, Dubai

Our brief inside the group is to bring its service standards and supplier network to travel between the Gulf and China. We specialise in three lines of business: private and group tourism in China, study tours with Chinese universities and research institutions, and exhibition and business travel. Our stated mission is to promote cultural exchange between China and the Arab world by helping Muslim travellers see China first-hand. The company is led by its founder and general manager, Liu Jian.

Every itinerary is designed around the needs of Muslim guests rather than adapted afterwards. We book hotels that suit Muslim living habits, arrange halal-compliant meals throughout the trip, and can add prayer arrangements or religious observances to the schedule on request. Cultural activities such as calligraphy, paper-cutting and tea ceremony are offered alongside the classic sights of the Great Wall, the Forbidden City and the Terracotta Army.

• Halal-compliant catering on every day of the trip
• Hotels selected for Muslim guests (prayer facilities, halal food)
• Muslim tour guides familiar with both Chinese culture and Islamic customs
• Tailored itineraries by preference, time and budget

Highway New Time is run by a general manager, six full-time tour operators and a pool of around 50 licensed guides, including Arabic-speaking guides who accompany our Gulf groups, and a dedicated Arabic–Chinese translation team. A planning team designs each tourism, study-tour or exhibition programme to the client’s brief, and our customer-service line is staffed 24 hours a day while your group is travelling.

• Operations team: 6 full-time operators
• Guide team: an Arabic-speaking guide throughout; English on request
• Translation team: Arabic and Chinese
• Customer service: 24-hour support during travel

Our current programmes cover Beijing and Xi’an, Shanghai and the Yangtze Delta (Hangzhou, Suzhou, Zhejiang), Guangzhou, Yunnan and Harbin, with ground partners also in Jiangxi and Chongqing. Each destination is handled with a local partner that quotes and operates to a fixed standard, so pricing and itineraries stay consistent from one group to the next.

Since the second half of 2025 we have been visiting travel agencies across the UAE and now hold standing quotations with partner agencies, most of which book with us regularly. In 2026 we are extending this network to Abu Dhabi and neighbouring Gulf countries, with study tours and corporate travel as the priority. If you are an agency looking for a China ground handler that understands Gulf clients, see our page for travel agencies or write to us.

The wider group operates its own transport and hospitality businesses in the UAE, which is the same operating model we apply in China through our partner network.

• Transport: coach and desert-safari fleets; Bastaki International Transport (Dubai); WAYGO Bus Rental (Abu Dhabi); INDEX vehicle fleet, maintenance and parts
• Desert Express camp: 6,000 sq m desert camp with 40 off-road vehicles and 30 desert motorcycles (est. 2018)
• Wahat Al Maraa restaurant: Chinese group-dining restaurant at Al Boom Tourist Village, Dubai (opened 2018)
• Heritage Home Guest House: traditional Arabian-furnished guesthouse in old Dubai, near the metro, museums and souks
• Bastakiya Heritage art centre: restored Arabian villa selling carpets, handicrafts and traditional goods

The following awards were presented to the parent company, High Way Travel & Tourism, by airline, hotel and attraction partners: