Privacy Policy

ZHI XING UK Ltd provides UK museum tour booking, customer support, and related travel experience services through www.zhixing.co.uk and www.zhixinguk.com.

For the personal data described in this policy, ZHI XING UK Ltd is the controller unless we tell you otherwise.

The personal information we collect depends on how you use our services.

• Account and profile details, such as name, email address, password status, avatar, WeChat ID, and Google or WeChat profile information when you choose those login options.
• Booking and order details, such as tour product, date, time, duration, quantity, price, currency, order status, customer name, email, and contact details.
• Payment and verification details, such as payment method, payment status, transaction identifiers, bank transfer references, and payment screenshots you upload for manual verification.
• Support and communication records, including emails, support chat messages, WeChat official account messages, session identifiers, and service history.
• Reviews and user content, such as ratings, review text, linked product or guide, anonymity preference, and moderation status.
• Technical and usage data, such as IP address, browser and device information, pages viewed, locale, authentication tokens, cookies, local storage, session storage, analytics events, and error logs.
• Uploaded media, such as profile avatars and payment screenshots.

• To create and manage accounts, authenticate users, and keep sessions secure.
• To process bookings, payments, order confirmation, customer support, changes, cancellations, and refunds.
• To send service messages, including verification codes, booking updates, meeting information, and support replies.
• To deliver tours, including sharing necessary order and contact information with guides or operational staff.
• To operate support chat, respond to questions, handle complaints, and keep service records.
• To publish and moderate reviews when you choose to submit them.
• To maintain security, prevent misuse, diagnose bugs, monitor service availability, and improve the website experience.
• To meet legal, tax, accounting, and regulatory obligations.

We rely on different lawful bases under UK data protection law depending on the purpose.

• Contract: to provide accounts, bookings, payments, customer support, and tour services you request.
• Legal obligation: to keep tax, accounting, consumer protection, and compliance records.
• Legitimate interests: to secure our services, prevent fraud or misuse, improve our products, manage customer relationships, and understand service performance.
• Consent: where we ask for optional permissions, such as certain third-party login permissions, optional public reviews, optional marketing, or non-essential cookies and similar technologies when consent is required.

We use cookies, local storage, session storage, and similar technologies to run the website and remember service state.

• Strictly necessary technologies support login sessions, security, language routing, booking flow state, payment flow state, and support chat continuity.
• Analytics and diagnostics help us understand page performance, usage patterns, and errors. Our current tooling may include Amplitude for analytics and Sentry for error monitoring and session diagnostics.
• Third-party authentication and payment flows, including Google, WeChat, Alipay, and bank transfer verification, may use their own cookies or identifiers under their own policies.

You can control cookies through your browser settings. Blocking necessary technologies may prevent login, booking, payment, or support features from working correctly.

We do not sell your personal information. We share it only where needed for the purposes described in this policy.

• Guides, operational staff, and contractors who need booking or contact details to deliver the service.
• Technology providers for hosting, databases, storage, content delivery, email, analytics, error monitoring, customer support, and security.
• Payment, bank transfer, WeChat, Alipay, Google, and authentication providers involved in payments or login flows.
• Professional advisers, insurers, auditors, or authorities where this is necessary for legal, accounting, regulatory, or dispute purposes.

We serve customers internationally and may use providers or staff located outside the UK. Where personal data is transferred internationally, we take steps designed to protect it in line with applicable data protection requirements.

We keep personal information only for as long as reasonably needed for the purposes described in this policy.

• Account information is generally kept while your account is active and for a reasonable period afterwards for security, support, and dispute handling.
• Orders, payments, invoices, refunds, and related records may be kept for up to 6 years or longer if required for tax, accounting, legal, or dispute purposes.
• Support messages, reviews, uploaded screenshots, and avatars are kept for as long as needed to provide the service, maintain records, moderate content, or resolve issues.
• Analytics and diagnostic records are kept according to our settings with the relevant service providers.

We use reasonable technical and organisational measures to protect personal information. No online service can be guaranteed to be completely secure, so please use strong passwords, keep account access private, and contact us if you suspect unauthorised use.

Depending on your location and the circumstances, you may have rights to access, correct, delete, restrict, transfer, or object to the use of your personal information. You may also withdraw consent where processing is based on consent.

If you are in the UK, you also have the right to complain to the Information Commissioner’s Office. We would appreciate the chance to address your concern first.

Our booking services are intended for adults. Children may attend tours with appropriate adult supervision, but bookings should be made by an adult who can provide the necessary consent and contact information.

We may update this policy from time to time. The latest version will be posted on this page with the updated date.