This study examines a phenomenon that has recently emerged in China-vegan tours. An exploratory case study was conducted to examine the features of a vegan tour (VT) to Wuyi Mountain, explore tourist's motivations for joining, and their benefits from such a tour. Motivations include personal vegan food preferences, changing family members' attitudes toward vegan food, and visiting local attractions. The vegan packaged tour includes vegan meals and activities emphasizing self-reflection and eudemonic benefits, such as personal growth and mindfulness. This study provides an in-depth understanding of VT and has implications for developing meaningful food tourism experiences.