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A Niche Travel Agency Creates Memorable Mah Jongg Vacations

A Niche Travel Agency Creates Memorable Mah Jongg Vacations

In the ever-evolving world of specialized travel, where niche interests drive bespoke experiences, one agency stands out for transforming a beloved tile game into unforgettable getaways. Mahj On The Move, a boutique travel firm founded by passionate Mah Jongg enthusiast Lisa Schwartz, has carved a unique space in the industry by curating vacations centered around the ancient Chinese game of Mah Jongg. What began as a personal hobby has blossomed into a thriving business that combines luxury travel with the camaraderie of gameplay, attracting players from across the globe who seek more than just a vacation—they want community, competition, and cultural immersion.

Mah Jongg, often stylized as "mah jongg" in American contexts, is a game that traces its roots back to 19th-century China but has gained immense popularity in the United States, particularly among women in Jewish communities since the early 20th century. Played with 152 tiles featuring symbols like bamboos, circles, and characters, it requires strategy, luck, and social interaction. For many, it's not just a pastime; it's a social ritual that fosters friendships and family bonds. Schwartz, a former marketing executive from New York, recognized this potential after organizing informal Mah Jongg gatherings with friends. "I saw how the game brought people together, creating instant connections," she recalls. "Why not elevate that to a travel experience where the game is the star, but the backdrop is paradise?"

Launched in 2018, Mahj On The Move started small with domestic retreats in places like the Catskills, echoing the historic Borscht Belt resorts where Mah Jongg first flourished among vacationing families. But Schwartz quickly expanded to international destinations, partnering with luxury resorts, cruise lines, and tour operators to design itineraries that blend gameplay with exploration. Today, the agency offers a range of packages, from week-long cruises in the Caribbean to land-based escapes in Europe and Asia, all tailored for Mah Jongg aficionados. What sets these vacations apart is their meticulous attention to detail: dedicated game rooms equipped with premium tile sets, professional instructors for beginners and advanced players, themed tournaments with prizes, and even cultural excursions that delve into the game's origins.

Take, for instance, their signature "Mahj in the Mediterranean" cruise, which sails from Barcelona to Rome aboard a high-end ship like those from Regent Seven Seas. Participants spend mornings in structured Mah Jongg sessions, learning strategies from certified teachers affiliated with the National Mah Jongg League. Afternoons are free for shore excursions—visiting ancient ruins in Greece or sampling gelato in Italy—before evening tournaments where laughter and friendly rivalries fill the air. "It's not just about winning; it's about the stories shared over tiles," says Schwartz. One highlight is the "Mahj Mixer," a social event where solo travelers are paired with groups, ensuring no one feels left out. Past attendees rave about forming lifelong friendships; one group from the cruise even started a virtual Mah Jongg club that meets weekly online.

For land lovers, Mahj On The Move offers retreats like the "Tuscany Tiles & Wine" package in Italy's rolling hills. Guests stay at a renovated villa near Florence, where days alternate between Mah Jongg marathons and activities such as wine tastings, cooking classes, and visits to Renaissance art sites. The agency emphasizes inclusivity, accommodating all skill levels and even non-players who tag along with spouses or friends. "We have options for everyone," Schwartz explains. "While some are deep in a game, others can hike or relax by the pool." This flexibility has broadened the appeal, drawing couples, multigenerational families, and even corporate groups using Mah Jongg as a team-building tool.

The business model is savvy, leveraging partnerships to keep costs competitive while maintaining a premium feel. Trips range from $2,500 for a domestic weekend to $10,000 for an all-inclusive international voyage, with group sizes capped at 50 to preserve intimacy. Schwartz's team handles everything from travel logistics to custom Mah Jongg merchandise, like personalized tile bags or themed apparel. Sustainability is also a focus; they collaborate with eco-friendly operators and incorporate green practices, such as carbon-offset programs for flights.

What makes these vacations truly memorable, however, are the personal touches and the sense of belonging they foster. Testimonials pour in from participants who describe life-changing experiences. Sarah Klein, a retiree from Chicago, joined a Bali retreat after losing her husband. "Mah Jongg was our game, and I thought I'd never play again," she shares. "But on this trip, surrounded by supportive women, I rediscovered joy. We played under palm trees, shared stories, and even learned Balinese dance. It was healing." Another traveler, tech entrepreneur Raj Patel from San Francisco, discovered Mah Jongg through his wife and now attends annually. "It's a break from the digital world—pure analog fun with real human connection," he says.

Schwartz attributes the agency's success to the game's timeless appeal and the post-pandemic craving for meaningful travel. "People want experiences that nourish the soul, not just check off bucket lists," she notes. The rise of Mah Jongg's popularity, fueled by apps, online communities, and celebrity endorsements (think stars like Julia Roberts spotted playing), has helped too. According to industry reports, niche travel segments like gaming-themed trips are growing at 15% annually, and Mahj On The Move is riding that wave.

Looking ahead, Schwartz plans to innovate further. Upcoming offerings include a "Mahj in the Mountains" ski-and-play combo in Aspen, Colorado, and an adventurous "Origins Tour" to China, where guests visit Mah Jongg's birthplace in Shanghai and play with local experts. Virtual reality elements are in the works for hybrid experiences, allowing remote participation. There's even talk of franchising the concept to other games like bridge or poker.

Critics might dismiss it as overly specialized, but for devotees, these vacations are a dream come true. In a world of generic tours, Mahj On The Move proves that passion-driven travel can create profound memories. As one participant put it, "It's not just a game; it's a gateway to adventure and friendship." Whether you're a seasoned "Mahj" pro or a curious newbie, these trips invite you to shuffle the tiles and see where the journey leads.

Beyond the gameplay, the agency's impact extends to cultural preservation. By highlighting Mah Jongg's history— from its Confucian roots to its adaptation in American immigrant communities—trips educate while entertaining. Instructors often weave in lessons on the game's evolution, such as how it became a staple in Jewish-American culture during the Great Depression, providing affordable entertainment and social outlets. This educational layer adds depth, turning vacations into enriching cultural exchanges.

Economically, Mahj On The Move supports local economies in host destinations. In places like the Greek Isles or Mexican Riviera, partnerships with small businesses for excursions and supplies ensure that tourism dollars benefit communities. Schwartz is committed to ethical practices, avoiding over-touristed spots and promoting off-season travel to reduce environmental strain.

The agency's community-building extends online, with a vibrant social media presence and newsletter that shares tips, player spotlights, and upcoming events. This digital extension keeps the momentum going between trips, fostering a global network of Mah Jongg lovers.

Challenges haven't been absent. The COVID-19 pandemic halted operations in 2020, but Schwartz pivoted to virtual tournaments, which ironically expanded their reach. Now, with travel rebounding, demand is surging, with bookings up 40% from pre-pandemic levels. "We've learned resilience, just like in Mah Jongg—you adapt your strategy based on the tiles you're dealt," she quips.

In essence, Mahj On The Move exemplifies how a niche passion can fuel a successful enterprise. It's a reminder that travel's true value lies in shared experiences, laughter over a game, and the bonds that outlast the vacation. For those seeking more than sun and sand, these Mah Jongg adventures offer a winning hand. (Word count: 1,048)

Read the Full Forbes Article at:
[ https://www.forbes.com/sites/irenelevine/2025/07/18/a-niche-travel-agency-creates-memorable-mah-jongg-vacations/ ]