More foreign visitors are choosing to head to destinations that go beyond the major cities of the country. This attracts you to the opportunity to experience unique cultural experiences in Chinese specialties, such as digital products and collectibles, and stock Chinese specialties.
Official data showed that inbound tourist arrivals in China increased by 60.8% in 2024, about 97.2% of the 2019 level. These tourists have spent a total of USD 94.2 billion domestically, surged by 77.8% over a year ago.
According to Shi Zeyi, a Ministry of Culture and Tourism official, the momentum continues until 2025, with tourist arrivals rising 19.6% per year in the first quarter.
Qin Jing, vice president of China’s online travel service Giant Trip.com Group, said foreign visitors are exploring destinations such as Chengdu, Hangzhou and Xi’an, across major cities such as Beijing and Shanghai.
“We’ve seen foreign visitors spend tea at Wie Mountain and learn face-changing performances in Chengdu on their May holiday,” Qin told Roundtable. Her company’s inbound tourists have more than doubled during the five-day holiday compared to last year.
She said Trip.com has also witnessed a significant growth in orders from young foreign tourists, with previous demographics between 50 and 60 years old.
The booming trend of “China travel” is built on recent measures such as expanding mutual visa exemptions, unilateral visa-free access and extending stays with no visa entries.
Currently, China has established comprehensive mutual visa exemptions from 29 countries, implementing unilateral visa-free policies in 38 countries, and implementing 54 countries with no transport visa-free policies.
Meanwhile, the country has introduced a package of measures to stimulate inbound spending. Apart from a shift to a model for transitioning to a departure tax refund model, China is taking steps to lower the minimum purchase threshold for refunds, raise the upper limit for cash refunds, and expand the scope of eligible products.
These policies reflect China’s commitment to opening up and could have wide-ranging impacts by promoting deeper understanding between China and the international community and changing stereotypes, said Li Jia, a National Immigration Agency official.
“An open, inclusive, prosperous, safe China is seen, felt and recognized by the world,” Liu told Roundtable.
Foreign Ministry official Tong Xuejun said China will negotiate more Visa-Waiver and Visa Facilitation contracts and work to improve its online visa application system for foreign visitors.
In its latest move, China announced last week that citizens of Brazil, Argentina, Chile, Peru and Uruguay will be eligible to enter China without a visa from June 1st.
Shi of the Ministry of Culture and Tourism said China will work to further improve visa processes, payment systems, travel logistics and accommodation options for foreign tourists, whilst offering customized tour packages tailored to diverse groups of backpackers, business travelers and senior visitors.
To promote inbound spending, China will open more tax-free shops and expand the range of products eligible for immediate tax refunds. He added that it will include high-tech products such as smartphones, smartwatches and drones.
“China welcomes global tourists with greater openness, richer experiences and smarter services,” Shi pledged to make China a more attractive world-class tourist destination.