In the first half of this year, China welcomed 22.914 million international visitors, a 20.4% year-on-year increase. According to reports from the international travel media outlet "Travel and Tour World," the expansion of visa-free transit policies, streamlined border procedures, enhanced digital payment systems, and improved tourism services have made traveling to China more convenient than ever, fueling an unprecedented boom in the country's tourism sector. The surge of over 22.9 million arrivals also reflects strong international confidence in China as one of Asia's fastest-growing travel destinations.
Visa-friendly policies emerge as key driver for inbound tourism
The report highlights that, among various favorable factors, the continuous optimization of visa policies is the primary catalyst for inbound tourism growth. These measures provide greater flexibility for travelers entering through major international airports and other border ports, not only boosting visitor numbers but also attracting tourists from an increasingly diverse range of countries, thereby diversifying China's international tourism market. Geographical proximity, improved flight connectivity, and relaxed visa regulations have fueled travel demand from neighboring countries, supporting steady growth in leisure, family visits, education, and business travel. Simultaneously, international demand has expanded well beyond Asia, with a growing number of European tourists choosing China as a destination for both vacations and business trips. Data shows that orders from Europe surged by 275% year-on-year, while ticket orders increased more than 20-fold. Among these, Russia accounted for 53.5% of orders, with a 553% jump; collectively, Western European countries (the UK, France, Germany, Italy, Spain, and the Netherlands) made up nearly 42% of total orders, with an overall increase of close to 150%. This diversity in source markets underscores China's growing appeal to both short-haul and long-haul international travelers, as well as rising confidence among global visitors.
Digital services bridge the gap for seamless travel experiences
Previously, challenges such as inconvenient payment methods, cumbersome tax refund processes, and time-consuming customs clearance were common concerns for foreign tourists visiting China. Now, these pain points are being systematically addressed. A range of initiatives has made spontaneous travel more than just a visa convenience, extending it to every aspect of daily travel. In terms of payments, China has established a multi-tiered payment system for foreigners, allowing international bank cards to be directly linked to WeChat Pay or Alipay, enabling seamless transactions from small shops to large shopping malls. For tax refunds, China has continuously optimized the "instant purchase, instant refund" service for duty-free shopping, significantly enhancing the shopping experience. Data indicates that the number of overseas travelers applying for departure tax refunds in the first half of the year surged by 366% year-on-year, while the sales value of tax-free goods and the amount of tax refunds both increased by 69%. For customs clearance, major international airports and key tourist destinations have introduced more efficient procedures. For example, in popular scenic spots like Zhangjiajie, entry clearance time has been reduced to under 30 minutes, greatly shortening waiting times for tourists. Meanwhile, tourism services are becoming increasingly foreign-friendly, with multilingual ticket machines, AI translation devices, and customer support in languages such as English, French, and Spanish now widely available at tourist attractions and major travel platforms.
From historic landmarks to local life: Travelers' preferences evolve
As more foreign tourists visit China, their travel preferences are undergoing a noticeable shift, with immersive and lifestyle-oriented travel becoming a new trend. The report notes that traditional landmarks like the Great Wall and the Forbidden City remain must-see attractions, but an increasing number of visitors are showing a heightened interest in local culture and daily life. Additionally, tech tourism is gaining popularity; for instance, many tourists specifically visit Huaqiangbei in Shenzhen to experience China's latest consumer electronics products.
From 'worth a visit' to 'worth a dedicated trip'
The report states that the strong performance of China's inbound tourism in the first half of 2026 is the result of combined efforts in policy openness, service upgrades, product innovation, and brand promotion. By continuously lowering entry barriers, enhancing travel convenience, and enriching tourism product offerings, China is accelerating its transformation from a destination "worth a visit" to one "worth a dedicated trip" for global travelers. On social media, videos shared by foreign tourists documenting their summer experiences in China are becoming windows for global audiences to rediscover the country. More and more visitors are venturing beyond major cities into ancient towns, mountain villages, and niche destinations. What they find is not just a cool summer retreat—but an increasingly open, friendly, and vibrant China.
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