China recorded 22.914 million foreign visitor entries in the first half of this year, marking a 20.4% year-on-year increase, according to reports from international travel media. 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. This influx of over 22.9 million arrivals also reflects strong global confidence in China's status as one of Asia's fastest-growing travel destinations.
Expanded visa-free policies are being hailed as the strongest driver of this inbound tourism surge. Reports highlight that among various favorable factors, the continuous optimization of visa policies is the primary catalyst for growth. These measures not only provide greater flexibility for travelers entering through major international airports and other border crossings, boosting visitor numbers, but also attract tourists from a more diverse range of countries, thereby enriching China's international tourism market. Geographical proximity, improved flight connectivity, and relaxed visa rules have spurred tourism demand from neighboring countries, supporting steady growth in leisure, family visits, education, and business travel. Concurrently, international demand has extended far beyond Asia, with a growing number of European travelers choosing China for vacations and business trips. Data shows that orders from Europe to China have surged by 275%, with ticket orders increasing over 20-fold. Notably, orders from Russia accounted for 53.5% of the total, experiencing a remarkable 553% year-on-year increase. Combined orders from Western European countries (UK, France, Germany, Italy, Spain, Netherlands) represented nearly 42% of the total, with an overall growth of close to 150%. This diversification in source markets underscores China's growing appeal to both short-haul and long-haul international travelers, as well as a rise in global tourist confidence.
Digital services are effectively bridging the "last mile," delivering a smoother travel experience. Previously, concerns over payment difficulties, cumbersome tax refund processes, and time-consuming customs clearance were common among foreign tourists. These pain points are now being systematically addressed. Multiple initiatives are making "spur-of-the-moment" travel convenient not only in terms of visas but also in every aspect of daily travel. Regarding payments, China has established a multi-tiered payment system for foreign nationals, 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 "buy and refund immediately" service for departure tax refunds, significantly enhancing the shopping experience. Data indicates that the number of overseas travelers processing departure tax refunds in the first half of the year soared by 366% year-on-year, with the sales value of tax-refunded goods and the refund amount both increasing by 69%. For entry customs clearance, major international airports and key tourist destinations have introduced more efficient procedures. For instance, at popular scenic spots like Zhangjiajie, the entry clearance time has been reduced to under 30 minutes, greatly shortening visitor waiting times. Furthermore, tourism services are becoming increasingly friendly to overseas visitors. Multilingual ticket vending machines, AI translation devices, and customer service in multiple languages, including English, French, and Spanish, are now widely deployed at tourist attractions and on major travel platforms. As more foreign tourists visit China, their travel preferences are also undergoing significant changes, with immersive and lifestyle-oriented travel becoming a new trend. Reports note that while traditional landmarks like the Great Wall and the Forbidden City remain must-visit attractions, more tourists are showing a growing interest in local culture and daily life. Additionally, tech tourism is gaining popularity, with many visitors making a special trip to Huaqiangbei in Shenzhen to experience China's latest consumer electronics. The robust performance of China's inbound tourism in the first half of 2026 is the result of a combination of policy openness, service upgrades, product innovation, and brand promotion. By continuously lowering entry barriers, improving travel convenience, and enriching the supply of tourism products, China is accelerating its transformation from a "worth a visit" destination to a "worth a special trip" global travel choice. On social media, videos shared by foreign tourists documenting their summer experiences in China are becoming a window for global audiences to rediscover the country. An increasing number of visitors are venturing beyond big cities, delving into ancient towns, mountain villages, and niche destinations. What they find is not just a cool summer retreat but a China that is increasingly open, friendly, and vibrant.
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