In the first half of this year, China recorded 22.914 million inbound foreign visits, a 20.4% year-on-year increase. According to reports from the international travel media outlet Travel and Tour World, the expansion of transit visa-free policies, simplified border procedures, and improvements to digital payment systems and tourism services have made traveling to China more convenient than ever, driving an unprecedented surge in the nation's tourism sector.
The figure of over 22.91 million visits also reflects strong international confidence in China as one of the fastest-growing tourist destinations in Asia.
The expanded visa-free 'friend circle' emerges as the strongest driver for inbound tourism. The report highlights that among various positive factors, the continuous optimization of visa policies stands out as the primary catalyst for inbound travel growth. These policies not only offer greater flexibility for travelers entering through major international airports and other border crossings, boosting visitor numbers, but also attract tourists from an increasingly diverse range of countries, further diversifying China's international tourism market. Geographical proximity, improved flight connectivity, and relaxed visa requirements have fueled tourism demand from neighboring countries, supporting steady growth in leisure, family visits, education, and business travel. Meanwhile, international demand has expanded far beyond Asia, with a growing number of European tourists choosing China for vacations and business trips. Data shows that European order volumes for travel to China have surged 275% year-on-year, while ticket orders have skyrocketed over 20 times. Among these, Russian orders account for 53.5%, with an annual increase of 553%; orders from Western European nations (the UK, France, Germany, Italy, Spain, and the Netherlands) represent nearly 42% of the total, with an overall increase approaching 150%. This diversification in source markets reflects China's growing appeal to both short-haul and long-haul international travelers, as well as a rise in global tourist confidence.
Digital services bridge the 'last mile' for a smoother travel experience. Previously, issues such as inconvenient payment methods, cumbersome tax refunds, and time-consuming customs procedures were practical concerns for many foreign tourists visiting China. Today, these pain points are being systematically addressed. A range of measures has transformed the concept of 'travel on a whim' from merely a visa-related convenience to an extension of everyday travel details. On the payment front, 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. Regarding tax refunds, China has continuously optimized its 'buy and refund immediately' duty-free refund service, significantly enhancing the shopping experience. Data indicates that the number of outbound travelers processing tax refunds in the first half of the year surged 366% year-on-year, with sales of tax-refundable goods and the total refund amount both increasing by 69%. For entry customs procedures, major international airports and key tourist destinations have introduced more efficient processes. For instance, at popular sites like Zhangjiajie, customs clearance time has been reduced to under 30 minutes, greatly shortening waiting periods. Concurrently, tourism services are becoming increasingly friendly to international visitors. Multilingual ticket vending machines, AI translation devices, and customer support in languages including English, French, and Spanish are now widely available at tourist attractions and on major travel platforms.
Tourist preferences evolve from historic sites to everyday life. As more foreign visitors travel to China, their preferences are also undergoing a significant shift, with immersive, lifestyle-oriented travel methods becoming a new trend. The report notes that traditional landmarks like the Great Wall and the Forbidden City remain must-see destinations, but a growing number of tourists are showing a keen interest in local culture and daily life. Additionally, tech tourism is gaining popularity; for example, many visitors make a point of visiting Shenzhen's Huaqiangbei district to experience China's latest consumer electronics products.
Transitioning from a 'worthwhile visit' to a 'must-travel destination.' The report states that the strong performance of China's inbound tourism in the first half of 2026 is the result of a combination of factors: policy openness, service upgrades, product innovation, and brand promotion. By consistently lowering entry barriers, enhancing travel convenience, and enriching tourism product offerings, China is accelerating its transformation from a 'worthwhile visit' destination to a global travel choice that tourists consider 'worth a dedicated trip.' On social media, videos shared by foreign tourists documenting their summer experiences in China are becoming windows through which global audiences rediscover the country. An increasing number of travelers are venturing beyond major cities, delving into ancient towns, mountain villages, and niche destinations. What they find is not just a cool summer retreat but also an increasingly open, friendly, and vibrant China.
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