China steps up tourism push as visa-free travel boosts inflow | News
China is accelerating its drive to re-establish itself as one of the world’s top tourism markets, with new figures revealed at ITB China showing a sharp increase in both inbound and outbound travel.
According to data presented at the Sino-European Dialogue in Shanghai, China’s domestic travel totaled 6.522 billion trips last year, an increase of 16.2 percent year-on-year. The number of outbound trips by mainland Chinese residents rose to 168 million trips, while the number of inbound trips reached 154 million.
One of the most striking figures came from international arrivals. China recorded 30.8 million foreign visitors taking advantage of extended visa-free entry schemes, representing a growth of around 50 percent compared to 2024.
At the event, Xu Rong, first-level inspector at the Bureau of International Exchanges under China’s Ministry of Culture and Tourism, said the country has entered “the next stage of development” for mass tourism.
China has aggressively expanded visa-free access over the past 18 months as part of a broader strategy to revive inbound tourism, international business travel and consumer spending. The country now offers unilateral visa-free entry for travelers from around 50 countries, in addition to a comprehensive 240-hour transit visa program covering 65 ports of entry.
The policy changes have already reshaped travel flows.
During the recent May holiday period, China recorded nearly 11.3 million cross-border trips. The number of foreign travelers increased by 12.5 percent year-on-year, while the number of visa-free arrivals increased by 14.7 percent.
Authorities are also introducing measures aimed at reducing friction for international visitors, including bilingual airport services, integration of e-payments for foreign bank cards and immediate tax refund initiatives.
The reopening creates significant opportunities for global tourism brands, airlines and destinations looking to attract Chinese travelers again.
China’s outbound market is expected to remain one of the largest in the world, with luxury travel, wellness, food tourism and personalized experiences continuing to drive demand among Chinese consumers.
At the same time, the country is positioning itself as a more accessible inbound destination for international tourists and business travelers, with easier access to visas becoming increasingly important in that strategy.
The renewed momentum comes as Shanghai hosts ITB China, one of the region’s leading travel trade events, bringing together destinations, travel brands and technology companies from across the global tourism industry.
