How China is winning back foreign visitors: China Explained

China is seeing a surge in international visitors, with international vloggers leading the way in sharing first-hand experiences of the country's landmarks, tourist attractions and local customs. 

In 2024, approximately 32 million foreigners visited China, marking a 78 percent increase from the previous year. What's bringing China back to travelers' bucket lists?

The visa-free travel boom

Post-pandemic, China has rolled out traveler-friendly policies to welcome the world back.

The country has expanded its visa-free entry program to more countries in Asia and Europe. Travelers from Japan, South Korea, Singapore, Malaysia, Thailand, and 24 European countries can now visit China without a visa for up to 30 days. This includes business trips, tourism, family visits, and even transits.

On top of that, a 240-hour visa-free transit policy lets visitors from 54 countries enjoy up to 10 days of travel in select 24 provincial regions - no visa required, provided they have a ticket to a third country or territory.

Meanwhile, Hong Kong and Macao both count as third destinations for those entering under the 240-hour visa-free transit program.

And for those who still need a visa, applying is now easier than ever. From simplified forms to walk-in services, reduced fees, and fewer fingerprinting requirements - China is making the process seamless.

These efforts are paying off, as 62 percent of foreign tourists who traveled to China last year did not require visas.

The economic impact of tourism

International arrivals still lag behind pre-pandemic levels. And China is betting big on tourism to drive economic growth.

Why does this matter? Tourism is a multi-trillion-dollar industry.

In 2023, global international tourism receipts hit a record $1.5 trillion. China, with its growing middle class, has reclaimed its spot as the world's top spender on international tourism.

But when it comes to earning from foreign visitors, China has some catching up to do. 

Foreign tourist spending in 2023 brought in $53 billion - less than 0.3 percent of China's GDP. Compare that to Japan's 0.8 percent, UK's 1.2 percent, or France's 2.3 percent. The potential for growth is massive.

China's top travel destinations

Beyond the eased visa policies, what draws travelers to China?

Shanghai remains the most popular destination, with over 6 million visitors entering China through the city in 2024. 

As one of the world's oldest cities, Beijing houses the most iconic ancient heritages - the Forbidden City, Temple of Heaven, and the Great Wall are all drawing crowds of international tourists.

But travelers are now venturing beyond the big cities. Emerging hotspots like Chengdu, Chongqing, and Xi'an are rising in popularity, especially with younger travelers aged 20 to 35.

Xi'an, home to the Terracotta Army - the greatest archaeological discovery of the last century - is a must-visit for history enthusiasts.

Zhangjiajie, with its dramatic sandstone pillars that inspired the floating mountains in Avatar, has seen a 24-fold increase in tourism revenue in early 2024.

It isn't just about blockbuster sights. Some of the tourists seeking tranquility, take a glimpse into the simple, pure life of its countryside.

Also some travellers said the magic of traveling to China lies in its people. Cycling through ancient streets, attending Chinese weddings, or experiencing nightlife - these interactions create unforgettable memories.

Travel made easy

China's advanced digital infrastructure is a marvel, but for first-time visitors, it can feel a bit overwhelming. However, the country is taking big steps to make it easier.

Read more: 

China Explained: Is Self-Driving the future?

China Explained: What's behind the success of TEMU?

Since July 2023, visitors can now link their Visa and Mastercard accounts to China's top mobile payment platforms, AliPay and WeChat Pay. This means you can book hotels, hail taxis, ride the subway, and pay for goods and services at millions of outlets - all without cash.

Cities like Beijing have gone a step further with all-in-one passes. These electronic cards make it easy to pay for public transit and attraction admissions.

And if you're arriving at a major international airport, look out for the airport payment service center. Launched in 2024, these centers are designed to help tourists set up mobile payments and exchange cash.

2000 years ago, a Chinese philosopher Confucius said, "It is always a pleasure to greet a friend from afar." That sentiment holds true today. China is ready to welcome the world back.

Supervisor: Mei Yan

Chief Editor: Qian Fang, Duncan Hooper

Executive Producer: Gleb Burashov

Producer: Li Ningning

Presenter: Michael Marillier

Cameraman: Steven Ager

Video Editing: Li Ningning

Motion Graphics: Angela Martin, Alexander Shields