This Spring Festival, “China Travel” has soared in popularity, attracting a wave of foreign visitors to iconic destinations across the country. From the dazzling lantern displays on Shanghai’s Yuyuan Garden Jiuqu Bridge to festive New Year’s Eve feasts in Zhejiang’s scenic Lishui countryside, and from vibrant dragon and lion dances in Sichuan’s Langzhong ancient town to the magical winter landscapes of Harbin in Heilongjiang, the festive spirit of China has left a lasting impression on travelers.
Thanks to optimized visa-free and transit visa exemption policies, China is experiencing a significant rise in inbound tourism. Data from the National Immigration Administration shows that during the Spring Festival holiday, foreigners made 958,000 cross-border trips, marking a 22.9% increase compared to the previous year.
The growing allure of “China Travel” underscores China’s rising competitiveness in tourism, cultural influence, and global appeal. It presents a welcoming, open, and dynamic image to the world. More foreign travelers are drawn to China to witness its stunning landscapes, explore its rich cultural heritage, and experience its modernization firsthand.
On international short-video platforms, the hashtag “China Travel” has garnered over 100,000 videos with nearly 1 billion views. Comments from foreign users reflect a growing appreciation for Chinese culture. Many express admiration, with some stating, “I feel the unique charm of Chinese culture,” and others noting, “Experiencing it firsthand is the best way to understand China.” These firsthand experiences are reshaping perceptions, offering a clearer and deeper understanding of the country.
The surge in inbound tourism is a direct result of China’s commitment to high-level openness. Enhanced transit visa policies, an expanding network of visa-free agreements, and increased international flights have made travel to China more accessible. Cities like Shanghai have introduced volunteer language services to assist international arrivals, while Beijing and others offer free half-day tours and tailored cultural experiences. These improvements create a more welcoming environment, allowing foreign visitors to truly explore and connect with China.
In 2024, China recorded 64.88 million foreign entries and exits, an 82.9% year-on-year increase. This growth highlights China’s dual role as a major source of outbound tourists and a leading global travel destination. The country’s openness and inclusiveness reflect its confidence and deepening global engagement.
Foreign tourists are increasingly venturing beyond major cities to discover hidden gems rich in local traditions. From sipping Qingzhuan tea in Hubei’s Yangloudong ancient town to birdwatching in Fujian’s Mingxi county, these experiences add new dimensions to their understanding of China. This Spring Festival, 51 small towns across China welcomed foreign travelers for the first time, according to third-party travel data.
China’s vibrant tourism and consumption market signals strong economic resilience. Data from the State Taxation Administration shows that during the Spring Festival holiday, the average daily sales revenue of consumer-related industries rose by 10.8%, while tourism-related services surged by 37.5% year-on-year. Airline data also reveals that one in four foreign tourists visiting China last year were repeat visitors, underscoring the country’s enduring appeal.
The booming tourism industry not only fuels domestic economic growth but also drives the global tourism economy. The popularity of “China Travel” reflects China’s unwavering commitment to high-level openness, showcasing the confidence and appeal of its open economy.
Opening up is a defining feature of Chinese modernization. A modernized China is, by necessity, an open China. With an inclusive and welcoming stance, China continues to embrace visitors from around the world, fostering people-to-people connections, cross-cultural exchanges, and shared prosperity.
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