China Inbound Tourism Hits 35 Million in 2025 as Digital Transformation Powers "China Travel" Boom

China's inbound tourism sector has reached a historic milestone, with 35 million foreign visitors recorded in 2025 — a 30% year-on-year increase — according to the "China Inbound Tourism Development Annual Report 2026" released by Ctrip, China's leading online travel agency. The report, published in early June 2026, paints a picture of an industry undergoing rapid transformation driven by visa liberalization, digital infrastructure, and surging global interest in "China Travel."

A Year of Remarkable Recovery

The Ctrip report, which drew on United Nations tourism data and Ctrip's own platform analytics, reveals the scale of China's inbound tourism resurgence. Global international tourist arrivals reached 1.5 billion in 2025, with international tourism revenue approaching US$1.9 trillion. The Asia-Pacific region led global recovery with 6% growth — double the global average — and China emerged as one of the standout performers.

Key statistics from the report include:

  • 35 million inbound foreign tourists in 2025, up 30% year-on-year
  • International tourism revenue growth approaching 40%, ranking China sixth globally
  • 2024 baseline: 64.88 million inbound and outbound trips by foreign nationals, an 82.9% year-on-year surge
  • Summer 2026 outlook: early indicators suggest continued strong momentum, with search volumes for China travel up significantly compared to the same period last year

"The numbers confirm what we've been seeing on the ground," said a Ctrip executive during the report launch. "China has re-emerged as one of the world's most desirable travel destinations. The combination of visa-free access, improved flight connectivity, and digital convenience is proving irresistible to international travelers."

What's Driving the Boom

Visa-Free Policy Expansion

The single most important catalyst has been China's aggressive visa liberalization. The 240-hour (10-day) visa-free transit policy now covers 55 countries with 65 designated ports across 24 provinces. Additionally, citizens from over 50 countries can visit China visa-free for up to 30 days under the general visa exemption program, which has been extended through December 31, 2026.

Japan, South Korea, Southeast Asian nations, and several European countries have seen the most significant outbound interest. The visa-free policy for Japanese ordinary passport holders, introduced in November 2024, has been particularly impactful, with Japanese travel agencies reporting a surge in China-bound bookings.

Digital Transformation of Travel Services

Beyond visa policy, the digital transformation of China's travel ecosystem has been a powerful second driver. At the 2026 World Tourism Cities Federation (WTCF) Beijing Xiangshan Tourism Summit held in June, delegates from around the world highlighted China's digital travel infrastructure as a model for the industry.

South African tourists Nalisha Babral and Amy Moodley, visiting China for the first time, described their experience: "We booked tickets to the Great Wall and the Temple of Heaven through the 'GO BEIJING' app, and even arranged a driver. It was incredibly efficient." Their experience is increasingly the norm rather than the exception, as China's travel-tech ecosystem matures.

Key digital infrastructure improvements include:

  • Multi-language booking platforms: Apps like Ctrip, GO BEIJING, and Amap now offer full English and other language interfaces
  • Foreigner-friendly payment: Alipay and WeChat Pay have launched dedicated international versions with foreign credit card linkage and simplified onboarding
  • Smart customs clearance: Biometric and pre-clearance systems at major airports have reduced entry times to under 30 seconds for pre-registered travelers
  • eSIM and connectivity: Chinese telecom operators now offer short-term tourist eSIM packages, eliminating the traditional SIM card hassle

"Each time I visit Beijing, I'm impressed by the digital transformation," said Miodrag Popovic, Acting Director of the Belgrade Tourism Organization, speaking at the WTCF summit. "The entry process, payment systems, and travel services have all become dramatically more accessible for international visitors."

Regional Highlights and Emerging Destinations

While Beijing and Shanghai remain the top entry points for international tourists, the report highlights significant growth in second-tier and emerging destinations. Guangzhou, Chengdu, Xi'an, and Kunming have all reported strong increases in foreign visitor numbers, driven by new international flight routes and targeted marketing campaigns.

Guangdong province continues to lead as a major gateway, benefiting from its proximity to Hong Kong and Macau and its well-established trade and business travel connections. The province's unique Lingnan culture, culinary scene, and emerging eco-tourism offerings are increasingly attracting leisure travelers beyond the traditional business visitor base.

Summer 2026: What to Expect

The report's forward-looking analysis points to a strong summer 2026 season. Early booking data from Ctrip's platform shows double-digit growth in advance bookings from international travelers compared to summer 2025. Key trends include:

  • Extended itineraries: Average length of stay is increasing as travelers take advantage of the 240-hour transit window or 30-day visa-free entry
  • Multi-city trips: The most popular itineraries now include 3-4 cities, leveraging China's high-speed rail network
  • Experience-driven travel: Cooking classes, tea ceremonies, martial arts workshops, and rural homestays are among the fastest-growing booking categories
  • Business + leisure ("Bleisure"): The return of international business travel is bringing a new wave of visitors who extend their trips for leisure exploration

Practical Advice for Travelers

For international travelers considering a trip to China in 2026:

Visa Planning: Check if your country qualifies for the 30-day visa-free entry or the 240-hour transit policy. Most Western countries, ASEAN nations, and several other regions are covered.

Digital Preparation: Install Alipay or WeChat Pay before departure and link your international credit card. Download key apps like Ctrip, DiDi (ride-hailing), and Amap (navigation).

Connectivity: Consider purchasing a tourist eSIM package from China's major telecom operators for seamless internet access. Most international social media and messaging apps work with a VPN.

Itinerary Planning: The domestic flight network and high-speed rail system make multi-city itineraries highly feasible. Consider combining Beijing (culture), Xi'an (history), Chengdu (nature), and Shanghai (modernity) for a comprehensive first visit.

Official Sources

  • Ctrip — China Inbound Tourism Development Annual Report 2026
  • World Tourism Cities Federation (WTCF) — 2026 Beijing Xiangshan Tourism Summit Proceedings
  • China National Tourism Administration — 2026 Tourism Statistics

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