Chinese tourists in the United States

Chinese tourism to the United States is recovering but the path is complicated. In 2019 Chinese visitors contributed roughly $33.5 billion to the US economy. Then came Covid, diplomatic tensions and visa delays. By 2025 numbers were still well below 2019 levels but the trend is positive. For US businesses that want to attract Chinese visitors the opportunity is real, you just need the right tools to reach them.

Are Chinese Tourists Still Interested in the United States?

Yes. Despite political noise at the government level, ordinary Chinese consumers still see the US as an appealing destination. New York City, Los Angeles, San Francisco, national parks, Las Vegas, Hawaii. These places have strong aspirational value in China, built over decades of Hollywood movies and social media content.

The main obstacle is not desire but friction. US visas for Chinese citizens take longer to process than before. Flights are more expensive and less frequent than in 2019 because many direct routes have not fully recovered. These are real barriers but they don’t stop high-income travelers who plan ahead and have the budget.

According to data from People’s Daily, Chinese outbound travel to North America grew by 28% in 2025 compared to 2024, with the US remaining the top destination in the region despite visa difficulties.

Who Are These Chinese Travelers Coming to the US?

The profile has shifted. Before 2020 a large share of Chinese visitors to the US were first-time international travelers taking group tours. Today the Chinese tourist coming to the US is more likely to be an experienced traveler who has already visited Japan, Southeast Asia and Europe. They are independent, they book on Ctrip, they research on Mafengwo and they share everything on Douyin and RED.

Key segments include: wealthy families visiting for shopping and theme parks, students and their visiting parents, business travelers combining work with tourism and a growing segment of older affluent couples who want national park experiences and authentic American food culture.

What Jon Wang Says About Chinese Tourism to the US

“The Chinese tourists who make the effort to get a US visa and fly 12 hours are high-value visitors. They spend more than average, stay longer and they tell their friends back home. But most US businesses are completely invisible to them. No Chinese website, no Baidu ranking no WeChat presence. They exist only for Western tourists. That is a big missed opportunity. The businesses that invest now in Chinese digital presence will be the ones capturing this traffic when numbers fully recover. The ones waiting will be too late.”

Jon Wang, analyst at GMA

Case Study: A Napa Valley Wine Estate and Its Chinese Breakthrough

David Hartley managed a medium-sized wine estate in Napa Valley with a well-regarded tasting room and a small inn with 12 rooms. His business did well with domestic guests and European visitors but he had almost zero Chinese bookings in 2023 despite Chinese consumers being known as a growing market for premium wines.

David’s problem was simple: nobody in China knew he existed. His website was English only. He had no presence on any Chinese platform. When a Chinese traveler searched for Napa Valley wine experiences on Baidu they found nothing about his estate.

In February 2024 he contacted a Chinese marketing agency and started a six-month campaign. First step was a Mandarin page on his website with a story about the estate, the wines and what a visit looks like. Second step was Baidu SEO targeting searches for “Napa Valley wine tour China” and similar phrases in Mandarin.

The third step was a RED campaign. A Chinese food and lifestyle KOL with 190,000 followers on Xiaohongshu visited in April 2024 and posted a detailed article about a wine tasting session and dinner at the inn. The post got 42,000 saves on RED, which is a strong signal of purchase intent.

By the end of 2024 David had received 44 Chinese bookings, mostly 2-night stays. Average spend per couple was $1,200. He added WeChat Pay at his tasting room and hired a Mandarin-speaking weekend guide. Total additional revenue from Chinese visitors: approximately $53,000. Marketing cost for six months: $8,500. Return on investment: over 6x.

“I never expected wine tourism to work for Chinese visitors” David told us. “Wine culture in China is growing fast and they want to learn. They want the authentic experience, not just a glass of wine. The storytelling aspect is what they come for.”

What Chinese Tourists Want When They Visit the US

• Famous landmarks with photo opportunities. Times Square, Golden Gate Bridge, Grand Canyon. These are still on the list, and not going anywhere.
• Shopping. Luxury goods, outlet malls, brand stores. Chinese tourists spend heavily on shopping and the US offers better prices on many brands than in China.
• Nature and outdoor experiences. Yellowstone, Yosemite, Utah’s national parks. A growing segment specifically plans trips around these destinations.
• Authentic cultural experiences. Local restaurants, neighborhoods off the tourist trail, real American food experiences. Younger travelers want something they can tell a story about.
• Chinese-language support. Mandarin-speaking staff, Mandarin menus, Chinese payment options. These details make Chinese visitors feel welcome and they remember it.

How to Make Your US Business Visible to Chinese Tourists

Most US businesses have good products and services but zero presence in China. Here is what you need to fix that. For a broader view of the tools available, see our Douyin marketing guide for tourism.

• A Mandarin version of your website, hosted or cached in a way that loads well inside China
• Baidu SEO so Chinese users can find you when they search for your type of business
• A WeChat Official Account for content distribution and direct inquiries
• RED or Douyin influencer partnerships to generate organic content and trust
• Alipay and WeChat Pay at your establishment so payment is easy

According to Xinhua News Agency, Chinese travelers who research destinations on Chinese digital platforms before travel spend on average 40% more per trip than those who don’t. Being present in the research phase is where you win or lose the booking.

Quick Reference: What US Destinations Work Best for Chinese Tourists

Destination	Main Appeal for Chinese Visitors	Key Platform to Use
New York City	Shopping, landmarks, culture	RED, WeChat
Los Angeles / California	Hollywood, beaches, theme parks	Douyin, RED
National Parks	Nature, photography, outdoor activities	Douyin, Mafengwo
Las Vegas	Entertainment, luxury hotels	WeChat, Baidu PPC
Hawaii	Beaches, family travel, relaxation	RED, Ctrip

How GMA Can Help You Reach Chinese Tourists in the US

Our team at GMA works with US tourism businesses, hotels and attractions to build their visibility with Chinese travelers. We offer:

• Douyin (TikTok China) campaigns to reach Chinese users planning US trips
• WeChat Official Account management for brand building and direct bookings
• Baidu SEO and PPC to appear when Chinese travelers search for US destinations in Mandarin
• RED (Xiaohongshu) influencer marketing for high-value lifestyle and travel content
• Chinese website design and localization with fast load times inside China
• KOL and KOC partnerships tailored to your audience and budget

About GMA

GMA (Gentlemen Marketing Agency) is a Chinese digital marketing agency based in Shanghai, operating since 2012. We work with tourism brands, hotels, real estate companies and luxury businesses that want to attract Chinese clients. Our services cover Douyin, WeChat, Baidu, RED and Chinese website design. We have helped hundreds of international brands build real visibility in China. See all our services at chinesetouristagency.com/our-services.

Written by Claire, Chinese tourism marketing specialist at GMA. March 2026.