Chinese tourists to the USA : 10 key insights

Chinese tourists visiting the United States are one of the highest-spending visitor groups in the world. In 2019, they made around 2.97 million visits and spent an estimated $36 billion. Then the pandemic hit, and those numbers collapsed. Now, in 2025 and 2026, that market is coming back. Not at full speed yet, but the direction is clear.

If you run a tourism business, hotel, retail brand, or attraction in the USA, this is the guide you need to understand who these travelers are, what they want, and how to reach them.

10 Things You Need to Know About Chinese Tourists in the USA

• Shopping is a priority. Chinese tourists plan their shopping before they board the plane. Luxury brands, electronics, cosmetics, and fashion are at the top of their list. Outlet malls like Woodbury Common in New York consistently rank as must-visit spots on Chinese travel platforms.
• They spend more than almost anyone. Pre-pandemic, the average spend per trip was around $12,250. That figure is climbing again as wealthier travelers return first. Budget is not the issue for this segment.
• Independent travel is the new normal. Group tours are losing ground. More Chinese travelers now build their own itineraries, book hotels directly, and use apps to navigate. This means they are harder to reach through traditional tour operators.
• WeChat, Xiaohongshu, and Douyin drive decisions. These are not secondary channels. They are where Chinese travelers discover destinations, read reviews, watch videos, and decide where to go. If you are not visible on these platforms, you are invisible to this audience.
• New York, LA, San Francisco, Las Vegas, and Hawaii lead the list. National parks are gaining fast, especially among younger travelers who post their nature experiences on Xiaohongshu. Scenic routes like Route 66 also generate strong interest.
• Educational tourism is significant. Many families visit the USA specifically to tour universities. This segment is wealthy, motivated, and plans far ahead. Combining a campus tour with shopping and sightseeing is standard.
• The visa process is a real barrier. US visa wait times for Chinese nationals have improved from the 2022-2023 peaks, but it remains a friction point. Destinations that make the planning process easier win more bookings.
• They want authentic American experiences. Beyond shopping, Chinese tourists are genuinely curious about American culture, history, food, and entertainment. Broadway shows, baseball games, and local diners matter just as much as luxury retail.
• Translation and Chinese-language support matter. Many travelers use translation apps, but businesses that offer Mandarin-language materials, WeChat Pay, and Chinese-speaking staff see significantly higher conversion rates.
• Reviews on Chinese platforms are everything. A bad review on Mafengwo or Xiaohongshu spreads fast. A great one brings in more travelers for months. Reputation management on Chinese platforms is not optional.

Updated Data for 2025-2026

Three numbers worth knowing right now:

• Chinese outbound tourism reached 130 million trips in 2024, according to the China National Tourism Administration (CNTA). Recovery to pre-pandemic levels is expected by 2026.
• The USA ranked in the top 10 preferred long-haul destinations for Chinese travelers in 2024, per Ctrip data, despite geopolitical tensions. Demand exists. The question is how to capture it.
• Chinese tourists are now spending more per trip than before the pandemic, partly because the first wave of returners skews toward wealthier, older travelers. Average spend in 2024 is tracking above the 2019 figure in several markets.

Sources: China National Tourism Administration (CNTA) publishes annual outbound tourism data; Ctrip releases destination preference reports each quarter.

Why Your Chinese Digital Presence Matters

Here is the honest truth. You can have the most beautiful hotel in New York, the best outlet mall in the country, or the most spectacular national park in the world. If Chinese travelers cannot find you on the platforms they use every day, you do not exist to them.

Here is what actually works:

• A Chinese website with ICP license. Hosted on Alibaba Cloud or Tencent Cloud so it loads fast inside China. Without this, your site is slow or blocked.
• Douyin (Chinese TikTok). This is where discovery happens today. Short videos of your destination, your hotel, your experience. One good video can bring thousands of new visitors to your profile.
• Xiaohongshu (RED/Little Red Book). This is where Chinese travelers go to trust-check a destination. User reviews, lifestyle photos, real recommendations. Being present here builds credibility.
• Baidu SEO and PPC. Google does not work in China. Baidu does. If someone searches for “USA travel” in Chinese, you want to appear in those results.
• WeChat. For loyalty and direct communication. Once someone follows your official account, you can reach them directly with deals, updates, and content.

Want to know how to set this up? Start with our services page, explore Douyin marketing, and check out our Xiaohongshu strategy guide.

FAQ: Chinese Tourists in the USA

How many Chinese tourists visit the USA each year?

Before the pandemic, around 3 million Chinese tourists visited the USA annually. Numbers dropped sharply in 2020-2022, but recovery started in 2023 and is continuing through 2025. Full recovery to pre-pandemic levels is projected by 2026-2027. The market is coming back. Get ready now rather than later.

What do Chinese tourists spend money on in the USA?

Shopping is consistently the top category. Luxury goods, vitamins and health products, cosmetics, electronics, and fashion. After shopping, dining and experiences come next. Cultural attractions, Broadway, national parks, and theme parks all perform well. Hotels at the mid-to-high end see strong demand from this segment.

How do I market my business to Chinese tourists visiting the USA?

Start with the platforms they actually use: Xiaohongshu for discovery and trust, Douyin for visual content, WeChat for direct communication, and Baidu for search. Consider partnering with a Chinese digital marketing agency that knows the local market. A Chinese-language website hosted in China is a strong investment. The goal is to be visible before they even book their flights.

Are Chinese tourists returning to the USA after the pandemic?

Yes. The recovery is real, if gradual. Visa processing times, flight capacity, and destination perception all affect speed. But the interest is there. Chinese travel platforms show consistent demand for USA content. Businesses that build their Chinese presence now will be ahead of competitors when volumes hit 2019 levels again.

The Opportunity Is Real

The Chinese outbound tourism market is one of the biggest economic opportunities in global travel. The USA is one of the top long-haul destinations for Chinese travelers. That combination should excite you. The businesses that invest in Chinese digital marketing today will be the ones capturing bookings tomorrow.

Ready to start? Visit our services page and let’s build your Chinese market presence together.

Marcus Zhan is a digital strategist at GMA with over 10 years of experience helping international brands grow in China. He specializes in Douyin, Xiaohongshu, and Chinese SEO.