International Tourists are back in China !
In the first quarter of 2024 alone, foreign visitor entries to China surged by 305.2% year-on-year, reaching 13 million. That’s not a headline you see every day. International tourism to China is genuinely back, and the numbers are getting impressive fast. If you’re thinking about entering the Chinese market, or working with businesses that want international visitors in China, this is the moment to pay attention.
International Tourism in China: The Numbers That Matter
According to China’s National Immigration Bureau, total entries and exits in Q1 2024 reached 141 million, a 117.8% increase year-on-year. The foreign visitor slice of that, at 13 million, is particularly striking given that international tourism to China had essentially stopped during the pandemic years.
Ctrip reported that inbound travel bookings during the May Day holiday in 2024 rose 130% year-on-year, with visitors coming primarily from Japan, the United States, and South Korea. Hotel bookings in major cities like Shanghai, Beijing, and Chengdu from international travelers are also recovering strongly.
According to China National Tourism Administration (CNTA), the government has set ambitious targets for inbound tourism recovery, with the goal of reaching and then exceeding pre-pandemic visitor numbers by 2026. Policy and infrastructure are being aligned to get there.
What China Is Doing to Welcome More Foreign Tourists
Expanded Visa-Free Access
China has moved aggressively on visa policy. In late 2023, the government extended two-week visa-free entry to travelers from France, Germany, Italy, Spain, the Netherlands, and Malaysia. By 2025, the visa-free list has grown further. Foreigners arriving by cruise ship through China’s 13 cruise ports, including Sanya on Hainan, can enter without a visa if they are in a group of at least two people.
These are real, practical changes that remove a major friction point for international travelers. The message from Beijing is clear: foreign tourists are welcome, and entry should be easy.
Digital Payment Access for Foreigners
One of the biggest practical challenges for international visitors in China had been the near-total reliance on mobile payments. WeChat Pay and Alipay dominate, and foreign credit cards were often rejected. That’s changing. Both WeChat Pay and Alipay now support cards from major international banks, including Visa, Mastercard, JCB, and Discover. Foreign visitors can now link their international card to these apps and pay seamlessly across China.
Social Media and Content-Driven Attraction
China has also been active in attracting international tourists through content. Chinese tourism boards and local businesses have been producing Douyin and TikTok videos showcasing scenic areas, cultural festivals, and urban experiences. Drone footage of cities like Shanghai, Chengdu, and Guilin has gone viral internationally, driving genuine curiosity and bookings. Influencer collaborations with international travel creators are also growing.
According to Xinhua News Agency, the government is backing these digital outreach efforts as part of a national tourism recovery strategy. Cultural heritage sites, natural landscapes, and modern metropolitan experiences are all being positioned to attract different traveler segments.
What International Visitors Are Coming for
The changing demographics of inbound tourism to China are worth noting. Pre-pandemic, the typical international visitor was often a business traveler or a first-time cultural tourist. In 2024 and 2025, there’s a much bigger share of leisure travelers, younger visitors inspired by social media, and niche travelers seeking food, nature, or specific cultural experiences.
Top draws include: the Great Wall and Beijing’s historic sites, Shanghai’s mix of modern skyline and old Shikumen neighborhoods, Yunnan’s natural scenery, Sichuan food culture, and Hainan’s beaches. High-speed rail connectivity now makes multi-city itineraries genuinely accessible for visitors who want to see more than one part of the country.
Why Your Chinese Digital Presence Matters
If you’re a foreign business operating in or targeting the China market, the return of international tourism is a significant opportunity. But Chinese consumers and Chinese visitors don’t behave like Western audiences. They research differently, book differently, and share differently. Here’s what your digital strategy needs:
- Chinese website + ICP license + China hosting: Any business targeting mainland Chinese consumers or visitors needs a website that loads inside China. Alibaba Cloud and Tencent Cloud are the go-to hosting options. An ICP license is required for proper visibility on Baidu.
- Douyin: The main discovery channel for domestic Chinese consumers and increasingly influential with international audiences following Chinese travel content. Essential for any travel or hospitality business.
- Xiaohongshu (XHS/RED): Where Chinese travelers research destinations and businesses. Reviews and real user content here build trust with the audience you’re trying to reach.
- Baidu: Chinese search users don’t use Google. Baidu SEO and PPC are how you capture search demand from Chinese travelers and consumers.
- WeChat: For ongoing communication, loyalty building, and direct bookings via Mini-Programs.
Our team at Chinese Tourist Agency helps international brands build these channels. See our full services here.
FAQ: International Tourism in China
How easy is it for Western tourists to visit China in 2025-2026?
Considerably easier than it was even two years ago. The expanded visa-free entry policy means travelers from more than a dozen countries can now enter China without a visa for short stays. For those who do need a visa, the process has been simplified and turnaround times improved. Digital payments are now more accessible for foreigners, with WeChat Pay and Alipay supporting international bank cards. The main practical challenges that remain are language (Mandarin is still essential to navigate most of China comfortably) and the separate digital environment, since Google, Instagram, and other Western apps don’t work without a VPN.
What are the best destinations in China for first-time international visitors?
Beijing and Shanghai are the natural starting points: they have the most developed tourism infrastructure, the most English-language signage, and the widest range of accommodation options. From there, Chengdu is a favorite for its food culture and proximity to giant panda bases. Guilin and Yangshuo offer dramatic river scenery that photographs beautifully. Hainan is growing fast as a beach destination with improved international connectivity. High-speed rail between these cities makes multi-destination trips much more practical than they used to be.
Is the business environment in China improving for foreign companies in tourism?
The signals in 2024 and 2025 are positive. The Chinese government has made clear that attracting foreign tourists and foreign business investment in tourism and hospitality is a priority. New policies on visa access, digital payment for foreigners, and promotion of inbound tourism all point in the same direction. Luxury brands, international hotel groups, and foreign travel companies are all increasing their presence in China again. For businesses that build proper Chinese digital infrastructure and local partnerships, the market opportunity is real and growing.
How do Chinese travelers and international visitors differ in what they want from a trip to China?
International visitors to China tend to prioritize historical and cultural experiences: the Great Wall, the Forbidden City, traditional markets, and local food. Chinese domestic travelers are more focused on modern experiences, luxury, and social media-worthy moments. Both segments respond well to quality service, clear information, and smooth booking processes. For businesses serving both domestic and international visitors, the key is having Chinese-language content for the domestic audience and English-language content (plus smooth digital access) for international visitors. A dual-channel approach is increasingly common among China’s most successful tourism businesses.
China Tourism Is Back: What to Do Now
The 305% surge in foreign visitors in Q1 2024 is not an anomaly. It’s the start of a sustained recovery that will keep building through 2026 and beyond. If your business operates in China or serves travelers going to China, now is the time to build your digital presence and get in front of both Chinese consumers and international visitors. The market is open. Let’s make sure you’re positioned to benefit.
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.
Quick Reference: International Tourism in China 2024-2025
| Indicator | Data |
|---|---|
| Foreign visitor entries Q1 2024 | 13 million (+305.2% YoY) |
| Total entries/exits Q1 2024 | 141 million (+117.8% YoY) |
| Inbound bookings May Day 2024 | +130% YoY (Ctrip data) |
| Top source countries | Japan, USA, South Korea |
| Visa-free countries (as of 2025) | France, Germany, Italy, Spain, Netherlands, Malaysia + more |
