China and its Tourism Surge

More people are traveling to China than before, thanks to relaxed restrictions and efforts to boost tourism. As global travel rebounds, China has introduced policies that make visiting easier. Lifting entry rules, expanding visa-free options, and promoting its attractions have all played a role in bringing more tourists to the country.

Long-Term Efforts to Attract Global Travelers

China has been working on strengthening its tourism industry for years. After hosting the 2008 Summer Olympics, the country kept expanding its travel sector. The 2022 Winter Olympics pushed this even further, leading to major investments in tourist attractions and transportation. These efforts have made China a more accessible and attractive destination for visitors from around the world.

In addition to infrastructure improvements, China created a five-year plan to develop winter sports tourism. By 2028, the country is expected to invest nearly $310 billion in travel and tourism—more than double its 2017 spending. This investment is also set to surpass projected U.S. tourism spending. With annual tourism-related GDP growth expected to reach 6.5%, China’s commitment to the industry is clear.

A Worldwide Travel Boom—and China’s Place in It

Tourism worldwide is rising quickly. In early 2024, almost 285 million people traveled internationally, bringing global tourism back to 97% of pre-pandemic levels. Recognizing this trend, China fully reopened in 2023 after nearly three years of restrictions. To attract more visitors, the country expanded visa-free entry for travelers from Australia, New Zealand, Malaysia, and several European nations.

More visa-free access means more international flights and increased convenience for tourists. Additionally, China has focused on improving visitor services, especially payment systems. Mastercard has been working to link China’s payment networks with global financial systems, making transactions smoother for travelers.

Who Is Contributing to China’s Tourism Surge?

Tourism in China was slow to pick up initially, but by the end of 2024, it is expected to recover to about 80% of 2019 levels. The largest groups of visitors are coming from Japan, Malaysia, South Korea, the U.S., and Australia. There has also been a noticeable increase in European travelers, particularly from France, Spain, and Italy. To keep up with demand, airlines have been adding more international routes, making travel to China even easier.

Younger Travelers and New Hotspots

Tourist demographics are shifting. More people between the ages of 20 and 35 are exploring China, with their numbers rising by 9% since before the pandemic. Instead of sticking to traditional destinations like Beijing and Shanghai, many are venturing into other cities. Places like Chengdu, Xiamen, Chongqing, Suzhou, and Xi’an are becoming increasingly popular due to their unique culture, food, and historical sites.

One of the fastest-growing travel spots is Zhangjiajie in Hunan Province. Its dramatic rock formations inspired the floating mountains in Avatar, drawing in adventure seekers and nature lovers. In early 2024, tourism spending in Hunan surged nearly 24 times compared to the previous year, highlighting its growing appeal. As more travelers look for off-the-beaten-path experiences, these emerging destinations are seeing a significant rise in visitors.

China’s Tourism Future Looks Bright

With continued investment in travel infrastructure, expanded visa policies, and a growing number of visitors, China’s tourism industry is poised for major growth. The country is making travel more accessible while highlighting both famous and lesser-known destinations. As more people rediscover China, its tourism industry is set to thrive for years to come.

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