Entering 2025, China has witnessed a remarkable surge in inbound tourism, with foreign visitors populating numerous Chinese cities. In the first quarter of 2025, the total number of foreign tourists entering the country via all ports reached 9.215 million, marking a substantial 40.2% increase compared to the same period last year. Some netizens humorously remarked that during holidays, China is not just teeming with domestic tourists but has become a stage for a “global celebration.”

Mutianyu Great Wall, Beijing

So, what draws tourists from across the globe to China? And what are the defining characteristics of this booming “China Travel”? 
  A significant number of foreign tourists show a preference for cultural-themed tours, delving deep into the inner level of China. Some ascend the Great Wall in Beijing, tracing the footprints of ancient civilizations, while others linger at the Terracotta Army site in Xi'an, immersing themselves in the legendary stories of the thousand-year-old military formation. From the gentle and time-honed charm of the southern water towns to the majestic and rugged landscapes of the northwest, they strive to experience the profound depth of Chinese civilization.

Tourists wearing Hanfu in front of the Bell Tower, Xi'an

Crafting Terracotta Warriors

Wearing Hanfu, the traditional Chinese costume; 
Taking a rickshaw to travel along zigzag Hutongs in Beijing; 
Crafting Terracotta Warriors by hand in Xi'an;
Indulging in ear-picking services and savoring hot pot in Chengdu…
  It is no longer just international cities like Beijing and Shanghai that attract foreign visitors. Vast rural areas and natural marvels are also emerging as popular destinations. Just recently, over 300 tourists from Indonesia flocked to Lin'an, Hangzhou, to enjoy kayaking and soak in the charm of “‌Whimsical Vistas”.

Foreign tourists strolling in the ancient town

Water town scenery in southern China

Great Wall, Beijing
Forbidden City, Beijing
Terracotta Army, Xi'an
Panda Base, Chengdu
The Bund, Shanghai
Zhangjiajie National Forest Park, Zhangjiajie
Hongya Cave, Chongqing
Li River, Guilin
West Lake, Hangzhou
  Due to favorable tax refund policies, foreign tourists now have an additional incentive to embark on “China tours”. They visit China not only to admire scenic spots and historical sites but also to purchase high-quality products. Many foreign tourists conduct thorough research and compile a shopping list before their arrival. Some foreign visitors note that numerous products offer excellent value for money, whether for personal use or resale, making it almost irresistible for them to engage in shopping sprees in China.
  Clothes, various electronic products, tea, ceramics... 
  The continuous expansion of the visa-free “circle of friends” has significantly contributed to the burgeoning popularity of inbound tourism. In the first quarter of this year, 6.57 million foreigners entered China visa-free through various ports nationwide, accounting for 71.3% of all foreign visitors. According to the latest news, Uzbekistani can also enter China visa-free starting from June 1st. By then, China's visa-free “circle of friends” will reach 66. With the extension of visa-free transit duration from 144 hours to 240 hours and its coverage expanded to 60 ports across 24 provinces, foreign tourists can now fully immerse themselves in the “China Tour” experience.

More to read: China Visa-free Policy
  After their immersive visiting experiences in China, foreign tourists’ sharing and recommendations on overseas social media platforms have further enhanced China’s global tourism image. For example, the American influencer “IShowSpeed” live-streamed unedited videos in cities such as Chongqing and Changsha, which went viral on overseas social media, enabling countless foreign netizens to discover the allure of China. 

Our customers in Tianmen Mountain, Zhangjiajie

  According to data from the Civil Aviation Administration of China, since the start of this year, China's international flight network has been continuously expanding. The number of countries with direct flights to China has reached 79, and both the number of international flights and passengers has seen a significant increase. 

Beyond major airports in Beijing, Shanghai, and Shenzhen, the number of international routes at some regional airports has also been on the rise. In March, Dali Fengyi Airport launched a route to Ho Chi Minh City, Vietnam; in April, Huangshan Tunxi International Airport opened a route to Busan, South Korea. This year, Zhangjiajie Hehua International Airport has added 13 international and regional routes. As a result, an increasing number of foreign tourists are choosing to fly directly to various Chinese cities, transforming their trips from mere “transit tours” to in-depth explorations.
  The “Instant Tax Refund” policy has streamlined the tax refund process, making it more convenient for international tourists. Currently, there are hundreds of “Instant Tax Refund” stores in cities like Beijing, Shanghai, and Shenzhen, providing a more seamless shopping experience for foreign visitors.

More to see: Tax Refund in China
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