The global tourism industry is experiencing a resurgence, and China is reaping the benefits. With relaxed visa policies and a growing global interest, the country is seeing a significant surge in foreign visitors. In the first quarter of the year, foreign visitor numbers to China soared, marking a threefold increase compared to the same period in 2023. This surge is evidenced by the 118.8% year-on-year increase in visa issuance, with 466,000 documents issued, and a 266.1% rise in visa-exempt foreigner entries, reaching 1,900. This influx of international tourists is expected to continue as China’s travel policies continue to ease.
One of the key factors driving this revival is the popularity of viral videos by international influencers exploring China. These influencers, using the hashtag #Chinatravel, are not only driving significant online traffic but also playing a pivotal role in reshaping perceptions of Chinese tourism. They challenge the narratives often presented by Western media, showcasing the country’s diverse landscapes, vibrant culture, and unique experiences.
Despite historical challenges in promoting China’s tourism due to restrictions like the “Great Firewall,” Chinese tourists are actively sharing their experiences on platforms like Xiaohongshu (RED) and Douyin. While posting on Western platforms like Instagram or TikTok remains difficult, the sharing of experiences on domestic platforms helps fuel the growing interest in China as a travel destination.
A prime example of successful inbound tourism marketing is Zhangjiajie, a scenic area that has become a favorite among elderly Korean tourists. This quarter, the area saw a 44.44% increase in Korean visitors compared to the same period in 2019. Zhangjiajie’s marketing strategy, focusing on the cultural value of ‘filial piety’ – a concept resonating deeply in both Chinese and Korean cultures – has effectively attracted young Koreans to plan visits for their parents.
During recent holidays, the hashtag #Attractions Are Filled With Foreigners# trended on Weibo, attracting over 7 million views. This trend underscores China’s growing appeal as a travel destination. Ctrip, a major travel agency, reports that cities like Jiangsu, Zhejiang, Shanghai, Sichuan, and Chongqing are popular destinations for international tourists. There has also been a notable rise in the popularity of snow and ice tours in cities like Shenyang and Harbin.
Chongqing, in particular, has become a viral sensation, known for its “Magic trains” and super spicy cuisine. These unique attractions have captured the imagination of many online viewers, further boosting interest in the city.
China’s recent visa exemptions for countries including France, Germany, and Poland have further fueled interest in the country. Following the announcement of a 15-day visa waiver for Polish citizens, Trip.com saw a notable 40% increase in searches for China from Polish users.
To accommodate the growing number of tourists, China has ramped up its facilitation measures. In Beijing, cultural and tourism sites, along with major hotels, now feature enhanced payment systems, including foreign currency exchange points and foreign card POS machines. Similarly, the Suzhou Garden Scenic Spot has installed additional POS machines for ease of use by international tourists. The country is also embracing technology to enhance the travel experience, utilizing VR previews and intelligent guided tours to provide visitors with a detailed preview of destinations before they even arrive.
The resurgence of China’s tourism industry is a testament to the country’s appeal as a destination for global travelers. With eased restrictions, a growing online presence, and targeted marketing efforts, China is well-positioned to capitalize on the renewed interest and continue to attract visitors from around the world.
