Since the beginning of 2024, China has significantly broadened its list of visa-free entry countries, leading to a remarkable increase in foreign tourists visiting the countryThis trend has sparked considerable interest on global social media platforms, propelling what many are now referring to as a "China Travel Wave." Experts in the travel industry indicate that through strategies such as lowering entry restrictions and improving the quality of tourism offerings, China is cultivating a confident, inclusive, and open image on the international stage, setting the stage for a robust rebound in inbound tourism.

Recently, the Chinese government has expanded the scope of its visa-free policy, with the total number of visa-exempt countries now rising to 38. Notably, the duration of visa-free stays has been extended from 15 days to a full 30 days, making it easier for international visitors to plan longer trips.

With China's commitment to further opening its tourism sector, the inbound tourism market is experiencing a rapid rejuvenation

An increasing number of foreign travelers are opting to explore China, eager to immerse themselves in its vibrant culture and dynamic history for an authentic experience.

According to statistics from the National Immigration Administration of China, in the first half of 2024, the number of foreign nationals entering China reached a staggering 14.635 million, representing an extraordinary year-on-year growth of 152.7%. Among these, the number of people entering visa-free soared to 8.542 million, a remarkable increase of 190.1%. In the third quarter of the year, a further 8.186 million foreigners entered the country, marking a 48.8% rise compared to the previous year, with 4.885 million arriving under the visa-free policy—a remarkable 78.6% increase.

Travel agencies are also tangibly feeling this resurgence in "China travel." According to Zhou Weihong, the Deputy General Manager of Spring Airlines International Travel Service Group, there has been a significant uptick in inquiries from Japanese companies and tourists

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In response to this rising demand, the agency has adapted tourist package prices and coordinated flight schedules to cater to a growing influx of inbound visitorsSun Peng, who oversees inbound tourism at China Travel Service, shared that the primary sources of inbound tourists currently hail from South Korea, Japan, and Southeast Asian nationsThe easing of visa restrictions has also stimulated a rapid recovery of visitors from France, Germany, and Spain.

Improved transportation infrastructure and attention to detail in service have contributed to an increasing number of travelers opting for independent itinerariesSun Bowan, Vice President of the Inbound Tourism Branch of the China Travel Service Association and General Manager for Inbound Travel at Ctrip, remarked that search and order volumes for travel to China have surged on travel platformsIn the first half of this year, Ctrip saw inbound travel orders nearly double compared to the previous year.

Industry insiders are optimistic about this upward trend, indicating that the growth in inbound tourism brings a myriad of benefits

Liu Xiangyan, a deputy researcher at the International Research Institute of the China Academy of Tourism, noted in an interview that the high-quality development of inbound travel not only enhances China's inbound tourism revenue and promotes economic growth within the sector but also fosters cultural exchange and mutual appreciation between Chinese and foreign civilizationsMoreover, the increasing overseas tourist demand is anticipated to elevate the quality of offerings within China's tourism industry, aiding in establishing world-class destinations and ensuring sustainable high-quality growth within the sector.

In a bid to further bolster inbound tourism, relevant departments have been attentive to the needs of foreign visitors, striving to enhance the accessibility of services such as financial payments, accommodation, and transportationA concerted effort is underway to optimize the tourism environment, ensuring that visitors can enjoy their trips to the fullest.

This past March, there was a significant emphasis on developing a comprehensive, multi-tiered, and multi-faceted payment service system

The People's Bank of China collaborated with the Ministry of Culture and Tourism to ensure that foreign and domestic bank card processing was fully implemented across major tourist attractions rated 4A and 5A, national-level and provincial tourist resorts, leisure districts, and hotels rated three stars and above.

Interestingly, alongside the resurgence of inbound tourism, there has been a notable increase in the demand for "deep travel" experiences amongst visitorsZhou Weihong highlighted that incoming tourists are increasingly interested in diverse, personalized, and immersive experiences that allow them to deepen their appreciation of local cultureMore and more visitors are opting to explore local neighborhoods, engaging with the day-to-day lives of citizensIn response, tour operators have started integrating a greater proportion of historical and cultural content into their offerings, crafting experiences that allow tourists to appreciate not just classic landmarks but also the modern vibrancy and warmth of evolving urban landscapes.

Against the backdrop of transforming China into a leading global tourism destination, the potential of the "China Travel" market is immense and plays a significant role in galvanizing global economic development