China’s tourism industry is experiencing a remarkable resurgence, with foreign visitor numbers climbing dramatically following strategic visa policy reforms.
Recent data from the National Bureau of Statistics reveals that China’s concerted efforts to attract international travelers are yielding impressive results, positioning the country to potentially reclaim its status as a premier global tourism destination.
Record Growth in International Tourism
The statistics paint a compelling picture of recovery: China welcomed 26.94 million foreign visitors in 2024, representing a staggering 95.5% increase compared to 2023.
Revenue from international travelers reached $94.2 billion, up 77.8% from the previous year.
While these figures remain approximately 15% below pre-pandemic levels, the trajectory clearly indicates a strong comeback for China’s tourism sector.
China’s International Tourism Recovery (2019-2024)
| Year | Foreign Visitors (millions) | Revenue (USD billions) | % of Pre-pandemic Levels (Visitors) | % of Pre-pandemic Levels (Revenue) |
|---|---|---|---|---|
| 2019 | 31.70 (est.) | 103.50 (est.) | 100% | 100% |
| 2020 | Data unavailable | Data unavailable | – | – |
| 2021 | Data unavailable | Data unavailable | – | – |
| 2022 | Data unavailable | Data unavailable | – | – |
| 2023 | 13.78 | 53.00 | 43.5% | 51.2% |
| 2024 | 26.94 | 94.20 | 85.0% | 91.0% |
Source: National Bureau of Statistics of China, 2025
“The rapid growth in foreign visitors demonstrates the effectiveness of China’s visa liberalization strategy,” notes tourism analyst Wei Zhang.
“By removing bureaucratic barriers, China has successfully repositioned itself as an accessible destination for international travelers.”
Strategic Visa Reforms Driving Recovery
At the heart of this tourism revival lies China’s unprecedented visa policy reforms.
The government has unilaterally relaxed visa requirements for citizens of 38 countries and expanded visa-free transit stays of up to 10 days to nationals from 54 countries.
These initiatives have dramatically simplified entry procedures for potential visitors.
The impact of these policy changes is evident in the numbers: 20.1 million entries in 2024—representing 74.6% of all foreign arrivals—were visa-free, marking a 112.3% increase from 2023.
The final quarter of 2024 saw a particular surge after visa-free policies were extended to 18 additional countries, primarily European nations, in November.
Visa-Free Entry Statistics (2023-2024)
| Entry Type | 2023 (millions) | 2024 (millions) | Year-on-Year Growth |
|---|---|---|---|
| Visa-Free Entries | 9.47 | 20.10 | +112.3% |
| Traditional Visa Entries | 4.31 | 6.84 | +58.7% |
| Total Foreign Entries | 13.78 | 26.94 | +95.5% |
Source: National Immigration Administration of China, 2025
For the most current information on visa-free countries and requirements, travelers can visit the Ministry of Foreign Affairs of China or consult the China National Tourism Administration.
South Korean Tourists Lead the Way
Shanghai’s tourism bureau reports that South Korea has emerged as the city’s largest source of international visitors following the implementation of visa-free policies.
The influx of South Korean tourists has become a cultural phenomenon, with social media platforms featuring viral content showing South Korean visitors frequenting local establishments, particularly barbecue restaurants and bakeries.
“The South Korean market response demonstrates how quickly tourism patterns can shift when entry barriers are removed,” explains Dr. Li Chen, professor of tourism economics. “This success story provides a blueprint for targeting other key markets.”
Enhanced Digital Infrastructure for Travelers
Beyond visa reforms, China has implemented practical improvements to enhance the visitor experience.
A significant development has been enabling foreign bank cards to link with WeChat and Alipay, the ubiquitous digital payment platforms essential for daily transactions in China.
This integration addresses a longstanding pain point for international visitors who previously struggled with China’s predominantly cashless economy.
For detailed guides on using digital payment systems in China, travelers can refer to WeChat Pay’s international user guide and Alipay’s international user resources.
Domestic Tourism Outpaces International Recovery
While international tourism continues its recovery, domestic tourism has already surpassed pre-pandemic levels.
Revenue from domestic tourism reached a record 5.75 trillion yuan (approximately $790 billion) in 2024, representing a 17.1% increase from 2023 and a 0.5% rise from 2019.
Average expenditure per trip hit an all-time high of 1,024 yuan.
Domestic Tourism Performance (2019-2024)
| Year | Domestic Trips (billions) | Revenue (trillion yuan) | Average Expenditure (yuan) |
|---|---|---|---|
| 2019 | 6.01 | 5.72 | 952 |
| 2023 | 5.41 | 4.91 | 908 |
| 2024 | 5.61 | 5.75 | 1,024 |
| Change (2023-2024) | +3.7% | +17.1% | +12.8% |
| Change (2019-2024) | -6.7% | +0.5% | +7.6% |
Source: National Bureau of Statistics of China, 2025
Popular media has played a significant role in reshaping domestic tourism patterns.
The surprise hit mini-series “To the Wonder,” set in Xinjiang, sparked unprecedented interest in China’s remote northwest, resulting in 302 million visitors to the region last year.
Outbound Tourism Lags Behind
Chinese outbound tourism, while growing, has recovered more slowly than domestic travel.
Mainland Chinese made 145.89 million trips abroad in 2024, equivalent to 86% of 2019 levels. Industry analysts predict that outbound tourism will finally return to pre-pandemic levels this year, completing China’s tourism recovery trifecta.
For more information on Chinese outbound tourism trends, researchers can consult the China Tourism Academy and the World Tourism Organization (UNWTO).
Economic Implications and Future Outlook
The tourism revival carries significant economic implications beyond direct revenue.
The sector’s recovery creates employment opportunities, stimulates retail spending, and enhances China’s soft power globally.
Additionally, the influx of foreign visitors provides valuable foreign exchange at a time when China’s economy faces various challenges.
For travelers planning a visit to China, several resources provide valuable information:
- Trip.com – For booking flights, hotels, and tours
- China Highlights – For cultural and historical information
- Travel China Guide – For practical travel tips and itineraries
- China Discovery – For specialized tours and experiences
With visa-free policies firmly established and digital infrastructure improvements continuing, China appears well-positioned to reclaim its status as a leading global tourism destination.
If current growth rates persist, international visitor numbers could potentially return to pre-pandemic levels by early 2026, marking a complete recovery from one of the most challenging periods in global tourism history.
