China saw roughly 25.59 million foreign entries in the first eight months of 2025, driven by a large visa‑free share (about 15.89 million, or 62.1%) and rapid year‑on‑year growth.
Short stays dominate: the average international guest stayed about 1.6 days, which shapes product, distribution, and marketing choices for hotels and destinations.
Who the foreigners are and where they stay
Source markets and guest profiles
Most international guests came from Southeast Asia and South Asia, led by India, then Thailand and the Philippines; North and South America trailed behind.
Hotel groups report that budget hotels captured the largest share of foreign guests—contrary to expectations that higher‑end properties would lead the recovery.
Table — Top source markets and implications
| Source market | Why it matters | Implication for hotels |
|---|---|---|
| India; Southeast Asia | High volume; short trips | Emphasize value, quick check‑in, local F&B options |
| Thailand; Philippines | Strong regional demand | Multilingual staff; regional payment methods |
| Americas | Lower volume; longer planning | Targeted premium offers; longer lead times |
Sources: chinatravelnews.com.
Marketing, distribution, and content strategies
Hotels and travel brands are adapting to short‑form content and platform strategies.
Short videos (30–45 seconds) on platforms like TikTok and Xiaohongshu are being used to drive booking behavior, not just views; groups combine AI tools and production partners to distill hotel value propositions into concise clips.
The emphasis is on conversion-focused content that changes habits rather than vanity metrics.
Operational and product shifts for short‑stay visitors
Practical adjustments
- Faster check‑in/out and flexible hourly rates to match 1–2 day stays.
- Localized services (language, payment, food) for Southeast and South Asian guests.
- Distribution partnerships with regional OTAs and social platforms to capture impulse bookings.
What destinations and operators should prioritize
- Value and convenience: prioritize clean, safe, and affordable rooms with efficient service.
- Platform‑first content: short, outcome‑oriented videos that highlight booking triggers.
- Regional tailoring: payment options, language support, and culturally relevant F&B.
Final takeaways
The inbound recovery is broad and fast, but behavioral patterns (visa‑free travel, short stays, budget preferences) require different commercial and operational playbooks than pre‑pandemic tourism.
Hotels that optimize for short‑stay conversion and regional source markets will capture the next wave of foreign visitors to China.
Source:
- ChinaTravelNews article: https://www.chinatravelnews.com/article/188781
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