China’s tourism industry is experiencing a robust resurgence as American travelers return in significant numbers, with the sector approaching near-complete recovery to pre-COVID levels. The momentum was prominently showcased at the 2025 United States Tour Operators Association conference in National Harbor, Maryland, where industry leaders gathered under the theme “Courage” to champion renewed international exploration.
According to the latest data from China’s Ministry of Culture and Tourism, the country welcomed 132 million international visits during 2024, generating approximately $94.2 billion in tourism revenue—representing a remarkable 97% recovery compared to pre-pandemic figures. This rebound comes despite previous challenges from both health crises and geopolitical tensions.
China has implemented several strategic measures to facilitate this tourism revival, including expanding visa-free transit access to 240 hours, modernizing digital payment infrastructure, and fostering enhanced collaboration between local travel agencies. “We’re not merely selling trips anymore, but co-creating immersive experiences,” emphasized Ma Yunfei, Director of the China National Tourist Office, who directly addressed conference attendees with the message: “China is ready for your courage.”
The visa facilitation program now permits citizens from 55 countries, including the United States, to transit through China for up to ten days without a visa when holding valid international travel documents and confirmed onward tickets. This policy applies across more than 20 designated provinces and cities, including major hubs like Beijing and Shanghai.
Industry executives report growing optimism despite political differences between the nations. “US travelers increasingly recognize this as a unique, once-in-a-lifetime opportunity, and China remains high on that list,” noted Terry Dale, President and CEO of the United States Tour Operators Association. “Regardless of political discussions or tariff debates, there’s strong confidence in China’s welcome for American visitors.”
Beyond economic benefits, tourism professionals emphasize the deeper significance of people-to-people connections. Contemporary attractions—from cutting-edge technology events like the World Robot Contest to iconic experiences such as the Harbin Ice and Snow Festival—complement traditional cultural sites in drawing international visitors.
Educational travel is particularly rebounding, fueled by initiatives inviting 50,000 youth to China within five years. “China represents a massive opportunity for more North Americans,” observed Brian Hoyt, Vice-President of Education First World Journeys, noting that recent pro-tourism policies “are opening the door again for students through adults seeking authentic cultural immersion.”
Tour operators confirm measurable increases in bookings, with Beijing and Shanghai remaining top destinations while travelers increasingly seek authentic local experiences. The industry consensus indicates that China’s comprehensive approach to tourism recovery is successfully repositioning the country as a premier global destination.