China is launching an ambitious nationwide initiative to transform its inbound tourism infrastructure, creating a more accessible and seamless experience for international visitors. Culture and Tourism Minister Sun Yeli announced the sweeping reforms during a press conference held alongside the National People’s Congress sessions, outlining a multi-faceted approach to position China as a premier global destination.
The comprehensive strategy addresses every aspect of the tourist journey, from streamlined visa processing and border clearance procedures to enhanced transportation networks, accommodation standards, and culinary experiences. Minister Sun emphasized that these coordinated improvements aim to establish three powerful brand identities: ‘Travel in China,’ ‘Shopping in China,’ and ‘Services in China.’
Recent policy changes have already yielded significant results, with 2025 witnessing over 150 million inbound tourist arrivals—a 17% year-on-year increase—and tourism revenue exceeding $130 billion, representing a remarkable 40% growth. Notably, more than 30 million foreign visitors entered China through expanded visa-free programs, which now cover 50 countries for unilateral visa-free access and 55 countries for transit visa-free arrangements.
A major breakthrough has been achieved in payment systems, where international visitors can now seamlessly link foreign bank cards to Chinese mobile payment platforms and utilize overseas digital wallets domestically. The infrastructure supporting card payments has been substantially expanded, complemented by increased currency exchange services and ‘small change packages’ for cash-paying tourists.
The digital transformation has been particularly successful, with over 80% of visitors from countries including Kazakhstan and Malaysia adopting mobile payment systems. Total mobile payment transactions by international tourists reached approximately 80 billion yuan ($11 billion) in the previous year, becoming an integral part of their daily experience in China.
Shopping experiences have been enhanced through expanded tax refund services, including instant refund options at point of purchase. This has diversified purchasing patterns, with tourists increasingly acquiring cultural products, creative merchandise, and trendy collectibles alongside traditional electronics like smartphones, drones, and VR headsets.
Minister Sun highlighted that these practical improvements, combined with strengthened global promotional campaigns, have fostered deeper understanding and appreciation of Chinese culture among international visitors. The phenomenon of foreign tourists embracing Chinese lifestyles—often described as ‘becoming Chinese’—has emerged as a popular social media trend, reflecting growing enthusiasm for authentic cultural immersion.