China’s inbound tourism sector is experiencing a remarkable resurgence in 2025, driven by comprehensive policy reforms and technological innovations that are reshaping the travel experience for international visitors. The industry’s revitalization represents a significant economic recovery story, combining streamlined entry procedures with enhanced digital infrastructure to create a more accessible and appealing destination for global travelers.
The transformation is particularly evident in Shanxi province, where Singapore-based travel expert Jiang Huijun recently conducted a scouting mission. As president of Jun-Air Travel, Jiang discovered what she describes as ‘sleeping cultural gems’ including the ancient Yingxian Wooden Pagoda, Yungang Grottoes with their 50,000 Buddhist statues, and the breathtaking Xuankong Hanging Temple. ‘One glance, and you understand you’re witnessing a masterpiece of human ingenuity,’ she remarked about the wooden pagoda, highlighting how China’s cultural treasures are captivating a new generation of experience-seeking travelers.
Policy changes have been instrumental in this tourism renaissance. China expanded its visa-free access to 48 countries in 2025, adding major tourist sources including Brazil, Argentina, Saudi Arabia, and Russia. The visa-free policy extension through December 2026 provides long-term certainty for both travelers and tour operators. Additionally, mutual visa-exemption agreements now exist with 29 countries, including recent additions Malaysia and Uzbekistan.
Digital accessibility has undergone revolutionary improvements. The development of specialized platforms like UnionPay’s Nihao China app and Travelsky Mobile Technology’s HiChina platform has created English-friendly ecosystems for payments, transportation, ticketing, and translation services. China Eastern Airlines has further enhanced convenience with integrated air-rail booking services, allowing seamless combination of flight and high-speed train tickets.
The civil aviation sector has achieved substantial recovery, with international passenger flights reaching over 7,000 weekly—approximately 93% of pre-pandemic levels and representing a 20% year-on-year increase. The expanded network now connects to 83 countries, with new routes to Argentina, Morocco, Seychelles, Vanuatu, and Malta, while explorations continue for services to Iceland, Chile, and Eastern European nations.
Shopping patterns among international visitors have evolved significantly, reflecting changing perceptions of Chinese products. While traditional souvenirs remain popular, tourists are increasingly purchasing high-tech items including drones, Xiaomi phones, and Huawei gadgets. The enhanced instant tax refund service has contributed to this shift, with Hainan’s upgraded offshore duty-free policy generating measurable gains—international shopper traffic increased 3-5% following its November implementation.
Iconic destinations have embraced technological innovation to enhance visitor experiences. The Badaling section of the Great Wall reported inbound visitor numbers surpassing 500,000 in 2025—a 33.29% year-on-year increase and a decade high. The site has transformed into what deputy general manager Yue Junfang calls ‘a living cultural salon,’ offering dawn and night tourism experiences alongside NFC smart tickets, AI guides, augmented reality interactivity, and immersive role-playing activities.
Emerging attractions like Pop Land theme park in Beijing demonstrate China’s growing soft power appeal, with over half of visitors coming from non-family groups and international travelers comprising a significant portion. The park’s success with original Chinese IPs like the Labubu doll illustrates the cross-generational and cross-border attraction of contemporary Chinese creativity.
Despite these positive developments, industry professionals identify challenges that require attention. A shortage of skilled, multilingual tour guides represents what China International Travel Service assistant general manager Wang Bo describes as ‘a generational gap in our talent pipeline.’ The industry is addressing this through training initiatives and competitions aimed at attracting younger professionals who can articulate China’s cultural depth to international audiences.
As Jiang Huijun prepares marketing campaigns to introduce Singaporean travelers to Shanxi’s cultural treasures, she emphasizes the importance of creating cohesive travel experiences and year-round promotion. ‘China has become the top destination for many Singaporeans,’ she notes, particularly citing growing interest among younger generations. Her mission encapsulates the sector’s broader transformation: encouraging repeat visitors to see China anew while inspiring first-time travelers to begin their journey of discovery.