In the first half of this year, my country received 22.914 million inbound foreign visitors, a year-on-year increase of 20.4%. According to a report on the website of the internationally renowned travel media outlet *Travel & Tourism World*, the expansion of visa-free transit policies, simplified border procedures, improved digital payment systems, and enhanced tourism services have made "traveling to China" more convenient than ever before, and China's tourism industry is experiencing unprecedented growth. The over 22.91 million inbound visitors also reflect the international community's strong confidence in China as one of Asia's fastest-growing tourist destinations.

The visa-free "circle of friends" continues to expand, becoming the strongest engine for inbound tourism.

The report argues that among the many favorable factors, the continuous optimization of visa policies is undoubtedly the primary driver of inbound tourism growth. A series of policies have not only provided greater flexibility for tourists entering through major international airports and other border crossings, increasing tourist numbers, but have also attracted more and more tourists from various countries to China, making China's international tourism market more diversified.

Geographical proximity, improved flight connectivity, and relaxed visa policies have boosted tourism demand from China's neighboring countries, supporting steady growth in leisure, family visits, educational, and business travel. Meanwhile, international demand has extended far beyond Asia, with an increasing number of European tourists choosing China as their vacation and business travel destination.

Data shows that orders from European countries to China increased by 275% year-on-year, with ticket orders increasing more than 20 times. Among these, orders from Russia accounted for 53.5%, a year-on-year increase of 553%; orders from Western European countries (UK, France, Germany, Italy, Spain, and the Netherlands) accounted for nearly 42%, with an overall increase of almost 150%. This diversity of source markets reflects China's growing appeal to both short- and long-haul international tourists, as well as the increased confidence of international visitors.

Digital services bridge the "last mile," making the travel experience smoother.

In the past, inconvenient payment methods, cumbersome tax refund processes, and time-consuming customs clearance were real concerns for many foreign tourists visiting China. Now, these pain points are being systematically addressed. Various measures are extending the convenience of "spontaneous travel" beyond just visa processing to every detail of daily travel.

In terms of payment, China has established a multi-tiered payment system for expatriates, allowing international bank cards to be directly linked to WeChat Pay or Alipay, enabling seamless spending from small shops to large shopping malls. Regarding tax refunds, China continues to optimize its "instant refund upon purchase" service, greatly enhancing the shopping experience. Data shows that in the first half of the year, the number of overseas tourists applying for tax refunds increased by 366% year-on-year, while the sales volume of tax-refundable goods and the amount of tax refunds increased by 69% year-on-year.

Regarding immigration clearance, major international airports and key tourist destinations have introduced more efficient procedures. For example, in popular scenic spots like Zhangjiajie, immigration clearance time has been reduced to less than 30 minutes, significantly shortening tourists' waiting time. Meanwhile, tourism services are becoming increasingly friendly to overseas tourists. Multilingual ticketing machines, AI translation devices, and multilingual customer service (English, French, Spanish, etc.) are now widely available at tourist attractions and mainstream travel platforms.

From historical sites to everyday life, tourists are quietly upgrading their travel experiences.

As more and more foreign tourists visit China, their travel preferences are changing significantly, with immersive and lifestyle-oriented travel becoming a new trend. The report mentions that traditional landmarks such as the Great Wall and the Forbidden City remain must-sees, but more tourists are showing a growing interest in local culture and daily life. Furthermore, technology tourism is becoming increasingly popular; for example, many tourists specifically visit Shenzhen's Huaqiangbei to experience China's latest consumer electronics products.

From "worth a visit" to "worth a special trip"

The report states that the strong performance of China's inbound tourism in the first half of 2026 is the result of a combination of policy liberalization, service upgrades, product innovation, and brand promotion. By continuously lowering entry barriers, improving tourism facilitation, and enriching the supply of tourism products, China is accelerating its transformation from a "worth visiting" destination to a travel choice that global tourists "won't want to make a special trip for."

On social media, videos of foreign tourists sharing their summer experiences in China are becoming a window for a global audience to rediscover the country. More and more tourists are venturing beyond big cities, exploring ancient towns, mountain villages, and less-traveled cities. What they are finding is not just a cool summer retreat—but an increasingly open, friendly, and vibrant China.

(Source: China Daily Website; Translated by Gao Linlin)