In September, Malaysian travel blogger Lee Jia Hui traveled to Tianjin to attend the China Cultural Tourism Industry Expo. In her spare time, she visited city landmarks and collected new material for her "China Travel" on social media accounts. She plans to share her experiences in China with her fans through short videos.

The 2026 China Cultural Tourism Industry Expo is being held in Tianjin, with more than 2,500 cultural tourism enterprises from 20 countries and regions, as well as 10 international organizations and national industry associations participating in the exhibition and conference.

Li Jiawei was one of the overseas travel bloggers invited to the conference. She has visited many parts of China and runs an account on overseas social media platforms themed "Explore China," covering scenic spots, local delicacies, and travel guides, which has inspired many foreign netizens to visit China.

“I really love Chinese culture and I hope to let more people see the real China,” said Li Jiawei. She added that China has abundant tourism resources and is very popular in overseas markets, and her fans are always full of curiosity and anticipation.

As tourism to China continues to gain popularity, more and more foreign tourists are beginning to experience China in various ways. By 2025, China will receive more than 150 million inbound tourists, an increase of more than 17% year-on-year, of which more than 30 million will enter the country visa-free.

Richard Marich, Senior Manager of External Liaison at the World Tourism Cities Federation, has lived and worked in China for many years. He remarked that China is no longer just a tourist destination, but a growing international hub connecting tourists, cities, markets, and industries. Its well-developed smart tourism system, safe living environment, and convenient visa-free policies continue to attract global tourists.

Ma Ruiqi observed that overseas tourists nowadays prefer to explore the streets and alleys, sample local snacks, and experience the atmosphere of contemporary China. "The first time they come, it's to 'see China'; the second time, it's to 'experience China'," he said.

Olesia Razumnaya, General Manager of the Samara Travel Agency in Russia, echoed this sentiment. "We host Russians traveling to China and also serve a large number of Chinese tourists visiting Russia. Through this back-and-forth, we have truly experienced the enormous vitality of the Chinese tourism market."

Currently, China has implemented a 240-hour visa-free transit policy for more than 50 countries, including Russia. Several new air routes have also been added between China and Russia, further expanding air transport capacity. More convenient transportation, easier visa-free policies, and a higher quality travel experience have made Olesia's travel agency a tangible beneficiary.

“Over the past year, our bookings for travel to China have increased significantly, and the enthusiasm and demand for Russian tourists to travel to China continues to rise.” Olesia admitted that what impressed her most was not only the growth in tourism market data, but also the iterative upgrading of tourism quality.

According to data from China's Ministry of Culture and Tourism, in 2025, domestic residents made 6.522 billion trips, an increase of 907 million trips compared to the same period of the previous year, representing a year-on-year growth of 16.2%. Many international travel agencies participating in the exhibition stated that China is becoming an important source market for the international tourism industry.

The vast market potential has attracted numerous international cultural and tourism organizations to actively seek cooperation. Kristina Kolenčkova, an exhibitor from Slovakia, showcased local specialties and hoped to explore more collaboration opportunities. She stated that Chinese tourists are increasingly favoring niche travel destinations, creating development opportunities for the European cultural and tourism market.

Inside and outside the exhibition hall, exchanges were lively and negotiations were fruitful. New cooperation intentions were quietly being reached among the bustling booths. Olesia succinctly expressed the sentiments of many exhibitors: "The essence of tourism is not only encountering scenery, but also encountering culture, understanding each other, and forging friendships." (Source: Xinhua News Agency)