Recently, various trending topics have emerged on overseas social media platforms, including China Cool (which focuses on cooling off and vacationing), China Shopping (which encourages stockpiling), China Taste (which seeks out the flavors of everyday life), and Chinamaxxing (which offers an immersive experience of Chinese daily life).

Recently, Elon Musk, a top global tech mogul, actively promoted China while surfing the internet, stating, "China is amazing, I highly recommend everyone go and see it." His mother, Maye Musk, who has lived in China for many years, quickly retweeted and liked the post, offering a more nuanced and sincere assessment: "Every city in China has its own charm, with different cultural attractions to visit. The buildings and streets are clean and well-maintained. The people are polite, hardworking, and respectful of one another."

What exactly is the allure of China? What new changes and opportunities are emerging in the inbound tourism market?

Cool mountain and water scenery + native folk customs

China Cool Ignites International Summer Getaway Trend

In the height of summer, Guiyang, known for its pleasant climate, is experiencing its most vibrant moment of the year. In Qingyan Ancient Town, a town with over 600 years of history, a team of more than ten Chinese and French artists is seeking inspiration.

Exploring ethnic villages and seeking out beautiful mountain scenery, French artist Marie Rhodes said frankly, "The mountains and waters here are the most amazing I have ever seen in my life, which has given me a completely new creative atmosphere."

Ethnic villages are extremely attractive

In Langde Miao Village, Leishan County, stilted houses, weathered by over a century of wind and rain, stand at varying heights. The French family, led by Reiner, experienced the twelve-course welcoming ceremony with wine and even learned Miao batik from local artisans using copper wax knives. Reiner said, "When we return home, we'll tell our friends that China is an inclusive country with many places worth seeing."

In Fanjingshan, where the average summer temperature is around 22°C, an Italian tour group spontaneously sang songs with domestic tourists on their way to the Red Cloud Golden Summit. As of the end of July this year, Fanjingshan had received over 40,000 international tourists, a year-on-year increase of 26.24%.

Data shows that inbound tourism to Guizhou continued to boom during the summer of 2026, with hotel bookings increasing by 84% compared to the same period last year. Among them, bookings from Europe increased by nearly 50% year-on-year, and bookings from South America increased by 85%.

New Trends in Inbound Tourism

Unlock the "Full-Domain Deep Experience"

Now, many foreign tourists are shifting from a superficial "China Travel" to a more immersive "China Living" experience.

South African dancer Gerhard has been working and living in Guizhou for over two years. He frequently visits the surrounding villages to find inspiration for his creative work.

At the foot of the Huajiang Canyon Bridge, in an ancient village with the architectural style of the Buyi ethnic group, nine elderly men are playing Buyi folk music, a tradition passed down for thousands of years, on the moon lute. Gehad joins in with the rhythm, saying, "This place feels like home; I don't want to go anywhere else."

As inbound tourism to China continues to grow, more and more foreign tourists are visiting and learning about China. Many, like Gerhard, consider this place their "second home."

In-depth customized tours of terraced fields and markets

At the Niujiaozhai market in Yuanyang County, Yunnan Province, the fresh agricultural products and unique ethnic customs attracted the Zeeland family from France, and their guide Sam enthusiastically explained the local customs to them.

The lively atmosphere of the market allowed the Zeelan family to experience a different kind of rural charm. The terraced field hike tailored for them also drew frequent praise from the family.

The Yuanyang Rice Terraces are a UNESCO World Heritage Site. The endless, ten-thousand-acre terraces appear and disappear in the mist. The Zeeland family constantly documented the beautiful moments of their hike, stating that "they are so beautiful they need no further description."

To experience local life, many foreign tourists choose guesthouses over hotels.

Guesthouse owner Cha Jun seized the opportunity to create a unique guesthouse offering one-stop hospitality services. They provide personalized services for tourists from different countries, with the entire process from front desk reception to restaurant ordering customizable.

The guesthouse receives approximately 5,000 families throughout the year, 80% of whom are foreign guests, with an annual turnover of 3 million yuan.

In the first half of this year, Yuanyang Scenic Area received a total of 450,000 visitors, including 11,000 foreign visitors.

Full-chain service upgrade

Creating a seamless China Travel and China Shopping experience

The booming inbound tourism is inseparable from the continuous upgrading of port facilities and consumption support.

Guiyang Longdongbao Airport has set up a 240-hour temporary entry permit processing area, reducing the inspection time for foreign passengers from 15 minutes to less than 5 minutes.

On July 1, the 2.0 version of the departure tax refund was launched, with small-amount tax refunds under 10,000 yuan subject to random inspections and a completely paperless process, achieving "immediate refund upon arrival and immediate departure upon inspection".

The Hekou Port in Yunnan Province is only 260 kilometers from Hanoi, the capital of Vietnam. Every morning, a large number of Vietnamese tourists cross the border. With convenient measures such as online pre-declaration and self-service printing of arrival cards, inbound tourists can complete all customs procedures in just ten minutes.

The convenient high-speed rail network, comfortable climate, and a variety of cost-effective routes are attracting more and more Vietnamese tourists to Yunnan.

In terms of payment and sightseeing services, key scenic spots not only fully support Visa card payments and overseas electronic and mobile payments, but also provide multilingual guides and AI real-time route translation mini-programs, accurately matching the travel needs of overseas tourists and enhancing their travel experience.

Since June, inbound tourist spending has increased by 72.9% year-on-year, with their footprints covering nearly 500 cities in China. From urban areas to rural villages, from scenic spots to street corners, the "real China" is being rediscovered by the world.

The widespread popularity of China Cool is not only a two-way rush to escape the summer heat, but also the best proof that the city's refined governance, cultural and tourism facilities, livable environment, and social security have gained overseas recognition.

The diverse and enriching new experiences of inbound tourism are transforming into a vibrant and eye-catching cultural and tourism brand for China. (Source: CCTV Finance)