China is accelerating its push to re-establish itself as one of the world’s most important tourism markets, with new figures revealed at ITB China showing a sharp rise in both inbound and outbound travel.
According to data presented during the Sino-European Dialogue in Shanghai, domestic travel across China reached 6.522 billion trips last year, up 16.2 per cent year-on-year. Outbound travel by mainland Chinese residents climbed to 168 million trips, while inbound travel reached 154 million.
One of the most striking figures came from international arrivals. China recorded 30.8 million foreign visitors taking advantage of expanded visa-free entry schemes, representing growth of around 50 per cent compared to 2024.
Speaking during the event, Xu Rong, first-level inspector at the Bureau of International Exchanges under China’s Ministry of Culture and Tourism, said the country had entered “the next phase of development” for mass tourism.
China has aggressively expanded visa-free access over the past 18 months as part of a broader strategy to revive inbound tourism, international business travel and consumer spending. The country now offers unilateral visa-free entry for travellers from around 50 countries, alongside an expanded 240-hour transit visa programme covering 65 ports of entry.
The policy changes are already reshaping travel flows.
During the recent May Day holiday period, China recorded nearly 11.3 million cross-border trips. Foreign traveller movements rose 12.5 per cent year-on-year, while visa-free arrivals increased by 14.7 per cent.
Authorities are also introducing measures designed to reduce friction for international visitors, including bilingual airport services, e-payment integration for overseas bank cards and instant tax refund initiatives.
The reopening is creating significant opportunities for global tourism brands, airlines and destinations looking to attract Chinese travellers once again.
China’s outbound market is forecast to remain one of the largest in the world, with luxury travel, wellness, food tourism and personalised experiences continuing to drive demand among Chinese consumers.
At the same time, the country is positioning itself as a more accessible inbound destination for international tourists and business travellers, with easier visa access increasingly central to that strategy.
The renewed momentum comes as Shanghai hosts ITB China, one of the region’s leading travel trade events, bringing together destinations, travel brands and technology companies from across the global tourism sector.
