China’s tourism sector is experiencing a dramatic rebound, thanks in large part to recent visa relaxations that have spurred increased interest from international travelers. Travel platforms such as Trip.com and Fliggy are seeing a surge in searches and bookings, particularly from travelers in North America, Europe, and Asia, as Beijing introduces new visa policies aimed at making travel easier.
Surge in Search Interest
In a noteworthy sign of the growing appeal of China as a tourist destination, searches on the travel platform Trip.com spiked immediately after Beijing’s announcement to extend visa-free transit for foreign travelers. Within just half an hour of the news, Trip.com reported a 163% increase in searches on its North American site and an 85% jump in Europe-based inquiries. Popular countries for these searches include Canada, France, and Russia.
The new visa policy allows passport holders from 54 countries to transit through China visa-free for up to 10 days, an increase from the previous three to six-day allowance. This move follows a decision made earlier this year to allow citizens from 38 countries to enter China visa-free for up to a month.
Tourism to China from countries eligible for the visa-free transit has grown by 189% in 2024 compared to 2023, according to data from Trip.com.
Attracting Foreign Visitors with New Policies
The relaxation of entry restrictions is part of a broader effort by China to revive its tourism industry after the pandemic. Since reopening its borders in January 2023, Beijing has been pushing for increased foreign tourism and investment, with President Xi Jinping calling for the “building of national strength in tourism” and stronger people-to-people exchanges, particularly with the US.
These efforts have been buoyed by China’s abundant tourist attractions, cultural heritage, and relatively low travel costs. Additionally, the weakening of the Chinese yuan has made the country even more attractive for foreign tourists, as the depreciation of the yuan against the US dollar increases the value for travelers using stronger currencies.
Growing Demand from Southeast Asia
Southeast Asia, with its proximity to China, has seen significant growth in tourism numbers. According to Fliggy, an online travel platform owned by Alibaba, the number of tourists arriving in China this December has nearly doubled from the previous month, and is up more than tenfold compared to last year. Most tourists are coming from neighboring countries such as Japan, Malaysia, Singapore, South Korea, and Thailand.
The surge in December coincides with school holidays in parts of Asia, which traditionally sees an uptick in family travel. The lower travel costs due to the strength of Southeast Asian currencies, such as the Singapore dollar, make China an appealing option for travelers from the region. Additionally, travelers are exploring less-visited inland destinations in China, seeking to experience winter weather and unique cultural experiences.
The Appeal of Inland China
In addition to its well-known coastal cities like Beijing and Shanghai, China’s less-traveled inland locations are gaining traction among foreign tourists. Brendon Au, a Singaporean financier who toured ten cities in China, including Xian, noted the appeal of regional dishes and historical sites like the Terracotta Warriors. “It was a welcome change to taste the different cuisines of each region without breaking the bank,” he said, emphasizing that he spent about $350 a day during his trip.
A Boost for China’s Economy
The tourism surge is offering a much-needed economic boost for China, which is grappling with challenges such as a property crisis and consumer spending concerns. The country’s relaxation of entry rules is helping it recover from the economic disruptions caused by the pandemic, while also fostering greater cultural exchange.
Conclusion
With relaxed visa policies and a growing interest from both Western and Asian tourists, China is poised to see a continued influx of international visitors in the coming months. The country’s rich cultural heritage, diverse attractions, and favorable exchange rates have made it an increasingly attractive destination for travelers worldwide. As the Chinese tourism sector recovers, it is clear that the combination of accessible entry policies and unique regional experiences is reshaping China’s position on the global travel map.
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