After a difficult time for the global tourism industry, China has become a major force in restarting travel, trade, and international cooperation.
Natalia Bayona, Executive Director of the United Nations World Tourism Organization (UNWTO), praised China’s tourism strategy for setting new benchmarks in sustainability and recovery. With major improvements in infrastructure, green initiatives, and easier visa processes, China is driving not just its own domestic recovery but also shaping the future of global travel.
China’s tourism sector was deeply affected by the pandemic, with both inbound and outbound travel nearly stopping. However, since 2023 and into 2025, the country has seen a strong rebound.
Reports show inbound tourism reached over 82 million visits in 2023, and this number is expected to grow by 50% by 2025. Outbound travel is also bouncing back, with Chinese tourists once again becoming highly valued worldwide due to their significant spending and longer trips.
What makes China’s recovery unique is its focus on sustainability and long-term planning. Instead of just aiming for higher numbers, China is investing in infrastructure, regional development, and carbon reduction. These efforts ensure tourism continues to support inclusive growth that respects the environment.
