China’s Inbound Tourism Surges with Policy Support and Unique Experiences

China’s inbound tourism continues to accelerate, supported by eased travel access and enhanced visitor experiences. According to official data, inbound tourist arrivals reached 132 million in 2024, marking a 60.8% increase year-on-year and nearly reaching pre-pandemic levels (97.2% of 2019). Tourist spending soared to $94.2 billion, up 77.8% from the previous year.

This upward trend extended into 2025, with a 19.6% increase in inbound arrivals during the first quarter, according to Shi Zeyi of the Ministry of Culture and Tourism.

Foreign visitors are increasingly exploring destinations beyond China’s major cities, opting for cultural experiences and specialty shopping.