Sui Yuwei, a veteran English-speaking guide in Shenyang, now juggles six weekly tours amid unprecedented demand from international visitors. “I’ve never been this busy in 17 years,” says the specialist in Manchurian history, whose consultation requests jumped 30% this January. His experience mirrors a national trend as China’s expanded visa-waiver policies trigger an inbound tourism renaissance.
Cultural bridges in high demand
The relaxation of transit visa rules since November 2023 has produced staggering results – over 20.11 million visa-free entries last year, with transit passengers doubling year-on-year. Shenyang saw 65% more international arrivals during Spring Festival, predominantly from South Korea and Japan. Travel platforms report Korean tourist bookings surged 150% after visa exemptions took effect.
Industry data reveals only 8.4% of China’s 660,000 certified guides speak foreign languages. This shortage grows acute as repeat visitors like Sui’s clients – business travelers returning for leisure – seek deeper cultural immersion. Major agencies are recruiting retired bilingual guides while partnering with universities to train new cohorts. Sui himself co-founded a training program that has prepared nearly 300 candidates.
From policy to hospitality
With ASEAN tour groups now enjoying visa-free access to Xishuangbanna and further expansions planned, cities are enhancing visitor services. Shenyang’s travel firms combine stopgap solutions like freelance guides with long-term investments in language education. As Sui notes: “Our stories help transform passport stamps into lasting connections.” This human infrastructure may prove as vital as policy reforms in sustaining China’s tourism recovery.
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