Since June 1, China’s unilateral visa-free policy has been extended to Latin American and Caribbean countries for the first time, expanding the list of eligible nations to 47. This ongoing expansion of the visa-free circle has driven a dual rise in inbound tourist numbers and consumption. From “China tours” to “China shopping,” what new changes are emerging in the inbound tourism consumption market? How are related sectors like catering, accommodation, and retail innovating to amplify the push effect of inbound consumption?
Shanghai Elong Hotel: Inbound Tourists Account for Over 85% of Orders in April
In June, despite Shanghai’s rainy season, inbound tourists continue to flock to the city. The Elong Hotel, located 500 meters from Nanjing Road Pedestrian Street, has seen a surge in foreign guests, with inbound orders accounting for over 85% in April. To cater to international visitors, the hotel has updated bilingual signage, provided English training for staff, and enhanced its menu with both Western/Southeast Asian dishes and local specialties like scallion oil noodles. A notable trend is the pre-arrival delivery of online purchases: one European tourist even had over 100 parcels shipped to the hotel before their visit. To facilitate deeper travel, online travel platforms now offer AI-driven itinerary planning in 17 languages, while the Yangtze River Delta region has signed a cooperation agreement to boost inbound tourism.
Sanxingdui Museum: Over 200 Foreign-Language Guided Tours Completed
At the Sanxingdui Museum in Sichuan, the unique ancient Shu bronze civilization has attracted a growing number of foreign visitors. To enhance accessibility, the museum has launched English-language booking pages, provided over 200 foreign-language guided tours, and offered 7-language online guides. Its文创 products, including bronze-themed blind boxes and coffee cups, have proven hugely popular, with 300 new products released this year. The newly opened “堆堆堆Museum Life” lounge integrates cultural display, dining, and retail, creating an immersive experience for visitors.
Beijing Department Store: First 5 Months of 2025 See Tax Refunds Near Annual 2024 Total
At Beijing Department Store, a symbol of China’s retail history, outbound tax refunds have soared: the first five months of 2025 saw nearly as many tax refund applications as the whole of 2024, with a 257% year-on-year increase. Beyond traditional bestsellers like cosmetics and bags, national brands such as Tongrentang, Lao Beijing cloth shoes, and Yifei cheongsam are gaining traction. To optimize services, the store has upgraded its tax refund system, promoted policies through multiple channels, and joined Beijing’s new “instant tax refund” pilot program, which launched on June 1 at three major shopping districts.
As China’s visa-free policy continues to expand, inbound tourism is transforming from sightseeing to deep cultural and consumption experiences, driving innovation across industries and highlighting China’s growing appeal as a global travel and shopping destination.
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