In recent years, a global trend has taken off: China Travel—the allure of exploring China! This summer, China tourism has leveled up with a more open approach and enhanced services, warmly welcoming travelers from around the world.
Recent data reveals a surge in international visitors: in the first half of 2025, 38.05 million foreign travelers entered and exited China, a 30.2% increase year-on-year. Of these, 13.64 million entered visa-free, accounting for 71.2% of arrivals, up a striking 53.9%. American influencer “Hyper Bro” live-streamed his China adventures, racking up over 100 million views, while Italian blogger Pete, initially skeptical, explored Xiangyang in Hubei and exclaimed, “This is a hidden gem!” Chinese netizens have noticed foreign tourists everywhere, joking, “This isn’t just tourism—it’s a global party!”
A Pew Research Center poll shows global favorability toward China at a six-year high, especially among younger audiences. From seamless visa policies to immersive cultural experiences, travelers are discovering a vibrant, welcoming China.
“We Felt an Open and Inclusive China”
“Everything feels so familiar—it’s great to be back!” said the Hutchinson family from the UK, who returned to China in late July. Nine months ago, they used the 144-hour visa-free transit to blitz through multiple cities but left wanting more. “Now with 240-hour visa-free stays, it’s more flexible and cost-effective! Beyond Shanghai, we’re hitting Changsha, Guangzhou, and Shenzhen for milk tea, hotpot, and dim sum,” Hutchinson shared excitedly.
Since December 17, 2024, China extended its visa-free transit to 240 hours, covering 60 ports across 24 provinces, complementing regional, unilateral, and mutual visa exemptions. This makes spontaneous travel a reality—“come as you please” is now the vibe.
Convenience extends beyond entry. Language barriers? Multilingual signs and guides are popping up everywhere. Payment issues? A system of “big-ticket card payments, small-ticket QR scans, and cash as backup” is widely adopted. Booking hassles? Many attractions have canceled reservation requirements and launched night tours. Slow tax refunds? “Buy-and-refunded” policies are now nationwide. Planning woes? New packages combine “scenic sites + cities,” “festivals + shopping,” and “culture + tech” for richer experiences.
English-speaking guide Lin Yue notes, “Foreign tourists now ‘order à la carte,’ seeking deep, niche experiences over generic sightseeing.” Brazilian traveler Renan rode an e-scooter straight to Yangshuo’s cliffs, saying, “I came for rock climbing! It’s gorgeous, with affordable gear and guides. Skipping this would’ve been a regret!” In Kashgar’s ancient city, Swiss couple Mark and Eileen lingered: “It’s like a fairy tale.” They tried naan-making, savored grilled buns, sipped pomegranate juice, and listened to Uyghur music, marveling, “The architecture, music, and crafts are perfectly preserved! We’re trying woodcarving next.”
From 10-yuan shaves in Beijing’s hutongs to printmaking in Pingyao, Shanghai locals singing Ciao Ciao with Italian tourists, or American students intrigued by Chengdu’s matchmaking corner, these warm cultural encounters are multiplying.
“We Felt a Rapidly Developing China”
Business travelers flock to bustling hubs. In Beijing’s Pop Mart, Thai tourists snap up IP collectibles; in Jingdezhen, Indonesians fall for blue-and-white porcelain; in Shenzhen’s Huaqiangbei, Irish tech enthusiasts grab drones and smartwatches. American vlogger Mike shared, “An $800 round-trip ticket pays off if you spend $2,000—it’s cheaper than tariffs!”
YouTube tutorials on pre-trip online shopping and hotel deliveries are trending, while Xiaohongshu’s “China shopping guides” exceed a million posts, with foldable phones, hanfu, and spicy snacks topping must-buy lists. Tourists are packing empty suitcases for hauls. “Buy-and-refunded is a game-changer!” said Italian shopper Marino in Nanjing’s Deji Plaza, receiving a 1,000-yuan refund instantly via a few phone clicks.
Since April 2025, the “buy-and-refunded” policy expanded nationwide, lowering the tax-free threshold to 200 yuan and raising cash refunds to 20,000 yuan. First-half 2025 saw tax-free sales nearly double, with over 7,200 refund stores. “Foreign spending in China channels global demand inward,” says Sun Xingjie of Zhongshan University. “China isn’t just a manufacturing hub—it’s a consumption powerhouse.”
French tourist Dubois, shopping for silk, hanfu, porcelain, and tech in Suzhou, remarked, “The quality, design, and innovation speed are astounding.” Shenzhen, dubbed the ideal “fly-in shopping destination” by bloggers, left Irish couple Owen and Aisling in awe: “You can find any gadget here. The innovation ecosystem and prices are unbeatable.”
“We Felt a Vibrant and Charming China”
At dawn in Jingdezhen, “foreign drifters” fire up kilns in Taoyangli. This porcelain capital hosts over 5,000 international ceramists, a creative “dream factory.” British artist Annie, hands caked in clay, said, “The tools and glazes are at your fingertips—it’s a creator’s paradise.”
Cultural immersion is booming. In Dunhuang, Colombian traveler Blanco rode camels under Mingsha Mountain, feeling like a Silk Road merchant. At Mogao Caves, Australian vlogger Amy checked off a bucket-list visit: “Seeing the Flying Apsaras and Thousand-Armed Guanyin—art evolving over a millennium—is unreal.” TikTok’s “China Travel” tag is exploding, with Rutgers University research linking higher exposure to increased favorability. A 2025 Brand Finance report ranks China’s soft power second globally, excelling in cultural heritage.
Young travelers dive into immersive experiences: rowing in hanfu in Wuzhen, wielding “passports” at Jiayuguan’s fortress, or reveling in Xi’an’s Tang Dynasty-themed streets. From Tianjin clay figurines to Weifang kites and Guangzhou lion dances, hands-on heritage activities are a hit. In Chengdu, Australian Phoebe crafted a bamboo fan: “Nature transformed into beauty!”
Films like Nezha 2 spark “Nezha tours” to Wudang Mountain, while Black Myth: Wukong drives visitors to Shanxi’s ancient temples. German vlogger Alex visited Yuhuang Temple, a game setting, saying, “It’s nearly identical to the game—worth the long trip!”
“We Felt a Unique and Welcoming China”
“This canal is like the earth’s veins!” said Brazilian Joanna at Yunnan’s Hani Terraced Fields, a UNESCO site hailed as a model of human-nature harmony. This summer, tourists ventured beyond Beijing and Shanghai to nature reserves, national parks, and rural villages. “It’s no longer superficial sightseeing but deep exploration,” says Jin Zhun of the Chinese Academy of Social Sciences.
In Poyang Lake Wetland, British birder Emma spotted the endangered Oriental Stork: “Only 9,000 remain globally, and I saw one here!” At Zhangye’s Danxia Landforms, Australians marveled at 140-million-year-old geology: “It’s a living textbook!” Swiss traveler Lucas, with an “eco-checklist map”, noted, “China has nearly 10,000 protected areas and leads in natural heritage sites. One province rivals Europe’s ecosystems.”
In Jiangxi’s Wuyuan, French tourist Emilia mistook cow-dung fuel for chocolate, amazed by its eco-use. In Zhejiang’s Anji Yucun, a former mine turned vibrant fields embodies “green mountains are gold mountains.” German eco-enthusiast Bernhard earned “eco-points” biking and sorting trash, redeeming a bamboo bookmark. “Here, sustainability is a lifestyle,” he said.
China Travel is heartfelt. In Chengde, British tourist Tim saw a stall owner teaching his son to make dumplings—a memory etched in his heart.
References
- Pew Research Center. (2025). “Global Attitudes Toward China.”
- Brand Finance. (2025). “Global Soft Power Index.”
- China Tourism Research Institute. (2025). “Foreign Visitor Trends in 2025.”
