Translated with AI
China is seeing an increasing number of international visitors. In the first quarter of 2026, foreigners crossed China's borders 21.3 million times, a 22.3% year-on-year increase. Over 8.3 million foreigners entered the country visa-free, a 29.3% increase compared to the same period last year.
The constant expansion of the list of countries whose citizens have the right to enter China visa-free has led not only to an increase in tourist flow but also to a change in its structure.
According to one Chinese online travel platform, the Republic of Korea, Singapore, and Malaysia were the top three countries for tourist arrivals to China in 2025. Russia was among the leaders in terms of tourist growth in China, with a 205% increase year-on-year. Rapid growth was also observed in the number of tourists from Australia, Indonesia, Thailand, and the United Kingdom, with each country experiencing growth exceeding 100%.
As inbound tourism continues to grow, the structure of demand from international visitors is undergoing profound changes. While major cities like Beijing and Shanghai remain "must-sees" for most tourists, more and more people are choosing to explore China more deeply, discovering smaller and medium-sized cities with vibrant locales.
These small Chinese cities have emerged on the global map of international tourism. During this year's Spring Festival, foreign tourists booked domestic flights to 107 Chinese cities. Among them, Datong in Shanxi Province ranked first in the country for inbound tourism growth: 735%.
The structure of demand for tourism products is also changing: from "sightseeing tours" to "immersive experiences." Tourists are no longer superficial observers but are gradually becoming participants in local life, fully immersing themselves in it.
In Xi'an, Shaanxi Province, foreign tourists don traditional hanfu garb to stroll through historic districts; during daily Tang Dynasty-style performances, they can sample and even try their hand at making local delicacies. In Chengdu, Sichuan Province, Sichuan opera master classes and tea culture classes are popular. In Yunnan Province, foreign tourists learn about the traditional crafts of ethnic minorities. In Jingdezhen, Jiangxi Province, tourists fire and paint porcelain themselves. In Fujian Province, foreign tourists practice wood carving, immersing themselves in the authentic atmosphere of southern China. The ancient architecture of Shanxi Province, the classical gardens of Jiangsu Province, and the landscapes of the Guangxi Zhuang Autonomous Region also attract increasing numbers of travelers from around the world.
From sightseeing to cultural immersion, through in-depth familiarity with the country, international tourists experience the authentic and vibrant life of China's different regions and, through this immersive interaction, find an emotional resonance with Chinese culture.
Behind all this lies China's efforts to optimize every link in the tourism supply chain—from transportation and payments to ticketing and language support. High-speed rail networks are expanding, as are mobile payment systems accessible to foreign cardholders, and convenient multilingual services. High levels of convenience and efficient transportation are key factors helping foreign tourists experience unforgettable travel in China. At the same time, a high level of public safety provides foreign tourists with reliable protection: even late at night, tourists and locals can be seen leisurely strolling through the city streets, and 24-hour police service, covering both cities and rural areas, allows tourists to feel completely safe. Many first-time foreign tourists share on social media: "In China, you can go out at 2 a.m. looking for a snack and not worry." This tangible sense of safety further strengthens foreign tourists' confidence in choosing China as a travel destination.
A new type of individual immersive tourism is gradually gaining popularity among foreign tourists, gradually becoming a new source of growth for the national tourism industry. This not only reflects the transformation and modernization of China's tourism industry but also demonstrates to the world a more open, confident, and authentic China.
Zhao Xin
