China's visa-free policies drive surge in inbound tourism

China announced on Monday that it will include Australia on its list of unilateral visa-free countries. This decision is part of China's efforts to increase tourism and foster a more welcoming environment for international visitors.

It was followed by China's announcement last week that New Zealand would also be included in this visa-free arrangement. According to Trip.com, an online travel service provider, searches by New Zealand tourists for China-related keywords surged by 65 percent the day after the announcement.  Concurrently, data shows that New Zealand has become a popular spot for Chinese tourists during the summer. The number of tourists is expected to return to 2019 levels this summer.

"As of June 14, air ticket bookings from China to New Zealand have more than doubled year-on-year," said Xiao Peng, an employee of Chinese online travel platform Qunar.

"Cities like Auckland, Queenstown, Christchurch, and Wellington are very popular among Chinese tourists, with bookings for related tourism products tripling year-on-year."

Surge in inbound travelers

With the recovery of the international tourism market, the resumption of more international routes and the implementation of visa-free policies, more foreigners are traveling to China. Data from the National Immigration Administration show that in the first quarter, the number of foreigners entering China tripled compared to the same period in 2023, with tourism accounting for over 30 percent.

As inbound tourism surges, the demand for foreign-language tour guides has rapidly increased. Li Mingxiang, a full-time Spanish-speaking guide in Chengdu, has a packed schedule from June to the end of October this year.

"I lead tours at least 25 days a month, from 8 a.m. to 4 p.m.," said Li. "I walk at least 8,000 steps a day, and visits to the Chengdu Research Base of Giant Panda can easily push that over 10,000 steps."

In Chengdu, small travel groups of two to five people have become the main focus of travel agencies. These groups typically use a private tour model, which is more expensive and demands higher standards than independent travel. This style has become popular among foreign tourists in China, who seek not only a better travel experience but also a deeper understanding of Chinese life.

Enhanced services for tourists

As the scope of China's visa-free policy expands, the convenience for foreign tourists has significantly improved. China has implemented various measures to better accommodate inbound tourists, including optimizing payment services.

Last month, Shanghai introduced the Shanghai Pass, a multipurpose prepaid travel card, to facilitate easy payments for travelers who prefer not to use mobile payment. With a maximum balance of 1,000 yuan (about 140 U.S. dollars), the card can be used for public transportation, cultural and tourism venues, and shopping malls. In April, Tencent updated WeChat Pay to support foreign mobile phone numbers and bank cards.

In recent years, China's tourism service industry has become increasingly foreigner-friendly. According to the Travel & Tourism Development Index 2024 by the World Economic Forum, China ranks eighth globally in promoting tourism development and is the only developing economy in the top ten.