Experiencing China: Forum explores new inbound tourism opportunities

On February 27, 2026, the Chinese Embassy in the Netherlands hosted a forum on "Innovative Cooperation in China's Inbound Tourism: Cross-border Media Communication and Tourism Opportunities". Over 40 European tour operators, industry experts, and media representatives gathered to explore new opportunities in China's inbound tourism sector.

Yu Jian, cultural counselor at the Chinese Embassy in the Netherlands, outlined China's latest inbound tourism facilitation measures, including the expanded visa-free access to 50 countries, the upgrade of transit visa exemptions to 240 hours, and the streamlined online visa application procedures.

China is eager to showcase its multifaceted sides apart from the traditional routes. As "China travel" continues to integrate more deeply with culture, sports and agriculture, overseas visitors are shifting from brief sightseeing to immersive experiences. Road trips, rural tourism and tours of historical architecture have become standout attractions.

"A perfect example is Yunnan Province, under the brand—Yunnan: A Many-Splendored Life,” said Yu. “Last November, we organized a familiarization tour for global operators. They didn't just see the sights; they experienced the breath-taking Hani Rice Terraces, the tranquility of Erhai Lake, and the living heritage of Naxi Dongba culture and Bai tie-dye. This success was a true team effort: China Southern Airlines provided the connectivity, Otherside Travel managed the ground coordination, and CGTN amplified the story to the world. This synergy between content, transport, and local expertise is the model for our future cooperation.”

For the past decade, the China Cultural Center in The Hague has been promoting Chinese culture in the Netherlands, serving as a bridge between the two nations. Through cultural exhibitions, festival events, and tourism promotion activities, the center continuously showcases China's diverse regional cultures and ethnic traditions to Dutch audiences.

The center representative Liu Wei identified “liaison, information, and partnership” as the three pillars of support the center provides. "Tourism is not merely commercial exchange, but a vital form of cultural exchange. Only by truly walking through the streets and alleys, tasting local cuisines, and communicating with local people can one see the real China."

UN Tourism expert and founder of Otherside Travel, Linda Lin, shared practical insights on cross-border content creation and destination promotion. “The key challenge for China's inbound tourism lies not in the products themselves, but in helping international markets understand China through authentic, accessible content,” Lin noted. She invited European tour operators to join the March Yunnan inspection tour to verify the authentic warmth behind this content and experience China firsthand.

Lin’s perspective was echoed by Lennard van Gendt, a Dutch expert in China-Europe cultural exchange who has long been based in China. He observed that many European tourists develop interest in China not through tourism advertisements, but through sustained exposure to "non-tourism content" on social media, such as foreigners' daily lives, language learning, and local customs. “This ‘low-intent, high-authenticity’ content communication is quietly reshaping European public perception of China, and providing a more solid trust foundation for tourism product adoption,” said van Gendt.

Dutch content creator and social media influencer Sander Kole, who boasts a substantial fan base in China, drew upon his over 20 years of living experience in the country. "The most powerful way to shatter misconceptions? Get people to actually step foot in China,” Kole said. “Once they experience the efficiency and convenience firsthand, every stereotype crumbles."

Gabriella Esselbrugge, Dutch tourism promoter and chief representative of Giethoorn, has become well-known in China for her enthusiastic promotion of Dutch-Chinese cultural exchange. Having visited China multiple times, including memorable cycling experiences in Dali, Yunnan, Esselbrugge emphasized practical concerns for travellers.

"Everywhere I go is safe. And what's the most vital thing about traveling? Safety. Convenience. Right. You know, you can go everywhere. You can get everything," said Esselbruge.

The World Travel & Tourism Council predicts that China's tourism industry will grow at an average annual rate of 7 percent over the next decade, positioning the country to become the world's largest tourism market by 2031.