China's tourism revival is reshaping global perceptions

Editor's note: Matteo Giovannini, a special commentator on current affairs for CGTN, is a finance professional at the Industrial and Commercial Bank of China, a non-resident associate fellow at the Center for China and Globalization, and a member of the Global Young Leaders Dialogue. The article reflects the author's views and not necessarily those of CGTN.

China's tourism sector is experiencing a remarkable resurgence, and the numbers tell an important story. In the first half of 2026, more than 22 million foreign nationals entered China, up 20.4 percent year on year, with about three-quarters of them benefiting from visa-free policies. Particularly striking is the sharp increase in visitors from Europe. For example, Finnish tourists' airfare sales rose 12.4-fold year on year while the number of Greek tourists almost doubled. The recovery reflects favorable policy changes as well as the growing international curiosity about a country that many people have known only through headlines rather than firsthand experience.

The expansion of China's visa-free entry policy has undoubtedly been the single most important catalyst. By simplifying travel procedures for dozens of countries, Beijing has lowered one of the biggest barriers preventing spontaneous tourism. Travel decisions are often determined not only by cost but also by convenience. Eliminating cumbersome visa applications significantly changes consumer behavior, especially among younger travelers and families planning holidays on relatively short notice.

Yet policy alone cannot explain the current momentum. Travelers choose destinations that offer something distinctive, and China today provides an increasingly compelling combination of culture, modernity, safety, and value. Few countries can offer visitors the opportunity to explore thousands of years of civilization while simultaneously experiencing some of the world's most advanced high-speed rail networks, digital payment systems and urban infrastructure.

Equally important is the changing way international travelers discover destinations. Social media platforms have become powerful drivers of tourism, with countless videos showcasing China's vibrant night markets, futuristic skylines, traditional villages, mountain landscapes and local cuisine. Unlike professionally produced tourism campaigns, user-generated content carries a level of authenticity that resonates with younger audiences.

Seasonal factors have also played a role. Much of Europe has experienced another summer marked by prolonged heatwaves, while residential air-conditioning remains relatively uncommon in several European countries. By contrast, China's cities are well equipped to cope with high temperatures through extensive cooling infrastructure in hotels, shopping centers, museums, transportation hubs and public facilities. For many European visitors, China has offered not only diverse travel experiences but also greater comfort during the peak summer season.

Many visitors arrive expecting one China and leave having experienced another. They discover efficient transportation that allows them to travel between major cities within hours. They encounter clean subway systems, cashless convenience, vibrant cultural districts, and welcoming local communities. These everyday experiences often contrast with preconceived notions formed from political debates or fragmented media coverage abroad.

Tourism has always been one of the most effective forms of public diplomacy because personal experience is difficult to replace. No documentary, news report or online discussion can fully substitute for walking through Beijing's historical hutongs, watching the skyline illuminate along Shanghai's Bund, exploring Xi'an's ancient heritage or enjoying the natural scenery of Guilin and Zhangjiajie.

This matters because international perceptions increasingly influence economic cooperation, educational exchanges, and business confidence. Every foreign visitor becomes an informal ambassador upon returning home, sharing stories with friends, family, and colleagues. Their impressions contribute to a broader and often more balanced understanding of contemporary China.

The economic benefits are equally significant. Increased inbound tourism supports airlines, hotels, restaurants, retailers, museums, and countless small businesses. It stimulates domestic consumption while creating employment opportunities across the service sector. Local governments also benefit as tourism encourages investment in public infrastructure, cultural preservation, and urban renewal, generating long-term value beyond immediate visitor spending.

The current tourism boom also reflects China's broader commitment to opening up. While global economic uncertainty and geopolitical tensions continue to dominate international headlines, expanding people-to-people exchanges demonstrates that cooperation remains possible even amid strategic competition. Tourism creates human connections that are often insulated from political disagreements.

Looking ahead, sustaining this momentum will require continued efforts to enhance visitor experiences. Expanding multilingual services, improving digital accessibility for overseas payment methods, and promoting lesser-known destinations will encourage longer stays and repeat visits. China's vast geographic diversity means that many regions remain largely undiscovered by international tourists, presenting significant opportunities for future growth.

The rise in foreign tourism during this summer is therefore about far more than impressive visitor statistics. It reflects the success of practical policy reforms, growing global curiosity and the enduring power of direct human interaction. As more international travelers experience China for themselves, they are likely to return home with perspectives shaped less by assumptions and more by observation.

In an increasingly interconnected yet often polarized world, such firsthand understanding may prove to be one of the greatest long-term benefits for China.

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