China recorded 150 million visitor arrivals in 2026, with inbound tourism arrivals reaching 154.5 million person-times in 2025 according to data released by the National Immigration Administration on October 20, 2026. The third quarter of 2026 saw 192 million entry-exit personnel inspected nationwide, a 7.9% increase year on year. Foreigners entering China under visa-free policies totaled 8.992 million person-times in Q3 2026, representing 77.5% of total inbound foreigners and a 24.1% year-on-year increase.
Despite the growth in arrivals, per capita tourism consumption in 2025 was only $357.3, equivalent to 29.1% of the global average. The first half of 2026 saw
inbound tourist arrivals increase by 49.72% year on year, while inbound tourism consumption grew by 44.01%, indicating consumption growth lags behind visitor numbers, as reported by Ctrip and confirmed by the Chinese Academy of Commerce.
Tourist Behavior and Spending Patterns
Foreign tourists tend to choose traditional attractions such as the Forbidden City, Great Wall, and Temple of Heaven. A medium-priced two-day guided tour offering quality services averages about 3,000 yuan per person, though many tourists prefer independent travel with low-cost experiences like subway rides, shared bicycles, and inexpensive local foods. These low-priced Chinese cultural experiences contribute to relatively low overall spending.
Foreign tourists also encounter
challenges navigating digital payment systems. Many face difficulties distinguishing between QR codes for travel access and payment through platforms like Alipay. Language barriers and interface limitations in mobile payment apps often prevent foreign tourists from fully using e-commerce, ticket booking, food delivery, and ride-hailing services such as Didi, restricting their consumption capacity.
Visa-Free Policies and Government Initiatives
Visa-free policies remain a core driver of inbound tourism growth. The 240-hour transit visa-free policy now applies to 57 countries, while Hainan’s 30-day inbound visa-free policy covers 61 countries. The visa-free policy for Russia has been extended through December 31, 2027, and visa-free arrangements for 48 other countries
remain valid until December 31, 2026. Brunei’s visa-free policy has no expiration date.
In May 2026, the Ministry of Foreign Affairs provided updates on visa policies. The central government has launched measures to enhance national tourism branding, improve global marketing precision, facilitate visa procedures, and promote data interconnectivity to support inbound tourism. Authorities aim to convert rising visitor volumes into higher consumption through improved policies and digital infrastructure.
Cultural Trends and Export Growth
The recent rise of China-themed cultural experiences overseas, including a trend called “China Maxxing,” has prompted increased interest in Chinese products. In Q1 2026, thermos flask exports reached 5 billion yuan and
tea exports hit 2.7 billion yuan. Foreign tourists are influenced by this cultural wave, often purchasing affordable souvenirs related to Chinese health preservation and lifestyle.
Expert Analysis on Consumption Challenges
Experts from the Chinese Academy of Commerce and organizations such as the World Tourism Alliance highlight the contradiction of “large volume but low value” in inbound tourism. Short lengths of stay and low consumption depth are cited as key obstacles to generating stronger tourism revenue.
Industry specialists emphasize that enabling foreign tourists to use digital services on par with domestic consumers is essential. This includes simplifying mobile payments, e-commerce, ticket booking, and ride-hailing services to
overcome technical and language barriers. Without addressing these issues, China’s growing digital service ecosystem may intensify consumption bottlenecks for inbound visitors.
Trip.com Group’s CEO noted that visa-free policy growth substantially outpaces growth from non-visa travelers, suggesting a strategic window for developing China’s inbound tourism into a trillion-yuan market.
