China recorded 154.5 million inbound tourist arrivals in 2025, with average per capita spending reaching $357.3, approximately 29.1% of the global average, according to data released by the National Immigration Administration and tourism authorities.
In the first half of 2026, inbound tourist arrivals increased 49.72%, while consumption grew 44.01% year-on-year, signalling rapid recovery and sustained growth in international arrivals and spending within the country.
Visa-free Policies Boost Inbound Tourist Numbers
By the third quarter of 2026, 192 million entry-exit personnel were inspected nationwide, marking a 7.9% increase over the previous year. During this period, visa-free foreign visitors to China reached 8.992 million person-times, accounting for 77.5%
of inbound foreigners and up 24.1% year-on-year.
China’s visa-free policy covers 57 countries under a 240-hour transit scheme and 61 countries for 30-day visa-free entry to Hainan Island as of August 20, 2026. The visa-free policy for Russia was extended until December 31, 2027, while most other countries’ policies remain valid until December 31, 2026.
Structural Challenges: High Volume, Low Consumption
Despite the surge in visitor numbers, the average tourist spends relatively little, reflecting a structural issue within inbound tourism. Short lengths of stay and limited consumption depth have been identified as key factors restraining higher spending.
Typical foreign tourist consumption involves low-cost local experiences such
as subway rides, shared bicycles costing less than 2 yuan for up to 60 minutes, street foods like jianbing guozi and zhajiangmian, and beverages from places like Luckin Coffee.
Tour guides report that connected high-quality guided tours cost approximately 3,000 yuan per person for two days, considered medium-priced relative to similar services, but many tourists still opt for independent travel and visits to traditional cultural sites including the Forbidden City, Great Wall, and Temple of Heaven.
Digital Payment Barriers for Foreign Tourists
Foreign visitors face difficulties using China’s digital payment systems, with confusion over multiple QR codes for payments and travel services frequently reported. Foreign tourists
often struggle to differentiate codes used for subway access, bike rentals, and shopping, causing delays and reduced consumption capability.
Language interface shifts in apps, such as from English to Chinese after scanning a QR code, further complicate usage. Attempts to hail rides in restricted traffic zones via apps like Didi have also failed for some foreign tourists.
These factors contribute to a consumption bottleneck despite strong arrival figures.
Policy and Strategic Development Efforts
Government departments including the Ministry of Commerce have enacted policies to promote travel service exports and expand inbound consumption by enhancing inter-regional data interconnection and digital service convenience for overseas visitors.
Officials
emphasize the importance of enabling foreign tourists to access payment, e-commerce, ticketing, food delivery, ride-hailing, and retail services as seamlessly as domestic consumers.
Inbound tourism is viewed as a strategic component for new economic development patterns, high-level opening-up, and expansion of high-quality consumption in China’s broader economic plans.
Visa-free policies remain a core driver of inbound tourism growth, with outbound travel companies noting that growth rates from visa-free countries significantly surpass those requiring visas, marking a strategic window for market expansion.
