China received 150 million visitor arrivals in 2026, according to data released by the National Immigration Administration. In the third quarter alone, 192 million entry-exit personnel were inspected nationwide, marking a 7.9% increase year-on-year. In that period, 8.992 million foreigners entered China under visa-free policies, representing 77.5% of inbound foreigners and a 24.1% year-on-year growth.
Low Per Capita Spending Limits Tourism Revenue Growth
Despite the high volume of inbound tourists, per capita spending remains low. In 2025, inbound tourism arrivals totaled 154.5 million person-times, but spending averaged only $357.3 per visitor, about 29.1% of the global average. Structural issues such as short stays and limited consumption depth have
been identified as major factors restricting revenue growth from inbound tourism.
Tourist Preferences and Consumption Patterns
Many foreign visitors engage in affordable local experiences, favoring low-cost activities such as subway rides, shared bicycles, and traditional foods like jianbing guozi and zhajiangmian. Common brands like Luckin Coffee are also popular for modest spending. Group tours typically focus on established attractions including the Forbidden City, the Great Wall, and the Temple of Heaven. Enhanced tour packages that offer connected activities and tour guides cost about 3,000 yuan per person for two days, which remains a medium price level within the sector.
Digital Payment and Service Challenges
Foreign tourists face notable difficulties using
China’s digital payment systems and online services. Issues include confusion over multiple QR codes for payments and transportation, language barriers in app interfaces, and obstacles with local ride-hailing apps such as Didi in restricted traffic zones. These challenges affect shoppers, diners, and users of entertainment and life services, limiting their consumption despite China’s digital advancement.
Visa-Free Policies and Government Initiatives
China has expanded visa-free policies, covering 57 countries for 240-hour transit and 61 countries for Hainan’s 30-day inbound visa-free policy as of August 20, 2026. The visa-free policy for Russia has been extended to December 31, 2027, while policies for 48 other countries remain valid
through the end of 2026. Visa-free policies have driven significant growth in inbound tourist arrivals, with arrivals from visa-free countries increasing faster than those requiring visas. Government policy measures introduced in March 2026 aim to improve data interconnection and digital service convenience for overseas visitors to address consumption bottlenecks.
Cultural Trends and Official Analysis
Many foreign tourists pursue cultural experiences aligned with the “Becoming Chinese” trend but primarily engage in affordable purchases such as thermos flasks and goji berries. Experts highlight that inbound tourism is critical for economic development beyond cultural sectors, but current visitor numbers do not ensure strong consumption levels. Technical and service-related
obstacles, including digital payment limitations, impede the conversion of tourism traffic into higher spending. Officials emphasize the need for digital service internationalization that allows foreign tourists to use platforms like payment, e-commerce, and ride-hailing similar to domestic consumers, which is vital for unlocking inbound tourism’s full revenue potential.
