China registered approximately 150 million inbound visitor arrivals in 2026, maintaining strong growth momentum following 154.5 million arrivals in 2025. In the third quarter of 2026 alone, border authorities inspected 192 million entry and exit personnel, marking a 7.9% year-on-year increase, according to data released by the National Immigration Administration.
Visa-free entries fueled much of this growth, with 8.992 million visa-free foreign entries recorded in Q3 2026. Visa-free arrivals accounted for 77.5% of total inbound foreigners during this period, growing 24.1% compared to the previous year. The visa-free transit policy of 240 hours applied to citizens from 57 countries as
of August 2026, while Hainan province allowed 30-day visa-free entry for travelers from 61 countries.
Low Per Capita Consumption Restrains Tourism Revenue
Per capita tourism consumption in China remained relatively low at $357.3 in 2025, equivalent to just 29.1% of the global average, underscoring a structural challenge within inbound tourism. Although inbound tourist arrivals increased by 49.72% year-on-year from January to June 2026, consumption growth lagged at 44.01%, reflecting a disconnect between visitor volume and spending.
This spending shortfall limits potential revenue growth and arises partly from short visitor stays and shallow consumption patterns, according to tourism experts. Widespread use of accessible low-priced services such as subway
rides, shared bicycles, and inexpensive local food items like jianbing guozi and zhajiangmian highlight the constrained spending depth among tourists.
Structural Issues in Inbound Tourism Affect Consumer Spending
Industry specialists describe China’s inbound tourism as exhibiting a “large volume but low value” issue, where high tourist numbers do not translate into proportional spending increases. Expert analysis points to short lengths of stay and limited depth of consumption as key factors dampening overall tourism income.
Despite strong demand for traditional cultural sites like Beijing’s Forbidden City, Great Wall, and Temple of Heaven, tour guides report that reservations and ticketing remain low-cost and do not encourage high expenditure. Activities such
as cycling in hutongs or enjoying local beverages also involve modest spending.
The recent rise in interest in Chinese cultural lifestyles, dubbed “China Maxxing,” has influenced foreign travelers’ preferences but not substantially boosted spending. Popular Chinese products exported in 2026, such as thermos flasks and tea, reflect increased demand stemming from cultural trends but remain affordable items rather than high-value purchases.
Digital Payment Barriers and Service Accessibility Limit Tourist Spending
Foreign tourists often encounter difficulties using digital payment platforms and QR codes that are primarily designed for domestic users. Complexities include distinguishing multiple QR codes for transport, payment, or bike rentals, and challenges caused by payment apps switching to
Chinese-only interfaces after scanning codes.
Specific examples include tourists struggling with Alipay’s QR code distinctions for subway access versus bike rentals, and failure to access ride-hailing services like Didi within restricted traffic zones. These technical and language barriers hinder efficient spending in transportation, dining, shopping, and life services.
Experts note that overcoming these barriers requires more than adding English signage; tourists must be able to use payment, e-commerce, ticket booking, food delivery, ride-hailing, and instant retail services comparably to domestic consumers to unlock inbound consumption potential.
Visa-Free Policies Drive Tourism Growth Amid Policy Support
Visa-free policies remain the primary driver for inbound tourism expansion. The visa-free transit program
covering 57 countries and Hainan’s 30-day visa-free policy for 61 countries significantly propelled arrivals. The visa-free category contributed the majority of the industry’s growth in 2026.
Most visa-free exemptions are set to expire on December 31, 2026, with notable exceptions: Russia’s visa-free policy was extended to December 31, 2027, and Brunei’s policy has no set expiration date. The extension came after Russia’s original expiry date of September 14, 2026.
In March 2026, nine government ministries, including the Ministry of Commerce, jointly issued policy measures promoting travel service exports and expanding inbound consumption. These policies emphasize building China’s national tourism brand,
strengthening global marketing, and improving visa facilitation policies to sustain inbound tourism growth.
