China recorded 154.5 million inbound arrivals in 2025 and 150 million visitor arrivals in 2026, with per capita tourism consumption at $357.3, only 29.1% of the global average, according to data reported by eu.36kr.com. Inbound tourist arrivals increased by nearly 50% in the first half of 2026 compared to the previous year, alongside a 44% growth in inbound tourism consumption.
Visa-Free Policies Drive Tourist Arrivals
In the third quarter of 2026, 192 million entry and exit inspections were conducted nationwide, marking a 7.9% year-on-year increase. Foreign visitors entering China under visa-free policies reached 8.992 million person-times, accounting for 77.5% of inbound foreigners during that period
and rising 24.1% year on year. Visa-free policies currently cover 57 countries eligible for a 240-hour transit visa-free stay and 61 countries eligible for Hainan’s 30-day inbound visa exemption. The visa-free policy for Russia was extended until December 31, 2027, while policies for 48 other countries will expire at the end of 2026.
Structural Consumption Bottlenecks Despite Arrival Growth
Although China’s inbound tourism market has expanded rapidly due to visa-free access, per capita spending remains low, constraining tourism revenue growth. Xu Peng, Vice Chairman of the World Tourism Alliance and Chairman of Zhejiang Tourism Association, noted that short lengths of stay and limited spending depth are
key issues limiting inbound tourism value.
A range of low-cost, culturally distinctive experiences such as subway rides, shared bicycles with fares below 2 yuan per hour, jianbing guozi, zhajiangmian, and coffee from Luckin Coffee dominate tourist consumption. Medium-level guided tours combining multiple activities cost about 3000 yuan per capita for two days, which remains relatively affordable compared to international standards.
Digital and Language Barriers Limit Foreign Tourist Spending
Foreign tourists encounter significant hurdles in adapting to China’s digital payment systems and online services. Many struggle with identifying different QR codes for travel and payment purposes, and mobile applications often switch languages unexpectedly, complicating usage. Booking transport services like
ride-hailing apps also proves difficult in restricted traffic zones. These digital and language obstacles restrict foreign tourists’ consumption in areas including shopping, catering, entertainment, and everyday services.
Lai Yang of the China General Chamber of Commerce emphasized that enabling foreign visitors to use payment, e-commerce, ticketing, food delivery, and ride-hailing services on par with domestic consumers is essential for converting inbound visitor numbers into increased spending.
Government Measures Support Inbound Tourism Expansion
In March 2026, nine Chinese government departments including the Ministry of Commerce issued policy measures aimed at promoting travel service exports and expanding inbound consumption. These measures focus on strengthening inter-regional data connectivity, enhancing
data monitoring systems, and improving convenience in digital services for foreign visitors.
The government also continues to expand visa-free access and improve global marketing strategies for the national tourism brand. While the growing volume of inbound tourists signals a strategic market surpassing one trillion yuan, per capita consumption currently limits further revenue growth from inbound tourism.
Traditional iconic attractions like the Forbidden City, Great Wall, and Temple of Heaven remain popular among international visitors, often preferred during short stays. An emerging trend dubbed “Becoming Chinese” has influenced some tourists’ itineraries but results in modest spending focused on affordable cultural items.
