With relaxed visa policies and rising cultural appeal, China aims to transform inbound tourism into a pillar of economic growth—while tackling the shortage of multilingual tour guides and improving foreign visitor experiences.

“Depart for China after finishing work on Friday”, “Catch a flight to China for some retail therapy”, “Haul a suitcase to Yiwu for shopping”, “Insufficient tour guides fluent in minority languages”… Recent discussions on social media have kept “travel to China” in the limelight, while “buy in China” remains a trending topic of interest. Enhancing quality control measures alongside the tourist experience signifies the trajectory that China’s inbound tourism aims to establish, focussing on creating a “retention volume” following the influx of the world’s “overwhelming traffic”.

As we approach the bustling summer travel peak, there have been ongoing enhancements to China’s visa-free policy. In light of the US government’s strategic use of tariffs to manipulate global economic dynamics and hinder free trade, China’s initiatives to foster an open world economy have not only facilitated travel for individuals from various countries and regions to China but have also created job opportunities for Chinese university graduates on the cusp of entering the workforce.

“While the term ‘inbound tourism’ is used to describe foreigners visiting China, it fundamentally contributes to the nation’s ‘export’ trade, significantly aiding in the generation of foreign exchange earnings and addressing employment challenges.” Chen Jing, the manager of the Japan and South Korea Department at Shanghai Jianfa Wanda International Travel Service Co., Ltd., has dedicated over 20 years to the role of a Japanese tour guide. In a recent interview with reporters from China Youth Daily and China Youth Network, she remarked, “We pave the way for foreigners visiting China, and it is imperative that we maintain this leadership and strive to enhance our efforts continuously.” He particularly noted that there has been a persistent shortage of tour guides fluent in lesser-spoken languages throughout the year, and he is eager to see a greater influx of young individuals entering the inbound tourism sector.

The continued expansion of visa-free travel presents China with enhanced prospects for international collaboration.

In June, China’s visa-free policy saw further expansion: beginning June 1, the country will initiate a pilot scheme allowing ordinary passport holders from Brazil, Argentina, Chile, Peru, and Uruguay to enter without a visa. China has broadened its unilateral visa-free “circle of friends” to include Latin American and Caribbean nations for the first time. Beginning June 9, the country will initiate a pilot visa-free policy for ordinary passport holders from Saudi Arabia, Oman, Kuwait, and Bahrain. In conjunction with the UAE and Qatar, both of which have enjoyed complete mutual visa exemptions since 2018, China has successfully established “full coverage” of visa-free travel for GCC nations.

On June 3, Lin Jian, the spokesperson for the Foreign Ministry, declared that China is set to introduce the “ASEAN Visa” for the ten ASEAN nations and the observer Timor-Leste. This initiative will provide five-year multiple-entry visas, allowing a maximum stay of 180 days for business personnel from these eleven countries, along with their spouses and children, provided they meet the necessary criteria. On the same day, Lin Jian announced that 43 countries have been granted unilateral visa-free access to China.

“The visa-free policy is indeed a positive development for those wishing to travel to China,” remarked Brazil’s O Globo. Cai Tongjuan, who heads the Macroeconomic Research Department and serves as a researcher at the Chongyang Institute for Financial Studies at Renmin University of China, elaborated in a recent interview with China Youth Daily and China Youth Network. He noted that the visa-free “circle of friends” is steadily expanding, which not only enhances opportunities for international cooperation for China but also fosters more convenient conditions and wider prospects for global economic and cultural exchanges.

Cai Tongjuan posits that the visa-free policy will significantly bolster the movement of individuals and streamline cross-border interactions across various sectors, including business, academia, and tourism, ultimately fostering greater mutual understanding between China and other nations. The visa-free policy is set to significantly enhance economic cooperation between China and other nations, thereby bolstering the competitiveness of both Chinese and foreign enterprises in the global marketplace.

“The execution and ongoing refinement of the visa-free policy will not only bolster China’s standing and sway on the global stage but also showcase the nation’s proactive and collaborative ethos in international governance, thus effectively advancing the cause of multilateralism and internationalisation,” Cai Tongjuan remarked.

Prior to his journey to Hainan for a trade and economic exchange meeting on June 4, Sarvar Musayev, the chief representative of the Uzbekistan Tourism Committee in China, observed that the bloggers he followed on social media had capitalised on the recent visa exemption policy to visit China. As of June 1, the Agreement between the Government of the People’s Republic of China and the Government of the Republic of Uzbekistan regarding Mutual Visa Exemption has officially taken effect. Since that time, China has entered into extensive visa exemption agreements with 29 nations.

During a conversation with China Youth Daily and China Youth Network, Musayev highlighted the advantages of China’s efforts in streamlining visa processes for the advancement of youth. He remarked that in the future, a greater number of young people from Uzbekistan will be arranged to travel to China via corporate visits and other means, with the aim of gaining insights from China’s advanced practices across various sectors.

“Looking ahead, China is set to refine its entry policies and broaden the list of visa-free nations, allowing an increasing number of international visitors to explore the enhanced product offerings, varied consumption experiences, and improved service assurances available in the country. This initiative aims to foster shared prosperity through heightened openness and more profound collaboration with other nations,” Lin Jian remarked on June 3.

“China fever” has transformed from a mere economic trend into a distinct cultural identity.

The “buy now, refund now” initiative for departure tax refunds has transitioned from a pilot scheme to a nationwide rollout. The threshold for refunds has been reduced from 500 yuan to 200 yuan, and the network of departure tax refund outlets has been steadily increasing… To enhance the experience for international visitors, China is persistently rolling out advantageous policies.

Sheng Qiuping, the Vice Minister of the Ministry of Commerce in China, has recently indicated that by 2024, the inbound consumption from overseas tourists is expected to represent approximately 0.5% of the nation’s gross domestic product (GDP). In contrast, major countries around the globe see inbound consumption contributing between 1% and 3% of their GDP, highlighting a significant opportunity for growth in this area. Refunds on departure tax serve to alleviate the shopping expenses for international visitors and play a crucial role in enticing and enhancing inbound spending.

The fervent appetite for consumption among foreign tourists has been steadily unleashed, thanks to the rising allure of “China Tour” and the impact of policy measures. During the recent Dragon Boat Festival holiday, various data indicated a notable shift in the popularity of inbound tourism, translating into robust consumer activity. Figures from the Alipay platform revealed that on May 31, the inaugural day of the Dragon Boat Festival holiday, there was a remarkable 400% year-on-year surge in consumption by inbound tourists via Alipay.

Cai Tongjuan observed that the appeal of “Travel in China” and “Buy in China” arises from the harmonious interplay of policy advantages, industrial prowess, and cultural allure. The implementation of visa facilitation measures aimed at enhancing the consumption willingness of foreign tourists stands as a pivotal element in the transformation and upgrading of products originating from China. She noted that drones, smart wearables, and various technology products manufactured in China have gained traction as popular items for “reverse purchasing,” attributed to their impressive cost-effectiveness and innovative capabilities. The national trend in cultural creations and intangible cultural heritage products precisely caters to the cultural experience requirements of foreign tourists.

Numerous international tourists have taken to the Xiaohongshu platform to recount their experiences of making payments in as little as three seconds while in China. Many tourists share a prevailing sentiment that it is “more convenient and safer.” Cai Tongjuan posits that the proliferation of social media has significantly enhanced the traffic impact of “China Tour”. International visitors are presenting a genuine and contemporary portrayal of China via short video platforms, challenging preconceived notions held abroad. This creates a beneficial cycle of “check-in-share-attract,” elevating the “China fever” from a mere economic trend to a profound cultural identity.

The Dragon Boat Festival stands out as the inaugural festival in China to gain recognition as part of the World Intangible Cultural Heritage. Consequently, the consumption of folk experiences has emerged as a prominent feature within the holiday tourism market associated with this celebration. Data from Qunar, a Chinese online travel platform, reveals that as of June 2, hotel bookings for the Dragon Boat Festival holiday in destinations renowned for their cultural heritage, including Yueyang in Hunan, Wuxi in Jiangsu, and Foshan in Guangdong, have surged by over 40% compared to the previous year. A recent travel report from Qunar Travel Big Data Research Institute reveals that folk experiences are increasingly bringing “non-mainstream” destinations into the spotlight.

Chen Jing has also disclosed that this year’s National Day coincides with the Mid-Autumn Festival, presenting a splendid opportunity to witness the tide of the Qiantang River. The travel agency has set its sights on welcoming foreign tourists to Zhejiang during this time, offering them the chance to witness one of the world’s three largest tidal bores. Visitors will also have the opportunity to explore ancient towns and villages, indulge in traditional Chinese moon cakes, and immerse themselves in the rich tapestry of Chinese folk customs.

“I sincerely hope to see an influx of young talent entering the industry.”

An increasing number of foreign enterprises are expressing growing optimism regarding the prospects of the Chinese market, thereby demonstrating a clear endorsement for openness and mutually beneficial collaboration. The selection of American companies stands out as particularly emblematic. At the close of May, to collaboratively harness the developmental prospects of China’s cultural tourism sector, Marriott Bonvoy, a branch of the American Marriott Group, declared that it had achieved a fresh partnership outcome with its Chinese counterpart, Meituan. The initiative will amalgamate the resources of both parties across accommodation, catering, and local life, culminating in the launch of a collaborative membership scheme. Tian Qingyao, the Executive Vice President of Customer Strategy for Greater China at Marriott International, remarked: “By collaborating with Meituan, we align ourselves with the aspirations of young customers and users in emerging markets who seek travel and an enhanced lifestyle, as we collectively delve into the integration of hotel consumption scenarios with local living.”

It is quite evident that the scope of China’s visa-free “circle of friends” is consistently broadening to include a greater number of emerging market nations and developing countries. The “Annual Report on China’s Inbound Tourism Development 2024,” published by the China Tourism Academy in March this year, indicates that emerging markets like Central Asia, Central and Eastern Europe, and Latin America possess significant development potential.

According to Singapore’s Lianhe Zaobao, Wu Xinbo, who serves as the dean of the Institute of International Studies and directs the Centre for American Studies at Fudan University, remarked that following the recent high-level economic and trade discussions between China and the United States, the dynamics of their relationship have now progressed into a new phase. In the course of this endeavour, both China and the United States are diligently courting support from various third parties across the realm of international relations, encompassing regions such as Latin America, ASEAN, Europe, and the Middle East.

The emergence of this new trend has indeed heightened the urgency within the inbound tourism sector, particularly regarding the demand for tour guides proficient in minority languages. Chen Jing notes that various factors, including the demands for foreign language skills, the societal perception of the tour guide profession, and the challenges posed by the qualification examination, have led to a current cohort of tour guides fluent in minority languages primarily comprising middle-aged individuals re-entering the workforce and part-time educators of these languages.

“For individuals such as French, German, or Arabic educators possessing the requisite language proficiency and capable of undertaking the tasks of interpreting and elucidating tours, it is typically essential to arrange an appointment with them three to six months ahead of time.” Chen Jing remarked that the flourishing inbound tourism sector starkly contrasts with the evident shortage of skilled professionals. He believes that for young individuals acquiring foreign languages or who have already honed their language skills, taking on the role of a tour guide in a less commonly spoken language can be a viable employment opportunity, with the potential to become proficient in the role within a mere two to three months.

“As an experienced tour guide, I sincerely hope to see a greater influx of young individuals into the industry,” expressed Chen Jing. Addressing the talent gap is likewise integral to the continued promotion of inbound tourism.

Cai Tongjuan remarked that alongside enhancing hardware facilities, the quality of service stands as a pivotal element in drawing in and keeping tourists. It is essential to enhance the optimisation of the complete service chain, encompassing everything from reception to tour guiding, catering provisions, accommodation arrangements, and more, striving diligently to ensure that foreign tourists enjoy an improved travel experience. Simultaneously, it is imperative to bolster safety measures for tourism and refine complaint handling processes to foster greater trust among visitors. It is only through the collaborative efforts of the government, businesses, and local communities that we can expect to see sustained growth in China’s inbound tourism sector.