China’s National Immigration Administration recently reported that the 2026 New Year holiday witnessed a peak in cross-border travel nationwide, with a significant daily increase in both inbound and outbound travelers during the festive period.
In recent years, China has implemented policies such as extending visa-free stays, expanding the list of countries eligible for visa exemptions, and enhancing entry services. These measures have steadily deepened people-to-people ties between China and other nations. International media outlets have increasingly highlighted China’s robust and sustained tourism growth, noting that these facilitative policies have helped China secure a prominent position in the global tourism market.
### An Attractive Destination Full of Opportunities
Visiting China to celebrate the 2026 New Year became one of the most popular travel trends globally. Chinese airports welcomed large numbers of foreign tourists during the holiday, who celebrated the new year amid the charm of China’s vibrant cities. Thanks to the visa-free policy, traveling to China has become remarkably easy.
Data shows a sharp rise in flight bookings by foreign tourists heading to China over the New Year break. Between January 1 and 3, 2026, more than 320,000 international inbound air tickets were sold—a year-on-year increase of nearly 11%.
Global interest in “traveling to China” continues to surge, drawing attention from international media. *Travel & Tourism World* (U.S.) noted: “Visa-free tourism growth is driving China to welcome large numbers of cross-border visitors.” The magazine reported that during the first nine months of 2025, 20.89 million people from visa-exempt countries entered China—an increase of over 50% compared to the same period in 2024—and duty-free tax refund sales nearly doubled. On global social media platforms, the phrase “Going to China with an empty suitcase” has become a trending slogan, reflecting shoppers’ enthusiasm for Chinese goods.
The steady rise in visa-free arrivals underscores China’s appeal as a tourist destination and reflects the world’s strong interest in its rich culture, dynamic cities, and breathtaking natural landscapes. Iconic sites like the Great Wall, the Forbidden City, and the Terracotta Army continue to captivate visitors, while emerging destinations are also gaining traction. Together, these factors have made China one of the most popular Asian destinations for international tourists.
Stunning scenery, profound cultural heritage, a safe environment, convenient transportation, a thriving economy, and warm hospitality—these qualities have led a growing number of foreigners to view China as an ideal place not only to visit but also to live. The BBC recently cited a survey of over 10,000 respondents from 172 countries and regions that ranked China among the top destinations for foreign residents. Notably, China jumped from 19th place in 2024 to 6th globally in 2025, largely due to high ratings for “overall resident happiness.”
China now plays a pivotal role in the global tourism economy. With the rollout of visa exemption policies, inbound tourism is experiencing strong momentum, and emerging tourism markets are becoming a key driver of growth. China’s appeal as a leisure and cultural travel destination continues to rise, and long-term forecasts suggest it could become the world’s largest tourism market in the coming years.
### “Real China Is Impressive”
Why is “traveling to China” spreading so rapidly abroad?
**First, unique culture:** From historic landmarks like the Great Wall to vibrant local festivals, China offers a cultural depth unmatched elsewhere.
**Second, astonishing infrastructure:** Visitors are often amazed by the ultra-high-speed rail network, near-spotless streets, and cities where digital payments are ubiquitous.
**Third, visa facilitation:** Visa exemption policies have opened the door wide for foreign tourists. China has unilaterally or reciprocally granted visa-free access to dozens of countries and continues to expand its list of nations eligible for transit visa exemptions.
**Fourth, excellent value for money:** A night in a luxury hotel, a high-speed train ticket, and a full day of meals in China often cost far less than in many other countries.
**Fifth, social safety and warm hospitality:** As one report concluded, “The real China is impressive.”
Russia’s *Kommersant* online noted: “The visa exemption policy has triggered a wave of Russian tourism to China.” After China launched a pilot visa-free program for ordinary Russian passport holders, interest among Russians surged dramatically. The newspaper identified visa exemption as the key mechanism reigniting enthusiasm for Chinese tourism, with young travelers leading the trend. This momentum is expected to grow further in 2026.
In recent years, China has also improved entry procedures, introduced a tourist tax refund system, and designated model cities to build international-standard consumption environments—enhancing shopping experiences for foreign visitors.
Brazil’s *Brasil 247* wrote: “From the latest fashion trends to smart technologies, the shopping experience in China aligns perfectly with global travel trends.” It added that these initiatives are elevating the quality of commercial, tourism, and cultural sectors, boosting the international profile of Chinese cities.
Uruguay’s *El País* highlighted the recent launch of a “full customs closure” system on Hainan Island, calling it a move that will open new opportunities for businesses and individuals to import goods at lower costs, fostering a thriving commercial environment that attracts tourists and solidifying Hainan’s status as a premier international destination.
Foreign media have also paid special attention to the convenience of China’s digital lifestyle. Recently, an American traveler shared a short video showcasing his seamless digital experience in China—sparking widespread curiosity and admiration. *The Times of India* described how parking lots use QR codes instead of traditional meters, most scooters and many cars are electric (making streets quieter), and nearly all payments—from restaurants to street vendors—are made by scanning QR codes. “China’s digital ecosystem operates with astonishing smoothness,” the article noted.
### Blending “Culture + Technology” to Create New Tourism Models
Huangshan City in Anhui Province recently launched two innovative initiatives: the “Digital Huizhou” project and the “Time-Slot Booking + Carbon Points” environmental management model.
The augmented reality (AR) app for “Digital Huizhou” allows visitors to take immersive virtual walks through historic Huizhou streets—reducing physical contact with cultural relics and aiding their preservation.
Meanwhile, the “Time-Slot Booking + Carbon Points” system uses digital platforms to manage visitor flow and ease pressure on popular sites. Tourists earn “carbon points” by choosing trains over planes, skipping cable cars, using reusable water bottles, and buying local products. These points can be redeemed for discount vouchers, priority booking rights, or souvenirs.
Russia’s *Vedomosti* praised this approach, calling it a sign that Huangshan—home to two UNESCO World Heritage Sites—is shifting from mass tourism to an integrated model where culture, technology, and sustainability work in harmony.
Such immersive experiences transform passive observers into active participants—crucial for engaging younger generations and transmitting cultural heritage. Meanwhile, the carbon points system makes eco-friendly behavior tangible, measurable, and rewarding, allowing every visitor to see the direct impact of their choices.
In recent years, the fusion of “culture and technology” has given rise to entirely new tourism models across China. Innovative tech, unique heritage, and world-class infrastructure are reshaping traditional vacationing:
- **Exoskeleton robots** assist visitors in navigating steep mountain paths at major scenic spots.
- In Nanjing’s Zhongshan Commercial Street, **VR headsets** transport users back to the Ming Dynasty.
- In Xi’an, Shaanxi Province, **holographic projections** have revived the famous Tang-era “Ning Chang Yu Yi” dance, while VR lets visitors “stand face-to-face” with the Terracotta Warriors.
As the report concludes: “Today, ‘Technology + Tourism’ is no longer just a competitive advantage for China—it has become a global trend, setting new standards for the industry and shaping China’s image as the tourism destination of the future.”
