China’s Travel and Tourism Sector Poised to Overtake the U.S. as the World’s Largest Market by 2031, Fueled by Strategic Growth Policies and Expanding Infrastructure

Published on December 17, 2025

China’s travel and tourism sector is on an upward trajectory, with new developments, policies, and investments positioning the country as one of the most significant players in global tourism. According to the World Travel & Tourism Council (WTTC), China’s Travel & Tourism industry continues to thrive, making impressive strides toward becoming the world’s largest travel and tourism market by 2031. As the sector evolves, China’s combination of rich cultural heritage, vast landscapes, and burgeoning infrastructure offers unmatched appeal for tourists worldwide.

With a projected growth rate of 7% annually over the next decade, China is expected to become a $3.8 trillion tourism market by 2035, contributing nearly 14% of its GDP. This remarkable growth trajectory is supported by the country’s strategic policy initiatives and ongoing efforts to facilitate international travel. Visa-free travel policies, transit visa options, and government-backed initiatives to enhance the overall tourist experience are critical to this expansion. These efforts aim to reduce barriers and offer a seamless travel experience, ensuring that travelers from across the globe find it easier to explore China’s diverse destinations.

China’s Tourism Sector in 2025: Key Highlights and Growth Projections

As of 2025, China’s Travel & Tourism sector continues to set records, and its ongoing expansion demonstrates a future full of promise. Here are some of the most impressive metrics and forecasts that showcase China’s tourism potential:

• Inbound Spending: By the end of 2025, inbound visitor spending is expected to reach $144.1 billion, a clear indication of the nation’s appeal to global travelers. Meanwhile, domestic spending is projected to total $968 billion, reflecting China’s domestic tourism boom alongside international travel.
• Job Creation: In 2025, the Travel & Tourism sector will support over 83.4 million jobs, marking a new record for employment generated within this industry. This growth highlights the sector’s increasing role in China’s economic landscape, creating opportunities for local communities and businesses.
• Visa-Free Visitor Surge: The visa-free policy for several countries has contributed to increased international visitor arrivals, with expectations for 15 million visitors from visa-free countries by the end of 2026. These tourists are likely to spend $1,000 more than the average traveler, demonstrating their higher spending capacity.

China’s Growing Appeal: Why Global Travelers Choose China

China’s cultural richness, modern cities, and natural beauty make it a sought-after destination for travelers. Visitors are drawn to the country for a variety of reasons, from exploring ancient landmarks to experiencing vibrant urban centers. Below are some key attractions that continue to fuel China’s growth in global tourism:

• Cultural Heritage: China’s history stretches back thousands of years, with iconic landmarks such as the Great Wall of China, Forbidden City, and the Terracotta Warriors in Xi’an. These historical sites are magnets for tourists seeking to immerse themselves in China’s ancient culture.
• Vibrant Cities: The energy of cities like Beijing, Shanghai, and Guangzhou attracts both leisure and business travelers. The country’s modern infrastructure, dynamic urban life, and a blend of old and new offer unique experiences, from shopping in Nanjing Road to dining in Michelin-starred restaurants.
• Natural Landscapes: China’s diverse landscapes offer breathtaking natural beauty. From the karst formations in Guilin to the Himalayas in the west and the tranquil beauty of Jiuzhaigou Valley, China’s national parks and scenic sites are increasingly gaining recognition as top destinations for eco-tourism.
• Winter Tourism: Cities like Harbin have developed into premier winter tourism destinations, with attractions like the Harbin Ice Festival and the Snow Sculpture Art Expo drawing millions of visitors each year. As winter tourism continues to grow, Harbin has recorded a 17% increase in tourism spending, reaching a staggering $19 billion in revenue.

China’s Future Tourism Projections: Dominating the Global Stage

Looking ahead, China’s Travel & Tourism sector is projected to grow 7% annually, with the country’s economy benefiting from this expansion. By 2035, China is expected to contribute $3.8 trillion to global tourism, equivalent to almost 14% of its GDP. The sector will support a massive 103 million jobs, with one in five new jobs in global Travel & Tourism created in China alone.

The 2031 forecast shows that China will surpass the United States to become the world’s largest Travel & Tourism market, cementing its place as a leader in global tourism. This rise in tourism is supported by strategic infrastructure projects, the continued development of tourist destinations, and the implementation of policies to attract international visitors.

Key drivers of this growth include the government’s visa facilitation measures, new transportation networks, and the rise of smart tourism, where technology enhances the visitor experience. China’s growing influence in the global tourism market will also support the development of new partnerships with international tourism organizations, ensuring the country’s dominance in the global travel landscape.

Key Developments and Strategic Measures to Foster Growth

China’s success in the Travel & Tourism sector can be attributed to its strategic initiatives and the support of government-backed policies. These measures include:

• Visa-Free Policies: China’s implementation of visa-free entry for travelers from select countries has dramatically increased international tourist arrivals. This initiative is expected to bring in millions of new visitors annually and boost tourism spending.
• Efforts to Promote Regional Tourism: While popular cities like Beijing and Shanghai attract large numbers of tourists, China is focusing on promoting its regional destinations, ensuring a diverse tourism portfolio across the country. Harbin, for example, has developed into a significant winter tourism hub, showcasing how regional strengths can be transformed into world-class visitor experiences.
• Digital Integration: The rise of smart tourism in China is enhancing the visitor experience. The integration of AI, big data, and online booking platforms has improved the way tourists interact with destinations, from customized itineraries to contactless check-ins at hotels.
• Investment in Infrastructure: The Chinese government continues to invest in infrastructure, particularly in high-speed rail networks, airports, and hotel development, to accommodate the growing number of tourists. These developments ensure a seamless travel experience for international visitors.

Harbin: A Winter Wonderland Leading the Charge

The city of Harbin stands out as a shining example of how local strengths can be turned into tourism assets. Located in northeastern China, Harbin has become a global destination for winter tourism, attracting visitors who come to enjoy the Harbin International Ice and Snow Sculpture Festival and other winter events. Last year, the city welcomed a record 90 million visitors, marking a 17% increase in tourism spending, which reached $19 billion.

Harbin’s winter tourism initiatives have gained international acclaim, with the city showcasing its natural winter beauty, along with world-class events like the Ice Festival and snow sculpture exhibitions. These attractions have placed Harbin on the map as one of the world’s leading winter destinations, contributing to China’s overall tourism growth.

Conclusion: China’s Dominance in the Global Travel Landscape

As China’s Travel & Tourism sector continues to expand, the nation is set to become a global tourism powerhouse. With its continued growth, improved infrastructure, and strategic initiatives to attract international visitors, China is positioning itself as the world’s largest travel market by 2031. The combination of natural beauty, cultural heritage, and modern infrastructure ensures that China will remain a top destination for travelers seeking unique and diverse experiences.

China’s dominance in the global tourism market will not only bolster its economy but also contribute to the global growth of the Travel & Tourism industry. As the country continues to develop and innovate, its impact on global tourism will only grow, solidifying China’s place as a leading global travel destination.