Experiential Travel Drives Growth in China’s Inbound Tourism, With Massive Increase

Published on December 19, 2025

China has experienced a remarkable surge in inbound tourism, with a 60.8% increase in visitors in 2024, welcoming a total of 132 million tourists. This significant tourism growth is attributed to several factors, including the introduction of a new payment ecosystem designed to simplify transactions for foreign visitors. The shift in travel behavior, from checklist sightseeing to a deeper cultural immersion, has played a key role in attracting more international tourists to China.

The World Tourism Alliance (WTA) report highlights that foreign nationals accounted for 26.94 million of the total inbound tourists, a figure excluding visitors from Hong Kong, Macao, and Taiwan. The growth trend continued strongly into 2025, with increasing demand for cultural experiences rather than traditional sightseeing tours. As international visitors seek more authentic and meaningful travel experiences, China’s cultural heritage has become the primary draw.

Inbound Tourism Surge and Economic Impact

China’s 2024 tourism boom represents a major rebound for the country’s travel sector following the pandemic. The 60.8% increase in inbound tourists is a positive indicator of global confidence in China as a prime travel destination. The new payment ecosystem introduced by China’s government and tourism industry has facilitated easier and more convenient travel for foreign visitors, enabling smoother transactions for accommodations, transportation, and experiences.

The surge in international visitors has provided a boost to the Chinese economy, with tourism revenues reaching significant milestones in both major cities and cultural hubs. Beijing, Shanghai, and Xi’an have all seen increased traffic from foreign tourists, drawn by the opportunity to experience China’s vibrant cities alongside its rich historical and cultural landmarks. The rise in inbound tourism has also impacted sectors such as hospitality, retail, and transportation, with local businesses benefiting from the increased spending power of international visitors.

The New Payment Ecosystem: A Game Changer for Tourism

One of the key factors driving the growth of inbound tourism is the new payment ecosystem implemented in China. The introduction of foreign-friendly payment options such as WeChat Pay and Alipay for international tourists, as well as the ability to use credit cards and global mobile payment platforms, has removed the traditional barriers to spending for visitors. This system allows tourists to make purchases, book tours, and pay for accommodations with ease, making their experience in China much more convenient.

Foreign tourists are now able to make secure and seamless payments using their home currency, without the need to exchange cash or deal with cumbersome banking processes. This innovation has significantly reduced friction for international visitors, encouraging them to spend more during their stays. By creating a user-friendly experience, the payment system has made China an even more attractive destination for tourists from around the world.

A Shift Towards Cultural Immersion Tourism

In addition to the growth in tourism numbers, the type of tourism that travelers seek has also shifted dramatically. Cultural tourism has emerged as the top motivator for inbound visitors to China. The days of rushing through the Great Wall of China, Forbidden City, and Terracotta Warriors to tick off a checklist of iconic sites are being replaced by a desire for more immersive and personalized travel experiences.

Tourists are increasingly drawn to calligraphy workshops, tea ceremonies, night markets, and local food tours, all of which offer deep insights into China’s rich cultural traditions. The desire for authentic experiences has led to the rise of temple stays, where visitors can experience the tranquility and spirituality of ancient temples while learning about traditional Buddhist practices. These cultural experiences provide visitors with a deeper understanding of China’s history, art, and customs—an aspect of tourism that goes far beyond traditional sightseeing.

The shift towards experiential travel in China has been embraced by local tour operators, cultural organizations, and businesses, all of which are eager to cater to the evolving demands of international visitors. With customized tours, immersive activities, and local experiences on offer, China’s tourism sector is aligning its offerings with the growing preference for meaningful, authentic travel.

The Role of Traditional and Modern Attractions

While cultural immersion has taken center stage, traditional attractions like the Great Wall, Summer Palace, and Shanghai Bund remain essential to China’s tourism appeal. Many visitors still seek the chance to explore these iconic landmarks, but the focus is shifting from simply viewing these attractions to engaging with them on a deeper level. Tourists are seeking guided tours, interactive exhibits, and themed experiences that bring these historical sites to life.

China’s cultural diversity is another powerful draw for visitors, with regions such as Tibet, Xinjiang, and Yunnan offering unique experiences tied to local traditions, languages, and cuisines. By incorporating both modern innovations and traditional experiences, China’s tourism sector is appealing to a wide range of international travelers, from those seeking cutting-edge technology to those in search of ancient customs.

Looking Ahead: Sustainable Growth for China’s Tourism

As inbound tourism continues to rise, it is crucial that China’s tourism industry focuses on sustainable growth. The government and tourism authorities are already implementing policies aimed at ensuring the long-term sustainability of the sector, including measures to protect the country’s cultural and natural heritage sites. Sustainable practices, from eco-friendly tourism operations to the preservation of local customs, will be vital in maintaining the balance between attracting visitors and protecting the environment.

The development of infrastructure, promotion of lesser-known destinations, and continued investment in digital tourism technologies will also play a crucial role in the future of inbound tourism in China. By leveraging both modern technology and traditional experiences, China is well-positioned to maintain its status as a global tourism powerhouse.

Conclusion: A Booming Inbound Tourism Market

In 2024, China welcomed an impressive 132 million inbound tourists, marking a significant milestone in the country’s tourism growth. The increase in tourism is attributed to a new payment ecosystem, the rising interest in cultural tourism, and China’s unique ability to offer both modern and traditional travel experiences. As tourism continues to flourish, China’s cultural and natural treasures will remain a central part of its tourism identity, attracting millions of visitors eager to immerse themselves in the rich history and vibrant culture of the Middle Kingdom.