Hebei Province Promotes Sustainable Tourism Growth with Switzerland, Opening New Travel Opportunities, Here’s What You Need to Know

Published on September 21, 2025

To complement its tourism development strategy and strengthen international relations, northern China’s Hebei Province has actively self-promoted as a prime travel destination for Switzerland. The self promotion strategy has led to the recent event in Geneva attended by both countries’ tourism professionals. The Swiss part of the tourism professionals private meeting which took place last Friday at the Warwick Geneva Building concentrated on balancing cooperative endeavors with a Swiss focus on the tourism potential of Hebei Province and its reciprocal interest in attracting Swiss tourists.

The event illustrates Hebei Province’s attempts to use its vast cultural heritage, multifarious tourism potentials, and geographic location as selling points to place the Province at the prime of international tourism. This along with direct flights to China and visa free travel signifies a positive step in the expanding tourism partnership between China and Switzerland.

Hebei’s Unique Appeal to Swiss Tourists

Hebei Province, with its long history and diverse range of tourist attractions, offers an exceptional mix of cultural, historical, and natural resources. Zhao Bing, the director of the Hebei Provincial Department of Culture and Tourism, emphasized the province’s tourism advantages. “Hebei boasts a long history, unique geographical advantages, and abundant tourism resources,” she stated.

Hebei is home to iconic landmarks such as the Great Wall of China, which stretches through the province, and cultural treasures like the ancient city of Chengde and the Pingyao Ancient City. The province is also renowned for its diverse landscapes, from the scenic mountain ranges to beautiful lakes and rivers. These features provide a wide range of travel experiences, from cultural exploration to outdoor adventures.

One of the province’s strongest assets is its transportation infrastructure. With seven airports and three ports, Hebei offers direct connections to more than 70 countries and regions worldwide. This connectivity makes it easier for international tourists, including Swiss travelers, to visit the region.

Strengthening Travel Connections: Direct Flights and Visa-Free Travel

An important element of Hebei’s tourism promotion strategy is its enhanced travel accessibility. Geneva, Switzerland’s second-largest city, now benefits from two direct flights to China, one to Shanghai and another to Beijing. The direct flights reduce travel time and make it more convenient for Swiss tourists to visit Hebei and other parts of China.

Additionally, a significant development in tourism relations is the 30-day visa-free entry policy that China introduced for Swiss citizens with ordinary passports in November 2024. This policy covers various purposes of travel, including business, tourism, family visits, transit, and exchanges, allowing Swiss nationals to stay in China for up to 30 days without requiring a visa.

Tourism professionals from both countries have expressed that these new travel policies are helping to boost tourism flows. The direct flights, combined with the visa-free policy, make travel between Switzerland and China not only more convenient but also more appealing for potential travelers. Both industry leaders and travelers have welcomed these changes, believing they will greatly enhance the tourism experience between the two nations.

Growing Interest from Swiss Travel Professionals

Swiss tourism professionals have shown a growing interest in Hebei’s potential as a tourist destination. At the event in Geneva, several industry leaders expressed excitement about the opportunities to explore Hebei’s rich culture, history, and nature. Zhao Lei, the Asia manager of Geneva Tourism, encouraged her peers to consider Hebei as a new and exciting destination for Swiss tourists. She noted that Hebei’s unique blend of culture, nature, and history would appeal to travelers looking for authentic experiences in China.

Jacqueline Roeschli, the director of Fiesta Travel in Geneva, went even further by considering organizing a tour to China specifically designed for female travelers. She pointed to the convenience of direct flights and the visa-free policy as major factors that would make this tour appealing. “The ease of travel will undoubtedly attract Swiss tourists to explore Hebei’s cultural heritage and natural beauty,” she said.

Similarly, Philippe Nyoundou, from Villeneuve Travel Agency in Switzerland’s Vaud region, was inspired by the meeting to start planning his own trip to China. “The 30-day visa-free policy makes me feel like I can leave at any time. I plan to travel to China next month,” he said, highlighting how the new travel arrangements made him more eager to explore the opportunities available in Hebei.

Tourism Cooperation Between Hebei and Switzerland Expands

Tourism cooperation between Hebei and Switzerland has been gaining momentum in recent years. This partnership was further solidified at the 2023 International Ice and Snow Tourism Development Conference held in Zhangjiakou, Hebei, one of the venues for the 2022 Beijing Winter Olympics. The event saw tourism authorities from Hebei and Switzerland, along with 19 other organizations, launch the “World Ice and Snow Tourism Destination Alliance.”

This alliance focuses on developing high-quality winter tourism products, particularly in Hebei’s ski resorts and ice-related activities. By promoting green and low-carbon growth, Hebei and Switzerland aim to attract more visitors to the region during the winter season while contributing to sustainable tourism practices.

Zhao Bing noted, “Hebei’s tourism sector is eager to learn from Switzerland’s successful practices and welcomes Swiss travel agencies to collaborate with their counterparts in Hebei for mutual benefit.” This statement underscores Hebei’s commitment to fostering international partnerships to enhance the quality and sustainability of its tourism offerings.

Promoting Hebei’s Rich Cultural Heritage

Hebei’s rich cultural heritage is one of the province’s biggest draws for international tourists. The province is home to several UNESCO World Heritage Sites, including the Imperial Tombs of the Ming and Qing Dynasties, as well as the famous Chengde Mountain Resort. These cultural landmarks are increasingly attracting attention from international tourists, including those from Switzerland, who are keen to explore China’s history and traditions.

Beyond cultural sites, Hebei’s natural beauty offers opportunities for a range of outdoor activities, including hiking, cycling, and boating. The province is home to a variety of scenic spots, including the picturesque Taihang Mountains and the sprawling Xilingol Grassland, which are ideal destinations for eco-tourism and nature enthusiasts.

For Swiss tourists, the province offers a unique blend of cultural heritage and natural wonders, making it an attractive option for travelers seeking both relaxation and adventure.

A Bright Future for Tourism Between Hebei and Switzerland

The expansion of tourism relations between Hebei and Switzerland continues to pay off for both regions. The newly introduced direct flights and visa-free access to Hebei, coupled with its distinctive nature and culture, makes the region a worthwhile destination for tourists from Switzerland. The optimism shared by the tourism professionals of both countries shows a readiness for closer collaboration to achieve greater results.

The focus of Hebei province on sustainable tourism in conjunction with the willingness of Swiss travel agencies to partner with them places both countries in an ideal position to develop a flourishing tourism relationship that is, above all, focused on creating enriching experiences for travelers.
The Swiss tourism professionals increasing interest towards Hebei herald a bright future for the province as an international tourism hub.