How Can China’s Visa-Free Policy and Lesser-Known Destinations Transform the Global Travel Experience?

Published on March 7, 2025

China’s tourism sector has entered a transformative phase, with an influx of international visitors drawn by strategic policies and a growing interest in diverse cultural experiences. Central to this change is Beijing’s unilateral visa-free policy, which has opened doors for travelers from 38 countries to explore China for up to 30 days without the need for a visa. This policy has had a profound effect on the country’s tourism market, making travel to China more accessible and efficient.

Impact of Beijing’s Visa-Free Policy

Beijing’s decision to introduce a visa-free policy has been a game-changer for international tourists. The move allows visitors to explore China’s vast cultural, historical, and innovative landscapes with fewer logistical hurdles. Travel experts and industry leaders have praised the policy for its ease and affordability. For instance, the CEO of TUI China Travel Co., Ltd. described the policy as an essential factor in making travel to China “easier and cheaper.” Similarly, experts have emphasized how the visa-free option has positioned China as an attractive destination for quick decisions and spontaneous trips.

The visa-free policy has had a substantial effect on tourism, with inbound and outbound trips to China by foreign nationals reaching 64.88 million in 2024, marking an 82.9% increase from the previous year. This surge reflects the growing appeal of China as a global tourism powerhouse.

Hong Kong’s Role in China’s Tourism Boom

While Beijing’s visa-free policy has transformed mainland China’s tourism industry, Hong Kong has also played a pivotal role in the country’s resurgence. The city, known for its fusion of Eastern and Western cultures, welcomed approximately 45 million tourists in 2024, representing a 30% increase from the previous year. Hong Kong’s tourism recovery can be attributed to a combination of national measures benefiting the region, large-scale events, and a resurgence in air travel capacity.

The recent opening of Kai Tak Sports Park is expected to enhance Hong Kong’s status as a cultural and tourism hub. The park, which will host global sporting events, emphasizes the city’s dedication to offering a diverse range of experiences for visitors. Additionally, the upcoming World Tourism Cities Federation (WTCF) Fragrant Hills Tourism Summit in April 2025 will bring together representatives from around 40 countries, further cementing Hong Kong’s reputation as a leading global destination.

The Rise of Lesser-Known Destinations in China

While iconic cities like Beijing and Shanghai remain popular, China’s lower-tier cities have gained traction among travelers seeking unique, authentic experiences. Reports highlight a significant rise in tourism to districts and counties that were previously overlooked in favor of well-known tourist hotspots. In 2024, there was a 76.4% increase in visits to these lesser-known regions.

Cities like Zhengding, known for its ancient architecture, and Kuqa, famous for the stunning Kuqa Grand Canyon, have become increasingly popular among travelers. These destinations offer a mix of cultural heritage, historical charm, and unique landscapes that appeal to those seeking more personalized and intimate travel experiences. Furthermore, younger generations, particularly post-90s travelers, make up a significant portion of tourists in these regions, highlighting their interest in immersing themselves in cultural traditions and rare experiences.

Cultural Heritage and Virtual Influences

The success of the Chinese video game Black Myth: Wukong has also played a role in driving interest in ancient architecture tours. One of the game’s filming locations, Xiaoxitian Temple in Shanxi Province, has seen an increase in visitors eager to explore its clay statues and rich history. This blending of virtual entertainment with real-world tourism demonstrates the growing intersection between digital influences and cultural tourism.

Collaborations with International Travel Companies

China’s tourism industry is expanding through strategic partnerships with international travel companies. At the ITB Berlin, one of the world’s largest travel trade fairs, TUI Group entered into a cooperation agreement with Huangshan Tourism Development Co., Ltd. Huangshan, home to the iconic Mount Huangshan and ancient villages, is being positioned as a key destination for returning visitors to China. The city’s appeal lies not only in its natural beauty but also in its rich cultural heritage, including the Hui-style architecture of surrounding villages.

Sustaining Momentum for Future Growth

To maintain this tourism momentum, China is focusing on long-term planning, including the preservation of traditional villages and historical sites. The government’s efforts to develop culture, sports, and eco-tourism in the Northern Metropolis region reflect the country’s vision for sustainable tourism growth. These initiatives aim to offer unique experiences that cater to the evolving preferences of global travelers while preserving China’s cultural and natural treasures.

A Global Tourism Powerhouse

China’s tourism sector has emerged as a formidable force on the global stage, driven by strategic policies such as the visa-free policy and a focus on lesser-known destinations. These initiatives have not only simplified travel logistics but also broadened China’s appeal to a wider range of travelers. Hong Kong’s role as a cultural hub and the country’s expanding partnerships with international travel companies further solidify China’s position as a must-visit destination. As China continues to innovate and collaborate on the global tourism stage, it is poised to attract even more visitors seeking authentic, diverse, and sustainable travel experiences.