International Tourists Flock to China for New Year Holidays

Published on December 28, 2025

As the Chinese tourism sector gets on the fast track, the country records a substantial rise in the number of foreign tourists, and already more than 320,000 air tickets have been sold for travel during the upcoming holiday of the New Year’s Day in 2026. During the holidays that will be held between Thursday and Saturday, foreign tourists will be on holidays, and the current trends show that the rise in travel will impact not only China’s popular destinations, as it will attract foreign tourists to the different regions as well. Thus, China’s opening-up strategy has triggered the rise in travel.

Visa-Free Transit and Exemption Policies Spark Growth in Inbound Tourism

In November 2025, China made significant strides to enhance its attractiveness as a global tourism hub by expanding its 240-hour visa-free transit program to more ports. The country also extended its unilateral visa exemption arrangements for more than 40 countries until December 31, 2026. These changes have played a crucial role in boosting foreign arrivals, with tourists now enjoying easier access to China for longer stays and more flexibility in travel.

According to Umetrip, a popular Chinese travel-related mobile service provider, more than 320,000 inbound flight tickets were sold by December 25 for the upcoming New Year holiday. This represents a notable 11% increase compared to the same period in 2024, signaling that travelers are increasingly choosing China for their holiday destinations.

Rising Demand for In-Depth Tours from Overseas Travelers

One of the most significant trends in the Chinese tourism market is the growing interest in in-depth tours. Travelers are no longer just visiting China’s iconic sites for short stays; instead, they are opting for longer, more immersive experiences. Notably, inbound flight bookings from countries such as Spain and Italy have seen remarkable increases. For example, flight bookings from Spain have surged by a staggering eight times compared to last year, while bookings from Italy have quadrupled. This trend highlights a shift in travel preferences, with tourists from Europe looking to explore China in greater depth.

Travel experts suggest that the extended visa exemptions, combined with the growing availability of regional tours and cultural experiences, have helped to drive this shift. Travelers are now more inclined to visit multiple cities and regions, taking in everything from Beijing’s ancient landmarks to the natural beauty of China’s vast countryside.

International Travelers Appreciate the Ease of Payments and Digital Services

As international tourism to China continues to grow, the convenience of digital services is becoming an important factor for foreign visitors. A German tourist shared their satisfaction with using Alipay, a leading Chinese digital payment platform, during their travels. “It’s the easiest way to pay and buy something in China,” they said, noting how simple it was even for elderly travelers to use the service. This ease of payment has made it much easier for foreign tourists to navigate Chinese cities, shop, and enjoy services without worrying about currency exchange.

The digitalization of payment methods and other services is contributing to the growing appeal of China as a destination for travelers. The ease of using apps like Alipay and WeChat Pay is particularly attractive for tourists who want to avoid the hassle of dealing with cash while enjoying the convenience of mobile payments.

Enhanced Connectivity at Beijing Capital International Airport

Beijing Capital International Airport, which serves as one of the major gateways for international travelers, has been actively enhancing its connectivity. The airport now operates air routes to 225 destinations across 57 countries and regions. In an effort to meet the growing demand for international travel, the airport has teamed up with airlines to offer new services for transit passengers, including better options for travelers who wish to stop over in Beijing on their way to other destinations.

Kong Xin, the manager of aviation development at Beijing Capital International Airport, explained that the airport plans to add even more routes and destinations in the coming year. New connections are expected to include direct flights to Abu Dhabi, Brussels, Tashkent, and various cities in Central and Eastern Europe, Central and Western Asia, and Africa. This expansion is aimed at making Beijing an even more crucial hub for international travelers, promoting cross-border tourism, and enriching China’s transit and inbound tourism offerings.

Xiamen: A Rising Star in China’s Cross-Border Tourism

On China’s southeastern coast, the city of Xiamen is experiencing an impressive surge in inbound travelers. Xiamen, located in Fujian Province, has become a popular destination for tourists from around the world, particularly due to the city’s inclusion in China’s “240-hour visa-free transit” program. As of December 2025, Xiamen has handled more than 6 million inbound and outbound travelers, marking a 20% year-on-year increase. More than 1.1 million of these travelers were foreign visitors, with nearly 380,000 taking advantage of the visa-free policy.

Xiamen’s appeal lies in its unique blend of cultural heritage, natural beauty, and modern amenities. Visitors are drawn to its scenic waterfronts, historic architecture, and vibrant local culture. The city is also becoming increasingly popular for business and leisure tourism, thanks to its growing reputation as a dynamic international city.

The Role of China Travel Campaigns in Boosting Inbound Tourism

The “China Travel” campaign has been instrumental in driving foreign interest in destinations like Xiamen. This initiative has promoted the many different regions of China, encouraging international tourists to explore cities and destinations beyond the typical hotspots like Beijing, Shanghai, and Hong Kong. This campaign has resonated particularly well with travelers from Europe, Asia, and the Americas, with an increasing number of international tourists making their way to cities like Xiamen for both leisure and business purposes.

Tourists such as Chris from the Netherlands are taking advantage of the ease of travel and the unique experiences that China offers. “I think it’s a nice country. A lot of things you can buy here, nice things. I think every people is very nice,” he said, reflecting the positive experiences that many visitors are having during their stays.

Looking Ahead: A Continued Boom in Inbound Tourism

With the ever-improving infrastructure, visa requirements, and online services, the positive trends are expected to continue, and China will continue to grow rapidly as an inbound tourism destination. Now that the upcoming New Year is near, the rising demand for in-depth travel and the improving travel-related services make China one of the most sought-after travel destinations in 2026.