Inbound tourism enters 'strategic window' as arrivals surge, report says

China's inbound tourism market has entered a "strategic window of opportunity" driven by expanding visa-free policies, recovering global travel demand and rising international interest in Chinese destinations, according to a new industry report released on June 1.

The China Inbound Tourism Development Annual Report 2026 was unveiled by the major travel agency Trip.com Group and revealed that global tourism has fully recovered, with international tourist arrivals reaching 1.5 billion in 2025 and continuing to grow, creating favorable conditions for China's inbound tourism sector.

China welcomed more than 35 million foreign visitors in 2025, a year-on-year increase of 30 percent, while international tourism revenue rose nearly 40 percent, according to the report. It attributed much of the growth to the country's expanding visa-free policies, which now cover nearly 80 countries.

Visitors from visa-free destinations recorded growth of about 50 percent, comprising the majority of new arrivals and helping position inbound tourism as a potential trillion-yuan market, the report states.

Southeast Asia has emerged as the most dynamic source market. Visitor arrivals from Thailand more than doubled year-on-year, while Malaysia climbed from fifth to third place among China's largest inbound tourism markets.

Traditional long-haul markets also maintained steady growth. Arrivals from the United Kingdom rose 36 percent, while Australia continued to register strong growth following the introduction of visa-free entry arrangements.

The report identified air connectivity as one of the most important factors shaping inbound tourism growth. Demand has recovered faster than international flight capacity, particularly on routes linking China with Southeast Asia.

The study also found that inbound travelers are becoming increasingly diverse in their preferences, underscoring the need for more targeted tourism products.

South Korean visitors tend to favor short urban getaways, while travelers from Southeast Asia are heavily influenced by social media and seek immersive cultural experiences. Australian visitors are more likely to choose longer, multicity itineraries, creating opportunities for destinations beyond China's major gateway cities.

Meanwhile, the Middle East has become one of the fastest-growing markets, with arrivals increasing by more than 100 percent and demand rising for customized services, cultural experiences and Muslim-friendly facilities.

Despite strong growth, the report notes that international travelers continue to face challenges related to information access, payment systems, transportation, language services and internet connectivity.

Trip.com states that it is expanding AI-powered travel planning tools, multilingual services and international marketing efforts while working with destinations and tourism businesses to improve inbound-friendly facilities and services.