'Chinamaxxing' spurs tourism boom

Ask travelers what surprised them most about China. The answers vary: a new favorite dish, a city they had never heard of, an extra suitcase needed for the journey home.

International visitors to China are finding plenty to share on social media, coining a new vocabulary along the way. Terms like "China travel", "Chinamaxxing", and "China haul" capture the kaleidoscopic story of the country's inbound tourism boom.

Latest data from the National Immigration Administration recorded a surge in border crossings by foreign nationals in the third quarter of 2026. China received 11.6 million foreign arrivals, up 15.6 percent year-on-year, with visa-free entries surging 24.1 percent to account for 77.5 percent of the total.

China's unilateral visa-free policy, launched on a trial basis for six countries in December 2023, had expanded to cover 50 countries as of September, including 35 in Europe.

To make travel smoother, Beijing has also stepped up efforts to simplify digital payments, streamline departure tax refunds, and expand multilingual services on mobile applications and at major tourist attractions.

China's ambition to continue to woo foreign tourists can also be perceived at this year's World Travel Market, or WTM, in London, England, which ran from Tuesday to Thursday.

Launched in 1980, WTM is one of the world's largest and most influential travel trade fairs. Last year, the annual event drew exhibitors from 182 countries and regions and attracted a total of 46,500 attendees, generating about 2.2 billion pounds ($2.92 billion) in business deals.

Big WTM presence

China made a new record-breaking appearance with its largest-ever national WTM pavilion. Hosted by the China National Tourist Office in London, or CNTO, with support from the Ministry of Culture and Tourism, the China pavilion spanned around 490 square meters, making it nearly 22 percent larger than last year's area.

It brought together more than 200 participants representing cultural and tourism authorities from 14 provinces, municipalities, and autonomous regions, together with 116 tourism enterprises. The Macao Special Administrative Region also made its first appearance as part of the pavilion.

Together, they formed China's largest delegation to WTM in recent years, with the broadest representation across the tourism value chain.

Some resorts and hotels, scenic attractions, theme parks, and golf clubs in China made their WTM debut.

The presence of Legoland Shanghai Resort and Royal Caribbean International China at the China pavilion also drew particular attention, as both are part of international brands with roots outside China.

Cathy Yang, chief marketing officer at Legoland Shanghai Resort, said the resort is looking to capitalize on the boom in travel to China by joining the delegation.

"We are delighted to join the Chinese delegation in London and honored to be the first foreign-invested theme park in China to participate in the event," she said. "In recent years, China has continued to expand its visa-free entry policies, driving strong growth in inbound tourism. More and more European families are choosing China as a holiday destination, creating new opportunities for the resort.

"Through WTM, we look forward to strengthening partnerships with European travel agencies, tour operators, and online travel platforms, inspiring more European families to include the resort in their China travel itineraries and create unforgettable memories."

Beyond checklists

Tour operators in the United Kingdom are seeing demand for China trips surge, with travelers looking beyond the familiar sightseeing circuit. Visa-free entry introduced in February makes it easier to set off on a whim, while the ability to stay for longer leaves room to slow down and explore further.

"One of the trends we are seeing across many of our destinations for 2027 travel is that a rise in visitor numbers in general has driven demand for places with similar experiences to the popular tourist hotspots, but with fewer visitors — as a result, often offering a more authentic experience," said Aston Lo, product manager for China at Audley Travel.

For example, clients originally interested in the karst mountains, winding rivers, and lush greenery of Guilin, in South China's Guangxi Zhuang autonomous region, opted instead for Shangri-La and Tiger Leaping Gorge in southwestern Yunnan province, Lo said.

Besides lesser-known cities, lifestyle experiences — such as morning congee and youtiao (fried dough sticks), group exercise in the park at 7 am, and drinking hot water — are driving a new wave of trends, Notes from China, a travel blog and resource platform that provides guides and inside tips for exploring China, also noted.

Even China's xiyu zhongxin — bathhouse and spa complexes — have found an international following. National Geographic Traveller (UK) explored the social media buzz around these "next-generation" leisure resorts, with travelers marveling at the pools, saunas, treatment rooms, cinema rooms and lavish buffets, all under one roof.

That enthusiasm is a sign that travelers are discovering another side of China, beyond the familiar images of ancient heritage and natural landscapes, the CNTO said.

Shopping sprees

Empty suitcases in, packed suitcases out — that sums up the latest China travel sensation on social media: the "China haul", with travelers showing off the piles of purchases they bring home, often in unboxing videos.

Increasingly, those purchases go beyond souvenirs to include everyday items, from neo-Chinese-style clothing, cosmetics, and wellness products to technology gadgets.

In the first seven months of 2026, foreign visitors spent 263.6 billion yuan in China, up 27.8 percent year-on-year, according to the Ministry of Commerce.

A favorable tax refund policy has helped drive the shopping sprees. The MOFCOM data also showed that from January to August this year, nationwide sales under the departure tax refund program grew by about 60 percent year-on-year, and the number of people receiving tax refunds rose by 300 percent.

For Mandi Ni, a Paris-based lifestyle influencer who spent two weeks this September in China, the charm of shopping there lies in the element of surprise.

"I travel a lot, and generally, anywhere in the world, you know what you can expect. But walking around China, you really don't know anything," she said. "You will find some big names or luxury brands, but other than that, in all the other malls or stores I walked into, everything was new.

"I think that's why people love the shopping haul videos about China, because it's like seeing into Disneyland … I also love the fact that I got to discover new brands without any preconceived notions about them."

Distinctive designs are another draw, she said.

"The fashion, or just everything in general, in China is so forward. You guys have the first dibs. The styles are so different. You come home knowing that nobody is going to have this."

Tea scents, qipao (traditional Chinese dresses), jumpers, shoes, makeup brushes — and more besides. Together, they used up the roughly 15 kilograms of luggage room Ni had set aside for shopping.

Her husband had suggested an extra suitcase, just in case. But this was her first visit to China, and she wanted to explore the country, not burst her bags at the seams.

Next time could be different.

"Now maybe I will go with an empty suitcase or buy another one on Taobao before arriving. I don't really go on trips meaning to shop … but I feel like China is the place to do that."

A standing invitation

For the first time, China has written its ambition to become a tourism powerhouse into its national Five-Year Plan. It sets a target of 190 million inbound tourist visits a year by 2030, with annual spending exceeding $150 billion.

Commenting on the "China haul" craze at a regular news conference in October, Foreign Ministry spokeswoman Mao Ning said: "It's good to see that more and more foreign friends believe that China is worth a visit; Chinese brands are worth buying; and Chinese lifestyle is worth a try.

"China will keep its door wide open, and foster closer people-to-people bonds, so that more foreign friends can feel the pulse of China."