tourism china

15 Top-Rated Tourist Attractions in China

Written by Bryan Dearsley Updated Jan 24, 2024

Ever since the world first discovered China through the writings of adventurer Marco Polo more than 700 years ago, this large Asian country has come to be regarded as the embodiment of all that is mysterious and exotic. Even now, after decades of economic growth, this vast country has lost none of its fascination. Indeed, the contrast between China's ancient customs and the new ultra-modern state that is developing has only increased the fascination with a culture that dates back many millennia.

It's a culture that is much celebrated by the Chinese themselves, as evidenced by the preservation of such important historic sites as the Forbidden City and the Summer Palace in Beijing, each recalling the days of China's emperors. And then, of course, there's the famous Great Wall, winding for 6,700 kilometers all the way from the Yellow Sea to Central Asia, while its countless shrines exude the spirit of age-old Eastern religions.

Thanks to its size, China as a tourist destination offers limitless scope for exploration. Whether you choose to travel aboard a luxury cruise ship through the picturesque Yangtze Gorges, visit a bustling city, or seek out the tranquillity of an ancient temple, this country is full of incredible experiences and sightseeing possibilities.

Discover fascinating, unusual, and adventurous things to do with our list of the top tourist attractions in China.

1. The Great Wall of China

2. the forbidden city & the imperial palace, beijing, 3. the terracotta army, xi'an, 4. the summer palace, beijing, 5. cruising the li river, guilin, 6. chengdu research base of giant panda breeding, sichuan, 7. the yangtze river and the three gorges, 8. the classical gardens of suzhou, jiangsu, 9. the potala palace, tibet, 10. shanghai's promenade: the bund, 11. hangzhou's historic west lake, 12. the mausoleum of light: the northern imperial tomb, shenyang, 13. leshan giant buddha, sichuan, 14. the hong kong skyline, 15. zhangjiajie national forest park, hunan.

"Nobody can be a true hero unless he has been on the Great Wall" goes the popular Chinese saying, one that clearly demonstrates the importance placed upon this unique ancient monument.

Known in Chinese as 'Changcheng', or the Long Wall, the magnificent Great Wall of China stretches more than 6,000 kilometers from the fortresses of Shanhaiguan in the east all the way to Jiayuguan in the west. Along the way, it passes through Hebei, Tientsin, and Beijing , where the best-preserved sections of the wall can be visited, as well as Inner Mongolia, Ningxia, and Gansu.

Averaging six to eight meters in height but rising as high as 16 meters and wide enough in places for five horses or 10 men to pass, the wall boasts numerous battlements and watchtowers. Some of the wall's oldest fortifications date back as far as the 7th century BC, with the best-known areas added around 210 BC when its various sections were joined together.

Today, the most visited section of the wall is near Badaling Pass northwest of Beijing, easily reached by public transport or organized tours. Other restored sections worth a visit include the section near Gubeikou , 130 kilometers from Beijing; and in Mutianyu , just 70 kilometers northeast of Beijing.

Location: Huairou District, China

China's largest and most important building, also known as the Imperial Palace, is situated in the very heart of Beijing and is a must-see when visiting the country. Started during the Yuan Dynasty between 1271and 1368, much of the complex seen today was built between 1406 and 1420.

Really many splendid palaces in one, this sprawling complex was the residence of 24 Ming and Qing Emperors whose presence forbade the entry of anyone other than the imperial family and their courtesans. Covering some 720,000 square meters and protected by a 10-meter-high wall with watchtowers and a wide moat, this massive complex consists of areas set aside for ceremonial and administrative purposes, as well as a private residence used by the emperor.

While it can take many hours to see everything, highlights include the five white marble Golden River Bridges; the Hall of Supreme Harmony, a 35-meter-tall building housing the imperial throne; and the exquisite emperor's banquet hall (the Hall of Preserving Harmony).

The Palace Museum with its large collection of art and artifacts from the Ming and Qing dynasties is another must-see.

Spread across an area of more than 720,000 square meters, this impressive nearly 100-year-old museum contains historic buildings that themselves date back to the early 1400s . It takes a lot of time to explore, so be prepared to spend at least a day here. If you can, do a little advance research using the museum's official English-language website to pre-plan the exhibits you're most interested in visiting.

Highlights include fine examples of paintings and ceramics. The museum also houses the country's vast collection of important works of art made from jade and bronze. English language museum tours are available.

Other important attractions in the vicinity of the Imperial Palace include the famous Tiananmen Square , and the Temple of Heaven . One of the country's most important religious sites,this impressive temple dates back to the 15th century.

Address: 4 Jingshan Front St, Dongcheng, Beijing, China

It was while digging wells on the outskirts of Xi'an in the 1970s that farmers stumbled across what was to be China's most important archeological find: the Terracotta Army.

Distributed over three large underground pits and built to guard the First Emperor's tomb, the find included more than 8,000 life-size warriors, some 520 horses, and more than 100 chariots, along with numerous other non-military characters dating from around 280 BC. Although some were severely damaged due to the passing of time, many of the statues unearthed have been painstakingly re-assembled and stand as a testament to the importance bestowed upon the emperor and the afterlife.

This remarkable find is part of Emperor Qin Shi Huang's Mausoleum Site Park and is one of China's most important tourist destinations. It offers the unforgettable experience of standing in front of this assembly of soldiers and horses as if inspecting a centuries-old parade. English-language guided tours are available.

Address: Lintong District, Xi'an, Shaanxi, China

An easy 15-kilometer commute from Beijing, the sumptuous Imperial Summer Palace (Yíhé Yuán) is set amid more than 700 acres of beautiful parkland and is one of China's most visited attractions. While the palace itself was built in 1153, its large lake was added in the 14th century to enhance the Imperial Gardens .

Highlights include the magnificent Hall of Benevolence and Longevity (Renshou Dian), with its throne; and the beautiful Great Theatre, a private three-story structure built in 1891 to satisfy the imperial family's love of opera. This historic venue is still used for performances of traditional Chinese plays and musical events and is worth a visit for a performance or show.

Other highlights include the Hall of Happiness and Longevity (Le Shou Tang Hall) with its lovely gardens and courtyards, as well as many miles of picturesque pathways and walking trails.

If time allows, try to also take in the ruins of the Old Summer Palace in Yuanmingyuan Park. Said to have once been one of the country's most elaborate and architecturally attractive palaces, this once impressive structure was destroyed by colonial forces in the mid-1800s.

Address: 19 Xinjiangongmen Rd, Haidian District, China

The town of Guilin in the northeast corner of Guangxi boasts some of China's most beautiful countryside. It's famous for the Li River which meanders through the town and surrounding karst mountains.

While for hundreds of years this unique scenery has attracted poets and artists and has been the subject of countless fairy tales and legends, these days, it's popular with tourists from around the world wanting to see this natural splendor up close.

The best way to enjoy the area is to take a cruise along the Li River . The most popular stretch is from Guilin to Yangshuo, where the river winds peacefully through some 80 kilometers of remarkable rock formations and caves with romantic names such as the Mount of Unique Beauty , Elephant Trunk Hill, and Reed Flute Cave .

You can choose from a tourist cruise ship to small bamboo punts, and depending upon the type of boat used, trips can take anywhere from a few hours to multiple days.

No visit to China would be complete without at least one panda experience. While the country's top zoos boast many fine specimens of these fascinating creatures, the best place to see them in a close approximation to their natural habitat is at the excellent Research Base of Giant Panda Breeding in Chengdu in the province of Sichuan.

Here, you'll have the chance to watch as many as 80 pandas go about their daily routines, from foraging to playing in the facility's large park-like setting. In addition to viewing these splendid animals up close, you'll learn a great deal about them from the many permanent exhibits and displays detailing ongoing conservation efforts to safeguard their future.

If possible, try to time your visit for the morning feeding sessions. Not only are the pandas at their most active, it's also when you'll get some memorable photos. Better still, sign up for one of the unique experiential volunteer programs that will have you involved in the feeding and care of these cuddly creatures - and possibly even holding a baby panda. English language tours are available.

Address: 1375 Xiongmao Ave, Chenghua District, Chengdu, Sichuan, China

• Read More: Top Tourist Attractions in Chengdu & Easy Day Trips

Known in China as Chang Jiang ("Long River"), the mighty Yangtze River extends more than 6,000 kilometers, making it the longest and most important river in China. It also has the distinction of being the third longest in the world after the Amazon and the Nile.

Flowing from Tibet in the west to Shanghai in the east through eight provinces, the Yangtze has, for more than 2,000 years, been China's major transportation route as some 2,700 kilometers are navigable. Its vast catchment area, with its 700 tributaries, covers about one-fifth of the total area of the country and encompasses a quarter of the country's agricultural land.

While its immense length ensures the river can be visited at numerous points in China, by far the most popular for tourists is the beautiful Three Gorges. Named Qutang, Wu, and Xiling, they cover a 200-kilometer stretch between the towns of Fengjie and Yichang. In places a mix of raging torrents and dangerous shallows, here the river winds its way through the gorges and their rugged cliffs and high mountain peaks in a stretch of scenery as dramatic as the Grand Canyon.

Numerous sightseeing options are available, from luxurious riverboat cruises focusing on the region's many historical attractions and places of scenic beauty to challenging adventure tours along the most dramatic sections of the river.

Considered one of the world's most important historic gardens and designated a UNESCO World Heritage Site, the Classical Gardens of Suzhou should rank highly on your China travel itinerary. Located in the historic city of Suzhou in Jiangsu province, these magnificent gardens were established in the 11th century, at a time when the city was experiencing unprecedented growth, and were among some 270 or more gardens planted here.

Of the surviving restored gardens, the most famous is the delightful Garden of Lingering . This seven-acre garden was laid out in 1800 on the site of a park originally created during the Ming Dynasty. One of the most famous garden complexes in China, it boasts a pool, several attractive buildings, a man-made hill, a grove of peach trees, and a lovely covered pathway on the walls of which hang more than three hundred stone tablets engraved with old Chinese characters.

Also worth visiting is the Garden of the Cang Lang Ting Pavilion . This two-acre garden offers many unique features, including a double arcade connecting the inner and outer sections.

Address: 178 Dongbei St, Gusu District, Suzhou, Jiangsu, China

Another of China's most recognizable historic structures is the magnificent Potala Palace in the town of Lhasa, Tibet. Constructed as a fortress and residence for the Dalai Lama, it was for centuries a center of political and religious power and contains many of the religion's most important treasures.

The first of the two Potala Palaces, the Red Palace , was built in the 17th century and contains the complex's most important shrines. These are found in the Enthronement Hall, the walls of which are covered with murals depicting scenes from the lives of the Dalai Lamas and the Tibetan kings. Other highlights of the Red Palace are its many vast halls devoted to the religion's teachings and the elaborate tombs, known as "stupas," of a number of Dalai Lamas.

The equally impressive White Palace was completed in 1648 and includes the sleeping quarters, studies, and reception rooms, most untouched since 1959 when the Dalai Lama fled Tibet. While in Lhasa, be sure to visit the superb Jewel Gardens . Part of the Dalai Lama's summer residence, these 90-acre gardens were first started in the 1840s and encompass everything from grand palaces and pavilions to pleasant lakes.

Address: 35 Central Beijing Road, Lhasa, Tibet, China

A remarkable act of smart city planning and preservation can be seen in Shanghai's splendid riverside promenade, the Zhongshan Lu, perhaps better known as the Bund (Wàitan). As you stroll this wide pedestrian zone along the Huangpu Jiang River, you'll almost forget you're bang-smack in the middle of China's largest city (Shanghai's population exceeds 24 million people).

Famous for its European feel, a fact owed to the district's past as the location of the city's International Settlement, the Bund is popular for its 52 preserved English- and French-influenced buildings, many now restaurants, cafés, stores, and art galleries. Representing a variety of influences from Gothic to Renaissance styles including a number of Art Deco buildings, the architecture includes highlights such as the old harbor customs office, with its bell tower, and the majestic Peace Hotel.

For the best views of the Bund, visit the 468-meter Oriental Pearl Tower on the opposite bank of the Huangpu Jiang River. If time allows, be sure to also visit the Yu Garden. Known affectionately as the "Garden of Happiness," this must-see garden can trace its roots back to 1559 when it was laid out. Many of the original structures survive to this day.

Address: Zhongshan East 1st Rd, Wai Tan, Huangpu, Shanghai, China

• Read More: Top Tourist Attractions in Shanghai & Easy Day Trips

Few cities in China can boast quite the same concentration of splendid historic sites and ancient temples as the city of Hangzhou (Hangchow). Capital of Zhejiang province and located at the southernmost end of China's famous Grand Canal , much of this rich collection is gathered around lovely West Lake, a six-kilometer-square stretch of water in the heart of the old city which is surrounded by numerous hills, pagodas, and temples.

Divided into five distinct sections by man-made causeways dating back as far as the 11th century, it's a marvelous area to explore on foot as you cross from one stretch of water to the next, only to be met with another cluster of fine old buildings. It's particularly pleasant in spring when its many peach trees are blossoming.

Part of the fun is lingering on the lake's many fine old bridges, one of the best being the Broken Bridge (Duanqiao) linking the Baidi Causeway with the shore, and exploring Little Paradise Island with its four mini-lakes linked by the zigzagging Bridge of the Nine Arches .

Be sure to hop aboard one of the many tour boats and small pleasure craft available to whisk you around the lake. And if time permits, stick around for the fun musical fountain show held each evening.

• Read More: Top-Rated Tourist Attractions in Hangzhou

In China's mountainous northeastern region is the old city of Shenyang. This important center for trade and culture is home to the Mausoleum of Light (Zhaoling), also known as the Northern Imperial Tomb.

One of northeastern China's most important historic sites, it's included on the UNESCO World Heritage Site's list of Imperial Tombs of the Ming and Qing Dynasties and is noted for its unique architectural style: a combination of traditionally arranged Chinese burial sites and castle-like buildings of the early Qing period.

Buried here in a vast site covering more than 180,000 square meters that took eight years to complete is Emperor Huang Taiji, who reigned from 1626-35. The site is notable for its 'Path of Souls', a laneway lined with stone columns and sculptures of the emperor's favorite horses.

Another important site is the imposing Imperial Palace dating from the early Qing era, the second largest completely preserved palace complex in China after the Imperial Palace in Beijing. The complex served as a residence for the first Qing Emperors and includes several splendid courtyards around which are grouped numerous buildings, including the Hall of Exalted Government (Chongzheng Dian) housing the imperial throne.

Location: Huanggu District, Shenyang, China

" The mountain is a Buddha and the Buddha is a mountain. " So goes the famous Chinese saying, one that's attributed to the spectacular 71-meter-tall Leshan Giant Buddha. And it certainly makes sense as you stand at its feet as the colossal statue towers high above you.

Started in AD 713 by a Buddhist monk and completed 90 years later, this important religious icon is carved entirely from a stone cliff face and is the largest Buddha sculpture in the world. Representing the Buddha Maitreya, the statue is even more dramatic given its location overlooking the river that it was designed to appease which had often proven treacherous for shipping.

Designated a UNESCO World Heritage Site, the Giant Buddha continues to draw huge numbers of pilgrims from across the globe and is widely regarded as one of China's must-visit attractions. Easily accessible from the city of Chengdu , the Leshan Giant Buddha can be reached by a fun ferry trip from the public docks in Leshan. The scenic park in which the Buddha is set is also worth exploring, so be sure to allocate sufficient time to your itinerary.

Address: 2345 Lingyun Rd, Shizhong District, Leshan, Leshan, Sichuan, China

Widely considered one of the world's most dramatic city skylines - as much a result of its having one of the highest concentrations of skyscrapers as it is the presence of the tall hills that frame them - Hong Kong has for decades been the bustling capital of finance and commerce in this part of the Pacific. And it's a cityscape that can be enjoyed from a number of different vantages.

One of the best views is from Victoria Peak on Hong Kong Island, where the skyscrapers frame the city's huge harbor, a special treat after nightfall. Equally stunning is the view from Victoria Harbour itself. Here, you can also take one of Hong Kong's famous ferries. Operated by the Star Ferry company, you can hop aboard and head to various points to wander and explore, such as Kowloon. Or you can simply stay on board and enjoy the views.

If possible, try to time your trip to coincide with the nightly laser extravaganza, a stunning 360-degree laser-light show that uses the harbor's skyscrapers as a magical backdrop. For the best views, try to catch the show from the Kowloon side of Victoria Harbour.

Traveling with family? If so, you'll want to include Hong Kong Disneyland on your travel itinerary. China's first Disney theme park opened in 2005 and while visitors will notice many of the same rides as in the brand's other properties, careful attention was paid to China's cultural heritage. A highlight for fans of Disney's animated movies is the new in 2023 World of Frozen , while 2024 will see the opening of Stark Expo , an area dedicated to the characters of the Marvel universe.

• Read More: Top-Rated Tourist Attractions in Hong Kong

When you first set eyes on Zhangjiajie National Forest Park in Hunan province, it's certainly not difficult to see how filmmaker James Cameron was able to draw inspiration from it.

Cameron's box office hit Avatar , could well have been set in this area of stunning natural beauty, its many unique pillar-like rock formations looking like some incredible alien landscape right out of a sci-fi movie. One of the tallest pillars, standing at an impressive 1,080 meters, has been renamed "Avatar Hallelujah Mountain."

This is one of the lesser-known places to visit in China, but it's well worth the effort to get here. In addition to its many natural wonders, which can best be explored as part of an organized tour, the park boasts a number of new man-made attractions. The first to be built was the Bailong Elevator, aka the "Hundred Dragons Sky Lift." Elevating groups of up to 50 people 326 meters skyward in under two minutes, it's an impressive structure and one that offers dramatic views all the way.

Also notable is the Zhangjiajie Grand Canyon Glass Bridge. Opened in 2016, it's heralded as the world's highest and tallest pedestrian bridge. Standing 300 meters above the ground and extending 430 meters along a spectacular cliff face, it's an attraction that's definitely not recommended for the faint of heart but one of the best things to do if you are looking to add a little adventure to your day.

Location: Wulingyuan District, Zhangjiajie, Hunan, China

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China Travel Guide

China with 3,600 years of written history, is a popular destination full of profound cultures, mysterious places, and stunning sights.

Our China guide gets you closer to top travel destinations, top things to do, and a useful travel guide. We are here to make you understand China more deeply and plan a trip easier.

• Capital: Beijing (since 1271)
• Population : 1.41 billion (2021)
• Area: 9.6 million km² (3.7 million mi²)
• Location: East Asia

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China has many places worth visiting, such as Beijing and Xi’an for history and cultural experience, Guilin and Zhangjiajie for natural scenery, and Shanghai for the modern part of China.

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Scenic area in China. Landscapes

Top Things to Do in China

With a vast territory and rich tourism resources, China is a paradise for tourists. No matter what kind of traveler you are, you will have a great experience when traveling in China. Here, we have listed the top 6 things to do for your China tour.

The Great Wall

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Best Time to Visit China

How to plan a trip to china, how to get a china visa, customize your china tour, top attractions in china, china entry and exit requirements and procedures, china travel ideas.

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Tourism in China

Trip to the heavenly empire in the footsteps of marco polo.

Over the past 30 years an inrush of tourists has grown by many times and today China ranks the world’s 6th in number of tourists. However, China was used to be one of the most closed-off countries for tourists. It was not until the end of the 1970-s when the situation considerably changed, the government even took profound measures. For example, in year 1988 Hainan isle in the southern part of the country was granted a status of a province, and tourism became a priority industry in its economy; the factories were moved from the coast to other regions, while the beaches were developed to compact worlds. Nowadays China keeps on attracting tourists, implementing reforms in the sphere of visa regime etc.

China Tourism Packages

China tourism packages are the selection of suggested tour itineraries that were put together to help you to plan your trip. China is a tourist friendly and safe country. You can travel independently on your own by doing your homework using travel books, information available on the internet and using our suggested tour programs on our website. You can also request Advantour to put together your China tourism package to save time and have an optimal itinerary to fit your requirements. We will utilize our local knowledge and experience to prepare the tailor-made private tour itinerary that will fit your schedule and interests. Our itineraries take into account feedbacks we get from our past travelers and latest developments in tourism. You can also signup to one of our escorted small group tours that have guaranteed departure dates throughout the year. These tours are very popular, allow to save money by sharing costs with other group members.

Cultural tourism in the tourist sphere in China, as in many other countries, holds a high position. The country with the history numbering more than one thousand years, has a great many of monuments belonging to different dynasties ruling as far back as BC, pilgrimage destinations of Buddhism and other religions, colossal sculptures and temples, and the Great Wall of China, one of its visiting cards. Furthermore the architecture and cultural features within the country differ considerably depending on the region.

An integral part of cultural tourism in China is ethno tourism . The country is inhabited with dozens of ethnos featuring their own national costumes, customs, cuisine and even languages. And although the Chinese themselves account for 93 percent of the country’s total population, they differ province by province. The tourists will be able to learn more not only about the culture and way of life the Chinese, but also about their unique life philosophy so different from that of the West.

Like the mentality of the East differs from that of the West, so does the Chinese folk medicine from the western one. This fact causes special interest to health tourism in China . The knowledge accumulated by Chinese healers for thousands of years, even now, help dozens of thousands people who suffer from acute and chronic diseases. Chinese doctors are armed with medicinal herbs, healing springs, different kinds of massage, acupuncture and so on. Furthermore, you can just boost immunity and keep body in tone.

Along with that, China, though cannot be considered as environmentally stable country, due to the numerous plants and power stations, has its national parks, which managed to preserve unique nature. The flora and fauna of the Heavenly Empire differ from those of the other parts of the world; there, you can see different native zones and amazing animals. Some species of animals are under special control: needles to say that panda is one of the China’s national symbols.

Along with it, ecological tourism in China works excellently with active tourism . One of the popular tourist places is National park in Zhangjiajie, with vertical mountain cliffs rocketing sky-high. There, you can get a supply of adrenalin, having taken a walk by a glass path, running along the Tianmen mountain krantz, or by a narrow wooden path on holy Hua Shan mountain.

For those who wish to travel among the snowy mountains there is a road in Tibet. Furthermore a railway service between Beijing and Lhasa has been recently arranged. So a trip to the world’s highest peaks has been considerably simplified.

Special attention must be given to domestic tourism in China. Since the majority of the country’s working population has no free leave schedule, the government has arranged a system of festival holidays, when the people can travel in the country. Three periods within a year called as “golden weeks” fall on New Year, 1 May (Labor Day) and 1 October (PRC National Day). These days the prices for tickets and hotels skyrocket several times, and cultural and historical places are flooded with local tourists. Foreign tourists have to take into consideration these factors when planning trips to China.

Finally, shopping-tourism in China should also be taken into account. Everybody knows that a major portion of the world’s products and goods is labeled “Made in China”, naturally, all these goods’ cost is cheaper by an order in the source nation. In fact, many things at the best quality-price ratio can be found in major cities of China flooded with boutiques and shopping centers. Along with this, a wide range of souvenirs to fit every taste: objects of interior in Chinese style, various vases and sculptures, knick-knacks, accessories and so on can be bought there as a keepsake to remember the trip to the Heavenly Empire. In a certain sense, China can be called “Mecca” for shopaholics.

Tourism in China: the Most Popular Tourist Places

However, along with the popular directions you can choose trips to Tibet or north-western provinces, which once were located on the Great Silk Road .

Tourism in China: from Origins of the Great Silk Road

Thus Chinese provinces Xinjiang, Gansu and Shaanxi were beginning to assimilate the culture of Central Asia and far-abroad counties. Today they are amazing lands with mixed Chinese and Turkestan cultures, while most different nationalities who live there add a special entourage to them. This region considerably differs from the other provinces of China.

Going on a long journey to Asia, the best option will be to act as Marco Polo of modern time and follow his route from the West to the East through Turkmenistan , Uzbekistan and Kyrgyzstan to one of the most beautiful and enigmatic countries of the world.

• Destinations

China Tourism: Get Known To Unknown Side Of The Asian Giant

The name that the Chinese use since ancient times to denominate China is Zhong Guo, which means " Country of the Center ." That show, the exaltation of the homeland as the navel of the world, already denotes the tenacious and closed character of the dynasties that governed the Asian giant.

A Little About China Inhabitants

One of the first land to be trodden down by a human foot is China and also of those that were soon the cradle of a developed culture.

From those times of incipient social organization to the present day several millennia have passed, many things have changed, including the physical aspect of the country.  Generations of Chinese have changed. New philosophical ideas have surpassed previous ones. Powerful emperors have dethroned their predecessors. But as something unrepeatable, the Chinese people have remained unalterably faithful to an idea of ​​life that goes beyond historical and philosophical concepts.

Like a fatality or a design, it is this idea of ​​fidelity to the country that has led them to remain to cling to their territory, overcoming wars, ruthless rulers and natural disasters. Locked in themselves like a turtle when it takes refuge in its shell they have waited for better times to be reborn with renewed strength and an unstoppable impulse.

Precisely the idea that has marked them has always been difficult to interpret from the point of view of the logic that the Westerners use . Perhaps the mystery and fascination that we feel emanate from China lie in the conceptual differences that separate our cultures.

Why China is a Center of Attraction For Travelers and Tourism Companies?

The first factor that affects to turn China into a pole of attraction for tourism is the vastness of the territory, about twenty times the land of Germany, which allows treasuring a great landscape and climatic diversity. Another element that invites to Discover China Tourism is that of having lived closed in itself during centuries, when it was the most refined and inventive civilization of the planet, leaving a rich cultural and historical heritage.

As the land of China has a strong unfolded history and the land is full of historic places; tourism itself flourished here once the world started to know a little about China and its people. On the other hand, the prospered culture and modern facilities in China boosted the tourism platforms to work energetically. 

The inducement for China Tourism is countless, ranging from places as outstanding for their originality as the Great Wall or the Forbidden City to other attractions such as the Silk Road. 

In any corner of China, you will find places whose name in itself evokes mystery, exoticism or a deep historical burden. Just by naming Tibet, Shanghai , Gobi, Yangtze or Yellow River , opens a fascinating world in the subconscious, stored in the mind since the time of our youth readings.

Another appealing factor of which bought China tourism into the limelight is the commercial mindset of its governing bodies. In the past few decades, China became a hub of commercial and trade activities. From the production of small household items to mega machines and robots, China produces and export everything to the rest of the world. As the companies reach China for commercial purposes, the common people came to know that the land of China is full of potential.

Facts For Tourism in China 

China also imports a lot of goods from the world`s popular brands. So the shopping experience in China has its own new level. From popular brands to locally made products, everything is easily available in China. This quality of China makes it a wow place to the  traveler for shopping , and tourism both the purposes.

The modern day lifestyle and facilities also helped the local operators to spend their tourism businesses and later on the international tourism platforms also added China to the top business and holiday destination . Spas, beauty salons, fashion services, pubs, bars, casinos, everything you expect from big cities like New York or London is present here in China too.

The easy accessibility of transportation in China also allows travelers and tourism companies to design travel packages including multiple cities at a time. Most tourism companies add 5 to 8 cities in a ten days plan at very minimum prices. The travel cost cut down as they China train service and China local bus service do not charge. So a multiple city plan is not only cost efficient but ten times more enjoying as compared to tourism plans in any other country.

China is also known for various art forms including Martial art. Some of the art forms of China are popular around the world but not taught in other countries. The local art of China is unique, inbound marvelous and something to die for.

China food variations and serving styles are another reason for tourism popularity. Around the globe, China tourism is known as food trips and a chance to enjoy various cuisines not only from China but also from other parts of the world.

A Great Chance To Meet Various China Tribes and Their Cultures

The province of Yunnan has hardly any notable monuments, its geography is rugged, transport is difficult and slow and the hotel structure is Spartan. But the treasure the particular province of China hides is extraordinary and well worth a trip. There are 23 different ethnic minorities divided between jungles and mountains, each of which maintains its language, manner of dress and traditions.

​Discover China suggests focusing on three areas: Lijiang, Dali, and Jinghong. Lijiang is a village of serene beauty, located at the foot of the Tibetan mountain ranges and which has deserved the honor of entering the UNESCO World Heritage .

This is where the Naxi minority lives, which maintains a matriarchal social structure. The population of Dali is located on the shores of Lake Erhai, it is the main center of the Bai ethnic group. This social group survives thanks to fishing, which continues to practice with ancient arts, including that which uses cormorants.

Jinghong is the capital of the prefecture Xishuangbanna, located on the banks of the Lancang River (Mekong). Dai is the inhabitants of the region, divided into several subgroups. One of the curiosities of the ethnic group is the hats that women use.

In China, there are five sacred mountains  each of which is a place of worship and pilgrimage for Buddhists and Taoists. It is curious, but the tourist offer forgets these mountains, perhaps because they are difficult to access and force the visitor an enormous physical effort. A unique experience in China Tourism is to join the Chinese groups that flock to these places and with patience go ascending the thousands of steps carved in the rock of the mountains.

Each mountain represents one of the four cardinal points (the central point is the fifth point). They are located in exceptionally beautiful landscapes. Many temples are scattered on the slopes and everywhere we find religious and philosophical symbolism. The five mountains are: Taishan, represents the east; Huashan is the west; Hengshan (Shanxi province) is the northern point; Hengshan (province Hunan) as the south cardinal point and Zhongshan the center.

These mountains are not only visited for their religious value but also for their tremendous beauty. People often that China is among the most naturally blessed countries and these mountain ranges are one of these blessings. China people have worked to keep the cultural and religious values of these places alive.

In Lhasa, the capital of Tibet, are some of the most impressive religious buildings that Lamaist Buddhism has built. These places are always full of pilgrims and tourists. To contemplate them from a solitary location there is a possibility that requires a little effort. It is a matter of climbing up the hill of Medicine (easily recognizable by a large antenna at its top).

The ascent is short but hard since the lack of oxygen makes the walker suffer (you are almost 4000 meters high). On the way up you will pass through the remains of the old medicine academy (hence the name of the hill), which was destroyed during the Cultural Revolution. Once you reach the top you will enjoy the best view of the Potala Palace and the rest of the city. In fact, from here it is from where better photos have been taken of the great palace. Because of its orientation, the best time to climb to the summit is at dusk.

Top Scenic Attractions of China

Where people find unlimited spots to explore culture and history, the land also has dozens of scenic areas. The beauty of the region is extraordinary and the list of naturally beautiful areas is very long. Hunan province is on the top list of all travelers who wish to spend time at lush green mountains.

Huanglong Pools are located in the northwest part of Sichuan, near Chengdu city in China. These natural pools are popular for their magnificence and colorful looks. The water and the surroundings are like a watercolor painting by a fine artist.

Detian Falls often known as Ban Gioc Dutchmen falls is an international border between Vietnam and China. Just like ordinary borders between countries it doesn’t have army forts. In fact, it is a very beautiful waterfall on the Quây Sơn River. The natural folds of the mountain and lush green surrounding add a splendid beauty to this spot and a new life to the land of China.

Tianzi Mountains are one of their very own kinds. The site is not only exceptional for China people but also for the traveler who has visited a lot many countries in the world. They are not typical horizontal peaks but huge vertical posts that look like natural pillars holding the sky. The top view of their mountains is very impressive and inimitable. During foggy weather, it presents a very mysterious look, something standing high either to support the sky or to hold the land in its place. It is one of the most loved tourist spots in China .

Qingdao Lake is located in Zhejiang province, China. It is a human-made freshwater lake with multiple mini islands. The cruise trip of this lake is a very soothing activity to refresh your mind and soul. It is also known as Thousand Islands Lake of  Chun'an County. The tourism companies especially add this particular site in their packages because of its unmatched beauty.

Red Beach at Dawa County, Panjin is the world’s biggest wetland as well as the world’s biggest reed marsh. As clear from its name it is red in color and looks very stunning. The view is not only unique but very mesmerizing too. The Suaeda salsa plants which belong to the Chenopodiaceae family have given the lake a very beautiful red hue. China has a lot more of such kind of places where nature promises its glory in a way that human becomes speechless.

The whole Libo County in China is magical and very very beautiful. The natural forest, crystal clear water streams, dancing lakes, mysterious caves, and a fantastic waterfall –there is a lot more to see here. Everything looks like a piece of heaven and once a traveler visits this place they never forget the grandeur of it.

Yangtze River stretches from a glacier on the border of Tibet to Shanghai. It is Asia`s longest river that flows entirely within one country. The drop-shaped look of the river is very attractive and the cherry on the top, the mini cruise takes travelers to from one end to another. China tourism plans are incomplete without the Yangtze River.

The Abandoned village at Goqui Island is another totally unique place to  visit in China . It is a small abandoned village of fishermen where all the structures are covered with lush green small plants. It looks like the whole island is wrapped in a green blanket.

As mentioned earlier the list of scenic places is very very long. Travelers can also add Canola Flower Fields, Yuanyang Rice Terraces, Jiu Zhai Gou Valley, Dushanzi Grand Canyon, Crescent lake of Dunhuang, Qiongkushitai Village, Li River, The Great Wall of China and Yangshuo to their tour program. You call these places wonders of nature or mini-paradises on earth. As the China tourism industry is expanding day by day, a lot more picturesque spots are now coming to the list of travelers.

China Tourism Statistics (2019)

China Tourism data is gathered from reliable resources. 

*CNY (Chinese Yen)

let's have some questions related to tourism in China which most people search for. We have answered the most demanding questions in this article.

When Did China Allowed Tourism?

Tourism in China is an important industry. The amount of tourism has critically extended over the last few decades since the beginning of reform and opening. The appearance of a newly rich middle class and an easing of restrictions on movement by the Chinese authorities are both increasing the tourism of China. China has become one of the world's most-watched and hottest inbound and outbound tourist markets. According to Xinhuanet, the world is on the tip of a continuous flourishing of Chinese tourism.

Amid 1949 and 1974, the People's Republic was shut to all but particular foreign visitors. In the late 1970s, when Deng Xiaoping planned to encourage tourism dynamically as a resource of earning foreign exchange, China started to progress in its tourist industry.

How is Tourism in China?

China tourism has industrialized speedily in the past few decades, since the open policy had been applied in 1978. The magnificent historic architectures, the impressive sceneries, the welcoming people of China, all of these factors have made the tourism industry in China thrive in the past few decades. The development of a newly rich middle class and since there has been an ease on the restrictions by the Chinese authorities are both helping in increasing the travel industry in China. China has become one of the world's most visited and latest outbound tourist markets. There are 1349 intercontinental travel agencies which exist in China , and 248 of them are in Beijing, Shanghai, Tianjin and Chongqing-the four municipalities. The local and international passage also has greatly improved that it is now very easy for tourists to travel to China .

How many tourists visited China in 2018?

In the year of 2018, China’s arrival of the inbound tourists reached 141.2 million with an increase of 1.2% over the same period as compared to last year. The overnight tourists’ number was 62.9 million, which increased by 3.6% as compared to the year 2017.  

The top 10 china’s outbound tourism source cities in the year 2018 were Shanghai , Beijing , Guangzhou , Chengdu , Chongqing, Nanjing , Kunming, Wuhan , Xi’an and Hangzhou .

In 2018, 82% percent of the travelers of China guide’s visited Beijing during their trip to China. This is logical, as Beijing is generally thought out to be the main gateway to China, both geographically and traditionally, and is the home of the two of the most famous and well-known attractions that China has to offer. The forbidden city and The great wall of China. 

Being the financial capital of the country and another important country, Shanghai attracted 31% of the China guide’s travelers. Another famous destination was the ancient city of Xi'an, site of the world-famous Terracotta Army, which 27% of the travelers visited in 2018.

Guilin/Yangshuo, Hangzhou, Suzhou, Chengdu, and Zhangjiajie made up the second rank of popular destinations among foreign travelers to China. The Guilin /Yangshuo area is mostly renowned for its gorgeous natural landscape and scenery.

Is China a good tourist destination?

China is enormous . And it has diverse landscapes and cultures. CHINA is set to become the world's biggest travel destination by 2016 as it boosts travel controls and invests in a commercial airline, railways and infrastructure. The United Nations World Tourism Organization forecasts China will surpass France and the United States on its list of the destinations which obtain the most tourists every year. France had nearly 79 million arrivals of tourists in 2010, the US had nearly 61 million and China had nearly 56 million. But China is set to rise the ranks as explorers flight to historic sites such as the Great Wall of China and explore its varied culture and striking cooking offerings. Australian travel companies are being required to upsurge the amount of tours they offer to provide to the rising demand.

How much money does China get from tourism?

China’s tourism industry is booming. CHINA is prospering since it has invested in its roads and railways. Since China has opened its gateways to foreign travelers It has gained massive popularity. Since 2012, tourists from China have been the world's top financier in global tourism, leading global outbound travel. In 2016, the country accounted for 21% of the world's international tourism spending, or $261 billion. According to previous records China was the fourth most visited country in the world. But now it is all set to become the second most visited country in the world. 

In 2017, tourism contributed about CNY 8.77 trillion (USD 1.35 trillion), 11.04% of the GDP, and contributed direct and indirect employment of up to 28.25 million people. There were 139.48 million inbound trips and five billion domestic trips

How many tourists visit China annually?

As China’s tourism industry prospers, the country is dignified to become the world’s second largest travel and tourism economy after the United States by 2015. According to Xinhuanet, the world is on the tip of a constant Chinese tourism boom. As of 2015, China is the fourth most visited country in the world, after France, the United States, and Spain, with 56.9 million international tourists per year. Tourist Arrivals in China increased to 3054 Tens of Thousands in 2018 from 2917 Tens of Thousands in 2017 . Tourist Arrivals in China averaged 1198.26 Tens of Thousands from 1978 until 2018, reaching an all-time high of 3054 Tens of Thousands in 2018 and a record low of 22.96 Tens of Thousands in 1978.

What places are appealing in terms of tourists activities in China?

The number one reason beyond any doubt to visit China in Beijing . The heart of China. Both geologically and culturally. 

BEIJING, being the heart of China is one of the main attractionS of China. As:

• The great wall of China is the world's longest wall and greatest ancient architecture. Mutianyu is the most favorite section of foreigners.  
• The Forbidden City is China's best-preserved imperial palace and the world’s largest. It is the most historic and has the best archeological sites.  
• The Summer Palace is a lavish majestic garden, where the royals relaxed in the warmer months.  
• The Temple of Heaven was where emperors prayed for good crops. Now locals do morning exercises there.

XI’AN (A window of China's ancient civilization)

The second most famous of China's ancient capitals, Xi'an , was the first capital of a united China in 221 BC, and capital for much of the next era. Xi'an is gifted with a great number of valuable remnants and ancient sites.

The main attractions of Xi’an are:

The Terracotta Army is part of the world's largest imperial tomb complex, which dates back to 206 BC.

The Ancient City Wall is the world’s largest city fortification from the 14th century. Walk or cycle the 22-km (14-mile) loop.

Big Wild Goose Pagoda is the library and most prominent building of one of the oldest Buddhist temples in China.

The Muslim Quarter is a must-visit if you’d like to try some local snacks and experience China’s Muslim culture.

SHANGHAI (China’s largest city) 

Being the richest country and the largest country, Shanghai is one of the most leading economic and business cities, Shanghai is also number one in its modernity by its ambitious skyline. The best attractions in Shanghai are:

  The Bund is a worthy walk by day or night. See the expatriate architecture one side and overwhelming skyline the other.

 Yu Garden is a breath-taking traditional Chinese garden, in sharp contrast to the busy city surrounding it.

  Zhujiajiao Water Town is the best of the delightful historic canal towns in Shanghai.

Shanghai Tower, the tallest building in China and the second worldwide, offers a great view of the future of Shanghai and China. 

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Outlook for China tourism 2023: Light at the end of the tunnel

China is now removing travel restrictions rapidly, both domestically and internationally. While the sudden opening may lead to uncertainty and hesitancy to travel in the short term, Chinese tourists still express a strong desire to travel. And the recent removal of quarantine requirements in January 2023 could usher in a renewed demand for trips abroad.

Domestically, there are already signs of strong travel recovery. The recent Chinese New Year holidays saw 308 million domestic trips, generating almost RMB 376 billion in tourism revenue. 1 China’s Ministry of Culture and Tourism. This upswing indicates that domestic travel volume has recovered to 90 percent of 2019 figures, and spending has bounced back to around 70 percent of pre-pandemic levels. 2 McKinsey analysis based on China’s Ministry of Culture and Tourism data.

This article paints a picture of Chinese travelers and their evolving spending behaviors and preferences—and suggests measures that tourism service providers and destinations could take to prepare for their imminent return. The analyses draw on the findings of McKinsey’s latest Survey of Chinese Tourist Attitudes, and compare the results across six waves of surveys conducted between April 2020 and November 2022, along with consumer sentiment research and recent travel data.

From pandemic to endemic

By January 8, 2023, cross-city travel restrictions, border closures, and quarantine requirements on international arrivals to China had been lifted. 3 “Graphics: China’s 20 new measures for optimizing COVID-19 response,” CGTN, November 15, 2022; “COVID-19 response further optimized with 10 new measures,” China Services Info, December 8, 2022; “China reopens borders in final farewell to zero-COVID,” Reuters, January 8, 2023. This rapid removal of domestic travel restrictions, and an increase in COVID-19 infection rates, likely knocked travel confidence for cross-city and within-city trips. Right after the first easing of measures, in-city transport saw a marked drop as people stayed home—either because they were ill, or to avoid exposure. Subway traffic in ten major cities in mainland China fell and then spiked during Chinese New Year in February. Hotel room bookings also peaked at this time.

Domestic airline seat capacity experienced a minor rebound as each set of restrictions was lifted—suggesting a rise in demand as airlines scheduled more flights. Domestic capacity fluctuated, possibly due to the accelerated COVID-19 infection rate and a temporary labor shortage. International seat capacity, however, continued to climb (Exhibit 1).

By Chinese new year, China was past its infection peak—and domestic tourism recovered strongly. For instance, Hainan drew 6.4 million visitors over Chinese New Year (up from 5.8 million in 2019) and visits to Shanghai reached 10 million (roughly double 2019 holiday figures). 4 China’s Ministry of Culture and Tourism. Overall, revenue per available room (RevPAR) during this period recovered and surpassed pre-pandemic levels, at 120 percent of 2019 figures. 5 STR data. Outbound trips are still limited, but given the pent-up demand for international travel (and the upswing in domestic tourism) the tourism industry may need to prepare to welcome back Chinese tourists.

Tourism players should be ready for this; the time to act is now.

A demand boom is around the corner—Chinese tourists are returning soon

Before the pandemic, Chinese tourists were eager travelers. Mainland China had the largest outbound travel market in the world, both in number of trips and total spend. 6 World Tourism Organization (UNWTO) Tourism dashboard, Outbound tourism ranking. In 2019, Mainland Chinese tourists took 155 million outbound trips, totaling $255 billion in travel spending. 7 China’s Ministry of Culture and Tourism. These figures indicate total outbound trips, including to Hong Kong and Macau. China is also an important source market for some major destinations. For instance, Chinese travelers made up 28 percent of inbound tourism in Thailand, 30 percent in Japan, and 16 percent of non-EU visitors to Germany. 8 United Nations World Tourism Organization (UNWTO) database.

Leisure travel was the biggest driver of China’s outbound travel, representing 65 percent of travelers in 2019. In the same year, 29 percent of travelers ventured out for business, and 6 percent journeyed to visit friends and relatives. 9 Euromonitor International database.

Our most recent Survey of Chinese Tourist Attitudes, conducted in November 2022, shows that Chinese tourists have retained their keen desire to explore international destinations. About 40 percent of respondents reported that they expect to undertake outbound travel for their next leisure trip.

Where do these travelers want to go?

The results also indicate that the top three overseas travel destinations (beyond Hong Kong and Macau) are Australia/New Zealand, Southeast Asia, and Japan. Overall, respondents show less interest in travel to Europe than in previous years, down from 7 percent to 4 percent compared to wave 5 respondents. Desire to embark on long-haul international trips to Australia/New Zealand increased from 5 percent to 7 percent, and North American trips from 3 percent to 4 percent since the last survey. The wealthier segment (monthly household income over RMB 38,000) still shows a high interest in EU destinations (13 percent).

There are stumbling blocks on the road to recovery

While travel sentiment is strong, other factors may deter travelers from taking to the skies: fear of COVID-19; the need for COVID-19 testing which can be expensive; ticket prices; risk appetite of destination countries; and getting a passport or visa.

Chinese travelers may favor domestic trips, even if all outbound travel restrictions are removed, until they feel it is safe to travel internationally. A COVID-19-safe environment in destination countries will likely boost travelers’ confidence and encourage them to book trips again. 10 “Long-haul travel barometer,” European Travel Commission, February 1, 2023.

Travel recovery is also dependent on airline capacity. Some international airlines might be slow to restore capacity as fleets were retired during COVID-19 and airlines face a shortage of crew, particularly pilots. Considering that at the time of writing, in April 2023, international airline seat capacity has only recovered to around 37 percent of pre-pandemic levels, travelers are likely to face elevated ticket prices in the coming months. For instance, ticket prices for travel in the upcoming holidays to popular overseas destinations such as Japan and Thailand are double what they were in 2019. 11 Based on Ctrip prices. Price-sensitive travelers might wait for ticket prices to level out before booking their overseas trips.

Chinese airlines, however, appear more ready to resume full service than their international counterparts —fewer pilots left the industry and aircraft are available. Chinese carriers’ widebody fleets are mostly in service or ready to be redeployed (Exhibit 2).

Moving forward, safety measures in destination countries will affect travel recovery. Most countries have dropped testing requirements on arrivals from mainland China, and Chinese outbound group travel has resumed but is still limited to selected countries.

Many Chinese travelers—maybe 20 percent—have had passports expire during the COVID-19 period, and China has not been renewing these passports. Renewals are now possible, but the backlog will slow travel’s rebound by a few months. 12 Steve Saxon, “ What to expect from China’s travel rebound ,” McKinsey, January 25, 2023. Furthermore, travel visas for destination countries can take some time to be processed and issued.

Taken together, these factors suggest that the returning wave of Chinese travelers may only gather momentum by the Summer of 2023 and that China’s travel recovery will likely lag Hong Kong’s by a few months.

Overall, China is opening up to travel, both inbound and outbound—all types of visas are being issued to foreign visitors, and locals are getting ready to travel abroad. 13 “China to resume issuing all types of visas for foreigners,” China Briefing, March 14, 2023.

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The returning chinese traveler is evolving.

Although Chinese travelers did not have opportunities to travel internationally over the past three years, they continued to travel domestically and explore new offerings. Annual domestic trips remained at around 50 percent of pre-pandemic levels, amounting to 8.7 billion domestic trips over the past three years. 14 China’s Ministry of Culture and Tourism. During this time, the domestic market matured, and travelers became more sophisticated as they tried new leisure experiences such as beach resorts, skiing trips, and “staycations” in home cities. Chinese travelers became more experienced as thanks to periods of low COVID-19 infection rates domestically they explored China’s vast geography and diverse experiences on offer.

Consequently, the post-COVID-19 Chinese traveler is even more digitally savvy, has high expectations, and seeks novel experiences. These are some of the characteristics of a typical traveler:

• Experience-oriented: Wave 6 of the survey shows that the rebound tourist is planning their trip around experiences. Outdoor and scenic trips remain the most popular travel theme. In survey waves 1 to 3, sightseeing and “foodie” experiences were high on the list of preferences while traveling. From waves 4 to 6, culture and history, beaches and resorts, and health and wellness gained more attention—solidifying the trend for experience-driven travel. Additionally, possibly due to the hype of the Winter Olympics, skiing and snowboarding have become popular activities.
• Hyper-digitized: While digitization is a global trend, Chinese consumers are some of the most digitally savvy in the world; mobile technologies and social media are at the core of daily life. COVID-19 drove people to spend more time online—now short-form videos and livestreaming have become the top online entertainment options in China. In the first half of 2022, Chinese consumers spent 30 percent of their mobile internet time engaging with short videos. 15 “In the first half of the year, the number of mobile netizens increased, and short videos accounted for nearly 30% of the total time spent online,” Chinadaily.com, 27 July 2022.
• Exploration enthusiasts: Chinese travelers are also keen to explore the world and embark on novel experiences in unfamiliar destinations. Survey respondents were looking forward to visiting new attractions, even when travel policies limited their travel radius. Instead of revisiting destinations, 45 percent of respondents picked short trips to new sites as their number one choice, followed by long trips to new sites as their second choice.

Consumers are optimistic, and travel spending remains resilient

McKinsey’s 2022 research on Chinese consumer sentiment shows that although economic optimism is seeing a global decline, 49 percent of Chinese respondents reported that they are optimistic about their country’s economic recovery. Optimism had dropped by 6 percentage points since an earlier iteration of the survey, but Chinese consumers continue to be more optimistic than other surveyed countries, apart from India (80 percent optimistic) and Indonesia (73 percent optimistic) (Exhibit 3). 16 “ Survey: Chinese consumer sentiment during the coronavirus crisis ,” McKinsey, October 13, 2022.

Chinese consumers are still keen to spend on travel, and travel spending is expected to be resilient. Wave 6 of the tourist attitude survey saw 87 percent of respondents claiming that they will spend more or maintain their level of travel spending. Moreover, when consumers were asked “which categories do you intend to splurge/treat yourself to,” travel ranked second, with 29 percent of respondents preferring travel over other categories. 17 “ Survey: Chinese consumer sentiment during the coronavirus crisis ,” McKinsey, October 13, 2022.

Against this context of consumer optimism, the wave 6 tourist attitude survey results shed light on how travelers plan to spend, and which segments are likely to spend more than others:

• The wealthier segment and older age groups (age 45-65) show the most resilience in terms of travel spend. Around 45 to 50 percent of travelers in these two groups will spend more on their next leisure trip.
• The wealthier segment has shown the most interest in beach and resort trips (48 percent). Instead of celebrating Chinese New Year at home with family, 30 percent of Chinese travelers in the senior age group (age 55-65) expect to take their next leisure trip during this holiday—10 percent more than the total average. And the top three trip preferences for senior travelers are culture, sightseeing, and health-themed trips.
• When it comes to where travelers plan to spend their money on their next trip, entertainment activities, food, and shopping are the most popular categories. These are also the most flexible and variable spending categories, and there are opportunities to up-sell—attractions, food and beverage, and retail players are well positioned to create unique and unexpected offerings to stimulate spending in this area (Exhibit 4).

Independent accommodation is gaining popularity

Overall, Chinese consumers have high expectations for products and services. McKinsey’s 2023 consumer report found that local brands are on the rise and consumers are choosing local products for their quality, not just for their cheaper prices. Chinese consumers are becoming savvier, and tap into online resources and social media to educate themselves about the specific details and features of product offerings. 18 Daniel Zipser, Daniel Hui, Jia Zhou, and Cherie Zhang, 2023 McKinsey China Consumer Report , McKinsey, December 2022.

Furthermore, 49 percent of Chinese consumers believe that domestic brands are of “better quality” than foreign brands—only 23 percent believe the converse is true. Functionality extended its lead as the most important criterion influencing Chinese consumers, indicating that consumers are focusing more on the functional aspects of products, and less on emotional factors. Branding thus has less influence on purchasing decisions. 19 Daniel Zipser, Daniel Hui, Jia Zhou, and Cherie Zhang, 2023 McKinsey China Consumer Report , McKinsey, December 2022.

These broader consumer sentiments are echoed in the travel sector. Chinese travelers pay attention to cost, but do not simply seek out the lowest prices. While 17 percent of wave 6 respondents are concerned about low prices, 33 percent are on the hunt for value-for-money offerings, and 30 percent prefer good discounts and worthwhile deals.

And consumer sentiment regarding local brands holds true for travel preferences. Independent travel accommodation continues to be the preferred choice for most respondents, increasing in share against international chain brand hotels (Exhibit 5). Almost 60 percent of respondents prefer independent accommodation such as boutique hotels, B&Bs, and Airbnb—an 8 percentage-point increase since 2020.

Local chain brand hotels remain stable, the favored accommodation for 20 percent of respondents. These hotels are seen as a more standardized option, and as most are located in urban areas, they target the budget traveler segment.

Opting for independent accommodation is not considered a trade down; Chinese travelers expect a high level of service. In particular, respondents in the wealthier segment picked independent options (57 percent) over international premium brands (27 percent).

Premium independent options for the wealthier segment are abundant, specifically in leisure travel. Setting up a premium brand hotel requires long-term construction periods and heavy capital investment. Small-scale boutique hotels or B&Bs, on the other hand, are more agile solutions that can ramp up in the short term. This may explain the abundance of premium independent offerings. For instance, in destinations such as Lijiang and Yangshuo, between seven and nine of the top-ten premium hotels listed on Ctrip are independent boutique hotels.

Premium independent accommodation’s strength lies in quality guest experience with a genuine human touch. The service level at premium independent establishments can even surpass that of chain brand accommodation thanks to the high staff-to-room ratio, which easily reaches 3:1 or even 5:1. 20 “Strategic marketing analysis of boutique hotels,” Travel Daily , June 3, 2015. For hotels in Xiamen, Lijiang, and Yangshou, Ctrip service ratings of premium independent hotels are all above 4.7, outperforming international chain brand hotels.

Travelers are becoming smarter and more realistic during hotel selection, focusing on fundamental offerings such as local features and value for money. Across all types of hotels, local features are one of the most important factors influencing hotel selection—even for chain brand hotels which have a reputation for mastering the standardized offering. On average, 34 percent of respondents report that local features and cultural elements are the key considerations affecting their choice of hotel.

Outbound Chinese tourists are evolving rapidly, becoming increasingly diverse in their travel preferences, behaviors, and spending patterns. Chinese travelers are not homogeneous, and their needs and preferences continue to evolve. Therefore, serving each group of tourists may require different product offerings, sales channels, or marketing techniques.

The path toward eco-friendly travel in China

How international travel and tourism can attract outbound chinese travelers.

China’s lifting of travel restrictions may cause some uncertainty in the short term, but a promising recovery lies ahead. Chinese tourists have maintained a strong desire to travel internationally and are willing to pay for this experience. They are also discerning and looking for high-quality accommodation, offerings, and service. As boutique hotels are becoming more popular, international hotel brands hotels could, for example, aim to stand out by leveraging their experience in service excellence.

With renewed travel demand, now may be the time for international travel and tourism businesses to invest in polishing product offerings—on an infrastructural and service level. Tourism, food and beverage, retail, and entertainment providers can start preparing for the rebound by providing unique and innovative experiences that entice the adventurous Chinese traveler.

Craft an authentically local offering that appeals to experience-driven Chinese travelers

Chinese travelers have suspended overseas trips for three years, and are now looking to enjoy high-quality experiences in destinations they have been to before. They also want to do more than shopping and sightseeing, and have expressed willingness to spend on offerings geared towards entertainment and experience. This includes activities like theme parks, snow sports, water sports, shows, and cultural activities. Authentic experiences can satisfy their desire for an immersive foreign experience, but they often want the experience to be familiar and accessible.

Designing the right product means tapping into deep customer insights to craft offerings that are accessible for Chinese travelers, within a comfortable and familiar setting, yet are still authentic and exciting.

Travel and tourism providers may also have opportunities to up-sell or cross-sell experiences and entertainment offerings.

Social media is essential

Social media is emerging as one of the most important sources of inspiration for travel. Short video now is a major influence channel across all age groups and types of consumers.

Tourist destinations have begun to leverage social media, and short video campaigns, to maximize exposure. For example, Tourism Australia recently launched a video campaign with a kangaroo character on TikTok, and overall views soon reached around 1.67 billion.

The story of Ding Zhen, a young herder from a village in Sichuan province, illustrates the power of online video in China. In 2020, a seven-second video of Ding Zhen turned him into an overnight media sensation. Soon after, he was approached to become a tourism ambassador for Litang county in Sichuan—and local tourism flourished. 21 “Tibetan herder goes viral, draws attention to his hometown in SW China,” Xinhuanet, December 11, 2020. Another Sichuan local, the director of the Culture and Tourism Bureau in Ganzi, has drawn visitors to the region through his popular cosplay videos that generated 7 million reviews. Building on the strength of these influential celebrities, visitor numbers to the region were said to reach 35 million, more than two-and-a-half times 2016 volumes. 22 “Local official promoting Sichuan tourism goes viral on internet,” China Daily, June 17, 2022; “The Director of Culture and Tourism disguises himself as a “Swordsman” knight to promote Ganzi tourism,” Travel Daily , June 17, 2022.

Online travel companies are also using social media to reach consumers. Early in the pandemic, Trip.com took advantage of the upward trend in livestreaming. The company’s co-founder and chairman of the board, James Liang, hosted weekly livestreams where he dressed up in costume or chatted to guests at various destinations. Between March and October 2020, Liang’s livestreams sold around $294 million’s worth of travel packages and hotel room reservations. 23 “Travel companies adapt to a livestreaming trend that may outlast the pandemic,” Skift, October 26, 2020.

Livestreaming is being used by tourism boards, too. For instance, the Tourism Authority of Thailand (TAT) collaborated with Trip.com to launch a new campaign to attract Chinese tourists to Thailand as cross-border travel resumed. The broadcast, joined by TAT Governor Mr Yuthasak Supasorn, recorded sales of more than 20,000 room nights amounting to a gross merchandise value of over RMB 40 million. 24 “Trip.com Group sees border reopening surge in travel bookings boosted by Lunar New Year demand,” Trip.com, January 13, 2023.

International tourism providers looking to engage Chinese travelers should keep an eye on social media channels and fully leverage key opinion leaders.

Scale with the right channel partners

Travel distribution in China has evolved into a complex, fragmented, and Chinese-dominated ecosystem, making scaling an increasingly difficult task. Travel companies need to understand the key characteristics of each channel type, including online travel agencies (OTAs), online travel portals (OTPs), and traditional travel agencies as each target different customer segments, and offer different levels of control to brands. It also takes different sets of capabilities to manage each type of distribution channel.

Travel companies can prioritize the channels they wish to use and set clear roles for each. One challenge when choosing the right channel partner is to avoid ultra-low prices that may encourage volume, but could ultimately damage a brand.

Meanwhile, given the evolution of the postCOVID-19 industry landscape and rapid shifts in consumer demand, travel companies should consider direct-to-consumer (D2C) channels. The first step would be selecting the appropriate D2C positioning and strategy, according to the company’s needs. In China, D2C is a complicated market involving both public domains (such as social media and OTA platforms) and private domains (such as official brand platforms). To make the most of D2C, travel companies need a clear value proposition for their D2C strategy, whether it be focused on branding or on commercial/sales.

Create a seamless travel experience for the digitally savvy Chinese tourist

China has one of the most digitally advanced lifestyles on the planet. Chinese travelers are mobile-driven, wallet-less, and impatient—and frequently feel “digitally homesick” while abroad. Overseas destinations and tourism service providers could “spoil” tech-savvy Chinese travelers with digitally enhanced service.

China’s internet giants can provide a shortcut to getting digital services off the ground. Rather than building digital capabilities from scratch, foreign tourism providers could engage Chinese travelers through a platform that is already being used daily. For example, Amsterdam’s Schiphol Airport provides a WeChat Mini Program with four modules: duty-free shopping, flight inquiry, information transfer, and travel planning. This contains information about all aspects of the airport, including ground transportation and tax refund procedures.

Alibaba’s Alipay, a third-party mobile and online payment platform, is also innovating in this space. The service provider has cooperated with various tax refund agencies, such as Global Blue, to enable a seamless digitized tax refund experience. Travelers scan completed tax refund forms at automated kiosks in the airport, and within a few hours, the refunded amount is transferred directly to their Alipay accounts. 25 “Alipay and Global Blue to make tax refunds easy for Chinese tourists,” Alizila, June 23, 2014.

Such digital applications are likely to be the norm going forward, not a differentiator, so travel companies that do not invest in this area may be left behind.

Chinese travelers are on the cusp of returning in full force, and tourism providers can start preparing now

With China’s quarantine requirements falling away at the start of 2023, travelers are planning trips, renewing passports and visas, and readying themselves for a comeback. Chinese tourists have not lost their appetite for travel, and a boom in travel demand can be expected soon. Though airlines are slow to restore capacity, and some destination countries are more risk averse when welcoming Chinese travelers, there are still options for Chinese tourists to explore destinations abroad.

Tourism providers can expect to welcome travelers with diverse interests who are willing to spend money on travel, who are seeking out exciting experiences, and who are choosing high-quality products and services. The returning Chinese traveler is digitally savvy and favors functionality over branding—trends suggest that providers who can craft authentic, seamless, and unique offerings could be well positioned to capture this market.

Guang Chen and Jackey Yu are partners in McKinsey’s Hong Kong office, Zi Chen is a capabilities and insights specialist in the Shanghai office, and Steve Saxon is a partner in the Shenzhen office.

The authors wish to thank Cherie Zhang, Glenn Leibowitz, Na Lei, and Monique Wu for their contributions to this article.

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China’s Tourism Sector Prospects in 2023-24

Amid the post-pandemic recovery, China’s tourism sector is rebounding with vigor in 2023. We discuss the resurgence of outbound and domestic travel, evolving traveler behavior, and tech-enabled trends in this article. From cultural exploration to wellness escapes and digital integration, the stage is set for foreign businesses and investors to seize opportunities in this transformed landscape.

After enduring the significant impacts of the COVID-19 pandemic, China’s tourism sector is gearing up for a strong resurgence in 2023. Projections indicate that the total revenue from domestic tourism is expected to exceed RMB 4 trillion (approximately US$580.96 billion), marking an impressive 96 percent growth. Several driving forces contribute to this revival in China’s tourism landscape, including:

• Easing of travel restrictions;
• Increase in disposable income among Chinese consumers; and
• Growing popularity of domestic tourism.

In particular, the government’s support in revitalizing the tourism sector is evident through subsidies and tax exemptions provided to tourism enterprises. The robust resurgence of China’s tourism industry also serves as a positive indicator for the nation’s economy, with tourism being a significant driver of economic growth and expected to contribute notably to the country’s GDP. Overall, 2023 has seen a continuous stream of new policies, products, technologies, concepts, trends, and opportunities impacting the tourism industry.

China’s evolving tourism landscape

Insights from outbound tourism in h1 of 2023.

Both outbound and inbound tourism markets in the first half of 2023 have shown impressive vitality, surpassing the levels observed in the same period of 2019. Average expenditures for outbound travelers have exhibited a notable increase, with Hong Kong and Macao leading the resurgence of outbound tourism. The total number of inbound and outbound individuals has surged by approximately 170 percent.

Data from the World Tourism Alliance’s reports, reveal that the outbound tourism sentiment index reached 28 percent in the first half of 2023, marking a 21-point increase from the same period in 2019. The outbound tourism market has displayed a gradual “U-shaped” recovery, emphasizing a steady resurgence rather than an abrupt rebound.

According to recent data from Alipay’s Overseas Spending Platform, the average expenditure per user for outbound travel in the first half of 2023 grew by 24 percent compared to 2019. Among popular destinations, the top 10 outbound travel destinations in terms of transaction volume for the first half of 2023 were:

• South Korea;
• United Kingdom; and

This data is supported by several favorable policies. Since the beginning of the year, the National Immigration Administration has continuously optimized and adjusted inbound and outbound management policies.

Starting from February 20, 2023, mainland cities within the Greater Bay Area initiated a pilot implementation of visa endorsements for cross-border talent to and from Hong Kong and Macao. On May 15, 2023, policies such as the nationwide implementation of group travel endorsements for mainland residents traveling to Hong Kong and Macao were fully restored.

The streamlined and optimized policies for travel to Hong Kong and Macao prompted provinces across the mainland to organize multiple tour groups, leading to a consistent rise in mainland visitors to these regions. According to data released by the Hong Kong Tourism Board, nearly 13 million visitors arrived in Hong Kong in the first half of 2023, of which approximately 10 million were mainland visitors, accounting for around 77 percent of the total.

Furthermore, based on recent data released by the National Immigration Administration, the first half of 2023 witnessed a total of 168 million inbound and outbound individuals passing through China’s immigration, marking a year-on-year increase of 169.6 percent.

At the same time, approximately 42.798 million entry and exit permits for travel to and from Hong Kong, Macao, and Taiwan were issued, indicating a significant 1509 percent increase compared to the same period in 2022.

These figures further underline China’s promising revival in outbound tourism. Indeed, Chinese tourists have once again become a significant force driving global tourism and offline consumption.

In terms of outbound travel numbers, the top 10 departure cities were: Shenzhen, Shanghai, Guangzhou, Beijing, Hangzhou, Foshan, Dongguan, Zhuhai, Chengdu, and Wuhan. This highlights that outbound travel is mainly concentrated in first-tier and new first-tier cities, with the “Guangzhou-Shenzhen-Foshan-Dongguan-Zhuhai” Greater Bay Area cities also playing a pivotal role in outbound tourism.

The primary reason driving Chinese tourists to travel abroad is leisure, with business and visiting friends and relatives (VFR) as the subsequent motivations. The rapid expansion of outbound tourism from China can be attributed to the rising incomes of the middle class , the growing desire among Chinese travelers to explore diverse countries and cultures, and the ease of obtaining visas and fulfilling entry criteria for various destinations.

Moreover, the retail sector captures the largest portion of Chinese tourists’ spending when traveling abroad and is anticipated to retain its dominant position in terms of outbound tourism expenditure over the projected timeframe.

The steady recovery of outbound tourism

Initial expectations for a robust rebound in outbound tourism this year have encountered a more precarious reality. Notable evidence of this transformation is seen in the changing preferences of Chinese leisure travelers. As reported by CNBC, the desire to travel abroad has surged from 28 percent to 52 percent among Chinese leisure travelers since last year, nearly doubling.

Business travel intentions have tripled, and interest in education, family visits, and medical tourism abroad is also on the rise. Other findings align, revealing that 50 percent of Chinese travelers plan to journey internationally within the next year.

A significant shift has also occurred in travel fears, particularly concerning Covid contraction. While it topped travelers’ concerns in 2022, it has diminished to the least worrisome aspect this year, as per Morning Consult’s survey. This shift reflects growing traveler confidence. Factors influencing this gradual recovery go beyond preferences. A recent report from the Mastercard Economics Institute reveals a shift in Chinese residents’ spending patterns.

Known for their shopping inclination, there’s a rising trend toward investing in experiences over possessions, particularly in a zero-Covid environment. Despite global economic uncertainties, Asia-Pacific’s, including China’s, travel recovery remains steady. As travel capacity grows, costs are anticipated to decrease, fueling a more dynamic travel landscape.

Contrary to an instant “boom,” China’s international travel revival is unfolding steadily. Though not as swift as initially projected, the evolving interests, changing attitudes, and gradual shift toward experiential spending all point to a growing and adaptive outbound tourism sector, offering a promising glimpse into the future.

The Chinese government’s recent efforts to revive outbound group travel

China’s Ministry of Culture and Tourism recently expanded outbound group tour destinations, including popular places like Japan and the US. A recent analysis provided by the EIU indicates that this move will aid global tourism recovery, benefiting countries with simplified visa procedures.

While the relaxed restrictions will moderately boost outbound tourism, obstacles and cautious spending persist. Nonetheless, domestic travel agencies are expected to see increased revenue, leading to employment and income growth in the sector.

However, challenges such as limited flights and labor shortages could hinder outbound tourism’s full recovery. A complete relaxation of restrictions is predicted in late 2023, but pre-pandemic outbound levels might not return until 2025.

Domestic tourism is thriving

In the first half of 2023, domestic tourism revenue (total tourist spending) reached RMB 2.3 trillion (approx. US$318 billion), marking a substantial increase of RMB 1.12 trillion (approx. US$155 billion) compared to the previous year. Notably, urban residents’ expenditures on travel accounted for a year-on-year surge of 108.9 percent, while rural residents’ travel spending grew by 41.5 percent.

The remarkable rebound of China’s domestic tourism sector can be attributed to a set of factors that differentiate it from the relatively slower recovery of outbound tourism. For one, the domestic tourism industry appears to be less affected by uncertainties surrounding employment and income growth compared to other service and retail sectors.

This is primarily due to the strong yearning of Chinese consumers to explore after years of mobility limitations imposed by the pandemic.

On the other hand, the prolonged revival of outbound flights has further bolstered the domestic tourism scene. Many individuals redirected their travel plans within China as international travel remained limited.

Notably, the return of international air traffic to approximately 80 percent of pre-pandemic levels is not expected until the fourth quarter of 2023, which creates a favorable environment for the vigorous resurgence of domestic tourism in the meantime.

Changing Chinese travelers’ preferences in 2023

In the wake of the COVID-19 pandemic and the subsequent travel restrictions, Chinese travelers underwent a transformation in their preferences and behaviors. Over the past three years, while international travel remained limited, domestic exploration thrived.

Around 8.7 billion domestic trips were taken, indicating an annual rate of around 50 percent of pre-pandemic levels. This period allowed the domestic market to mature, and travelers became more sophisticated in their pursuits, engaging in various new leisure experiences such as beach resorts, skiing trips, and city “staycations.”

As a result, the post-COVID-19 Chinese traveler exhibits distinct traits: heightened digital savvy, elevated expectations, and an appetite for novel experiences. These characteristics paint the profile of a typical Chinese traveler in 2023:

• Experiences matter: Survey data reveals that the rejuvenated Chinese tourist is driven by experiential travel. While outdoor and scenic trips remain popular, the preferences have evolved. Sightseeing and culinary experiences, highly valued in the initial survey series, are now joined by a growing interest in culture and history, beaches, and resorts, as well as health and wellness. This shift solidifies the trend towards experience-driven travel. Additionally, activities like skiing and snowboarding have gained popularity, possibly influenced by the 2022 Beijing Olympic Winter Games .
• Digital expert: Chinese travelers are among the world’s most digitally adept consumers, easily integrating mobile technologies and social media into their daily lives. The pandemic further propelled their online engagement. Short-form videos and livestreaming have emerged as dominant online entertainment options.
• Curious: The desire to explore novel experiences in unfamiliar destinations remains strong among Chinese travelers. Despite travel radius limitations imposed by policies, survey respondents express eagerness to visit new attractions. Instead of revisiting familiar places, 45 percent of participants prioritize short trips to new sites, while long trips to new destinations are the second most favored option.

Emerging trends and destinations

Cultural and heritage tourism.

A significant shift in China’s tourism landscape is the increasing emphasis on cultural tourism, where traditional heritage seamlessly intertwines with contemporary travel. As the nation preserves and celebrates its abundant historical and cultural treasures, a surge in cultural tourism activities like immersive experiences and interactive exchanges has taken center stage.

This trend is particularly pronounced in the realm of domestic tourism, where travelers are flocking to heritage sites and cultural landmarks to gain a deeper understanding of China’s rich heritage.

Moreover, the development of cultural and tourism industries constitutes a crucial component of China’s cultural confidence-building efforts. This sector has received significant attention from the government, evidenced by policies like the “14th Five-Year Plan for Cultural Development” and the “14th Five-Year Plan for Tourism Industry Development.” Such policies drive the integration of culture and tourism, increase the supply of cultural tourism products, and enhance the quality of such offerings.

Wellness tourism

In 2023, a remarkable shift in travel preferences among Chinese tourists has propelled wellness and health tourism to the forefront. As observed by Rung Kanjanaviroj, Director of the Tourism Authority of Thailand’s Chengdu office, Chinese travelers are displaying a distinct preference for destinations that offer a blend of sunny beaches and holistic well-being experiences.

This evolving trend has prompted destinations like Thailand to proactively adapt by refining their offerings. Through the enhancement of health tourism services and a focus on engaging student and youth travelers, Thailand has positioned itself as a prime destination for those seeking rejuvenation and self-care during their journeys.

The rise in wellness and health tourism reflects a broader shift in Chinese travelers’ priorities, as they seek destinations that not only provide scenic beauty but also nurture their physical and mental well-being.

Tech-enabled tourism in China’s innovative travel landscape

China’s tourism industry has evolved dramatically through the fusion of technology and changing consumer demands. In 2023, the landscape is marked by a growing emphasis on tech-enhanced experiences that cater to modern travelers’ evolving preferences that foreign businesses and investors in the sector can learn from.

• Smart appliances and IoT integration: China’s tech-driven tourism trend showcases the integration of smart appliances and the Internet of Things (IoT) into the travel journey. Travelers now wield the power to personalize their environment and encounters via smartphone apps. Innovations range from smart hotel rooms adjusting lighting, temperature, and ambiance to IoT-enabled transportation providing real-time updates, enhancing comfort and efficiency.
• Virtual and augmented reality immersion: Tech-savvy Chinese travelers are increasingly seeking immersive encounters. Virtual and augmented reality (VR/AR) have taken center stage, enabling tourists to explore historical sites, cultural landmarks, and natural marvels through virtual tours that breathe life into destinations. This not only enhances engagement but also serves as a potent tool for destination marketing.
• Seamless contactless services and digital payments : Contactless services and digital payments have become integral to China’s tech-enhanced tourism scene. Travelers can navigate touchpoints like check-in, security, dining, and shopping with minimal physical interaction. QR codes have revolutionized payment methods, enabling transactions through smartphones, and eliminating the need for physical currency or cards, in alignment with the country’s cashless society drive.

The city of Hangzhou offers a glimpse into the future of tech-enabled tourism. Hangzhou’s West Lake, a UNESCO World Heritage site, now features interactive kiosks that provide historical context, virtual guides, and navigation assistance to visitors. These digital enhancements blend seamlessly with the serene natural landscape, enriching the cultural experience.

Similarly, the China National Tourist Office uses VR to transport potential travelers to iconic destinations. Through immersive VR experiences, individuals can virtually explore the Great Wall, the Terracotta Army, and other renowned sites, sparking wanderlust and encouraging travel planning.

Preparing for the return of Chinese tourists to the international scene

The gradual easing of travel restrictions in China still presents a promising avenue for the recovery of the international travel and tourism sector. Amid this positive outlook, attracting Chinese tourists is becoming a priority for global businesses.

Chinese travelers, known for their enthusiasm to explore beyond their borders, are now seeking immersive experiences, quality accommodation, and exceptional service. Here are some strategies that foreign businesses can employ to entice and captivate the adventurous Chinese traveler.

Crafting authentic and familiar experiences

After a three-year hiatus from overseas travel, Chinese tourists are now yearning for high-quality experiences in familiar destinations.

They are looking beyond traditional shopping and sightseeing, expressing a keen interest in entertainment and experiential offerings. Theme parks, cultural activities, water sports, snow sports, and shows are among the sought-after activities.

The key is to offer authentic experiences that resonate with Chinese travelers’ desires for immersion, while still maintaining a touch of familiarity.

Businesses should leverage deep customer insights to design offerings that strike a balance between accessibility and authenticity, ensuring a comfortable yet exciting experience.

Harnessing the power of social media

Social media, particularly short videos, has emerged as a pivotal source of travel inspiration for all age groups. Tourist destinations have capitalized on this trend by launching engaging short video campaigns, maximizing exposure and engagement.

The burgeoning trend of city-walking , for example, where urban exploration is undertaken solely on foot, has not only captured the attention of locals but has also made significant waves across various social media platforms. Chinese netizens are embracing this form of experiential travel, and businesses can leverage social media to align with their preferences.

Platforms like Douyin, China’s counterpart to TikTok, have witnessed the rise of “city-walk content”. A recent video showcasing city-walk routes in Guangzhou amassed over 171,000 likes and found its way into the favorites of 72,000 viewers.

Furthermore, Xiaohongshu, a prominent lifestyle-sharing platform in China, reported a remarkable 30-fold increase in searches related to city walk during the first half of 2023 compared to the previous year.

Businesses can leverage social media platforms to connect with potential Chinese tourists, employing captivating content and innovative campaigns to pique their interest. Creating a strong presence on platforms like TikTok and engaging with influential figures can significantly boost visibility.

Collaboration with Internet giants

China’s tech-savvy travelers are deeply intertwined with the digital world, and internet giants like WeChat and Alipay play a pivotal role in their daily lives. Foreign businesses can tap into these existing digital ecosystems rather than starting from scratch.

For instance, Amsterdam’s Schiphol Airport offers a WeChat Mini Program providing information about the airport, including duty-free shopping and travel planning. Alibaba’s Alipay, renowned for its mobile payment capabilities, has partnered with tax refund agencies to streamline the tax refund process for Chinese travelers.

Such digital innovations enhance convenience and are fast becoming an expected norm.

Prioritize direct-to-consumer (D2C) channels

Navigating China’s intricate travel distribution landscape can be complex, as it encompasses diverse channels, such as online travel agencies (OTAs), online travel portals (OTPs), and traditional travel agencies. To make the most of this landscape, businesses can consider embracing D2C channels.

By leveraging social media platforms and official brand platforms, businesses can create a compelling value proposition that resonates with Chinese travelers. Investing in D2C channels not only enhances branding but also facilitates direct engagement with potential tourists, allowing for a personalized and enticing approach.

Key takeaways: Navigating China’s tourism resurgence

All in all, in 2023, China’s tourism is making a strong comeback, driven by key trends that reveal changing traveler preferences.

Domestically, easier travel rules and higher incomes are fueling local exploration. Internationally, outbound tourism is gradually recovering with a focus on immersive experiences, wellness, and cultural discovery.

Chinese travelers are becoming more tech-savvy, seeking out tech-enhanced experiences like virtual reality tours. This shift is boosting cultural, heritage, and wellness tourism.

Social media, especially platforms like TikTok and WeChat, are vital for engaging with Chinese travelers effectively.

In essence, China’s tourism resurgence is multifaceted, with travelers seeking enriched experiences, digital engagement, and authenticity.

Businesses that align with these preferences and capitalize on domestic and international opportunities are likely to thrive in the evolving travel landscape.

China Briefing is written and produced by Dezan Shira & Associates . The practice assists foreign investors into China and has done so since 1992 through offices in Beijing, Tianjin, Dalian, Qingdao, Shanghai, Hangzhou, Ningbo, Suzhou, Guangzhou, Dongguan, Zhongshan, Shenzhen, and Hong Kong. Please contact the firm for assistance in China at [email protected] .

Dezan Shira & Associates has offices in Vietnam , Indonesia , Singapore , United States , Germany , Italy , India , Dubai (UAE) , and Russia , in addition to our trade research facilities along the Belt & Road Initiative . We also have partner firms assisting foreign investors in The Philippines , Malaysia , Thailand , Bangladesh .

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US issues level 3 travel advisory to China amid safety concerns. Here's what to know

Are you thinking about traveling to China to visit or study abroad? The U.S. government suggests reconsidering your trip for now. 

According to the U.S. Department of State , traveling to China is under a level 3 travel advisory , warning Americans to reconsider. The State Department has four warning levels. The fourth is “Do not travel.”

Is it safe to travel to China right now?

The U.S. is asking Americans to reconsider traveling to China due to various reasons, including concerns about health and safety, such as the prevalence of contagious diseases like COVID-19, as well as political tensions or security risks in certain regions.

As of April 12, there are some specific areas that the U.S. is asking people to reconsider travel to. Those areas include:

• Mainland China due to the arbitrary enforcement of local laws, including exit bans and the risk of wrongful detentions.
• Exercise increased caution when traveling to the Hong Kong SAR due to the arbitrary enforcement of local laws.
• Reconsider travel to the Macau SAR due to a limited ability to provide emergency consular services. 

Additionally, the U.S. government may issue travel advisories based on factors like civil unrest, natural disasters, or other hazards that could affect travelers' well-being.

Americans detained in China

Mark Swidan — a man from Houston, Texas — has been detained in China for over 10 years on drug charges. According to The Texas Tribune , Swidan was detained in China in 2012 while on a trip looking for materials for his home and business in Houston. Chinese authorities arrested him after his driver and translator were found in possession of drugs. The driver blamed Swidan, who is accused of trafficking and manufacturing methamphetamine.

A review of Swidan’s case said there were no drugs on him or in his hotel. Last year, the Republic of China’s Jiangmen Intermediate Court denied Swidan’s appeal and upheld his death penalty with a two-year suspended death sentence.

Other Americans considered wrongfully detained include Chinese American businessman Kai Li from Long Island, N.Y., and California pastor David Lin.

What countries have a Level 3 travel warning?

• Trinidad & Tobago
• El Salvador
• South Sudan
• Democratic Republic of the Congo
• Papua New Guinea
• Saudi Arabia

What countries have a Level 4 travel warning?

• Afghanistan
• Central African Republic
• North Korea (Democratic People's Republic of Korea)
• Burkina Faso

Traveling abroad? Here are some safety tips

U.S. citizens are encouraged to enroll in the State Department’s free  Smart Traveler Enrollment Program  and to prepare contingency plans for emergencies. 

Safety tips if you're traveling outside the U.S.:

• Don't travel alone.
• Be aware of your surroundings.
• Keep a low profile.
• Try not to be flashy.
• Avoid going to places at night, especially by yourself.

China’s Golden Week Holiday: What’s Driving Outbound Travel

Peden Doma Bhutia , Skift

April 24th, 2024 at 3:30 AM EDT

Understanding what Chinese travelers want is crucial for stakeholders in the tourism industry to tailor offerings and experiences that match these changing preferences.

Peden Doma Bhutia

Destinations in the Middle East are emerging as favorites for China’s upcoming May Day holiday, commonly known as Golden Week.

Overall outbound travel from China during this year’s holiday is still lagging behind 2019 levels by 13%. But travel to the United Arab Emirates (UAE) has surged by 66%, and Turkey has experienced a significant growth of 56%, according to ticket sales data from ForwardKeys.

Increased seat capacity from Africa and the Middle East, which is set to expand by 75% in the second quarter, has led to this surge in travel.

Corresponding increases in seat capacity to China have backed the travel growth rates of 56% to Turkey, 19% to Italy, and 12% to the UK.

Last month, Trip.com, China’s biggest online travel agency, announced record bookings in Abu Dhabi, exceeding 57,000 room nights over the past 12 months. From 2022 to 2023, outbound travel orders across all products from Chinese travelers to the UAE surged by more than threefold.

Chinese outbound travel to Middle East had already reached pre-pandemic levels during the Chinese New Year period in February.

Pre-Pandemic Travel Patterns

ForwardKeys anticipates that the May holiday will witness notable travel peaks around April 27 and May 1, closely resembling pre-pandemic travel patterns.

In the Asian region, Malaysia has emerged as the top-performing destination for Chinese travelers, with flight bookings currently 42% ahead of 2019 levels. Because of more lenient visa policies, including visa-free travel to Malaysia and Singapore, and streamlined procedures for South Korea, travel to these destinations is expected to surpass 2019 levels in May.

These findings align with insights from Dragon Trail’s Chinese Traveler Sentiment Report , releasing later on Wednesday. According to the report, visa-free policies, direct flights, and simplified application procedures are also making outbound travel more appealing and accessible.

According to ForwardKeys, a notable shift in passenger profiles is the decrease in group travellers, which has dropped by 53% compared to 2019 levels. In contrast, solo travellers are showing a strong interest in exploring Asian destinations, with a 9% increase.

The Dragon Trail report also highlights growing preference for independent travel among Chinese tourists. Travelers also prefer, semi-self-guided travel and boutique groups of 6-10 people, which offer flexibility and convenience.

Value-Oriented Approach

Along with flexibility and convenience, Chinese travelers are also seeking relaxation and comfort in their trips.

Amidst the challenges posed by the Covid-19 pandemic and China’s economic downturn in 2023, Chinese travelers are prioritizing relaxation and comfort in their trips.

The economic pressures have led to a value-oriented approach to travel planning, with a majority carefully considering their spending to maximize value and opting for affordable travel options.

Around 20% of respondents who said they would not travel outbound in 2024 cite limited income as a barrier. Only a small percentage (11%) are willing to pay a premium for superior products and services.

Most travelers allocate less than 20% of their income for travel, with budgets typically ranging from RMB10,000 to RMB30,000 for upcoming trips.

Despite budget-consciousness, shopping remains an integral part of outbound travel, with more than two-thirds of travelers spending a minimum of RMB2,000 (US$276) per trip. Local foods and souvenirs are the primary shopping categories, followed by cosmetics, clothing, shoes and bags.

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Our daily coverage of the global travel industry. Written by editors and analysts from across Skift’s brands.

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Tags: asia monthly , budget travel , china , china outbound , golden week , middle east , shopping , turkey , uae

Photo credit: Overall outbound travel from China during this year's May holiday is 13% behind 2019. Florence Lo / Reuters

• Solid growth projected for tourism this year

Tourists watch birds at Laohutan scenic area in Dalian, northeast China's Liaoning Province, April 16, 2024. [Photo/Xinhua]

• The tourism sector will continue to grow in the first half of this year, after a prosperous first three months, experts said.

A report released recently by the China Tourism Academy said that in the first quarter of the year the tourism economy had recovered to roughly the level seen at the start of 2019 — before COVID-19 hit — following three quarters of growth. Tourism industry operators expressed growing confidence and people felt a stronger desire for travel in the first quarter.

The report said domestic tourism and related consumption rose 20 percent in the first quarter, with inbound and outbound visits averaging around 20 million a month.

"The tourism economy saw a good opening and stable operation in the first quarter, and the market has stepped into a period of new development," Ma Yiliang, the academy's chief statistician, said at a recent meeting in Beijing.

He said the tourism market has benefited from preferential policies on visas and payments as well as an increase in international flights.

"We've noticed that the increasing travel has brought increasing consumption," he said. "Also, some small cities or less-known destinations such as Harbin, in the northeastern province of Heilongjiang, and Tianshui, in northwest China's Gansu province, have gained popularity among young people because of their lower travel costs and good services. With more cities growing as trending destinations, they will invigorate the tourism industry."

Nanjing, capital of the eastern province of Jiangsu, received 65 million visits during the quarter, and the number of travelers on holidays such as Spring Festival was 3.5 times higher than usual, according to the city's culture and tourism bureau. More than 200 million people visited Nanjing last year.

"We estimate that the tourism economy will see a continuous and steady recovery in the first half of the year," Ma said. "Domestic tourist travel and tourism-related revenue will be roughly close to that of the same period of 2019, and inbound and outbound tourism will continuously increase."

In February, the academy estimated that domestic tourism visits will exceed 6 billion this year, with tourism-related revenue of over 6 trillion yuan ($830 billion). It said it expected inbound and outbound visits would surpass 260 million, bringing in international tourism revenue of $100 billion.

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Heavy Rains Hit Southern China as Hong Kong Spots a Waterspout

Bad weather in Guangdong Province forced evacuations as forecasters warned of more rain and potential flooding.

By Zixu Wang and Yan Zhuang

Zixu Wang reported from Hong Kong, and Yan Zhuang from Seoul

Torrential rain battered southern China on Sunday, causing flooding and forcing tens of thousands of evacuations in the country’s most populous province, as a waterspout appeared briefly in Hong Kong and forecasters warned of potentially severe flooding.

Rain has been falling in Guangdong, which has a population of about 127 million, since last week. It intensified over the weekend, hammering the north of the province and the Pearl River Delta in the south, which includes Guangdong’s capital, Guangzhou, as well as the cities of Hong Kong and Macau.

The city of Yingde, in Guangdong’s north, received nearly a foot of rain from Friday to Sunday, the state-owned newspaper China Daily reported on Sunday . Nearly 20,000 people were evacuated and nine rivers were at risk of overflowing, it said.

In Guangzhou, the Longxue neighborhood received nearly five inches of rain over four hours on Sunday morning, the highest amount in the province.

The Beijiang River, a tributary of the Pearl River, flooded on Saturday night, China’s Ministry of Water Resources said on Sunday. As the downpour continued, the river faced a risk of an “exceptionally large” flood through Monday, the ministry said.

And in Hong Kong, a Chinese territory south of Guangdong, a waterspout was sighted over water by the local meteorological agency on Sunday morning. Waterspouts are whirling columns of air and water mist that form when cold air moves over warmer water, drawing up moisture.

There were no reports of the waterspout’s causing damage, and a rainstorm warning for the city was canceled at 2 p.m. But forecasters warned of violent winds and possible flooding.

Heavy rain was also affecting parts of the neighboring Chinese provinces of Guangxi, Jiangxi and Fujian on Sunday.

The heaviest rain was forecast to shift from the north to the east of Guangdong on Monday, and some areas could receive up to 10 inches of rain over 24 hours, according to the China Weather Network, an arm of the country’s meteorological authority. The rainfall was expected to begin easing on Tuesday.

Thunderstorms and sometimes heavy showers were also forecast for Hong Kong on Monday.

Zixu Wang is a Times reporter and researcher covering news in mainland China and Hong Kong. More about Zixu Wang

Yan Zhuang is a Times reporter in Seoul who covers breaking news. More about Yan Zhuang

In China, Blinken urges fair treatment of American companies

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India Lok Sabha Elections Live: poll heats up after charged Modi comments

The second round of voting in the world's biggest elections starts on Friday, with votes due to be counted on June 4.