tourism china policy

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 Travel Restrictions & Travel Advisory (Updated March 7, 2024)

Updates March 7th, 2024 : Travelers from the following countries could enjoy visa-free entry to China for tourism, business, transit, or visiting friends and relatives. 

• From December 1st, 2023, to November 30th, 2024: France, Germany, Italy, Netherlands, and Spain.
• From March 14th to November 30th, 2024: Austria, Belgium, Hungary, Ireland, Luxembourg, and Switzerland.
• Singapore, Brunei
• Malaysia (from December 1st, 2023 to November 30th, 2024)

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• What Ways to Enter China
• Do I Still Need a PCR Test to Enter China
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International Flights to China

What to expect when traveling in china, best times to travel to china, 8 ways to enter china: all open now.

Since China has fully permitted visa applications, there are now several ways to enter the country.

If you still hold a valid Chinese visa (any type including a tourist visa, 10-year visa, etc.), you can use it to enter China.

If you don't have a Chinese visa or your visa has expired, you can apply for a new one. All visas can now be applied for, including tourist visas, business visas, work visas, and so on. (International visitors can apply for a tourist visa to the Chinese Mainland in Hong Kong.)

For the documents required for a visa application, you can refer to the information given by a Chinese embassy/consulate . Please submit your application at least two months in advance.

To apply for a tourist visa (L visa), you will be asked to provide an invitation letter issued by a Chinese travel agency or individual or round-trip air tickets and hotel bookings.

When booking a private tour with us, we can provide you with an invitation letter, which is one more thing we do to make your travel more convenient, giving you more flexibility with your air tickets and hotel bookings.

Now it is very easy to apply for a visa . You can easily apply by yourself without an intermediary. The following is how one of our clients successfully applied for a Chinese tourist visa:

• First, fill out the form at the China Online Visa Application website ;
• Second, make an appointment on this website to submit your visa materials on Appointment for Visa Application Submission website ;
• Third, take the required documents to the embassy to submit;
• Finally, you will get a return receipt if your documents are qualified.

Usually, you will get your visa after 7 working days. The application fee is about USD185 for US citizens.

Q: What if my passport expires but my visa doesn't?

A: You can travel to China on the expired passport containing valid Chinese visa in combination with the new passport, provided that the identity information (name, date of birth, gender, nationality) on both passport identical.

If there is a change to any of the above details, you must apply for a new visa.

2. 144-Hour Visa-Free Transit Policy

If you do not apply for a Chinese visa, you may still have the opportunity to visit these areas of China visa free: the Shanghai area (including Suzhou, Hangzhou, etc.), the Beijing area (with Tianjin and Hebei), the Guangzhou area (Shenzhen, Zhuhai, etc.), and more. Take advantage of the 6-day visa-free entitlements.

Find out if you could use the 144-hour visa-free transit policy with our information on China's 144-hour Visa-Free Policy (Eligible Entry/Exit Ports, Applicable Countries, Documents to be Prepared...)

You can also obtain entry and exit control policies through the 24-hour hotline of the National Immigration Administration:

• Beijing: 0086 (+86)-10-12367
• Shanghai: 0086 (+86)-21-12367
• Guangzhou: 0086 (+86)-20-12367

Quick Test: Will My Route Qualify for China 72/144-Hour Visa-Free Transit?

1. I will depart from (only applies to direct or connected flight):

2. I will arrive in China at [city], [airport / railway station / port].

3. My arrival date is...

4. I will leave for [country/region] from China (the bounding destination on the air ticket):

5. My departure date is...

6. My nationality is...

8. I have Chinese visa refusal stamps in my passport.

You qualify to enjoy China's 72-hour visa-free policy.

You qualify to enjoy China's 144-hour visa-free policy.

You don't qualify to enjoy China's 72-hour or 144-hour visa-free policy.

Reason you don't qualify:

• You must be in transit to a third country or region.
• You must leave the city area (prefecture or municipality) after the 72/144 hours (the 72/144-hour limit is calculated starting from 00:00 on the day after arrival, i.e. 24:00 on the arrival date).
• Your passport must be valid for more than 3 months at the time of entry into China.
• Your passport nationality is not eligible for the 72/144-hour visa exemption program.
• You have Chinese visa refusal stamps in your passport.

3. Port Visas (Landing Visas)

If you don't have time to get a visa, or if you find it cumbersome to apply for a tourist visa, you could consider traveling to China through a port visa.

Port visas can be applied for a group at least including 2 people. You need to enter the country within 15 days after you get your entry permit. The port visa allows a stay period of 1 to 2 months.

Applicable ports include Beijing, Shanghai, Hangzhou, Guangzhou, Xiamen, Guilin, Xi'an, Chengdu, etc.

Note: Tourists from America are not granted a port visa in Shanghai.

Book your China trip with us and we can help you apply for a port visa.

4. Visa Exemption for ASEAN Tour Groups to Guilin

In addition, tour groups from ASEAN member countries, including Malaysia, Thailand, Indonesia, Vietnam, Cambodia, Laos, Singapore, Myanmar, Brunei, and the Philippines, can visit Guilin for 144 hours without visas as long as they meet the visa-free transit policy requirements.

5. Shanghai Visa-Free Policy for Cruise Groups

Shanghai has a 15-day visa-free policy for foreign tourist groups entering China via a cruise. You must arrive and depart on the same cruise and be received by a Chinese travel agent at the Shanghai Cruise Terminal (or Wusong Passenger Center).

6. Hainan Visa-Free Access

No visa is required for staying on Hainan Island for up to 30 days for ordinary passport holders from 59 countries. Groups and individual tourists must book a tour through an accredited travel agency.

Find out whether you qualify for the policy here .

7. Visa Exemption for the Pearl River Delta Area

International travelers from Hong Kong or Macau are able to visit the Pearl River Delta area (Guangzhou, Shenzhen, Zhuhai, etc.) visa-free as long as they go with a registered tour provider, such as us.

8. APEC Cards

If you hold a valid APEC business travel card, you can simply enter China with the card without applying for a visa.

Travelers who hold a valid APEC business travel card can stay in China for up to 60 days.

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Do I Still Need a PCR Test or Antigen Self-Test to Enter China

No. Starting from August 30, all travelers entering China will no longer need to undergo any COVID-19 testing. You do not need to submit any test results for COVID-19 before departure.

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Hong Kong / Macau Travel Restriction

Hong kong entry requirements.

Travelers from any region bound for Hong Kong will no longer need to take pre-flight COVID-19 tests (no PCR test, no RAT test) from April 1.

There is also no need for any tests when traveling from Hong Kong to the Chinese Mainland. Hong Kong could be a good gateway for your China trip. See suggestions on China Itineraries from Hong Kong (from 1 Week to 3 Weeks).

Direct high-speed trains from Guangzhou and Shenzhen to Hong Kong are available now. In preparation for the Canton Fair, it is expected that direct high-speed ferries will be launched from Guangzhou Pazhou Port to Hong Kong's airport in mid-April.

• 10 Top China Tours from Hong Kong

Macau Entry Requirement

From August 30, travelers from any region bound for Macau will no longer need to take pre-flight COVID-19 tests (no PCR test, no RAT test).

There is also no need for any tests when traveling from Macau to the Chinese Mainland.

Inbound and outbound international flights in the week beginning March 6th rose by more than 350% compared with a year earlier, to nearly 2,500 flights, according to Chinese flight tracking data from APP Flight Master.

At present, there are one or two direct flights a week from New York to Shanghai, Los Angeles to Beijing, Seattle to Shanghai, London to Guangzhou, etc.

There are also many flight options with stopovers that are more frequent and affordable. Testing at transit airports is now not required!

The Coronavirus outbreak in China has subsided. China looks like it did in 2019 again. No special measures (like PCR tests or health codes) are required when traveling around China. All attractions are open as normal.

Wearing a mask is not mandatory when traveling. In hotels, masks are off for the most part. But in some crowded places, such as airports or subway stations, many people still wear masks.

Weather-wise, the best times to visit China are spring (April–May) and autumn (September–October), when most of the popular places have their most tourism-friendly weather, except for the "golden weeks" — the first week of May and of October — when most attractions are flooded with Chinese tourists.

If you are looking for smaller crowds, favorable prices, and still good weather, you should consider March and April or September.

Tourism in cultural and historical destinations like Beijing, Shanghai, and Xi'an is hardly affected by weather conditions. They are suitable to be visited all year round.

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China Has Reopened to Tourists. The Hard Part Is Getting There.

Despite loosened visa rules, the number of flights into China is still a small fraction of what it was before the pandemic, fueled partly by geopolitical tensions.

A check-in line for a China Eastern Airlines flight to Shanghai at New York’s Kennedy International Airport last week. Credit... Hiroko Masuike/The New York Times

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By Nicole Hong and Chang Che

• April 10, 2023

When the Chinese government announced last month that it would fully reopen its borders to foreign travelers, the news came as a jolt of relief to the millions of Chinese immigrants overseas who have been separated from their relatives since 2020.

But a flood of visitors has yet to arrive. Many people are struggling to even book a plane ticket, stymied by high prices and a lack of direct flights.

Liu Wei, 62, who lives in San Diego, recently spent hours at a local travel agency filling out a pile of paperwork to obtain a long-term visa to China. After searching for weeks for a flight, she bought a ticket for later this month to reunite with her sisters in the northeastern port city of Dalian. Round-trip business-class tickets from San Diego to Dalian cost between $6,000 and $10,000, she said, double what she typically paid before the pandemic.

“I miss the choice and the freedom to go back and forth,” said Ms. Liu, who used to visit China every summer. “It’s been such a tragedy for us to not be able to go back to our own country.”

For nearly three years, China maintained some of the harshest travel restrictions in the world, largely sealing off its borders to business travelers, tourists and relatives of Chinese nationals. The ruling Communist Party enforced a “zero Covid” policy, attempting to eradicate the coronavirus with prolonged lockdowns and mass testing.

Overseas visitors who did manage to enter China were sometimes forced to quarantine for up to two months at their own expense. Some travelers even had to undergo anal swab Covid testing , triggering protests from governments outside China.

China’s isolation had broad ripple effects. Universities shut down academic exchanges with the mainland, and multinational companies shifted their supply chains to other countries. The millions of Chinese immigrants overseas — in countries like the United States, Britain, Canada and Malaysia — suffered the heaviest emotional cost, unable to return home to care for sick parents or bury relatives who died during the pandemic.

In December, China abruptly ended its “zero Covid” policy and soon began to ease border restrictions, removing quarantine requirements for international arrivals. The following month, business travelers were allowed to return on special visas.

The biggest barrier came down last month when the Chinese government resumed issuing tourist visas. China has also said it would reinstate the 10-year visas that had been suspended during the pandemic, facilitating the travel of many overseas visitors.

In a sign of pent-up demand, right after the Chinese government announced the loosened restrictions, searches on Expedia.com for travel from the United States to mainland China jumped around 40 percent from a month earlier, according to data provided by the online travel company.

Jessie Huang, who lives in Jersey City, N.J., hopes to visit China this summer but has struggled to find tickets under $2,000. Ms. Huang, 52, has not seen her 86-year-old father, who lives on an island off the coast of Shanghai, in seven years. She was supposed to visit in early 2020 after he suffered a stroke.

Ms. Huang has kept in touch with him through WeChat, the Chinese messaging app. She sometimes feels heartbroken after their conversations, sensing that each passing year becomes harder for him.

“I’m just missing my family,” she said.

Prices have stayed high partly because airlines have been slow to ramp up their flights to China. Globally, the number of flights into China in March were only about a quarter of what they were in the same month in 2019, according to Cirium, an aviation data provider.

Routes between the United States and China, the world’s two largest economies, have been capped because of geopolitical tensions. During the pandemic, the two rivals suspended each other’s flights in a political tit-for-tat, and airlines need the approval of both countries’ aviation authorities to increase routes.

American and European carriers are not as eager to resume all of their prepandemic flights to China, aviation analysts say. Since invading Ukraine more than a year ago, Russia has banned the American and European carriers from flying through its airspace, meaning flights to China now require longer routes with more fuel and flight crew.

U.S. carriers have been lobbying Washington to force Chinese airlines, which are still flying over Russia, to use the same routes as their American competitors, arguing that they have an unfair cost advantage.

A spokesman for the U.S. Department of Transportation did not provide comment on when routes to China might increase.

Direct flights between the United States and mainland China are hard to get. Last month, Delta Air Lines and American Airlines both resumed direct flights to Shanghai from hubs in Detroit, Seattle and Dallas, but only a handful of times per week. United Airlines operates a direct flight from San Francisco to Shanghai four times a week. None of the airlines has any direct flights between the United States and Beijing.

Aviation analysts say airlines are also hesitant to add flights when other hurdles are dampening the demand to fly into China.

A negative P.C.R. test within 48 hours of departure is still mandatory for citizens of many countries to enter China. And the sudden changes in China’s border policies have left consulates around the world struggling to handle paperwork for visas, which are required for all overseas travelers to and from China.

Another factor that has slowed the rebound in flights into China is the fact that most of them before the pandemic were filled with Chinese tourists returning home. About 20 percent of Chinese passports expired during the pandemic, according to data from consulting firm McKinsey, resulting in lengthy waits for renewals that have delayed the recovery in outbound travel.

But the gates are gradually opening.

Bookings for group tours have surged for a holiday break in China in early May, according to Ctrip, a Chinese online travel agency. The top destinations included Thailand, Egypt and Switzerland, Ctrip said.

For now, the visitors who can most afford to fly to China are business travelers, who have been filling up premium cabins into the mainland.

China has rolled out the red carpet for foreign business officials, part of an effort to revive its economy after years of Covid lockdowns. Dozens of chief executives, including Tim Cook of Apple, flew to Beijing to attend last month’s China Development Forum, where China’s newly elected premier, Li Qiang, pledged that “the door to China’s opening will grow wider.”

Many executives are eager to visit with employees and suppliers for the first time since 2020.

A February survey of 43 American companies showed that 50 percent of chief executives planned to visit China in the first half of this year, according to the U.S.-China Business Council, a trade group in China.

“The Chinese government has sent some signals for support about private companies, but at the same time, it’s a tense geopolitical environment,” said Jack Kamensky, a senior director at the business council.

Some business owners were more hopeful about China’s reopening.

For over a decade, Keith Collea, a film technology entrepreneur, worked in China’s budding film industry on movies like the 2014 action film “The Monkey King.” His latest project, which involved providing visual effect equipment to Chinese amusement parks, was halted when he was shut out of the country during a trip to Los Angeles in 2020.

Now, Mr. Collea is planning a long-awaited return. He was confident his projects would resume once he reunited with his former investors and partners.

“Doing business in China is not something you can do over the phone from the United States,” he said. “You have to sit with people, you have to go to dinners, you have to drink a lot. You have to invest and grow relationships there.”

Claire Fu contributed research.

Nicole Hong is a reporter covering China. She previously worked for The Wall Street Journal, where she was part of a team that won the 2019 Pulitzer Prize in National Reporting. More about Nicole Hong

Chang Che is the Asia technology correspondent for The Times. He previously worked for The China Project and as a freelance writer covering Chinese technology and society. More about Chang Che

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China Says Visa-Free Travel Policy Has Boosted Tourism

FILE PHOTO: Travellers walk past an installation in the shape of five stars, at Beijing Daxing International Airport in Beijing, China April 24, 2023. REUTERS/Tingshu Wang/file photo

BEIJING (Reuters) - China's foreign ministry said on Tuesday its visa-free travel policy has produced a clear effect, making things easier for travellers.

"Going forward, the Ministry of Foreign Affairs will continue to adjust visa policies to create more favourable conditions and further facilitate cross-border travel," spokesperson Wang Wenbin told a press briefing when asked for an update on tourism after China announced the policy, which covers several European countries and Malaysia.

The policy came into effect Dec. 1 and the ministry, citing immigration data, said about 7,000 of nearly 18,000 travellers from France, Germany, Italy, the Netherlands, Spain and Malaysia - the countries covered by the visa waiver - entered China in the first three days of the month.

Daily average tourist numbers from those countries have risen by 39% on the first three days of December compared to on the last day of November, Wang said.

Germany's ambassador to China had expressed hope that China would extend the measures to all European Union members.

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(Reporting by Andrew Hayley; Writing by Liz Lee and Bernard Orr; Editing by Tom Hogue and Miral Fahmy)

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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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Tourism and sustainable development in China: a review

• Research Article
• Published: 08 July 2020
• Volume 27 , pages 39077–39093, ( 2020 )

Cite this article

• Chen Haibo 1 ,
• Emmanuel Caesar Ayamba   ORCID: orcid.org/0000-0001-5808-6239 1 , 2 ,
• Thomas Bilaliib Udimal 3 ,
• Andrew Osei Agyemang 2 &
• Appiah Ruth 4  

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The adaption of the open-up reform policies in China some three decades ago has resulted in a rapid economic transformation of which the tourism sector has equally witnessed fast development. Therefore, the essence of this article is to review the evolution and expansion of the tourism industry in China and its obligation to observing international sustainable development policies and practices. Indications of the current policy regime, establishment, and institutions, sustainable development strategies to ensure continuity and availability of resources for future use, environmental sustainability laws and regulations, and promotional events for the development of the tourism industry are made available in this article. In effect, this article reviews how the activities of the tourism sector impacts on the environment. The findings show that China in its quest to be a world leader of tourists’ destination has impacted negatively on the environment which by extension affect the economy and society at large. On the other hand, as a leading nation in the United Nations, China has in contemporary times adapted sustainable development strategies to help safeguard the environment. However, more needs to be done in the area of advanced technology and renewable energy.

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Formerly the agency responsible for the management and operation of the tourism sector in China.

Countries that have adhered to the World Heritage Convention, including the non-member state of the Holy See

Deng Xiaoping was a Chinese leader who held the ideology that the task faced by the leadership of China was twofold: (i) promoting modernization of the Chinese economy through the theory of the productive forces, and (ii) preserving the ideological unity of the Communist Party of China (CPC) and its control of the difficult reforms required by modernization

Aimed at increasing rest times for Chinese workers accompanied with statutory paid annual entitlements to encourage the demand for domestic tourism and its related facilities, products, and activities.

Provision of eco-friendly services in the areas of transport and business to encourage easy access to tourist sites

Expansion of tourism facilities especially for those with additional needs

Encourages the usage of most advanced technological resources in the development of the tourism industry. Additionally, it seeks to diversify Chinese tourism to the development of new tourism sub-sectors such as sport tourism, medical tourism, bicycle tourism, and “red tourism” (a form of political tourism that celebrates the Chinese state and its recent revolutionary history, and aims to promote “fine traditional culture”)

Creation of new tourist information services, road signage, and websites to increase public awareness. Also, it aims at encouraging staff training at higher and vocational education levels for the tourism management

Aims at improving service and quality standards including a quality guarantee system for tourism and leisure.

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This work was supported by the General Project of National Social Science Fund “Research on the Motivation and Path of Supply-side Structural Reform for High-quality Development of China’s Tourism Economy” (grant number 18BJY198).

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Haibo, C., Ayamba, E.C., Udimal, T.B. et al. Tourism and sustainable development in China: a review. Environ Sci Pollut Res 27 , 39077–39093 (2020). https://doi.org/10.1007/s11356-020-10016-7

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Promoting the Integration of China’s Tourism Industry into the New Development Pattern with Dual Circulation

Tourism is increasingly prominent for economic and social development, both as a strategic pillar industry of national economy and as a modern service industry that satisfies people’s aspirations for a better life. This paper probes into tourism development and opening up from the perspective of the new development pattern with dual circulation, which is of practical implications for the tourism development. Balancedly developing domestic and inbound and outbound tourism—accelerating domestic tourism, expanding inbound tourism, and regulating outbound tourism—is an important way for tourism integrating into the new development pattern. For this point, it is essential to fully play the decisive role of market mechanisms and better play the regulatory role of the government. Multiple measures should be taken for the rapid, high-quality and sustainable development of tourism and for the mutual promotion of domestic and international tourism, so as to lay the foundation for making China to be a world tourism power.

1 Introduction and Literature Review

After more than 40 years of reform and opening up, tourism is becoming the pillar industry of national economic strategies and a modern service industry satisfied by the people. Tourism integrates into China’s new development pattern with dual circulation and seeks growth and new ground in the era of change. In the economic and social development context, It is of great practical significance to expand the tourism consumption market, improve the effidency of tourism investment, deepen the supply-side structural reform, actively and orderly expand the inbound and outbound tourism market, and unclog bottlenecks and reconnect disrupted links of the domestic and international dual circulation.

Academic researches on tourism development and opening up are plenty. However, literature on this issue from the perspective of the new development pattern with dual circulation is few. Only several studies were seen recently. Wei (2021) held that the call to promote a new development pattern with domestic economy and international engagement providing mutual reinforcement, and the former as the mainstay at the Fifth Plenary Session of the 19th CPC Central Committee is not an expedient measure forced by the COVID-19, but a major strategic thinking and focus. Only China, a country with a population of 1.4 billion and a super-sized domestic market, can have such a strategy born and implemented. The new strategy is a great opportunity to seize upon as the status of tourism rises rapidly. A positive interplay between domestic growth and international engagement is taking shape. Tourism will be of more importance in the new development pattern, especially emerging tourism featuring the leisure industry ushering in a rare opportunity. Xu and Zhang (2021) believed that tourism is more foreign-oriented amid globalization, but COVID-19 makes its domestic growth and international engagement both marked, thus it is becoming an important carrier or platform for the new development pattern with dual circulation. Huang et al . (2021) suggested focusing on the new development pattern and high-quality growth of tourism and prioritizing ecological restoration, expansion of domestic demand, integration of culture and tourism, scientific and technological empowerment and regional collaboration. Efforts should be innovation-driven so as to build a multidimensional dynamic mechanism for the new development pattern and high-quality growth of tourism to smooth flow of the national economy. Wu (2021) held that seeking the high-quality and sustainable development of tourism, there is a need to improve the domestic tourism market, open up the market for inbound and outbound tourism, open wider to the global market and deepen the “tourism plus” project. Wei (2021) suggested activating domestic demand with high-quality tourism service supply to unblock the domestic and international dual circulation. Special attention should be on the slow growth of China’s international tourism revenue and the mismatch between tourism service trade and the overall economic level and international status. Accelerating the development of the tourism service trade must be a priority. Liu et al . (2021) have made in-depth insight on the relationship between inbound tourism and GDP growth in aspects of theoretical mechanism, international experience and dual circulation’s enlightenment. Their analysis leads to that the economic growth driving effect of inbound tourism gradually strengthens as income increases, using panel data of 107 countries and regions in 1995–2017 and the threshold effect with the degree of specialization of inbound tourism (international tourist revenue as a share of GDP) as the threshold variable.

In short, some domestic scholars have studied tourism development and opening up from the perspective of the new development pattern with dual circulation, and the breadth and depth of the reasearch are also constantly being intensified. However, on the whole, qualitative studies or phenomena descriptions and local analysis are quite a lot, while the macro vision is generally insufficient. Research on overall developing both domestic tourism and inbound and outbound tourism is few—basically the two are explained and studied separately.

2 Tourism Timely Integrating into the New Development Pattern with Dual Circulation

2.1 with the advent of the era of mass tourism, tourism rises as a happines industry for the people.

Forty-year reform and opening up have witnessed China’s tourism prosperity and major achievements—popularization of tourism rights and tourism behavior have been mostly marked. There saw no basic conditions for developing tourism in a large scale from the early stage of reform and opening up to the 1980s, when all industries were waiting to prosper, foreign exchange reserves were scarce, transportation was inconvenient and reception facilities were extremely poor. Against this background, tourism was developed only to earn scarce foreign exchange. It was like foreign affairs reception, which was a special treatment that only a small number of foreign guests could enjoy. Outbound tourism was nearly blank and domestic tourism very small. In the 1990s the pace of market-oriented reform was significantly accelerated, the income of residents increased rapidly and the tourism development and reform was deep as well. The domestic tourism market rose rapidly and tourism started to reach ordinary people. In 1997, the China National Tourism Administration made the basic policy of “vigorously developing inbound tourism, actively developing domestic tourism and properly developing outbound tourism”, and convened outbound tourism working conference and formally approved the outbound tourism business for Chinese citizens. As a result, the tourism market began to show a tripartite development of domestic tourism, inbound tourism and outbound tourism.

China’s reform and opening up have been strengthened and its comprehensive economic strength has grown much stronger since the 21st century, especially after China’s accession to the WTO. Tourism market is increasingly active. It presents a momentum of “rapid development of domestic tourism market and steady development of inbound and outbound markets”. Today, China becomes the world’s largest domestic tourist market, the first international consumer of tourism and the most attractive destination country. In March 2020 the Ministry of Culture and Tourism of PRC authorized China Tourism Academy to release Basic Situation of Tourism Market in 2019 . Relevant data showed that China’s total tourism revenue in 2019 reached RMB 6.63 trillion, up 11% over the previous year; the comprehensive contribution of tourism to GDP reached RMB 10.94 trillion, about 11.05% of GDP; the number of domestic tourists reached 6.006 billion, up 8.4% over the previous year. According to the Statistical Bulletin for National Economic and Social Development of the People’s Republic of China (2019) , the number of inbound tourists in China reached 145 million in 2019, up 4.4% over the previous year, and that of Chinese residents traveling abroad reached 169 million, up 4.5% over the previous year. We can draw a basic judgment from these data changes: in China, tourism used to be a pleasure for a small number of people, but now it has become accessible for all. Tourism has become a basic right and a just need of life. China is ushering in the era of mass tourism, as the characteristics of a tourism society are becoming more prominent.

The advent of mass tourism is not an empty slogan, but reveals its own distinguishing features and symbols. It means that domestic tourism among the general public has risen significantly while the outbound tourism of the wealthier and middle class becomes a basic living paradigm. The concept of leisure tourism starts being popular among all citizens. Leisure tourism has been a crucial part in people’s life, something essential to improve the quality of family life and live a happy life and a way of life attitude for people to liberate themselves. The number of trips per capita is the most important indicator in the era of mass tourism. In 1984, the number of trips per capita in China was only 0.2, more than 3 in 2015 and 4.4 in 2019. These tremendous changes in data mean that China is striding towards the era of mass tourism.

2.2 With the Continuous Improvement of Industrial Positioning and Remarkable Increase of Comprehensive Driving Role, Tourism Is Becoming the Strategic Pillar Industry of National Economy

Over the past 40 years since the reform and opening up, tourism has been changing its positioning. Generally, it used to be single and weak, and now its status is being improved in an all-round way. Tourism appeared for foreign affairs or reception at the earliest, and then positioned as an economic industry—to a comprehensive industry— to a modern service industry satisfactory to the people—and to a strategic pillar industry of China’s national economy. Xia and Xu (2018) believed that tourism’s positioning as an economic industry was quite vague in the early days of reform and opening up when it was only to increase foreign exchange earnings, while domestic tourism was almost absent so it had extremely limited contribution to economic growth and employment. At the central economic work conference in 1998, tourism was also recognized as an economic industry. It was this conference that clearly proposed to speed up dvreloping tourism and strive to make it a new growth driver for the national economy. The State Council’s Circular on Further Accelerating Tourism Development in 2001 proposed the concept of “Grand Tourism”—tourism as a comprehensive instead of a single industry. This indicated that the tourism industry rose from the positioning of “an economic industry” to “a comprehensive industry” and its status reached a new level. Since entering the 21st century the status of tourism has been further improved. Especially, two State Council-published important documents put the tourism positioning to a more important place. One stated to build tourism into a strategic pillar industry of the national economy in 2009; the other clearly defined the special position of tourism as the top of five happiness industries. The Ministry of Culture and the State Tourism Administration merged to be the Ministry of Culture and Tourism of the PRC in 2018. Since then it has emphasized more on the interplay between culture and tourism and the organic integration of tourism’s economic and social functions.

The functions entrusted to tourism are becoming richer with the change of tourism positioning, and both economic and social functions are having more influence. Tourism is a new momentum and engine for economic growth. In 2019, the comprehensive contribution of tourism to GDP reached RMB 10.94 trillion, 11.05% of the total; and tourism directly and indirectly employed 79.87 million people, 10.31% of the total employed population in the country, with 28.25 million people directly employed, according to Basic Situation of Tourism Market in 201 9 authorized by China Tourism Academy (Data Center of the Ministry of Culture and Tourism). These data suggest that tourism creates a growing number of jobs as it playes a crucial part in fueling the economic growth, making great contributinon to fighting against poverty and building a moderately prosperous society in an all-round way. It may be predicted that with the advent of the era of mass tourism and the rising demand of people for such a happiness industry as leisure tourism, tourism’s status as a national economic strategy pillar industry and its social functions for stabilizing employment, for instance, will continue to be highlighted.

2.3 Importance of China’s Inbound and Outbound Tourism in the World Tourism

Inbound and outbound tourism refers to activities in which tourism practitioners in one country or region provide tourism services to tourism service consumers of other countries or regions by virtue of existing or to be developed and utilized tourism resources, and receive remuneration therefrom. There include inbound tours by foreign (overseas) tourists, i.e. international revenue tours, and outbound tours by domestic (regional) tourists, i.e. international expenditure tours. Inbound and outbound tourism drives international flow of a large number of resources including people, goods, information and funds and enhances cultural exchanges and mutual learning among civilizations, becoming increasingly important in the midst of economic globalization. China is a major tourist country around the world. Its inbound and outbound tourism has essential place in international tourism service trade, while its foundation of inbound tourism market is more stable. China has become the globally largest international tourism expenditure country and one of the most attractive tourism destinations. Its status is steadily improving, with important contributions to the development of world tourism.

The 14th Five-Year Plan for National Economic and Social Development and the Long-Range-Objectives through the Year 2035 of the People’s Republic of China sets clear requirements for building a world tourism power and promoting innovation in service trade. Domestic tourism and inbound and outbound tourism must be collectively advanced to strengthen domestic tourism, revitalize inbound tourism and standardize outbound tourism, according to 14th Five-Year Plan for Development of Culture and Tourism announced recently by the Ministry of Culture and Tourism. Despite of the serious COVID-19 influence on inbound and outbound tourism in a certain period of time, we need to take precautions and turn crises into opportunities for the balanced development of inbound and outbound tourism. Efforts should be made to build China into the world’s most important tourism destination and a tourism power.

2.4 COVID-19 Not Changing the Prospect of Inbound and Outbound Tourism Market

China’s inbound and outbound tourism has been under unprecedented shock since the global outbreak of COVID-19 for over a year. Data provided by the Ministry of Commerce showed that China’s import and export of travel services has shrunk by nearly half in 2020—dropping by 48.3% to RMB 1019.2 billion, 52.1% for export and 47.7% for import. It was the main cause for the decline of service trade in that year. However, the short-term stagnation will not represent the potential and long-term value of the inbound and outbound tourism market in the post-pandemic era. When COVID-19 is over, demand for tourism and leisure will be restored or even retaliated, but the consumption preference and consumption behavior may change and we need to make timely judgments and prepare early. Enterprises must be strong in their services, while the government must have policy reserves to meet the recovery and development of the inbound and outbound tourism market.

Our basic forcast is that COVID-19 will not change the prospect and long-term value of the inbound and outbound tourism market. It is based on the following cognitions.

Firstly, digitalization of service trade brings new opportunities for development. Technologies such as big data, mobile internet, AI, cloud computing and Internet of things are breaking the boundaries of goods and services. Digitalization is changing international trade and tourism services from some basic levels. It enriches the content and form of tourism service trade and makes tourism service trade more efficient and convenient. Thanks to digital transformation, inbound and outbound tourism is more efficient and convenient, which objectively increases the willingness and frequency of outbound travel.

Secondly, closer regional service trade cooperation can create new opportunities for international tourism. Since the reform and opening up, China has opened its trade and services wider to the outside on a yearly basis. Seventeen FTA agreements have been signed with 25 economies, which greatly facilitates the flow of people, technology and capital. From the text of these FTA agreements, trade in tourism services is one of the most important parts. For example, Mainland and Hong Kong Closer Economic Partnership Arrangement (CEPA) covers contents and arrangements about the liberalization of trade in tourism services. The signing of these agreements and related institutional arrangements bring new opportunities for trading tourism services. We can help tourism integrate into the international circulation by accelerating the development of inbound and outbound tourism.

Thirdly, factors such as policy promotion, international status improvement, long and splendid history and culture, abundant tourism resources, safe tourism environment and enhanced accessibility are helping the inbound tourism market of China to boost. Over the years, with China’s high-quality economic development and all-round social progress and efforts in improving its business environment, especially the realization of facilitation policies on visa, customs clearance, tax exemption and refund and traffic rights, the image of “Beautiful China” has been deeply rooted around the world. Tourism infrastructure has been significantly improved and the quality of tourism services has been continuously improved. China’s tourism reputation is well-known to influence the world. These positive factors have provided basic conditions and new momentum for expanding the inbound tourism market and promoting the sustained growth of tourism service trade.

Based on the above, amid the new development pattern with dual circulation, with its special role in expanding domestic demand and stabilizing employment and international trade in services, it is both possible and necessary for tounism to actively integrate into the new development pattern with dual circulation and coordinate the development of domestic tourism and international tourism, which is an imperative realistic choice. The domestic tourism must be developed with high quality to be part of the domestic circulation, while the inbound and outbound tourism market must be actively enlarged to integrate into the international circulation.

3 High-Quality Development of Domestic Tourism: Integration into Domestic Circulation

3.1 transformation and upgrading of tourism towards an era of high-quality tourism development.

Over the past 40 years of reform and opening up, China’s tourism has shown rapid growth and stronger international competitiveness with increasing scale and gradually improving system. However, we should also be aware that China’s tourism is generally growing in an extensive model with relatively low efficiency. There is still a long way to go to catch up with people’s aspirations for high-quality tourism and the world’s tourism powers.

For China to be a world tourism power and for tourism transformation and upgrading towards an era of high-quality development, effective measures are as follows. First, for tourism products, there is a need to innovate their system and improve their structure, with efforts to develop business forms—cultural tourism, red tourism, health and wellness tourism, educational tourism, sports tourism, seashore tourism, mountain tourism, forest tourism, cruise tourism and other important tourism modes, as well as climate-themed (such as snow, ice, summer and cold shelter) tourism products or business forms, so as to meet people’s diverse needs. Second, we need to build a number of world-class tourist attractions and resorts with rich cultural heritage, create leisure tourist blocks with distinctive features and high quality and characteristic blocks with profound historical and cultural heritage that are suitable for business and tourism. It is to offer rich and high-quality tourism carriers for the era of high-quality tourism. With the focus on developing leisure blocks of local cultural characteristics, we must seek the interplay of cultural tourism, leisure and entertainment, commercial shopping, and the digital transformation of leisure tourism blocks as well. Leisure tourism blocks should be fully taken as a carrier for the high-quality tourism development to satisfy people’s aspirations for a happy life and create new momentum into the quality life of urban and rural residents, thus laying a good foundation for high-quality tourism. Third, tourism services must be delivered high quality to bring tourists maximum enjoyment and happiness. That is what a happiness industry should be doing. To this end, we need to fulfill the quality commitment and develop a tourism service quality standard and evaluation system for promotion. Platforms and big data should be applied in making objective and fair evaluations of service quality. The “free-of-charge tours” phenomenon must be put to an end. Better proficiency, image and service brand of tour guides must be presented, while tourists’ quality is being improved in a way to establish a harmonious tour guide-tourist relationship. Both sides shall work for a good tourism order.

3.2 Attention to Scientific and Technological Progress to Drive Digital Transformation of Tourism

Scientific and technological progress is decisive to tourism development. When making tourism production significantly efficient and tourism supply much richer, it brings convenience and safety to tourists and reduces the cost of tourism. Meanwhile, it drives organizational changes and model innovations for tourism. Therefore, scientific and technological progress is a strong driver for sustainable tourism development. Xia and Feng (2020) believed that there has spawned online activities supported by the application of new technologies, as the flow of people and goods are being strictly restricted since the COVID-19 outbreak. For example, the digital economy and consumption, including online office, online shopping, online counseling and education, cyber games, live entertainment, paid movies/TV, telemedicine, and online exhibitions have attracted much attention. The digital endowment of tourism has been on the forefront. Many scenic spots’ and tourism enterprises’ theme planning and promotional content are in online forms. Much attention goes to cloud exhibition, cloud tourism and cloud livestream. Some OTA (Online Travel Agency) enterprises are working with partners to flexibly expand business boundaries, to innovate organizations and to reform business models. They are doing it to keep consumers and stabilize the tourism market. They aim to reduce business losses caused by COVID-19 by speeding up and developing online businesses. These changes increase the conceptual understanding and the practical motivation of technology application. If this short-term online application effect can be amplified, the digital integration of traditional tourism will speed up to a certain extent, which can benefit China’s high-quality tourism development.

In general, however, tourism is a sector with slow technological progress. Then it is important to enhance tourism innovation. Innovation is the most critical driver for the sustainable development of a country, industry and company. It is imperative for tourism enterprises to be more innovative. Song and Xu (2021) believed that the country should channel its external financing by providing corresponding financial support for innovative activities of tourism enterprises, while tourism enterprises should make sure the smooth fl ow of internal financing channels with better operation and management.

It has been the consensus of academia and industry that digital technology enables tourism to develop with high quality, efficiency and convenience, and its practice is in full swing. The infrastructure for “cloud, network, and end” in tourism is becoming more perfect and the digital chain of “digital acquisition—network transmission— intelligent computing” is being opened up. The digital, network and intelligent development in the tourism field is rapidly developing. Cloud tourism and cloud livestream are emerging one after another. New scenarios of immersion tourism experience are becoming popular as gathering spots for internet celebrities.

In a word, digitalization has enabled the tourism to develop online, which is an absolute revolution to both tourism enterprises and tourists. It is disrupting traditional perception and existing models for tourism—improving the efficiency of tourism enterprises and the convenience of tourists’ consumption. It breaks the time and space limit of tourism and brings new challenges to tourism governance, which is an unavoidable realistic issue in the era of digital economy. We need to combine inclusive prudence with effective supervision in regulating the compliance of online tourism forms and models. For online tourism to be sustainable and sound, it means to stimulate innovative development of online tourism, while standardizing corporate behavior to prevent market monopoly and disorder, and online platforms must be punished for damaging the rights and interests of tourists.

3.3 All-for-One Tourism Model and Innovative Tourism Management System and Mechanism

The assessment index for developing all-for-one tourism was announced in Circular on Establishment of National All-for-One Tourism Demonstration Zone by the National Tourism Administration in August 2015. The General Office of the State Council issued Guidelines on Promoting All-for-One Tourism Development in 2018. The idea of all-for-one tourism emerged under this background and soon became a new path and focus for local governments to advance tourism development. Dai and Chen (2020) held that all-for-one tourism is a new model that makes tourism a high-quality industry and drives regional economic development with innovative tourism development and is a new concept of urban-rural integration and interplay, inter-industrial support, as well as full-round innovation of system and mechanism.

To develop all-for-one tourism, it is essential to completely reverse the simplistic emphasis on such indicators as the number of tourists and prioritize the internal quality of tourism, placing people’s life quality and tourists’ well-being to the most important position. To prompt the all-for-one tourism and innovate the tourism management system, the following problems must be addressed. First, top-level design and integrated thinking must be improved at the strategic height of comprehensively deepening reform. All-for-one tourism should not be carried forward blindly and comprehensively because it features full time and space, all industries, all factors, all sectors, full society and people’s full participation. Instead, it should be operated selectively and collectively to highlight the advantages and characteristics of local tourism on the basis of scientific demonstration. Second, the interests of the departments must be well coordinated. It means to break the fragmented tourism management system and strengthen the coordination between culture and tourism department and other departments such as development and reform, finance and taxation, banking, land resources, housing and rural agriculture in project construction, financing, land approval and urban-rural construction planning. In particular, reform and innovation of the comprehensive tourism law enforcement mechanism deserve more attention to safeguard the development of all-for-one tourism. The tourism market environment is to be better managed in the framework of comprehensive urban governance. There should form management linkage preventing the “small horse pulling big cart” phenomenon. Third, all-for-one tourism investment and financing system must be advanced. Developing all-for-one tourism is a huge systematic project and will not be substantially advanced without capital drive. Capital is significant for driving all-for-one tourism. Sound investment and financing system and mechanism for tourism are the key to the high-quality development of all-for-one tourism. It needs to be continuously pushed forward in aspects such as financing channels, reform of financing modes and construction of investment and financing entities. In reforming all-for-one tourism investment and financing, we should bring into play the market’s decisive role in innovating the system and mechanism of tourism investment and financing to make sure a normal rate of return for social capital investment. The positioning of government functions should be made clear to better play its role in tourism investment and financing. The government should give necessary financial support or subsidies in response to financing demands of small and micro-tourism enterprises with a low-level marketization. There should use the PPP model of cooperation between the government and social capital, by which the joint efforts of market, government and society will be exerted in addressing accessing affordable financing of tourism.

3.4 Comprehensive Driving Effect of “Tourism Plus” Project on Other Industries

Tourism is a comprehensive industry of the national economy, and it is evidently important in connecting and driving other industries. The “Tourism Plus” project is of practical significance in helping integrate and optimize resources, grow domestic demand, extend the tourism industry chain and tap the comprehensive value of tourism to better serve the domestic economic circulation. In view of practical results, there are indeed many “spillovers” when promoting the integration between tourism and other industries.

The integration and interplay of modern services, industry and agriculture is an important feature of the modern industrial system. Tourism as a typical modern service industry is good to integrate with industry and agriculture in depth, which is a general trend with broad prospect. The integration of tourism and industry, for instance, enables consumers to experience industrial production and processes closely—the most intuitive perception of the creative design and production process of industrial products. Such experience directly turns more industrial products to become tourist products, and then expands the market for industrial products, and improves the brand influence and economic benefits of industrial enterprises. Industrial tourism is an inevitable choice of the times. Industrial heritage resources or industrial production processes attract a large number of tourists for their distinguishing charm. Industrial tourism has been an important tourist project in many countries. China’s economy is transforming from an industrial economy to a service economy. The organic integration of industry and tourism is promising by the full use of industrial heritage resources and combination of tourism and creative elements. To speed up the development of industrial tourism, the country needs to co-ordinate efforts of relevant parties to integrate management functions, with better protection and activation of industrial heritage by using the carriers such as industrial parks, industrial historical relics and industrial exhibition areas. Also, there should improve infrastructure construction, broaden publicity channels for industrial tourism, as well as make industrial tourism more charming to gain a larger market. Another example is the integration of tourism and agriculture, which can directly transform traditional agriculture to leisure and creative agriculture. Unsalable agricultural and sideline products are likely to become popular tourist commodities. Especially, after the integration of agriculture and tourism, many agricultural products have become products of creative culture and tourism, and the added value has been largely increased, directly growing farmers’ income and employment. The integration of agriculture and tourism needs multiple measures, especially in straightening out the system and mechanism, cultivating leading enterprises, encouraging farmers to participate in and establishing rural tourism cooperatives.

4 Inbound and Outbound Tourism Market Expansion: Integrating into International Circulation

4.1 opening the tourism service industry wider and tapping the inbound tourism market.

China has fulfilled its service trade commitments under WTO accession agreement. However, there is still much to be done for further opening up the services, especially travel services. Tourism is a comprehensive industry involving a large number of sectors and industries. To develop inbound and outbound tourism, there must be offectively connected and coordinated with China International Fair for Trade in Services, China Import and Export Fair, China International Fair for Investment & Trade, China International Import Expo, China-ASEAN Expo, China-Arab States Expo, etc., so that inbound people are well equipped with sanitation and food and residential services when having study tours, business interactions, medical care, academic and cultural exchanges, etc.

According to the Ministry of Culture and Tourism, the number of outbound tourists exceeds 169 million and the outbound consumption exceeds US$ 140 billion in 2019, ranking first in the world for consecutive years. In the same year, there received 141 million inbound tourists and earned US$ 131.3 billion from inbound tourism. Obviously China’s inbound and outbound tourism is imbalanced—inbound tourism grows slowly and weaker than outbound tourism. From years of experience, the most popular tourist attractions for inbound tourists are natural scenery, historical sites, art appreciating, rural tourism, catering and gourmet, idyllic scenery and leisure shopping. The departments concerned need a preference analysis of in bound tourists when planning the corresponding tourism products and services portfolio and business layout.

To expand the inbound tourism market with a rapid and high-quality development, an upgrading project and effective measures must be launched to improve the international reception and facilitation procedures of inbound tourism. For example, specific measures should be introduced to promote visa facilitation and gradually relax duty-free shopping restrictions on inbound and outbound tourists in China. To this end, big data is to be applied in electronic visa facilitation and efficient visa management for the informatization and facilitation of tourist visa. Relevant policies on tax exemption need improvements. That is, a perfect tax exemption policy system needs to be put into place on the basis of integrated planning. A number of national, provincial and municipal duty-free demonstration shops should be built, drawing on the experience of pilot cities. Enterprises should have support in launching the “refund upon purchase” pilot of the departure tax-refund policy and improve their services. The international reception for inbound tourists should also be better. For instance, the personalized and convenient needs of inbound tourists are fully considered in the construction of tourist attractions and scenic spots, foreign language signage system and voice interpretation system. Besides, the development of cross-border mobile payment and foreign language intelligent tourism navigation system for inbound tourists needs to be improved to make it more convenient to travel.

4.2 Launching Targeted Relief Policies to Effectively Mitigate COVID-19 Impact on Tourism

Stronger policy reserves and incentives of policy guidance are needed for robustly developing the tourism. We must develop or improve a variety of policies to advance tourism development as soon as possible, as well as revise, integrate and refine the supporting measures for relevant sectors, especially releasing policies on supporting the development of small and micro tourism enterprises. Financial support must be stepped up by introducing policies good for multi-channel financing of tourism. The tourism need to work closer with financial sectors for constructing key tourism projects, and tourism enterprises should have stronger credit support. There should have more innovative way of funding the tourism, while giving full play to the leverage of financial funds and encouraging private capital to invest more. Further efforts should be to “streamline administration, delegate power, improve regulation and upgrade services” for reducing the burden on enterprises. Especially, small and micro tourism enterprises in the period of entrepreneurship and innovation should be in need of “a policy toolbox” as they are less capable of “hematopoiesis and replenishment”. These enterprises may gain support by means of tax relief, loss offset, government procurement, for example. Diversified financing channels should be developed, and tourism enterprises with rich tourism resources and conforming to national tourism development strategies and eligible for listing should be supported in listing financing. Other efforts include breaking industrial and regional barriers, optimizing approval procedures for corporate relief policies, further relaxing market access, and creating a fairer business environment.

4.3 Growing International Corporate Competitiveness and Fostering Large Tourism Groups

Tourism enterprises are crucial practitioners and core carriers for high-quality tourism. China is in urgent need of large tourism enterprises or groups with international competitiveness against the background of internationalization, characterization and branding. The government should introduce corresponding measures to support and encourage innovative development of eligible tourism enterprises in terms of technological or organizational innovations. The goal is to realize integrated information services, targeted marketing, industrial digitalization and functional industry management. In the era of AI and digital economy, tourism enterprises should fully integrate with technical industries including the Internet of Things, mobile payment, Internet, big data, AI, VR, AR, cloud computing, etc. The core essence of organizational innovation lies in improving the governance structure and equity structure of tourism enterprises and timely introducing strategic investors, enabling tourism enterprises to have stronger international competitiveness and market adaptability.

4.4 Improving International Marketing of Tourism and Deepening International Cooperation in Tourism and Culture

In the era of rapid development of new media, how to make targeted tourism marketing has been something essential for growing tourism. First, we should use innovative mechanisms and national projects for tourism publicity. A new tourism marketing pattern featuring government leadership, business entities, market functioning, multi-party collaboration and targeted measures should be developed. There should actively organize to promote the “Beautiful China” tourism image, design and launch more high-quality tourism product systems of high-degree internationalization and distinct Chinese national characteristics, which meets inbound tourists’ needs and preferences, so China will keep growing its influence and competitiveness of tourism brands. Second, the government and tourism enterprises should properly increase their investment in international tourism marketing and attach great importance to the multiplier effect of international marketing on tourism market expansion. Third, we should renew marketing concepts and reform marketing approaches, promoting core attracting products and services of tourist destinations based on consumer demand. Fourth, we should push forward transformation and innovation of marketing models. Besides traditional media and product promotion fairs, there should apply the digital marketing and the holistic marketing oriented by new media, thus developing a new way of publicity combined with brand image. New technologies such as AI, cloud computing and block chain will be useful to carry out multi-channel analysis of tourism big data, real-time tracking and integrated judgment to grow the tourism service trade. Fifth, we should enhance tourism exchanges with important destination countries—by concluding friendly sister cities abroad, or holding tourism product fairs—to enlarge the dissemination of Chinese culture and the attraction of tourism resources.

* Business School, University of Chinese Academy of Social Sciences, majoring in tourism and modern service industry. Fund project: CASS Innovation Project “China’s Service Industry Upgrading Strategy and Major Policy Options in the 14th Five-Year Period” (2020CJY01-B004).

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US travel sector faces long wait for China tourism to hit 2019 highs

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Reporting by Aishwarya Jain in Bengaluru; Editing by Devika Syamnath

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Brazil's central bank director Gabriel Galipolo said on Wednesday that the monetary authority should not get spooked with "short-term" market fluctuations and will need time to understand how recent moves affect its mandates.

Mexico's consumer prices unexpectedly rose in the first half of April, national statistics agency INEGI said on Wednesday, reinforcing bets that the country's central bank will hold its benchmark interest rate at its next policy meeting.

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Equities mixed as investors eye earnings; yen on intervention watch

U.S. and European shares finished mixed on Wednesday ahead of more corporate earnings this week, and the yen was mired near 34-year lows, keeping traders wary of intervention from Japan.

Tourists are still not returning to China and that's not good for anybody

• International tourism to China is still well below pre-pandemic levels.
• Flights from the US are expensive and hard to find.
• Tourism is one of several economic woes in China that could spill over into the global economy.

Economists have been predicting for years that China would surpass the US as the top global economic superpower , but the country has hit some recent bumps in the road, putting that ascension into doubt. Some of China's problems include:

Chinese stocks have fallen this year and investors are pulling billions out .

The yuan has plunged 5% this year over economic concerns.

China is now in a deflationary cycle.

Youth unemployment has reached a record high of over 20% .

China's real-estate market is in shambles .

Things are so bad that some market experts are predicting the Chinese economy is heading toward a financial crash .

Now add another problem — China's tourism industry is struggling to recover from the pandemic.

Several factors have played a role in the shortage of international tourists, including challenges associated with using cash or credit cards in China and the detainment of foreigners in perceived retaliation against rival countries. However, for Americans, one of the biggest deterrents is that flights are expensive and hard to find.

There are currently just 18 round-trip flights a week between the US and China, with the two countries recently agreeing to increase that to 24 in October . While that's double the number from earlier this year, Time reports that there were 340 weekly flights between the countries before the pandemic.

On top of that, The Wall Street Journal reported that round-trip, economy-class tickets to China were going for about $4,500 this summer. Prices are up in part because US airlines stopped using Russian airspace following the invasion of Ukraine, which has increased flight times, and longer flights require more fuel.

The Wall Street Journal reported that just 52,000 people visited China from other countries with the help of a travel agency in the first quarter of this year. That was down from 3.7 million in the same period in 2019. WSJ spoke with one US agency that used to send as many as 1,500 tourists a year to China but has not had a single request since the start of the pandemic.

The China Tourism Association noted in May that "the number of visitors from Europe, America, Japan and Korea are all dropping, substantially," The Japan Times reported .

Related stories

This is in sharp contrast to travel to Europe, where the volume of foreign visitors is already back to 80% of its pre-pandemic levels .

Another factor playing a role in the lack of tourism could be fear. Not only are tensions high between the US and China, but the US government has warned Americans about the risk of traveling to there. In June, the US State Department wrote: "Reconsider travel to Mainland China due to the arbitrary enforcement of local laws, including in relation to exit bans, and the risk of wrongful detentions."

In 2021, CNN spoke with more than a dozen academics, NGO workers, and media professionals who traveled to China regularly before the pandemic. They said they were no longer willing to go, citing personal safety and the detainment of several foreign nationals.

The local boost in tourism will likely end

Earlier this year, the lack of foreign tourists was being offset by an increase in domestic tourism. Chinese travelers opted to stay closer to home, with Fan Lei, the chief financial officer of Tongcheng Travel, telling the South China Morning Post that people in China were buying fewer big-ticket items like real estate and cars and instead were spending more on experiences.

That was also the case in the US this past summer, where people spent more money on things like concerts and movies .

But China's situation could take a turn for worse soon and some fear the country's economy is heading for a "hard landing," with a substantial downturn following strong growth. This will likely lead to people in China tightening their grip on the money they do have and spending less.

China's problems could spill over into the global economy

Trouble for China's economy could mean more bad news for the rest of the world. US Treasury Secretary Janet Yellen and President Joe Biden have warned of spillover risks for the global economy , with the latter calling it a "ticking time bomb."

Several experts previously told Insider that a downturn in China's economy could cause international trade to collapse, leading to too much inventory for companies, dwindling profits, and job losses for businesses in the US and other markets. They also noted there's a risk of China exporting deflation, which could hurt corporate profits in the US.

Before the pandemic, 10.4% of global GDP — about $10 trillion — was tied to travel and tourism, and international visitors spent $1.9 trillion in 2019. Tourism hasn't returned to those levels, but they're on the rise, with travel-related GDP jumping 22% in 2022 to 7.6% and international spending up 81.9% in 2022.

People are visiting other countries again and spending money. They're just not going to China — in the end, that could hurt us all.

Watch: An investment chief at HSBC sees huge trading opportunities outside the US

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China’s Outbound Tourism is Changing, Female Travelers Are Leading the Way

Peden Doma Bhutia , Skift

April 10th, 2024 at 8:01 AM EDT

The evolving demographics of Chinese outbound travel shows a jump in younger female travelers. This shift will have important implications for how businesses approach their marketing strategies and the kind of products on offer.

Peden Doma Bhutia

A notable demographic shift, particularly among young upwardly mobile women, is driving the recent travel rebound in China . These travelers are researching and booking trips online, often spontaneously.

According to the most recent travel sentiment survey conducted by China Trading Desk, 62% of outbound travelers were female. Among them, almost 40% fell within the ages of 18 to 24, and a little over 27% were 25 to 29-year-olds.

According to China’s Ministry of Culture and Tourism, there were 3.6 million outbound trips taken during the Chinese New Year (from February 10-17).

Skift earlier cited a Dragon Trail research that expects China’s outbound tourism to reach 80% of pre-pandemic levels by 2024 end.

The five-day Labor Day holiday that begins from May 1 and the summer travel season are expected to further drive outbound tourism.

Women Power Drives Travel

Subramania Bhatt, founder and CEO of China Trading Desk, emphasized the emergence of a new cohort of digitally-savvy travelers seeking culturally enriching experiences. He highlighted that this demographic is predominantly young, female, and educated, with many opting for solo trips.

“These travelers exhibit a strong interest in independent travel, nature activities, and cultural experiences,” Bhatt told Skift.

He emphasized the need for travel businesses and destinations to better cater to these travelers by prioritizing safety, wellness, and support services.

Businesses should focus on promoting shopping and luxury experiences, along with unique local activities that appeal to the interests of young Chinese women travelers, he said.

Regarding travel preferences, the survey revealed that shopping ranked among the top five consumption items for outbound travel along with accommodation, air tickets and food. Over a quarter of travelers said they research shopping activities before purchasing air tickets, with this percentage rising to just under 70% among those aged 18 to 29.

Challenges of U.S. Travel

Analyzing destination popularity among Chinese travelers, Singapore maintains its lead position, followed by Thailand and South Korea.

During the first quarter of 2024, China contributed the highest number of visitor arrivals to Singapore, with nearly 724,000 entries. This marked a 481% year-on-year jump, reaching 75% of the visitor arrivals in 2019 for the same period.

In February, Singapore and China implemented a 30-day visa-free travel arrangement . Also, from March 1, Thailand and China entered into a mutual visa exemption agreement .

However, travel to the United States from China remains subdued . Bhatt predicts that Chinese travel to the U.S. may start to recover by the fourth quarter of 2024 or early 2025, barring any additional constraints.

“A variety of challenges, notably stringent visa regulations, geopolitical strains, and advisories from the Chinese government are holding back U.S. travel,” he said.

Recent incidents of professionals and students experiencing entry denials or interrogations upon arrival in the U.S. have led to official warnings about potential travel disruptions or cancellations, he said.

“Given the ongoing geopolitical complexities and the U.S. elections in November, prospects for immediate improvement in U.S.-China travel dynamics appear limited,” Bhatt said.

The survey listed government travel restrictions among the top factors influencing travel decisions.

Apps to Plan, Research and Pay

Chinese travelers are also booking trips faster and using digital platforms more. This suggests a trend towards spontaneity and flexibility driven by their digital skills, according to the survey.

They use popular travel apps like CTrip and Qunar, as well as social media platforms like Douyin and Xiaohongshu (China’s Instagram), to get information and plan trips. These platforms are also often used for organizing shopping excursions.

Bhatt stresses the importance of digital tools in travel and shopping, noting how they shape travel plans.

Friend recommendations strongly influence hotel bookings, followed by digital ads, highlighting the importance of social networks and targeted marketing in the hospitality industry.

For improving shopping experiences, travelers, especially those aged between 18 and 29 prefer using digital wallets and mobile payments. Alipay is the top payment method for outbound travel, with WeChat Pay also widely used among Chinese travelers.

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Tags: alipay , asia monthly , china , china outbound , ctrip , digital payments , politics , singapore , social media , survey , visa waiver , wechat pay , women travelers

Photo credit: Chinese female travelers exhibit a strong interest in independent travel, nature activities, and cultural experiences. Kuan Fang / Unsplash

• INSTITUTIONS

GUANGZHOU, April 23 -- The Ministry of Culture and Tourism in China launched a national initiative on Tuesday in Zhuhai, a city in south China's Guangdong Province, to promote cultural and tourism consumption.

The initiative, which is scheduled to run from April 2024 to February 2025, will include various promotional activities tailored for the May Day holidays, summer vacations, National Day holidays, and the Spring Festival or Chinese New Year.

Collaborating closely with local authorities, the ministry will organize themed events to introduce unique cultural and tourism activities, innovative consumption opportunities, and consumer-friendly measures. This concerted effort aims to ensure that both businesses and the general public reap benefits from this initiative.

5 major goals for Blinken's China visit, Chinese Foreign Ministry says

A view of the Chinese Foreign Ministry in Beijing, China. /CFP

A Chinese Foreign Ministry official on Monday told the media that China will focus on five major goals during U.S. Secretary of State Antony Blinken's upcoming visit to China.

The five goals are establishing correct understanding, strengthening dialogue, effectively managing differences, promoting mutually beneficial cooperation and jointly shouldering responsibilities as major countries, said Yang Tao, director-general of the department of North American and Oceanian affairs at the Foreign Ministry.

In terms of building a correct understanding, Yang said that China and the United States cannot stop exchanges or contacts, nor should they fall into conflict and confrontation.

China-U.S. relations should stay steady, get better and move forward on a stable, sound and sustainable path, while China has its interests, principles and bottom lines to be upheld, he stressed.

Yang noted that the diplomatic teams of the two sides will continue consultations on the guiding principles of the China-U.S. relationship on the basis of the seven points of consensus, namely, mutual respect, peaceful coexistence, maintaining communication, preventing conflict, abiding by the UN Charter, conducting cooperation in areas of common interest and responsibly managing competitive factors in bilateral ties.

Noting that more than 20 institutional consultations that were established or restarted after the meeting between the two heads of state in San Francisco have continued to operate, Yang said that China's door for dialogue and communication has always been open. He urged the U.S. not to say one thing and do another, and give up the illusion of dealing with China "from a position of strength." 

In terms of effectively managing differences, the Chinese official said there have been, are and will always be differences between China and the U.S., but they must not let these differences dominate bilateral relations.

China will focus on clarifying its solemn position and making clear demands on the issues relating to Taiwan, trade, science and technology, and the South China Sea, Yang said.

In terms of jointly shouldering responsibilities as major countries, Yang noted that the U.S. should work with other members of the UN Security Council to fulfill its due international responsibilities, support Security Council Resolution 2728, push for a comprehensive ceasefire in Gaza as soon as possible, and save the lives of Palestinian people. "China will make clear demands to the U.S. side in this regard," said Yang.

He also urged the U.S. to reflect on its responsibilities in the Ukraine crisis and refrain from attacking and smearing the normal relations between China and Russia, stop smearing and shifting the blame onto China, and stop imposing unilateral sanctions on some Chinese companies and individuals.

The Ukraine issue is not an issue between China and the U.S., and the U.S. should not turn it into an issue between the two countries, he added.

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