With the recent implementation of a visa-free policy for visitors from select European countries, various lesser-known tourist destinations in China have the potential to attract international travelers, according to Cristiano Varotti, the East Asia manager for the Italian National Tourist Board. The policy, introduced in December and extended in January, allows ordinary passport holders from countries such as Italy, Germany, France, the Netherlands, Spain, and Switzerland to enjoy up to 15 days of visa-free travel in China.
Varotti emphasized that beyond popular destinations like Beijing, Shanghai, Xi’an, and Guilin, scenic spots along the ancient Silk Road and around the Yangtze River Delta hold appeal for Italian tourists. Areas such as Chongqing, Sichuan province, the western part of Hunan province, and the mountainous route connecting Yunnan province and the Xizang autonomous region are identified as promising tourism destinations.
The visa-free policy has already positively impacted travel decisions, particularly for younger tourists who appreciate the convenience it offers. The reduced bureaucratic hurdles make last-minute travel planning more feasible. Varotti believes that to further boost tourism, there should be increased focus on brand promotion and the creation of diverse tourism products to cater to the evolving needs of international tourists.
Italian citizens, such as Leonardo Cozzi, have experienced the positive effects of the policy, with more streamlined visa application procedures. Cozzi highlighted the convenience of applying for a one-month tourist visa, which was processed in just five days. He plans to visit Chongqing during the upcoming Spring Festival.
Varotti suggested that enhancing business-to-business cooperation and promoting Chinese culinary specialties, such as hotpot, could contribute to attracting more international tourists. He emphasized the importance of a better understanding of Chinese culture and the need for targeted efforts to promote tourism.
The visa-free policy is viewed as a crucial step in revitalizing tourism and fostering greater cultural exchanges between China and the designated European countries. It aligns with President Xi Jinping’s emphasis on opening-up and people-to-people exchanges, contributing to China’s continuous efforts to simplify processes for foreign nationals visiting the country and making travel more accessible for various purposes.
