On Tuesday, foreign tourists explored the historic Barkhor Street market in Lhasa, Tibet Autonomous Region.
Isabelle, a 22-year-old visitor from Switzerland, is experiencing China for the first time with a packed three-week itinerary aimed at immersing herself in the country’s stunning landscapes and vibrant culture.
“I want to do a lot of things,” Isabelle said. Her planned route includes Beijing in the north, Zhangjiajie National Forest Park in central China, and Yangshuo County in the south, famed for its riverscapes and folk songs.
She and her friends have embraced local lifestyles, trying shared bicycles, using mobile payments for everything from dining to transportation, and traveling across provinces by high-speed rail. “Everything is beautiful and well-organized,” she commented.
Isabelle attributed part of her decision to visit China to the country’s 30-day visa-free policy. “It’s very convenient,” she said, adding that the arrival process was smooth: “At the airport, we only had to fill out one form, that’s it.”
This summer, more international tourists like Isabelle are drawn by China’s efficient transport, picturesque scenery, bustling urban life, and rich shopping options.
China’s inbound tourism market continues to grow. In the first quarter of this year, China received approximately 7.37 million foreign visitors, a year-on-year increase of 39.2%.
According to the National Immigration Administration, during the Dragon Boat Festival holiday, 231,000 foreigners entered China under visa-free policies, up 59.4% compared to the same period last year.
To enhance visitor convenience, China has introduced various measures covering visas, payments, and accommodation. Recently, the country simplified departure tax refund procedures to improve the shopping experience for inbound travelers.
At Beijing’s Wangfujing commercial district, a large banner in the Wangfuzhonghuan shopping center advertises the “Shop and Refund” tax rebate service. Nearly 40 international brands in the mall now offer this service.
Alice, a visitor from the United States visiting relatives, received a tax refund shortly after purchasing a watch. She presented her passport, shopping receipts, and departure information at the service counter on the third floor and was refunded within minutes.
“This is my first time buying luxury goods in China,” Alice said. Now on her fourth trip to China, she praised the convenience and helpfulness of the service, adding, “I really enjoy shopping here.”
“I especially like the clothing—some are very fashionable, others showcase distinct Chinese styles.”
As travel to China becomes more popular, the phrase “Bring an empty suitcase to China” has gone viral on international social media. Millions of posts share shopping tips and highlight top-selling items favored by foreign tourists.
Experts note the rising appeal of shopping in China reflects the country’s shift from a manufacturing base to a hub of innovation and original design.
In southern China’s Shenzhen, Huaqiangbei is known for drones and digital products that have become must-buy items for international visitors. In eastern China, Suzhou’s Guanqian Street leads a trend in Chinese-style fashion featuring silk and ceramics infused with modern aesthetics. Meanwhile, Yiwu International Trade City, also in eastern China, is dubbed the “world’s supermarket” for its wide variety and affordable prices.
At the recent ITB China trade fair, focused on the Chinese tourism market, over 700 exhibitors and 1,400 buyers from 85 countries and regions gathered to explore business opportunities.
Antonella Rodonio, a delegate from Spain, expressed enthusiasm about forging partnerships with Chinese industry players.
“Spanish tourists used to mainly travel in Europe or Latin America, but now interest in China is growing,” she said. “The visa-free policy makes it easy to pack and go.”
As of early June, China has granted visa-free entry to nationals from 43 countries unilaterally, signed mutual visa exemption agreements with 29 countries, and offers 240-hour transit visa exemptions to travelers from 54 countries.
Chen Nanjiang, a tourism expert from the Guangdong Academy of Social Sciences, said China’s tourism sector is evolving, showing new trends like diversified travel routes, more flexible itineraries, deeper cultural exchanges, tech-driven experiences, and closer integration with related industries.
To meet changing inbound tourism demands, Chinese cities are expanding services to offer visitors new ways to explore.
Recently, Beijing launched the “Beijing New Discoveries” series, providing ten themed tours for international travelers, including local food journeys and stargazing hikes. In Jiangxi Province’s Jingdezhen, traditional porcelain-making classes have become a popular experience, while Harbin in northeast China attracts foreign tourists with its industrial heritage.
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