How China’s big push to win back tourists is paying off
In the first half of 2026, 18 million people arrived from visa-free countries, pushing overall foreign tourist arrivals up by 20 per cent.
In 2025, China experienced its first surge in foreign tourist arrivals and spending since the pandemic, surpassing pre-pandemic levels. Singaporean tourist Claire Thum, 28, credits Chinese travel content on social media for encouraging her first visit to the country. She explored Shanghai's viral perfumery, snowboarding simulation, and Japanese sports stores.
Thum plans to return to China, targeting Yunnan, Xinjiang, and Harbin. Since 2023, China has eased visa restrictions for 50 countries, gradually regaining lost flight routes. The government ramped up online promotion in 2025, including Western platforms. Favorable views of China rose to record highs, coinciding with shifting global perceptions due to Donald Trump's influence.
In 2025, 35 million foreign tourists visited China, more than Thailand and close to Japan and Malaysia. Countries like South Korea, Russia, Malaysia, and Thailand led the tourist surge in 2026, contributing to a 20% increase in arrivals during the first half of the year. Beijing saw a rise in Vietnamese and Russian tourists, while Japan saw a decline following a diplomatic dispute.
Local governments provided funds for tourism promotion, with Beijing allocating 2.64 million yuan (S$501,000) in 2026 for online publicity. Social media played a significant role in attracting young travelers, with officials using platforms like X and TikTok to boost tourism. Attractions such as Huawei, DJI, Pop Mart stores, and Haidilao restaurants featured prominently in tourists' itineraries.
Despite a slower recovery in total tourism receipts and per-capita spending, China's retail sector benefited, particularly in flagship stores like Miniso, which attracted up to 70% of foot traffic from foreign visitors.
Written by urgent.news from Straits Times Business's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
