China’s Tourism Revival: Visa-Free Entry for Over 70 Countries

China has made a significant move to boost its tourism sector by expanding its visa-free entry policy. Citizens from 74 countries can now visit China for up to 30 days without needing a visa. This initiative, which began in late 2023, aims to revive the tourism industry and stimulate the economy, resulting in a notable increase in foreign arrivals. Reports indicate that over 20 million people entered China without a visa in 2024, more than doubling the previous year’s figures.

Expansion of Visa-Free Entry Policy

Since late 2023, China has gradually broadened its visa-free entry policy, allowing travelers from various regions, including much of Europe, Asia, Latin America, and the Middle East, to visit without a visa for short stays of up to 30 days. This policy change has been instrumental in revitalizing the tourism sector, which had been significantly impacted by the COVID-19 pandemic. According to the Associated Press, the number of foreign visitors entering China without a visa surged to over 20 million in 2024, representing nearly a third of all foreign arrivals. This dramatic increase highlights the effectiveness of the policy in attracting international tourists.

Tourists have expressed their appreciation for the ease of travel that the new policy provides. For instance, Georgi Shavadze, an Austrian visitor in Beijing, noted that the hassle of applying for a visa has been eliminated, making travel more accessible. Similarly, Øystein Sporsheim from Norway welcomed the relief from the need for multiple embassy visits, especially when traveling with children. This sentiment reflects a broader trend among international travelers who are eager to explore China without the bureaucratic hurdles previously associated with visa applications.

Impact on Tourism and Local Economy

The influx of foreign tourists has led to a noticeable shift in the tourism landscape in China. While domestic tourism remains robust, the growing number of international visitors is reshaping the industry. Gao Jun, an English-speaking tour guide in Beijing, reported being overwhelmed with tour requests and has initiated a training program for aspiring guides to accommodate the rising demand. This surge in tourism is not only benefiting tour guides but also revitalizing travel agencies across the country.

Jenny Zhao, from the boutique travel agency WildChina, reported a 50% increase in business compared to pre-pandemic levels. European travelers now account for 15-20% of their clientele, a significant rise from under 5% in 2019. This trend indicates a growing interest among international tourists in exploring China’s rich cultural heritage and diverse landscapes. Major cities like Shanghai have also seen a remarkable increase in foreign visits, with local authorities reporting a 44.8% year-on-year jump in overseas arrivals during the first half of 2025.

Statistics and Future Prospects

Shanghai’s Pudong International Airport emerged as a key entry point, handling 2.37 million foreign entries in the first half of 2025, leading national rankings. In Beijing, 840,000 out of 1.49 million foreign entries were visa-free, while Chengdu experienced a 120% increase in such arrivals. Hainan, which allows visa-free travel for 59 countries, recorded nearly 663,000 foreign entries, with 89% of them benefiting from the visa exemption scheme.

The Trip.com Group, a prominent online travel agency based in Shanghai, reported that bookings for air travel and hotels in China doubled in the first quarter of 2025 compared to the same period last year. Notably, 75% of these visitors came from regions exempt from visa requirements. The policy’s reach is set to expand further, with Azerbaijan becoming the 75th country to benefit from the visa-free entry on July 16. Currently, about two-thirds of the nations included in the policy are under a one-year trial period.

Challenges and Opportunities Ahead

For travelers from countries not included in the visa-free scheme, such as the United States, Canada, and the United Kingdom, China offers a 10-day visa-free transit option for those traveling onward to a third country. This option is available at 60 designated ports of entry, providing some flexibility for international travelers.

James Liang, chairman of the leading travel firm Ctrip, indicated that inbound tourism has already recovered to 70-80% of pre-COVID levels and could fully recover within the year. He emphasized that if existing bottlenecks are addressed, China’s inbound tourism could reach a world-class standard within the next 10 to 20 years. This optimistic outlook reflects the potential for continued growth in China’s tourism sector as it adapts to the evolving global travel landscape.

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