With new visa-free policies and digital payment upgrades, China is rolling out the red carpet for international travelers—but will they return?
Introduction
China, once a top destination for global travelers, is making a major push to revive its tourism industry after years of pandemic-related restrictions. To attract foreign visitors, the government has introduced a series of measures, including visa-free entry for several countries and improvements to its digital payment systems. However, despite these efforts, challenges such as geopolitical tensions, lingering pandemic perceptions, and infrastructure hurdles may slow down the country’s tourism rebound.
China’s Tourism Comeback Strategy
1. Expanding Visa-Free Travel
In a bid to boost international tourism, China has granted visa-free entry to travelers from several countries, including France, Germany, Italy, the Netherlands, and Malaysia. This policy allows visitors to stay for up to 15 days without a visa, making it easier for tourists and business travelers to explore the country.
The move signals China’s commitment to re-establishing its position as a global tourism hub. By simplifying entry procedures, the government hopes to encourage more spontaneous and short-term visits, especially from European and Southeast Asian markets.
2. Breaking Down Payment Barriers
One of the biggest challenges for foreign visitors in China has been navigating the country’s digital payment ecosystem. Unlike in many parts of the world where credit cards are widely accepted, China relies heavily on mobile payment platforms like Alipay and WeChat Pay, which historically required a Chinese bank account.
To address this issue, authorities have upgraded payment systems, allowing international credit cards to be linked with major digital payment apps. Additionally, more businesses are being encouraged to accept cash to accommodate visitors who may not be comfortable using mobile payments. These changes aim to make everyday transactions—such as booking a hotel, taking a taxi, or dining at local restaurants—more convenient for foreign tourists.
3. Promoting Cultural and Shopping Tourism
China is also focusing on attracting tourists by highlighting its cultural and shopping experiences. Cities like Beijing, Shanghai, and Guangzhou are positioning themselves as global shopping destinations, offering everything from luxury brands to traditional markets. Meanwhile, heritage sites such as the Great Wall and the Terracotta Warriors are being actively promoted through social media and international travel campaigns.
Challenges That Could Hinder Recovery
Despite China’s aggressive tourism revival efforts, there are still obstacles that could deter foreign travelers.
1. Geopolitical Uncertainty
Rising political tensions between China and certain Western nations may discourage travelers from regions like the U.S. and parts of Europe. Safety concerns, media narratives, and travel advisories can influence how potential visitors perceive China as a destination.
2. Lingering Pandemic Perceptions
While China has reopened its borders, some international tourists remain cautious due to past strict COVID-19 measures. Negative experiences from previous restrictions and uncertainties about sudden policy changes have left an impact on traveler confidence.
3. Language and Connectivity Barriers
Although China has made progress in becoming more foreigner-friendly, challenges such as language barriers and restricted internet access (due to censorship of platforms like Google, Facebook, and WhatsApp) continue to pose difficulties for travelers who rely on these services for navigation and communication.
What Lies Ahead for China’s Tourism Industry?
China’s commitment to reviving its tourism sector is evident, and its policy changes are a step in the right direction. However, whether these efforts will be enough to regain pre-pandemic tourist numbers remains to be seen.
The key to success lies in not only making travel easier but also making it more appealing. Continued improvements in convenience, international branding, and tourist-friendly policies will play a crucial role in shaping China’s future as a leading travel destination.
For now, China is rolling out the welcome mat—the question is, will travelers walk through the door?
References
Sarkar, S., & Sarkar, S. (2025, March 7). China’s new Visa-Free policy fuels tourism boom, strengthening global travel ties at ITB Berlin 2025 - Travel and Tour World. Travel and Tour World. https://www.travelandtourworld.com/news/article/chinas-new-visa-free-policy-fuels-tourism-boom-strengthening-global-travel-ties-at-itb-berlin-2025/#google_vignette
${ lang === 'zh' ? '中文': 'ENG' }
