China Enhances Services to Attract More Foreign Tourists and Boost Inbound Tourism

Efforts are underway to enhance services and streamline visa processes for international tourists in China, aiming at rapid recovery of the inbound tourism market and bolstering the confidence of industry operators.

In the first six months of this year, China’s immigration authorities registered around 168 million arrivals and departures on the Chinese mainland, representing approximately 49% of the figure for the corresponding period in 2019, as per the National Immigration Administration.

Among these, about 74.9 million were from residents of Hong Kong, Macao, and Taiwan, with close to 8.44 million accounted for by foreign travelers. Despite the decline in inbound tourism, China is optimistic and steadfast in its commitment to develop its inbound tourism market, says Dai Bin, President of the China Tourism Academy.

Major Chinese metropolises, Beijing and Shanghai, which were once primary attractions for international visitors, have witnessed a sluggish performance in the inbound tourism market. As per the Shanghai Bureau of Statistics, roughly 1.24 million overseas visits were made in the city during the first half of the year, with foreign travelers making up about 22% of the 2019 figure for the same period.

CYTS International Travel Co resumed services for international travelers from regions such as the United States and Germany in late March, according to Hu Jiying, the company’s Deputy General Manager. “Most were business trips and conferences, while a few were for sightseeing,” she said. “Our inbound tourism business is currently at 5 to 10% of the pre-COVID level.”

Hu pointed out that sales of China’s inbound tourism products largely rely on overseas tourism agencies, which typically promote the tour products about a year before the scheduled departure date. She added that due to China’s stringent entry policies to control COVID-19 in 2022, most overseas agencies did not allocate funds for promoting tourism to the Chinese mainland for 2023, hence a complete recovery of inbound tourism may only be seen post-2024.

According to Hu, the recovery of international travel to the mainland has been hindered by lengthy visa application procedures and costly international flight tickets. In response, China has taken steps to relax its entry policies for overseas travelers earlier this year.

Tour groups from Hong Kong and Macao, the two primary sources of inbound travel to the mainland, resumed on February 6, while visits by international tour groups restarted on March 31.