China Advances Towards a Larger Role in Global Travel and Tourism

Travel and Tourism Growth Positions China for Continued Expansion

China’s Travel and Tourism sector continues to expand, supported by policy reforms, infrastructure investment and growing international visitor demand, according to the latest Economic Impact Research (EIR) released by the World Travel & Tourism Council (WTTC).

The report indicates that China welcomed more than 68 million international visitors in 2025, representing a 15.5 per cent increase compared with the previous year. International visitor spending reached US$135 billion, exceeding pre-pandemic levels and reflecting continued growth in inbound travel.

According to WTTC, China’s wider Travel and Tourism sector grew by 9.9 per cent in 2025, reaching an estimated value of US$1.8 trillion. The country also contributed significantly to tourism growth across the Asia-Pacific region, which recorded an overall growth rate of 8.1 per cent.

The sector’s performance has been supported by a combination of visa facilitation measures, infrastructure development and technology-driven initiatives designed to improve the visitor experience.

China has expanded visa-free access and transit policies for travellers from more than 50 countries, making international travel more accessible. Since 2020, arrivals from visa-exempt markets have increased significantly, reflecting the impact of these policy changes.

The country has also introduced digital and biometric systems at entry points while continuing to expand the use of digital payment platforms, helping streamline travel processes for international visitors.

Investment in air connectivity and high-speed rail networks has further improved access between major gateway cities and regional destinations, supporting tourism development across the country.

At the same time, new tourism zones, cultural attractions and entertainment projects are contributing to a broader tourism offering and supporting regional economic development.

During a recent visit to China, WTTC President and Chief Executive Officer Gloria Guevara highlighted the role of long-term planning and policy support in driving tourism growth.

She noted that visa reforms and measures aimed at improving accessibility have contributed to stronger inbound travel demand and could continue to support growth in the years ahead.

Looking forward, WTTC projects the sector will grow by a further 5.3 per cent in 2026. By 2036, the Travel and Tourism sector is expected to reach an estimated value of US$3.5 trillion.

Employment is also expected to increase, with the sector supporting more than 103 million jobs by 2036, up from 84.6 million in 2025.

China is also forecast to see continued growth in outbound travel spending, while maintaining a significant presence in the global business travel market.

WTTC’s Economic Impact Research is produced in partnership with Oxford Economics and examines the economic contribution of Travel and Tourism across global markets.

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