China’s tourism sector is witnessing a significant revival, attributed primarily to the recent relaxation of its visa policies.
In December 2023, China took a pivotal step by allowing citizens from the U.S. and 54 other nations to enjoy visa-free visits for up to 10 days. This groundbreaking move marks a departure from the stringent visa requirements that travelers have faced in the past.
The revamped visa policy is part of a broader strategy aimed at boosting international tourism, with certain countries permitted up to 30 days of visa-free travel. For U.S. visitors, a transit visa is required, stipulating an onward journey from China to a third country, which can include destinations like Hong Kong and Macao.
Despite welcoming only 132 million international visitors in 2024—still below the 155 million seen in 2019—China’s tourism officials report promising trends. According to statistics from the China National Tourist Office in New York, around 71% of international arrivals in early 2025 were visa-free travelers, leading to an observable spike in tourism activity since the new entry regulations were enacted.
Interestingly, visa-free guests are not just visiting longer; they are also spending considerably more during their stays, averaging four and a half days compared to two days back in 2019. Furthermore, a substantial 72% of these travelers are venturing to multiple cities, painting a picture of enhanced tourism engagement.
Reactions among tour operators and travel advisors regarding U.S. interest in visiting China are mixed. Some are witnessing a surge in demand, attributing this upturn both to pent-up travel desires and the easing of visa restrictions. Conversely, others indicate that interest in China remains lower than anticipated, potentially due to ongoing diplomatic tensions between the U.S. and China, which may be dissuading travelers from considering the destination.
Among operators seeing increased demand is Intrepid Travel. President of the Americas, Leigh Barnes, stated that record demand in 2023 prompted the addition of three new itineraries for 2026. By July, the number of passengers traveling in China had surged by 79% year-on-year, with sales climbing 26% post-launch of new itineraries.
Audley Travel has also reported a remarkable 55% growth in demand for China this year. Product manager Lauren Coppola credited the new visa policy as a “significant factor” in rekindling client interest.
Victoria Cruises, which specializes in Yangtze river cruises, noted a substantial 50% increase in U.S. bookings this year, yet still falling short of pre-pandemic levels. Spokesman Josh Kahn observed that while it is anticipated that travel will gradually recover, the halt in U.S. travel to China during the pandemic caused significant delays in tourism infrastructure rebuilding.
“It’s crucial to remember that U.S. travel to China didn’t merely slow down; it effectively ceased,” Kahn explained. He anticipates a gradual resurgence, with potential recovery to pre-pandemic numbers expected by 2027. Meanwhile, travel from European and Australian markets remains robust.
Kahn emphasized that the visa policy change could attract more travelers, especially as some advisors previously steered clients toward alternative destinations due to the complex visa process. “With the removal of this barrier, China is positioned to become a more enticing and profitable option for advisors,” he noted.
Challenges Facing China’s Tourism Revival
Despite the positive shifts, some companies have not experienced a rise in interest for travel to China. Factors including a lack of awareness about the new visa policy, ongoing U.S.-China political tensions, and reduced flight availability continue to pose challenges for attracting travelers.
According to Red Savannah, an operator of bespoke travel experiences, the appetite for China has diminished significantly, particularly in contrast to the increasing demand for travel to Japan and other Asian nations. Founder George Morgan-Grenville noted that while China’s allure as a travel destination is undeniable, it struggles to generate the same level of interest as its rivals.
Margot Kong, founder of Journeys Unparalleled, a travel specialist based in San Francisco, echoed similar sentiments, observing that the new visa-free policy hasn’t significantly impacted her U.S. clients compared to the growing interest in places like South Korea and Japan. She attributes this to deep-rooted challenges, including the complicated relationship between China and the U.S. and pervasive misconceptions about China’s travel infrastructure.
However, Kong pointed out that emerging upscale and boutique accommodation options have developed recently to cater to the growing affluent class in China, whose travel habits shifted domestically during the pandemic. As China continues to open its doors more broadly, the prospects for tourism remain encouraging, albeit gradual.
