China is further strengthening its appeal to international travelers by improving tourism services, expanding digital travel solutions and developing new destinations beyond its traditional landmarks. As inbound tourism continues to recover, the country’s focus is shifting from simply attracting more visitors to providing richer, more personalized travel experiences.
For many overseas visitors, traveling in China now extends far beyond iconic attractions such as the Forbidden City and the Great Wall. In Beijing, tourists can explore rural homestays, scenic railway routes, science and technology facilities, historic towns and modern industrial sites, offering a broader view of contemporary China alongside its cultural heritage.
Industry professionals say international travelers are increasingly looking for customized itineraries, authentic local experiences and longer stays. Australian tour operator Manuel Condoleon noted that safety, personalized travel experiences and rural accommodations have become important factors attracting overseas visitors to China.
These trends were highlighted during the 2026 World Conference on Tourism Cooperation and Development, held alongside the 2026 China International Fair for Trade in Services (CIFTIS) in Beijing. During the conference, organizers released detailed evaluation criteria supporting ISO 11778, the world’s first international standard dedicated to assessing tourism city brands. The new framework evaluates destinations based on tourism resources, infrastructure, service quality, sustainability, safety, visitor satisfaction and economic performance.
Experts believe visitor experience is becoming just as important as traditional indicators such as tourist arrivals and tourism revenue. Research released during CIFTIS suggests that while inbound visitor numbers continue to grow, improving service quality and travel experiences remains the most effective way to increase tourism spending.
Digital technology is playing an increasingly important role in making travel more convenient. Beijing recently launched ChinaBound, an integrated travel platform that combines itinerary planning, transportation booking, accommodation, translation, navigation, currency conversion and online payment services into a single platform. The service also includes an AI-powered travel assistant that helps international visitors plan their trips and answer travel-related questions.
Technology companies are also introducing AI-powered multilingual guides, augmented reality translation devices and intelligent travel services that make communication easier for overseas visitors. Chinese travel platform Trip.com Group has launched multilingual websites for more than 170 tourist attractions, installed multilingual self-service ticket machines at nearly 300 scenic sites and provides AI-generated travel information in up to 16 languages for thousands of attractions and hundreds of thousands of hotels.
The growing convenience of traveling in China is reflected in recent visitor data. During the first eight months of 2026, foreign nationals made nearly 61.3 million border crossings, representing a 19.5% year-on-year increase. Visa-free entries accounted for approximately 77.6% of inbound foreign travelers, supported by China’s expanding visa facilitation policies.
At the same time, international visitors are exploring a wider range of destinations. While Beijing, Shanghai and other major cities remain important entry points, increasing numbers of tourists are choosing suburban districts, smaller cities and inland provinces. In Beijing, bookings for courtyard-style homestays by overseas visitors have risen significantly, while destinations such as Yanqing and Huairou have seen strong growth in international accommodation bookings.
Across the country, regions including Gansu, Xinjiang, Ningxia, Qinghai and Shanxi have experienced some of the fastest increases in homestay reservations by foreign travelers. Visitors are increasingly interested in local markets, traditional cuisine, ancient architecture, cultural heritage experiences and hands-on activities such as traditional crafts.
China’s 15th Five-Year Tourism Development Plan (2026–2030) continues to support this trend by improving services for inbound travelers, strengthening tourism infrastructure around major gateway cities and developing new tourism products focused on culture, traditional crafts, technology, educational travel, festivals and shopping.
Tourism experts believe that competition between global tourism destinations is increasingly determined not only by famous attractions but also by service quality, visitor experience, sustainability and effective destination management. Through continued investment in digital services and diversified tourism products, China aims to make international travel more convenient while encouraging visitors to discover a broader and more contemporary view of the country.
