Visa-free policies boosts China's inbound tourism

China's visa-free agreements with countries in Europe and Asia have led to an increase in foreigners entering China on business and tourism.

Starting on March 14, citizens of Switzerland, Ireland, Hungary, Austria, Belgium and Luxembourg can all enjoy visa-free entry and stay in China for up to 15 days for business, tourism, family visits, or transit. This latest extension of the visa-free policy follows up on visa exemptions for citizens of France, Germany, Italy, the Netherlands, Spain and Malaysia announced last year.

Not long ago, a plane carrying 133 passengers from Milan, Italy landed at Chongqing Jiangbei International Airport in southwest China. The local immigration officers quickly completed the border inspection procedures, allowing 17 European passengers to enter China under the visa-free policy.

Edoardo Orlandini, an Italian passenger doing export business shipping goods from China to Africa, was on his seventh trip to China. He said the implementation of the visa exemption has largely facilitated his business trip to China.

"It's much easier, much faster. I don't have to wait two months to get a visa. I just book an airplane, arrive and do the clearance. It's good. Great policy," said Orlandini.

Fabio Moretti was on the same flight to China on business, engaging in the trade of solar panels.

"When we know that it was visa free, obviously we decided to come because it was easier to come. It's really good. It was really fast, really smooth, everything. It's really fine," he said.

The visa-free policy has also given a boost to inbound tourism.

"It's my first time to China. I was always delaying that because of procedure of the visa. So I think it's a good idea. Well, that impression of some history secrets and I would like to know more about it in some future also as well. So I see the factories, how the business is grown all over the world, so I think it's good to know or good to see it," said Hashem Boschnani, a Luxembourgian passenger.

Thapakorn Saeheng, a monk from Thailand, was invited to visit China for the first time by a Chinese friend. He said the mutual visa-free policy between China and Thailand also made his trip easier.

"It's really nice that Thailand and (China) have mutual visa (exemption). We've been in (good) relationship for a long time. And right now we're really happy that China has opened the border for Thai people. I can give (this trip) like 11 or 12 (scores) because it was beyond my expectations," he said.

In the first quarter of this year, nearly 30,000 foreigners entered the country through Chongqing Jiangbei Airport, six times the number in the same period last year. Among them, more than 12,000 people entered without visas, twice that in the fourth quarter of 2023.

Visa-free policies boosts China's inbound tourism

Fueled by expanded visa waiver policies and improved visitor services, Shanghai's inbound tourism is surging this summer.

Beyond shopping, growing numbers of international visitors are embracing the "China Chic" trend, exploring revitalized historic landmarks and time-honored brands to experience the city's rich cultural heritage and modern evolution.

Along Nanjing Road, the century-old eyewear brand Wu Liangcai Optical has partnered with the Shanghai Museum’s summer exhibition, Ancient Civilizations of the Americas.

Its nearly 1,000-square-meter flagship store has been transformed into a vibrant cultural destination, blending retail with art to attract overseas visitors.

"So I think the idea is very nice, like to put the whole kind of traditional Maya into merchandise, it's very interesting. And I think the design is very nice as well. I think it's the first time I ever taste corn ice cream, and it's very nice, delicate, not too sweet, very good. See the culture, the food, the people, I think that's the most interesting thing. So, I think I would expect in China, in a city like Shanghai to see all the cultures, to see all the things," said James, a visitor from Britain.

Nearby, a historic building on the Bund is hosting an immersive Song Dynasty (960-1279) exhibition, combining classical paintings, life-sized sets, and dynamic light installations to offer international visitors a deeper appreciation of China's cultural heritage.

"The most I like was the Sun Wukong, because it's one of the most famous in the international places. Yeah, I really like how the Chinese they can put all the products, they can make art with the culture, and then they can spread in the world. Also, the foreigners they can enjoy about the books, the stories about China, and I really like it so much," said Torres, a Chilean visitor.

These innovative cultural attractions are encouraging visitors to stay longer and explore the city more extensively.

In the first half of 2026, Shanghai received over 5 million inbound overnight visitors, marking a 31 percent increase compared with the same period last year.

Fresh cultural experiences boost Shanghai's inbound tourism