China's inbound tourism is showing strong momentum, boosted by relaxed visa requirements and an upgraded tax refund system that is helping to attract more international visitors eager to shop and experience traditional Chinese culture.
In the first quarter of 2025, China recorded 35.02 million inbound tourist visits, a 19.6 percent rise compared with the same period last year, according to official data.
In Yiwu, the trading hub in eastern Zhejiang Province often dubbed a shopper's paradise, foreign visitors are increasingly blending travel and commerce. At the sprawling international trade mart, tourists are adopting a "travel-and-order" model that combines sightseeing with direct purchasing.
Between January and May, Yiwu welcomed approximately 250,000 inbound visits, marking an 18.6 percent year-on-year increase.
To further support inbound tourism, Chinese authorities have adjusted the departure tax refund mechanism.
A key innovation is the introduction of a "refund-upon-purchase" system that enables foreign visitors to claim value-added tax refunds directly at the point of sale, streamlining the process and incentivizing spending.
Jiangsu Province, also in eastern China, has seen similar gains. The province received around 1.15 million inbound tourists during the first five months of the year, a 37.8 percent increase year on year.
In Tongli Ancient Town, a historic water town in Jiangsu, the number of inbound tour groups has surged 85 percent compared to the same period last year. Visitors can cruise along its narrow canals, flanked by centuries-old stone bridges and traditional architecture.
"It's so easy, so helpful. So, you know, I can decide that, you know, this day to go to China and three days later I'm here, right? So this is perfect, actually," said a visitor from Poland.
China's 240-hour visa-free transit policy has also been expanded to cover arrivals from 55 countries. Eligible travelers can now transit through China at 60 open ports across 24 provinces, including major hubs like Beijing and Shanghai, and remain in designated areas for up to 10 days without a visa. In Beijing, international tourists have embraced cultural experiences such as diabolo spinning and flower-stick juggling, while exploring historical neighborhoods that offer a deeper taste of the capital's traditions.
Other major cultural landmarks across China are seeing a surge in international tourism.
The Emperor Qinshihuang's Mausoleum Site Museum in Shaanxi Province, home to the world-famous Terracotta Warriors, has become a highlight for many inbound travelers.
"I choose to come here because it's a very important site, very famous all over the world. In China, so far, we've been to Shanghai and now here, and then we will go to Beijing," said Bruno, a Spanish tourist.
Shaanxi has so far recorded more than 445,000 inbound visits in 2025, a year-on-year increase of 66 percent, underscoring the growing appeal of China and its cultural heritage to global audiences.
China’s inbound tourism gathers pace with eased visa rules, tax reforms
