China's inbound tourism enjoyed a robust start to the new year, with a surge of international visitors drawn by the country's stunning landscapes and rich cultural heritage, and fueled by more streamlined entry policies.
On New Year's Day, Sanya Phoenix International Airport in the southern island province of Hainan was abuzz with excitement following the arrival of its first international flight of 2026. A group of Russian visitors were greeted not just by warm breezes, but also a vibrant display of local culture.
"So why did I come to Sanya? Because it is a good place, destination to travel, especially for the sea, especially for the good sights, fruits. And for us Russians, it's just a very rare opportunity to see those kinds of beautiful sights. So my parents came here for me to celebrate the New Year and I was just very happy. And the visa-free policy is really good," said Amina, a tourist from Russia.
At the picturesque Luhuitou Scenic Area, tourists from around the world strolled along lush pathways and scenic lookouts, soaking in the tropical island vibes.
Olga from Moldova shared her delight: "It's my second time in Hainan and I really love the sea and I really love the green, lush and tropical rainforest. So it's really beautiful here. It's gorgeous. Lots of trees, lots of flowers. It just gives you this very romantic and very beautiful experience."
In this duty-free hotspot, shopping is also high on many travelers' to-do lists. Popular malls in Sanya are bustling with international shoppers. To further enhance the experience, retailers have introduced translation devices, multilingual menus, and streamlined tax-refund services.
In the country's southwestern border region, Yunnan's cross-border tourism with Vietnam got off to a roaring start in 2026. On Thursday, the first day of the New Year, Hekou Port welcomed 263 Vietnamese tour groups with over 4,300 visitor trips, a staggering year-on-year increase of 415 percent and 535 percent, respectively.
Further west, the snowy landscapes of Beichuan County, Sichuan Province are drawing foreign visitors eager for unique winter experiences. Tourists enjoyed donning traditional Qiang ethnic costumes, joining in lively dances, and feasting on authentic local cuisine.
"It's really an amazing experience Today. The Qiang culture left a deep impression on me. I've already shared photos and videos online with my friends. I plan to stay in Sichuan a few more days to see pandas in Chengdu before going to visit Chongqing and Xi'an," said Marilun from El Salvador.
With China's welcoming inbound travel policies, global tourists are embracing the nation's diverse attractions and vibrant cultural experiences, marking a promising start to the new year for China's tourism industry.
China's visa-friendly policies boost inbound tourism during new year holiday
