The 2026 Discover China Cultural Tour kicked off on Friday in Beijing, bringing together over 200 guests -- including diplomats from 40 countries and representatives from various industries in China and overseas -- who will embark on a journey to explore and share China's scenery and culture.
Organized by the Ministry of Culture and Tourism, the tour is a national-level cultural exchange brand initiative launched in 2021. To date, it has drawn more than 500 diplomats from 107 countries, taking them on journeys across 21 provinces and regions in China.
The launching ceremony for this year's event took place in Beijing's Shunyi District, which set up a specially curated exhibition area that quickly became a major draw for the diplomats.
"Shunyi in Beijing is the first gateway to China for many foreign visitors. Through the beauty of our ecology, industry, and culture, we want to present a true, multi-dimensional, and vivid picture of Shunyi -- and in doing so, help show the world a credible, appealing, and respectable China," said Lu Haipo, director of the Shunyi District Bureau of Culture and Tourism.
This year's Discover China Cultural Tour features a brand-new route covering cities including Beijing, Chongqing, Guangdong, Sichuan, Shaanxi, Hubei. By the end of the year, the tour is expected to have spanned 24 provinces and regions. Through the eyes of the diplomats, the journey is expected to share Chinese stories -- from the cultural heritage of the ancient Silk Road and rural revitalization to tea culture and Spring Festival traditions -- with audiences around the world.
"(I've) participated in two trips so far. I was in Guizhou and I was in Jilin. Both trips were really spectacular, showcasing these two completely different parts of China," said Croatian Ambassador to China Dario Mihelin.
"China is a quite impressive country -- quite big diversity, especially the nature. And, I was watching the program for this year and I'm planning to join many activities, if possible," said Anibal Cabral, Uruguay's ambassador to China.
"We invite diplomats to become the most credible “endorsers.” When they see China's stunning scenery and safe environment with their own eyes and share those experiences back home, that kind of genuine word of mouth is more powerful than any advertisement. Through this event, we are also refining our travel products to better suit international visitors, drawing more of them to come and see China with cultural appeal," said Zhang Kexiong, spokesman of CTG Travel Services Corporation.
In recent years, China's inbound tourism has been gaining strong momentum, driven by a steady expansion of visa-free policies -- which now include unilateral visa-free access for 50 countries and mutual visa exemption agreements with 29 -- along with the widespread availability of mobile payments and a continuous upgrade of cultural and tourism experiences.
In 2025, the country welcomed over 150 million inbound visitors, up more than 17 percent from the previous year, with inbound tourism spending surpassing 130 billion U.S. dollars -- a nearly 40 percent increase. More than 30 million foreign nationals entered the country visa-free.
Foreign diplomats begin 2026 cultural tour aimed at exploring China
