China's inbound tourism is seeing strong growth, fueled by cultural offerings and easier visa policies, with viral attractions drawing international visitors ahead of the May Day holiday.
In Shanghai's North Bund, a glass elevator has gone viral overseas for its striking design. Nicknamed the ‘Silver Egg,’ the mirror‑finished capsule opens to a panoramic view of Pudong, with the Oriental Pearl Tower framed at center stage.
"It's very beautiful. We love it," said a tourist from Azerbaijan
"China in general is very good. It's very well organized, very clean, easy to travel, so we like it," said another tourist from Azerbaijan.
In Suifenhe, a border city in northeast China's Heilongjiang Province, the China-Russia mutual visa-free policy implemented last year, has given cross-border travel a sustained boost, leading to a marked increase in Russian tour group bookings for the upcoming May Day holiday.
"I've been here four times and I loved every visit. I really want to come again. Look, this city is so beautiful and amazing," said Yulia, a Russian tourist.
Dai Bin, president of the China Tourism Academy, believes that travel today has extended well beyond traditional sightseeing, but is more about cultural immersion.
"Inbound tourism today is no longer just about sightseeing -- mountains, rivers, and scenic spots. It's more about immersive and all-around experiences of a beautiful way of life, involving shopping, culture, and entertainment," said Dai.
China now offers unilateral visa exemption to 50 countries, and 240-hour transit privileges to travelers from 55 countries.
As a result, inbound visits under visa‑free programs reached 30.08 million in 2025, up 49.5 percent year on year and accounting for nearly 73 percent of all foreign arrivals.
China inbound travel climbs as viral attractions, visa policies boost appeal
China inbound travel climbs as viral attractions, visa policies boost appeal
