More Swedes are adding China to their travel lists as trips grow more convenient.
At Stockholm Arlanda Airport, travelers heading to China say they want to see the country's landscapes and development firsthand.
"You have everything, from the cities to the ocean, to the forests, to the mountains. So I would like to explore all of it," said one traveler.
Those who have visited before say the experience gave them a close-up view of a multifaceted China.
"So, it's like scenery, some have good foods, some have other cultures, some have ethnic folk traditions, so it's different and I like them in different ways," said a local resident in Stockholm.
China's expanding visa-free policies and increased international flights are fueling the trend, with Chinese airlines offering more routes and competitive fares.
"With the popularity of China travel, foreign passengers taking this flight have clearly increased. Based on our observations, basically more than half of the passengers are foreign nationals choosing to take this flight to China," said Hui Yang, a Chinese airline staff member in Sweden.
Swedes embrace 'China travel' as visits become easier
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
