China is leading the world in using technology to provide seamless travel experiences for inbound visitors, thanks to its modern infrastructure, AI innovations and electronic payment systems, according to the head of the European Tourism Association (ETOA).
The country has been stepping up efforts to improve the digital tourism experience for overseas visitors. Earlier this year, China introduced 14 measures, including stronger basic digital services and greater convenience in digital payments, aimed at enhancing tourism, shopping and dining for inbound travelers.
In an interview with China Media Group (CMG), Tom Jenkins, CEO of ETOA, said China's modern infrastructure and technological applications have made "China Travel" more convenient and appealing to global visitors.
"Undoubtedly, China's modern infrastructure, the high-speed trains, the airports, whether you approve of airports or not, it makes travel a lot easier. I think the great thing about China at the moment is the seamlessness with which the technology can sink in with the hotels and with the transport. In some ways, Europe has got a lot to learn from China in terms of the speed with which various applications can function, and this has made travel a lot easier," he said.
He noted that China's leadership in the AI sector may also dovetail into its tourism industry, particularly in services like language translation.
"Now, how far AI will assist in this process is again one of the great intriguing things. Chinese is a challenge. Chinese characters do not seem easy for a European, but AI will enormously assist them in being able to translate what is happening and explain what they need to do. And I think this is one of the great assets of China, will be the application of AI in way in which people experience the destination," said the ETOA executive.
As a long-time user of Chinese mobile payment systems, Jenkins also praised China's leading role in integrating travel services into the digital realm.
"I think China will start leading the way in digital tourism. I've been using Chinese mobile payment devices for four or five years. I'm an enthusiast. I think China is leading the world in providing seamless technical travel functionality for incoming visitors and the rest of the world needs to catch up, and it will," he said.
China recorded 154 million inbound tourist trips in 2025, up 17.1 percent from the previous year. Spending by inbound travelers surpassed 130 billion U.S. dollars, up nearly 40 percent from the previous year.
China leads in seamless digital travel experiences: European Tourism Association chief
China leads in seamless digital travel experiences: European Tourism Association chief
