At the regional level, the opening of borders and improved air connectivity have facilitated an increase in tourist arrivals from nearby countries, especially Asia. However, the number of tourists from key markets such as Europe and North America remains low compared to pre-pandemic levels. The slow recovery of these markets is partly due to competition from other destinations that have captured the attention of international tourists, as well as the changing preferences of travelers seeking different experiences in the post-pandemic era.

In addition, China's tourism industry faces challenges related to the global perception of the country. Geopolitical tensions and negative media coverage have affected China's image as a safe and attractive destination, deterring some potential tourists. To counter this, the Chinese government has launched several marketing initiatives aimed at improving the country's image and attracting international travelers once again.

Despite these challenges, the future of tourism in China remains promising. Authorities have implemented policies to revitalize the sector, including incentives for investment in tourism infrastructure and promotional programs that highlight the country's cultural and natural offerings. The growing popularity of digital platforms and social media has also played a crucial role in promoting Chinese destinations globally, helping to capture the attention of new market segments.

In terms of business tourism, a faster recovery is being observed. Trade fairs, exhibitions and other international events are once again being held in major Chinese cities, attracting professionals from all over the world. This segment, less sensitive to the fluctuations of leisure tourism, has contributed significantly to the rebound in international arrivals.