This momentum is being supported by infrastructure modernization and a range of measures designed to facilitate travel. Expanded visa policies, improvements to tax-refund procedures and enhanced duty-free shopping arrangements are part of a broader strategy aimed at creating a smoother and more convenient experience for international visitors.
Projections indicate that tourism’s share of China’s overall domestic investment will continue to rise. By 2036, the sector could account for approximately 3.7 percent of total investment in the country, compared with 2.3 percent last year. This upward trajectory strengthens expectations that China could eventually become the world’s largest travel and tourism economy.
Among the country’s main competitive advantages are its extensive cultural and historical heritage, internationally renowned cuisine and comprehensive transportation network. The expansion of airports, railway stations and high-speed rail services has significantly improved connectivity between major urban centers and emerging destinations, making it easier for visitors to travel across different regions.
China’s progress is also taking place against the backdrop of a strong recovery in global tourism. In 2025, worldwide investment in travel and tourism exceeded $1 trillion, representing an 8.5 percent year-on-year increase. At the same time, the sector contributed a record $11.6 trillion to global gross domestic product. The United States, China, India and Saudi Arabia together accounted for nearly half of all global investment in the industry.
Long-term planning is another key component of China’s tourism strategy. The 14th Five-Year Plan, covering the 2021-2025 period, established the goal of transforming the country into a world tourism powerhouse by 2035. That direction continues under the 15th Five-Year Plan, covering 2026 to 2030, which calls for the development of a broader, more diversified and higher-quality range of tourism products.
Achieving these objectives will require sustained investment in infrastructure, accommodation, attractions, connectivity and visitor services. China has placed tourism among its national priorities and supported this strategy with large-scale projects that benefit both domestic travelers and international visitors.
The results are also becoming increasingly evident in international travel flows. In 2025, international overnight arrivals reached a record 1.54 billion worldwide, up 5.6 percent from the previous year. This represented an additional 82 million arrivals compared with 2024. China, France and Japan recorded the largest absolute increases, together accounting for nearly 30 percent of the overall growth.
The outlook for China’s tourism market remains favorable. The country’s travel and tourism industry is projected to grow by approximately 5.3 percent in 2026, while recording average annual growth of around 6.5 percent over the next decade.
If these projections materialize, the size of China’s travel and tourism sector could nearly double by 2036, reaching approximately $3.5 trillion. Rising investment, stronger connectivity, greater destination diversification and policies designed to facilitate international travel are positioning China to play an increasingly prominent role in the global tourism market.
