The outlook for the coming years remains highly positive. Forecasts suggest that China’s tourism economy could reach US$3.5 trillion by 2036, nearly doubling its current value. The sector is also expected to maintain an average annual growth rate of 6.5% over the next decade, reflecting the strength of a strategy built on investment, innovation and increasing engagement with international markets.
One of the key drivers behind this growth is China’s rising appeal as a destination for international travelers. In 2025, the country welcomed more than 68 million foreign visitors, representing a 15.5% increase compared with the previous year. This growth rate was almost three times higher than the global average, highlighting China’s expanding ability to attract tourists from a wide range of source markets.
International visitor spending also recorded impressive results. Revenue generated by inbound tourism reached US$135 billion, surpassing pre-pandemic levels and marking a full recovery in international travel demand. This trend reflects growing traveler confidence and a tourism offering that is becoming increasingly competitive, diverse and attractive.
Much of this success is closely linked to measures introduced by the Chinese authorities to facilitate travel. In recent years, visa exemption programs have been expanded and entry requirements have been eased for citizens of more than 50 countries. These initiatives have played a significant role in boosting visitor arrivals and strengthening the country’s international connectivity.
At the same time, China has pursued an ambitious infrastructure development strategy. Investments in airports, high-speed rail networks and transportation systems have improved domestic mobility and opened access to new destinations with strong tourism potential. As a result, lesser-known regions are gaining visibility and expanding the range of experiences available to both domestic and international travelers.
Digital transformation is also playing a crucial role in the sector’s evolution. The introduction of biometric technologies at border checkpoints, the widespread use of digital payment platforms and the deployment of advanced technological solutions are helping to create a smoother, more efficient and secure travel experience. These innovations enable the country to meet the changing expectations of modern travelers while enhancing its competitiveness against other major tourism destinations.
The impact of this growth extends far beyond economic performance. Tourism has become a major source of employment for millions of people across China. The sector currently supports more than 84 million jobs, and projections indicate that this figure could exceed 103 million by 2036. If these forecasts materialize, a significant share of all new tourism-related jobs created worldwide during the next decade will originate in China.
In addition to the expansion of inbound tourism, forecasts also point to a strong recovery in outbound travel by Chinese citizens. Spending by Chinese travelers abroad is expected to continue rising substantially, further reinforcing China’s position as one of the most important source markets for destinations around the world.
With strong domestic demand, growing international visitor arrivals, substantial infrastructure investment and policies designed to facilitate travel, China is moving steadily toward a new era of tourism leadership. All indicators suggest that the country will play a decisive role in shaping the future of the global travel industry, consolidating its status as one of the world’s foremost tourism powers in the years ahead.
