Beijing, August 17: “Once is not enough,” and “I just want to keep coming back to China.” These sentiments from foreign tourists have been rapidly circulating on social media following their recent trips to the country.
One British traveler is currently on his third visit to China, retracing the ancient Silk Road. A Dutch tourist initially planned to stay for a few weeks but ended up extending his visit to six months. Elon Musk has also publicly praised China, encouraging others to visit. This trend of “returning to China” is becoming increasingly popular among international travelers.
Recent statistics highlight China’s growing appeal. In the first half of this year, approximately 22.9 million foreign tourists entered China, marking a 20.4% increase compared to the same period last year. Notably, around 80% of these tourists entered the country without a visa. Additionally, the number of foreign tourists receiving tax refunds upon departure surged by 366% compared to last year.
Previously, foreign visitors to China often rushed to see major attractions and purchase local products. However, this trend is changing. Tourists now prefer to “live like locals.” Experiences such as bargaining at vegetable markets, savoring tea in traditional tea houses, and learning local dialects are becoming increasingly popular.
This deeper engagement is gradually altering long-held perceptions of China. The country’s allure is primarily tied to its rich and diverse resources. With its Great Wall, Han costumes, and intangible cultural heritage, China boasts a profound cultural legacy. From the desert Silk Road to the sacred lakes of the plateau, the natural beauty here is equally impressive.
According to data, over 60% of foreign tourists visit China to experience its culture. Thus, it is nearly impossible to see all of China in a single trip. On the other hand, improving facilities and convenient policies have significantly reduced travel challenges.
Currently, China has a full reciprocal visa-free arrangement with 29 countries, while a unilateral visa-free policy applies to citizens of 50 nations. Thanks to high-speed rail networks, mobile payments, and AI-based smart travel tools, foreign tourists can easily access both major cities and remote villages. Traveling in China has become much easier than before.
Moreover, China offers tourists new experiences along with a sense of security. Emerging forms of “technology tourism,” such as closely observing smart vehicle manufacturing or experiencing food delivery via drones, are gaining popularity. Foldable-screen phones, drones, and other smart products made in China are becoming popular souvenirs among foreign visitors. Many young foreigners are even considering starting their own businesses in China.
According to Gallup’s 2025 data, 94% of Chinese citizens feel safe walking alone at night. The visible goodwill on the streets and the vibrant nightlife provide foreign tourists with a sense of warmth and belonging.
In the future, as the “Chinese service” brand continues to improve, the tourism experience in China will become even richer. A China that is three-dimensional, vibrant, and full of energy is undoubtedly becoming a destination worth returning to, rather than just a one-time visit.
(Source: China Media Group, Beijing)
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