As global travel continues to rebound in the post-pandemic era, China has emerged as a pivotal player in shaping the future of international tourism. The resurgence of inbound travel to China, driven by strategic policies and regional initiatives, offers a unique opportunity for localities to harness the “China Travel” boom as a catalyst for economic growth and global tourism development. Cities and provinces such as Dalian, Zhejiang, and Hainan are at the forefront of this transformation, each implementing innovative strategies to attract international visitors and position themselves as desirable global travel destinations.
Dalian, a scenic coastal city in Northeast China, is taking bold steps to capitalize on the surge in global tourism interest. The municipal government has announced a target of increasing inbound tourist numbers by 50%, a goal supported by the implementation of several key measures. Among these is the introduction of immediate tax refunds for foreign tourists, which is designed to enhance the shopping experience and encourage spending. In addition, the city has established emergency medical green channels at select hospitals, ensuring that international travelers have access to timely and prioritized healthcare. These efforts are being complemented by the city’s strategic use of the 240-hour visa-free transit policy, which has already facilitated a significant increase in foreign arrivals. From January to mid-March 2025 alone, Dalian’s airport recorded 34,000 foreign entries—a 49% rise from the previous year—demonstrating the growing appeal of the city among international tourists.
Zhejiang Province, known for its rich cultural heritage and economic vitality, is also making concerted efforts to elevate its status in the global tourism arena. The province has laid out an ambitious plan aimed at doubling its international visitor arrivals by 2030. This plan encompasses the organization of 50 major promotional events across the province in 2025, designed to boost global awareness and appeal. Zhejiang’s focus on developing an intelligent tourism model further underscores its commitment to innovation. By offering smart guided tours, personalized itineraries, and user-friendly tourism apps, the province is enhancing the travel experience for foreign visitors. Moreover, the optimization of payment systems, expansion of visa-free policies, and enhanced translation services are all intended to make travel to Zhejiang more accessible and enjoyable.
Meanwhile, Hainan Province, often dubbed the “Hawaii of China,” continues to experience robust growth in inbound tourism, with over 500,000 foreign passengers arriving through its major airports in the first quarter of 2025. The province’s unique tropical offerings have positioned it as a premier destination for leisure and relaxation. To further expand its global reach, Hainan has launched an international ambassador program, providing incentives such as complimentary visits and participation in local activities to promote the region abroad. Furthermore, the province plans to open 29 tourism promotion offices in 18 countries and regions, reflecting a proactive approach to global tourism marketing.
These regional initiatives are part of a broader national strategy to leverage tourism as a key driver of economic growth. China’s central authorities are committed to stabilizing and enhancing foreign investment, with tourism playing a vital role in this effort. The 2025 Action Plan for Stabilizing Foreign Investment emphasizes visa reforms, including expanded visa-free transit and regional visa exemptions, to facilitate cross-border travel and international economic exchange.
Tourism’s economic impact in China is substantial, particularly in terms of stimulating consumption and fostering integration with other industries. International visitors, who typically engage in higher-value spending, contribute significantly to local economies and help elevate China’s global image. As localities continue to refine and implement strategies that enhance the visitor experience, they not only stand to boost their economic fortunes but also contribute to a more interconnected and vibrant global tourism landscape. The China travel boom thus presents a powerful opportunity for localities to achieve sustainable growth while positioning the country as a leading destination for global travelers.
