China’s Tourism Rebound Powers Ahead

Beijing, July 8, 2025 — China has expanded its visa-free policy to citizens of 74 countries, permitting stays of up to 30 days without a visa. This significant move is part of a broader effort to revitalise the country’s tourism sector following the disruptions of the COVID-19 pandemic.

According to official data, more than 20 million visitors entered China visa-free in 2024—more than double the previous year—now making up nearly a third of all foreign arrivals. Travel operators are reporting a surge in business. Booking volumes from international travellers have more than doubled in early 2025, with a majority of tourists coming from countries that now enjoy visa-free entry. Tour companies are seeing strong growth, with international bookings in some cases surpassing pre-pandemic levels.

Regional Reach and Policy Nuances

The updated visa policy includes nations across Europe, Asia, Latin America, and the Middle East. It is currently being implemented as a one-year trial, with new countries such as Azerbaijan set to join the list this month. However, the expanded access does not yet apply to several key nations, including the United States, Canada, the United Kingdom, and Sweden. Citizens of those countries can still take advantage of a 10-day visa-free transit program through designated Chinese ports, provided they continue travel beyond China.

This visa liberalisation builds on earlier pilot programs, such as the long-standing visa-free entry to Hainan Province. Now rolled out on a national scale, the reform is China’s most ambitious tourism recovery measure to date, aimed at restoring the pre-pandemic peak of nearly 32 million foreign tourist arrivals.

As China reopens its borders more broadly, the tourism industry is experiencing renewed energy. Tour guides, hospitality providers, and local businesses report a sharp increase in foreign footfall at major cultural and historical sites. With this new policy framework, China is positioning itself to once again be a global tourism hub, attracting a diverse mix of travellers eager to rediscover the country’s rich heritage and modern offerings.