In a recent interview with Beijing Review, Zhou Zhanfeng, Deputy General Manager of CYTS International Travel Co. Ltd., shared insights following the visit of a prominent German automaker’s board member and his family to China. Expressing surprise at the disparity between Western media portrayals and his actual experience in China, the visitor remarked on the friendliness of the Chinese people and the country’s remarkable landscape. Zhou echoed this sentiment, emphasizing the necessity of firsthand experience to truly comprehend China’s essence.
Responsible for inbound tourism from North and South America, as well as German-speaking European nations, Zhou highlighted the transformative effect of visiting China, noting that many individuals alter their preconceptions after experiencing the country firsthand.
Despite the challenges posed by the COVID-19 pandemic, China’s inbound tourism sector is rebounding. With over 30 years of industry experience, Zhou remains optimistic about the sector’s resurgence, aiming for a return to pre-pandemic levels, if not surpassing them.
Recent data from the National Immigration Administration indicates a positive trajectory, with over 141 million entries and exits recorded in the first quarter of 2024, including 13.07 million foreign nationals. Major cities like Beijing and Shanghai have seen encouraging numbers, with inbound tourist figures steadily approaching pre-pandemic levels.
Tourists constitute the largest demographic of visitors, followed by business travelers, individuals visiting friends and relatives, workers, and students. Notably, countries such as the United States, Canada, Germany, and the United Kingdom, alongside neighboring nations like Russia and Japan, contribute significantly to China’s inbound tourism.
Furthermore, major airports including Shanghai Pudong and Guangzhou Baiyun have witnessed a substantial recovery in passenger traffic, exceeding 70 percent of 2019 levels by the first quarter of this year. The resurgence extends to the cruise industry, with ports in cities like Shanghai and Tianjin experiencing heightened inbound and outbound activity.
China’s expanded visa-free policies have played a pivotal role in bolstering inbound tourism, fostering people-to-people exchanges, and facilitating economic, trade, and cultural cooperation. Notably, initiatives such as the 15-day visa-free entry for individuals from Singapore and Brunei, as well as unilateral visa-free policies for citizens of several European countries, have contributed to a significant influx of visitors.
Luigi Gambardella, President of ChinaEU, emphasized the economic benefits of China’s visa-waiving initiatives, citing their potential to stimulate investment in the tourism sector and foster cooperation between Europe and China. Likewise, Luxembourg’s Foreign Minister Jean Asselborn and Hungarian Minister of Foreign Affairs and Trade Peter Szijjarto lauded the visa-free policy for its role in enhancing cultural exchange and trade relations.
The positive reception of these policies is evident among potential travelers like Romain Pierre from France, who eagerly anticipates revisiting China without the visa application process hindrance. However, Zhou cautioned that sustained growth in inbound tourism requires long-term planning and effective marketing strategies.
Challenges persist, particularly in marketing and promotion mechanisms, as evidenced by Zhou’s observations at international events like the International Tourism Fair in Berlin. To address these challenges, Zhou advocates for coordinated efforts among government departments and tourism enterprises to enhance marketing strategies and improve accessibility to China’s tourism offerings.
Moreover, the transition to a cashless society in China presents a challenge for foreign visitors accustomed to cash and traditional bank cards. To address this, the State Council has issued guidelines to enhance payment services for international travelers, including facilitating access to mobile payment platforms like Alipay and Weixin Pay.
By leveraging these measures and fostering collaboration between industry stakeholders, China aims to sustain the momentum of its inbound tourism industry, offering a promising outlook for international visitors eager to explore the country’s rich cultural heritage and vibrant landscapes.
