Warming market
More foreigners like Candee coming to China indicates that, after four years since the outbreak of the COVID-19 pandemic, inbound tourism in China has finally entered the fast recovery channel.
The Global Times learned from domestic travel platform Ctrip that the number of inbound tourists to China in the first four months of 2014 (including air and rail travel) has increased by 244 percent compared to the same period in 2023. The top 10 most popular Chinese travel destinations for inbound tourists include Shenzhen, Shanghai, Guangzhou, and Beijing. Inbound tourists mainly come from South Korea, the US, and Singapore, among others.
Inbound tourism has always been an important symbol of China’s opening-up to the outside world, Jiang Yiyi, director of institute of international tourism development at the China Tourism Academy, told the Global Times.
Since 2022, China has taken many measures to further promote China’s opening-up level, such as visa facilitation, international flights resumption, and more convenient payment for inbound tourists.
China’s tourism industry is also undergoing a transformation. In the past, foreign tourists came to China mainly for sightseeing. Now, through the restructuring of the domestic industry system, China has provided more diversified products for foreign tourists. Foreign tourists can come for vacation, to participate in sports activities or events, such as marathons and skiing.
Tourists from Hong Kong and Macao can conveniently go to provinces around the Greater Bay Area such as Guangdong and Hunan for leisure vacations.
These policies and changes in product systems and industry structures come together and lay a very good foundation for foreign tourists to have more diversified choices, and it is the same with tourists from Hong Kong and Mocao, according to Jiang.
As the inbound tourism market gradually heats up, Chinese travel agencies are getting busier receiving tourist inquiries, launching new inbound products, and developing travel routes during the traditional off-season. A shortage of Englishspeaking guides and lesser-known languages also occurred.
The COVID-9 pandemic had a significant impact on China’s inbound and outbound tourism market, leading to disruptions in the industry chain and talent loss. However, the tourism industry is very resilient. With a good business model and development opportunities, talents will definitely come back, Jiang said.