Beijing Daxing International Airport has taken innovative steps to transform the arrival experience for international travelers, reflecting a wider shift in China’s approach to tourism and aviation integration. Travelers landing at the airport can immediately access a range of convenient services, including local SIM cards, mobile payment assistance via Alipay, and public transport passes, all designed to ease their transition into the city and foster a positive first impression.
Wang Qiang, deputy general manager of Daxing’s aviation business department, emphasized that these services are intended not just for convenience but to immerse visitors in Chinese culture from the moment they arrive. "The airport has become the traveler’s first impression of the city—and sometimes the last," Wang said during a recent tourism summit in Beijing. The airport’s growing emphasis on cultural presentation includes features like the China Garden, inspired by classical Suzhou landscaping, rotating exhibitions from the National Museum of China, and an annual airport carnival.
Opened in 2019, Daxing has expanded its offerings tailored to international visitors. In 2025, it launched the "Beijing Service" counter at the international arrivals area, providing over 20 services for foreign visitors, complemented by AI-powered visual translation devices capable of real-time interpretation in eight languages. Additionally, the airport collaborates with Beijing Foreign Studies University to offer enhanced multilingual support through its "three-way call" service.
This evolution aligns with China’s broader national strategy to deepen the integration between aviation and tourism. An action plan released jointly by the Ministry of Culture and Tourism and the Civil Aviation Administration in late 2025 proposes improvements to travel services by 2027, aiming to create a more connected and seamless experience for both domestic and international travelers.
The emphasis on integrated travel experiences extends beyond airports to airlines as well. Liu Li, representing Finnish airline Finnair in China, highlighted efforts to enhance the in-flight journey as a cultural introduction. Finnair recently commissioned Finnish musician Lauri Porra to create an album designed to enrich the travel experience.
Experts from other countries note the importance of coordination between aviation and tourism sectors. Robert Lang, chair of Edinburgh Tourism Action Group’s China Ready Initiative, likened the relationship to a relay race where smooth transitions depend on effective data sharing and coordination among stakeholders. Similarly, Romulo Vallejo of the Dominican Republic’s Ministry of Housing and Urban Development pointed to Punta Cana’s concurrent development of airport infrastructure and destination amenities as a model for mutual growth in air travel and tourism.
Despite the enthusiasm, challenges remain. Industry professionals acknowledge the difficulties in aligning the different operational rhythms and incentives of airlines and tourism companies. Liu Huiyuan, COO of TUI China, observed that cooperation often remains project-based without long-term mechanisms to synchronize planning and responsiveness. Airlines typically operate on fixed schedules and prolonged planning horizons, while tourism demand can fluctuate rapidly due to policy changes and market trends.
China’s inbound tourism industry is rebounding, with the Chinese Academy of International Trade and Economic Cooperation reporting 82 million international visitors in 2025, a 26.4 percent increase from the previous year. Tourism spending and travel service exports have also surged, yet tourism’s contribution to GDP remains below 0.5 percent—significantly lower than in countries such as Thailand and many European nations.
Industry leaders see integration as key to expanding this sector. You Xugong of Beijing Best Tour Ltd emphasized the need for aligning airlines, tourism companies, and hotels to create coherent travel experiences. He suggested that industry associations could help aggregate demand, thereby encouraging airlines to develop routes and services that better serve international visitors.
Ultimately, the redefinition of travel experience is underway. Airports like Beijing Daxing are no longer just transit points but gateways designed to spark curiosity and encourage exploration. As Wang Qiang noted, the traditional focus on moving passengers efficiently is evolving toward crafting journeys that begin with the first step off the plane.