China’s travel and tourism industry is experiencing rapid growth, positioning the country as a leading force in the global sector and on course to become the world’s top travel and tourism economy if current trends continue. This is according to recent data from the World Travel and Tourism Council’s (WTTC) 2026 Economic Impact Research report.
In 2025, China welcomed over 68 million international visitors, a 15.5 percent increase from the previous year—nearly three times the global growth rate of 5.4 percent. Spending by these visitors rose by 10.5 percent to $135 billion, outpacing the worldwide average increase of 3.2 percent. The country recorded an additional 9 million international arrivals compared to 2024, marking the largest gain globally. The travel and tourism sector supported 84.6 million jobs in 2025 and is projected to generate more than 103 million jobs by 2036.
Several factors contribute to China’s burgeoning tourism sector, including expanded visa-free policies and extended visit durations for international travelers. The government has also improved inbound tourism services, enhancing the overall visitor experience. Technological innovations such as biometric entry systems and widespread adoption of digital payments have streamlined travel. Investments in air connectivity and high-speed rail networks have further increased accessibility, while the introduction of new attractions has diversified tourism offerings, bolstering China’s global competitiveness as a destination.
WTTC President and CEO Gloria Guevara highlighted the country’s “clear long-term commitment” to the sector at the 2026 Beijing Fragrant Hills Tourism Summit. She noted that targeted policy reforms have translated into stronger inbound demand and sustained growth. Emphasizing the need for continued visa facilitation improvements, Guevara said such steps are essential for maintaining momentum.
Guevara also shared personal insights from a recent 10-day family trip across China, observing that the variety of activities and robust retail options stood out as major attractions. She recounted how her family members were impressed by the quality and affordability of products in cities like Shanghai, Beijing, and Xi’an, leading them to purchase extensive gifts and souvenirs. Noting the distinct cultural and regional diversity between destinations such as Beijing and Chengdu, Guevara stressed that many visitors only scratch the surface during short visits, encouraging repeat travel.
In addition to these developments, artificial intelligence technologies are increasingly shaping the tourism industry. Airlines are leveraging AI to reduce food waste by analyzing passenger preferences, while hotels use AI to improve operational efficiency by tailoring housekeeping priorities based on guest types. Destinations employ AI to enhance visitor experiences by optimizing itinerary planning and recommending personalized routes and exhibits. Guevara cautioned, however, that while AI serves as a valuable tool for efficiency and productivity, human professionals remain crucial for addressing unexpected challenges during travel.
Overall, China’s expanding inbound tourism, coupled with policy support, infrastructure investment, and digital innovation, is driving significant growth and is expected to firmly establish the country as a dominant player in the global travel and tourism landscape in the coming decade.