China opens borders to international tourists

China reopened its borders in January 2023, ending three years of COVID isolation. Three years on, in 2026, the country is not just open, it is actively courting visitors. A wide visa-free policy and far easier entry rules have turned a slow restart into one of the fastest tourism rebounds in Asia.

Back in early 2023, mainland China reopened land and sea crossings with Hong Kong and dropped quarantine for arrivals. That was the last pillar of the zero-COVID policy, which had shielded China’s 1.4 billion people from the virus but also cut them off from the rest of the world. Reopening was only the start of the story.

At the time, investors bet that reopening a 17 trillion dollar economy would bring back confidence after its slowest growth in almost half a century. The early months were rough, with a wave of infections straining hospitals. But by 2026 the travel picture looks very different, and far more positive for foreign brands and destinations.

China travel in 2026: visa-free and rebounding

The big change is visa policy. China now offers visa-free entry to citizens of more than 40 countries, with the trial extended to 31 December 2026, and travelers can stay up to 30 days. The effect is real: visa-free entries jumped sharply through 2025, and the first quarter of 2026 saw roughly 8.3 million visa-free arrivals, up about 30 percent year on year. For outbound travel, Ctrip and other platforms expect Chinese travelers to take well over 150 million trips abroad in 2026.

For destinations, hotels and retail brands, the lesson is simple: Chinese travelers plan on their phones. They search and shortlist on Xiaohongshu (RedNote), reading other travelers’ notes and photos before they book, then share their own trip afterwards. If your destination or brand is not in those notes, you are not on the itinerary. Our Xiaohongshu marketing guide for 2026 explains how to get in front of these travelers without a big budget.

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The 2026 market reality: what the data shows

China recorded 154.5 million inbound tourist arrivals in 2025, a 17.1% year-on-year increase, according to CGTN. Total inbound tourism spending reached US$131.1 billion, up 39.2% from 2024. The number of foreign visitors entering China under visa-free arrangements hit 30.08 million in 2025, a 49.5% jump from the previous year, accounting for 73.1% of all foreign arrivals. These figures mark a structural shift, not a short-term bounce. China is actively pulling international visitors back in, and the infrastructure to support them is finally catching up.

How visa-free access reshaped inbound travel

Until 2023, getting a visa to enter China was a friction point that kept casual travelers away. That changed quickly. By the end of 2025, China had extended visa-free access to citizens of 77 countries. The current policy allows stays of up to 30 days without a visa, and it has been confirmed through December 31, 2026, according to Newland Chase.

The list covers 32 European nations, Australia, New Zealand, Japan, South Korea, and several Gulf and South American countries. Russia received a separate bilateral arrangement in September 2025, allowing ordinary passport holders up to 30 days visa-free entry through September 2026. The United States, Canada, and the United Kingdom remain excluded from the program.

The impact on arrival volumes was immediate. During Q3 2025 alone, 7.25 million foreign nationals entered China on visa-free terms, a 48.3% increase versus the same quarter in 2024, per China’s National Immigration Administration. Visa-free arrivals now make up 72.2% of all foreign entries.

For brands and marketers, this matters. The visitor profile is changing. Western European travelers, who previously faced significant bureaucratic friction, are now entering in larger numbers. South Korea, Thailand, Singapore, Malaysia, and Japan rank as the top five source markets. But the growth from Europe is accelerating, and those visitors bring different brand expectations, different social media habits, and different spending patterns than visitors from neighboring Asian countries.

The shift also means that China’s inbound tourism pool is diversifying. Cities beyond the traditional gateway trio of Beijing, Shanghai, and Guangzhou are seeing foreign visitors for the first time at scale. Chengdu, Xiamen, Qingdao, and Harbin all appear on the 2025 list of growing destinations. That geographic spread creates new opportunities for regional positioning and localized content strategies.

The digital infrastructure foreign tourists now use, and what it means for brands

One of the biggest practical barriers to visiting China was always the payment system. China runs on Alipay and WeChat Pay. Foreign credit cards were often refused. That has changed substantially since 2024.

In 2025, more than 10 million inbound travelers used Alipay’s services, with consumption via the platform more than doubling year-on-year. Transactions by foreign visitors on WeChat Pay increased 134% during Spring Festival 2025 compared to the prior year. Total spending through Alipay rose 150% during the first five days of that same holiday period, according to Global Times. By early 2026, Alipay raised the single transaction limit for verified foreign users to US$5,000, with an annual ceiling of US$50,000.

Airports, metro systems, major scenic sites, and chain retailers have added multi-language payment interfaces. Alipay now links to 13 overseas e-wallets, covering travelers from the Philippines, Thailand, Singapore, and other markets. Mobile payment spending by inbound tourists reached 80 billion yuan in 2025.

The lesson for brands is direct. When a foreign tourist can pay with their phone, they are also sharing locations, writing reviews, and creating content on Chinese platforms. Xiaohongshu (Little Red Book) saw a surge in posts from foreign travelers in 2025, with the platform leaning into the trend by promoting “visit China” content in multiple languages. Douyin (TikTok’s Chinese version) followed the same pattern, with inbound tourism content generating tens of millions of views.

A concrete example: Japanese cosmetics brand Shiseido ran a dedicated campaign targeting inbound Japanese and Korean tourists visiting Shanghai in early 2025. They used Xiaohongshu to create geo-tagged content around their flagship store on Nanjing Road, paired with WeChat mini-program offers. The campaign drove a measurable uplift in in-store foot traffic from foreign visitors who had discovered the brand on Chinese platforms before or during their trip. The playbook is not complicated: meet the tourist where they are discovering content, and give them a reason to walk through the door.

For foreign brands entering or re-entering China, the inbound tourist wave is also a research opportunity. These travelers are real consumers giving real feedback on Chinese platforms. Monitoring their reviews and content gives brands early signal on product-market fit before they commit to full-scale distribution.

What changed between 2024 and 2026

In 2024, China’s inbound tourism recovery was visible but uneven. Visa processing was slow in many markets. Payment friction was still a common complaint. And foreign visitors often reported difficulty booking hotels, trains, and attractions online without a Chinese phone number.

By 2026, several of those friction points are resolved or significantly reduced. The visa-free list expanded from roughly 20 countries in early 2024 to 77 by end-2025. Transit visa-free stays were extended from 72 hours to 144 hours in key cities, then made more flexible again in 2025. Alipay and WeChat Pay both launched dedicated foreign-user onboarding flows that do not require a Chinese bank account or phone number.

Shanghai received 2.61 million foreign tourists in just the first four months of 2026, up 30.5% year-on-year, according to city-level data cited by People’s Daily. Beijing reached pre-pandemic visitor levels by mid-2025. The WTTC now forecasts China’s travel and tourism sector to grow 5.3% in 2026, and average 6.5% annually over the following decade, positioning China as a potential top global tourism economy by 2030.

Consumer attitudes among Chinese residents also shifted. Domestic travelers and urban residents are more accustomed to sharing space with foreign visitors than they were in 2023, when border reopening was still new. This cultural normalization matters for brands: it reduces resistance to foreign-origin products and creates more receptive conditions for international campaigns.

Frequently asked questions

Which countries can enter China without a visa in 2026?

As of 2026, citizens of 77 countries can enter China visa-free for stays of up to 30 days. The list includes most of the European Union, Australia, New Zealand, Japan, South Korea, Singapore, Malaysia, Thailand, and several Gulf and South American nations. Russia has a separate bilateral arrangement covering ordinary passport holders through September 2026. The United States, Canada, and the United Kingdom are not included in the current visa-free program. China has confirmed the existing unilateral visa-free policy through December 31, 2026. Travelers should verify their country’s status before departure, as the list has expanded multiple times since 2024 and could change again. The policy applies to tourism, transit, business visits, and some family visits, but not to long-term work or study purposes.

How many foreign tourists visited China in 2025?

China recorded 35.17 million foreign tourist arrivals in 2025 (excluding visitors from Hong Kong, Macao, and Taiwan). When all inbound arrivals are counted, including those regions, the total reaches 154.5 million trips, up 17.1% from 2024. Of the foreign arrivals, 30.08 million entered under visa-free arrangements, representing 73.1% of all foreign visitors. The top source markets were South Korea, Thailand, Singapore, Malaysia, and Japan. Total inbound tourism spending reached US$131.1 billion, a 39.2% increase versus 2024. The WTTC noted that China added 9 million more international arrivals in 2025 than any other country, the largest absolute gain globally. These numbers confirm that China’s tourism recovery has moved well past the initial post-pandemic rebound phase.

Can foreign tourists use their credit cards or mobile payments in China?

Yes, the situation improved significantly in 2024 and 2025. Alipay and WeChat Pay both allow foreign visitors to link international bank cards and overseas e-wallets to their accounts without needing a Chinese bank account. Alipay supports 13 overseas e-wallet providers. By early 2026, verified foreign users can make single transactions up to US$5,000 with an annual limit of US$50,000. Major international credit cards are now accepted at airports, large hotels, and major retail chains. However, smaller restaurants, local markets, and budget accommodation may still be cash-only or mobile-only. Visitors from countries with Alipay-linked wallets (Philippines, Thailand, Singapore, and others) have the smoothest experience. Travelers are advised to set up Alipay or WeChat Pay before arrival and carry some cash as a backup for smaller purchases outside major cities.

What are the most popular cities for foreign tourists in China in 2025 and 2026?

Shanghai leads by a wide margin. The city received 2.61 million foreign tourists in the first four months of 2026 alone, up 30.5% year-on-year. Beijing and Guangzhou have returned to pre-pandemic visitor levels. Beyond the traditional gateway cities, Chengdu, Xiamen, Qingdao, Hangzhou, and Harbin are all recording growth in foreign arrivals. Hainan Island is attracting visitors with its duty-free shopping policy. Inbound tourism is spreading to smaller cities as infrastructure improves and foreign visitors become more confident exploring beyond the standard itineraries. For brands, this geographic spread means the opportunity is not limited to Tier 1 cities. Regional campaigns and distributor strategies that account for Tier 2 and Tier 3 city growth are becoming more relevant, especially for consumer goods, hospitality, and food and beverage categories.

How to move forward

China’s border opening is real, and the numbers confirm it. But an open border does not automatically translate into brand awareness or sales. Foreign visitors discovering China in 2025 and 2026 are forming opinions on Chinese platforms, buying from Chinese e-commerce channels, and being influenced by Chinese KOLs. If your brand is not present in those spaces, you are invisible to a fast-growing pool of engaged consumers.

Start with visibility. Make sure your brand appears on Baidu for relevant search terms, through Baidu advertising or organic SEO. Build a presence on the platforms where inbound tourists are creating content: Xiaohongshu and Douyin are where travel decisions are made and shared. For brands targeting retail or e-commerce conversions, connecting with a reliable local distributor or setting up on Tmall or Taobao gives you a channel when interest converts to purchase intent.

The window is open. If you want to discuss how to position your brand for China’s inbound tourism wave, reach out here.

Marcus Zhan is a China marketing specialist based in Shanghai. He covers digital marketing, consumer trends, and brand strategy for the Chinese market. Connect with him on LinkedIn to discuss China market entry strategy.

Sources: CGTN, China 2025 inbound tourism figures | Newland Chase, visa-free extension 2026 | Global Times, mobile payment connectivity 2026 | People’s Daily, Beijing and Shanghai inbound tourist data | IndexBox, WTTC China tourism report 2025