Tourists from Spain visit Tianzifang, an art area in east China's Shanghai, Dec. 3, 2024. Expanding visa-free policy is a milestone in China's journey toward greater openness and also shows its confidence on the global stage. (Photo by Chen Haoming/Xinhua)
NANJING, Dec. 17 (Xinhua) -- Dressed in an elegant Qipao and holding a delicate round fan, German traveler Lea Hoffmann strolled through a centuries-old water town in Suzhou in east China's Jiangsu Province.
Her journey was not merely about ticking off another tourist spot. "I want to truly step into this place and feel the classical charm within Chinese traditional culture," she said.
Hoffmann exemplifies a growing trend among international visitors who are opting for personalized, in-depth cultural experiences over whirlwind tours.
From learning intangible cultural heritage textile weaving in Yunnan, to trying their hands at pottery wheel throwing in the ancient porcelain capital of Jingdezhen, or practicing Suzhou embroidery stitches, foreign tourists are increasingly seeking authentic connections when visiting China.
"The reasons for international tourists to visit China are diversifying as shows, sports events, exhibitions, and gourmet food can all be the draw," said Hu Di, head of an international travel agency in Suzhou.
Hu noted a rise in independent travelers forming small groups, planning extended itineraries that cover more destinations and staying longer, with demand shifting from iconic landmarks to themed, in-depth and customized experiences.
In the culturally-rich northern province of Shaanxi, for example, various projects featuring Chang'an, the ancient name for Xi'an, which served as the capital for many Chinese dynasties, offer immersive experiences in Hanfu photography, interactive performances and intangible cultural heritage cuisine.
The vibrant tourism offerings have become social media sensations abroad, allowing visitors to "time-travel" to the ancient capital in the Tang Dynasty (618-907). "The costumes and scenes in the videos are breathtaking. I want to experience that atmosphere firsthand," Hoffmann said.
This tourism trend is supported by China's expanding visa-free policies and measures that make travel easier for foreign visitors, including tax refunds and enhanced electronic payment options.
Official data shows a significant surge in inbound tourism. Visa-free entries constituted over 7 million, or 72.2 percent, of all foreign arrivals in the third quarter, marking a 48.3 percent annual increase.
As cultural experience tours gain popularity, foreign tourists are venturing beyond major cities to explore China's diverse regions.
During this winter, destinations like Harbin, Dalian, Changchun and Yining are trending. Data from China's online travel service giant Trip.com Group shows that inbound bookings for winter scenic spots nearly doubled year on year, with Hebei, Xinjiang and Inner Mongolia seeing increases of more than 130 percent.
To cater to the rising demand, cities are leveraging transit visa-free policies to design boutique inbound travel routes. Beijing offers hutong tours and central axis cycling tours, while Yunnan features eco-wellness and outdoor adventure itineraries. Guangxi integrates tropical fruit picking into tours, and the "Panda Express" train loops through Sichuan, Guizhou and Chongqing.
Services for inbound tourists are also being upgraded. The coverage of foreign-card payment terminals is expanding, and mobile payment solutions for international visitors are improving.
Shopping areas such as Beijing's Silk Street mall offer foreign-language service, currency exchange and quick tailoring. Zhejiang Province launched a global smart travel service platform with AI-powered itinerary planning, and Nanjing introduced a tour card bundling connectivity, payment and access.
The inbound tourism boom presents a vibrant, diverse China to the world while injecting new momentum into domestic demand. James Liang, executive chair of Trip.com Group, highlighted the sector's potential.
Liang noted that bringing China's inbound tourism revenue to 1 to 2 percent of GDP, on par with international levels, could unlock a market increment of 1 to 2 trillion yuan (about 141.7 billion to 283.4 billion U.S. dollars).
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