China aims to attract 190 million inbound tourist visits annually by 2030 under a new five-year tourism development plan, signalling the country’s growing efforts to attract international visitors, boost consumption and strengthen global cultural exchanges.
The plan, approved by China’s State Council, also sets a target of generating more than US$150 billion in annual inbound tourism spending by 2030. It calls for improvements in tourism services, greater international connectivity and stronger global promotion of China’s tourism industry.
China to Further Simplify Travel for International Visitors
To achieve its ambitious targets, China plans to streamline services for international visitors throughout their travel experience. The plan calls for the expansion of the country’s visa-free entry programme and an increase in international air and rail connections. It also aims to improve convenience in payment, transportation, communications and accommodation.
The government also plans to optimise tax refund procedures for overseas visitors and expand multilingual services. Foreign-language tour guides are expected to receive improved training, while AI-powered translation devices are expected to be used more widely to reduce language barriers.
Nationwide Inbound Tourism Network Planned
China also plans to develop a nationwide inbound tourism network centred on international consumption hubs and major gateway cities. The plan includes the development of more shopping clusters designed to meet the needs of overseas visitors. These measures are expected to strengthen the role of tourism in stimulating consumption and improving the overall travel experience for international tourists.
Inbound Tourism Rebounds Strongly
The new targets build on China’s strong recovery in inbound tourism following the expansion of visa-free entry and transit policies and improvements in travel services. China currently offers unilateral visa-free entry to nationals of 50 countries and has expanded its 240-hour visa-free transit programme to 65 entry ports.
In 2025, China recorded more than 150 million inbound tourist visits, an increase of over 17% compared with the previous year. Spending by inbound travellers exceeded US$130 billion, representing an annual increase of nearly 40%. The 2030 targets of 190 million annual inbound tourist visits and more than US$150 billion in annual inbound tourism spending would represent increases of approximately 26% and 15%, respectively, from 2025 levels.
Tourism Growth Outpaces Global Average
China’s tourism ambitions are supported by its rich cultural heritage, diverse natural resources, large domestic market, extensive infrastructure, stable social environment and growing international influence. China has already established the world’s largest domestic tourism market and remains the world’s largest source of outbound tourists, while also ranking among the leading international tourism destinations. According to the latest industry data, global tourism grew by 4.1% in 2025, while China’s tourism economy expanded by 9.9%, more than twice the global growth rate.
Domestic Tourism Also Set for Major Expansion
The tourism development plan has also established ambitious domestic tourism targets for 2030. China aims to record 8.3 billion domestic trips and generate 7.7 trillion yuan (US$1.13 trillion) in domestic tourism spending by the end of the decade. The targets highlight the continued importance of domestic tourism in supporting consumption, employment and economic growth.
Inclusive Tourism Becomes National Policy Priority
The new plan is notable for making inclusive tourism a national policy priority for the first time. It includes measures to improve accessibility through barrier-free facilities and develop customised travel products and services for elderly travellers. Zeng Bowei, director of the Research Centre for China’s Tourism Economy and Policy at Beijing Union University, said the plan responds to practical challenges faced by travellers, including limited parking and inefficient reservation systems. He said the blueprint also seeks to combine measures aimed at improving people’s quality of life with efforts to stimulate consumption.
Smart Tourism to Drive Industry Transformation
Smart tourism is expected to become a defining feature of China’s tourism development over the next five years. The plan emphasizes tourism-related technologies and the improvement of intelligent services. AI-powered translation tools and other digital technologies are expected to play a greater role in enhancing the travel experience and improving operational efficiency. The development of smart tourism is expected to help create more personalised, convenient and efficient services for both domestic and international visitors.
Green Development and Culture-Tourism Integration
The plan also places strong emphasis on sustainable and green development throughout tourism planning, development and operations. China aims to unlock greater economic and social value from its ecological resources while ensuring that tourism development supports environmental protection.
At the same time, the plan calls for deeper integration between culture and tourism. By leveraging cultural resources and enriching visitor experiences, China hopes to strengthen the appeal of its destinations. Greater cooperation between tourism and other industries is also expected to extend tourism-related value chains and support the development of new growth engines.
China Sets Ambitious Tourism Vision for 2030
With its focus on visa facilitation, international connectivity, smart technology, inclusive tourism, green development and cultural integration, China’s new tourism blueprint represents a comprehensive strategy to strengthen its position in the global tourism industry.
The target of 190 million inbound tourist visits and more than US$150 billion in annual inbound tourism spending by 2030 reflects China’s confidence in the continued growth of international travel and the increasing role of tourism in driving consumption and international exchanges.
