China’s travel and tourism sector is experiencing remarkable and sustained growth, positioning the country as a potential future leader of the global tourism economy, according to new research released by the World Travel & Tourism Council (WTTC).
The findings, presented during a WTTC event in China, underline the country’s rapid post-pandemic recovery and expansion. Growth has been driven by visa facilitation reforms, technological innovation, and large-scale infrastructure development across the country. The report, titled WTTC 2026 Economic Impact Research (EIR), was produced in partnership with Oxford Economics and sponsored by Chase Travel.
International Arrivals and Spending Surge Beyond Pre-Pandemic Levels
According to the WTTC report, China welcomed more than 68 million international visitors in 2025, marking a 15.5% increase compared to the previous year. This strong rebound reflects rising global demand for travel to China and improved accessibility for international tourists.
International visitor spending also saw significant growth, reaching approximately $135 billion in 2025. This figure not only surpassed pre-pandemic levels but also recorded a 10.5% year-on-year increase. Globally, international arrivals grew by 5.4%, while tourism spending increased by 3.2%, indicating that China’s recovery is outpacing global averages by a considerable margin.
Visa Reforms Drive Major Tourism Boost
A key driver behind China’s tourism resurgence has been the expansion of visa-free entry policies for travelers from more than 50 countries. These reforms allow visa-free stays of up to 30 days, along with extended transit stays of up to 10 days, significantly easing entry requirements for international visitors.
Since 2020, arrivals from visa-exempt countries have increased fivefold. In 2025 alone, these markets grew by an additional 18%, contributing to an increase of nine million more international arrivals compared to 2024. These policy reforms have played a crucial role in positioning China as one of the fastest-growing tourism destinations globally.
Tourism Sector Contributes $1.8 Trillion to Economy
The WTTC report estimates that China’s broader travel and tourism sector contributed approximately $1.8 trillion to the national economy in 2025, representing a 9.9% increase from the previous year. This growth rate is more than double the global average of 4.1%, underscoring China’s dominant performance in the international tourism recovery phase. China has also been instrumental in driving the Asia-Pacific region’s emergence as the fastest-growing tourism market globally, with the region recording an overall growth rate of 8.1%.
Infrastructure and Technology Fuel Tourism Transformation
Analysts attribute China’s tourism expansion to coordinated government policy, continuous investment in infrastructure, and rapid digital transformation. The country has significantly expanded its transportation network, including high-speed rail systems and improved air connectivity linking major international gateways with secondary cities. These developments have enhanced regional accessibility and encouraged wider tourism distribution across the country.
In addition, China has introduced advanced digital travel solutions, including biometric entry systems and mobile-based payment platforms, which have streamlined the travel experience for international visitors. New tourism zones, cultural attractions, and theme parks are also helping diversify China’s tourism offerings and reduce pressure on major cities.
WTTC Leadership Praises Policy-Driven Growth
During her visit to China, WTTC President and CEO Gloria Guevara praised the country’s strategic approach to tourism development, highlighting the impact of government-led reforms. “China’s recovery shows how targeted policy reforms can translate directly into stronger inbound demand and sustained growth. Continued progress in visa facilitation will be essential to sustaining this momentum. This approach, over time, could position China to become the world’s leading Travel & Tourism economy if they continue on this path,” she stated. Her remarks reflect growing industry confidence in China’s long-term tourism strategy and its ability to shape global travel trends.
Strong Long-Term Growth Outlook Through 2036
WTTC forecasts indicate that China’s tourism sector will continue to expand steadily over the next decade. The industry is projected to grow by 5.3% in 2026 and maintain an average annual growth rate of 6.5% through 2036. By 2036, the sector is expected to nearly double in size, reaching an estimated $3.5 trillion, making it one of the largest tourism economies in the world.
Employment in the sector is also projected to rise significantly. In 2025, travel and tourism supported approximately 84.6 million jobs in China, and this number is expected to exceed 103 million by 2036. WTTC further estimates that one in every five new tourism jobs created globally over the next decade will come from China, highlighting its expanding influence in the global labor market.
China’s Rising Role in Global Travel Markets
The report also forecasts that China will reclaim its position as the world’s largest outbound travel market. Chinese outbound travel spending is expected to grow by 22.5% in 2026, reaching nearly $280 billion, surpassing the United States. In addition, China remains a major player in global business travel, ranking second worldwide with approximately $192 billion in business travel spending.
China Positioned as a Global Tourism Powerhouse
As global tourism continues to recover and evolve, China’s combination of policy reforms, infrastructure investment, and digital innovation is increasingly positioning it as a central driver of international tourism growth. With strong inbound demand, expanding outbound travel, and long-term strategic planning, China is on track to become one of the most influential tourism economies in the world in the coming decades.
