Foreign tourists take pictures at Badaling section of the Great Wall in Beijing, capital of China, on June 3, 2025. Photo: VCG
China’s Booming Inbound Tourism: An Invitation for Global Hospitality Brands
With its enchanting landscapes, rich history, and thriving urban centers, **China is witnessing a spectacular surge in inbound tourism**. This phenomenon is not just a boon for travelers; it is also causing a ripple effect across the hotel industry, attracting an increasing number of **foreign hotel groups eager to tap into this vibrant market**.
Thriving Travel Trends and Hotel Expansion
“Driven by **policy support and a flurry of travel incentives**, we have experienced a significant influx of inbound travelers during the recent May Day holidays, especially in our bustling first-tier cities,” reveals **Wendy Huang**, Senior Vice President and Commercial Director for **Hilton Greater China and Mongolia**. She mentions that as of April this year, the **proportion of inbound tourism in hotels has already surpassed pre-pandemic levels** seen in 2019.
Huang’s insights come at an exciting time for Hilton, as the company continues to expand its footprint in collaboration with local partners. Recently, Hilton Honors entered into a strategic partnership with **DiDi ChuXing**, aiming to enhance membership benefits in China.
“As of the first quarter of this year, we operate **840 hotels in China**,” Huang notes, emphasizing the **immense potential for growth** in this dynamic market. “Our confidence in China is steadfast.”
The Driving Forces Behind the Tourism Boom
A combination of **visa-free entry policies and convenient travel regulations** has led to a sustained increase in inbound travel. This growing interest from international visitors has created a flourishing environment for **foreign hotel operators**.
For instance, **Hyatt’s luxury brand Alila** launched its all-suite cliff-side resort, **Alila Dong’ao Island Zhuhai**, in April. Nestled at the southern tip of Dong’ao Island in South China’s Guangdong Province, this property offers **breathtaking ocean views** and quickly achieved a remarkably high occupancy rate upon opening. “During peak seasons like May Day and the **Dragon Boat Festival**, our occupancy hit nearly **90 percent**,” shares **Angel Xu**, Director of Sales and Marketing for Alila Dong’ao Island Zhuhai.
New Horizons: Expanding the Visa-Free Landscape
China has been expanding its **visa-free “circle of friends,”** recently extending this program to **Latin American and Caribbean countries**. This initiative has brought the total number of nations eligible for unilateral visa-free entry to an impressive **43**.
The growing **visa-free list** reflects China’s commitment to **high-level opening-up**. “The various measures China has implemented to facilitate cross-border travel are part of our initiative to foster an **open global economy**,” stated **Lin Jian**, a spokesperson for the Chinese Foreign Ministry.
Impressive Growth in Visitor Traffic and Hotel Demand
Since the phased introduction of various visa-free policies, **international visitors** are relishing the advantages of exploring China. Online travel platform **Trip.com** reported that interest in **inbound travel hotels** during the **Dragon Boat Festival** skyrocketed, with search popularity doubling, underscoring the **allure of “China Travel”** among overseas tourists.
Moreover, China welcomed over **9 million foreign visits** in the first quarter alone, marking a **40% increase year-on-year**. During the initial four months of this year, more than **18,000 foreign-invested companies** were established in China, representing a **12.1% growth year-on-year** according to the Chinese Foreign Ministry.
As **China opens its doors wider**, the hospitality industry stands poised to embrace the **incredible opportunities ahead**. The nation’s resurgence in inbound tourism not only enhances the local economy but also signifies a brighter future for international hotel brands ready to capitalize on this undeniable trend.
