*As China rolls out a wave of initiatives aimed at making travel to the country easier and more immersive for international visitors, a new era of inbound tourism is emerging -- one that is unfiltered, inclusive and rich in cultural depth.

*Viral videos of high-speed trains, AI-powered hotel robots, and everyday scenes of modern Chinese life, posted by visiting foreign travel influencers and tourists, have offered unfiltered views of China, breaking down stereotypes.

*China's recent surge in inbound travel is primarily driven by its ongoing efforts to expand access for international visitors. And this momentum continues to build steadily.

BEIJING, May 19 (Xinhua) -- From viral social media buzz to rising foot traffic at immigration counters, global enthusiasm for "China Travel" continued to soar this year as an increasing number of travelers head to China to savor the country's diverse landscapes, rich heritage and modern dynamism.

As China rolls out a wave of initiatives aimed at making travel to the country easier and more immersive for international visitors, a new era of inbound tourism is emerging -- one that is unfiltered, inclusive and rich in cultural depth.

In the first quarter of 2025, China recorded 17.44 million entries and exits by foreign nationals, marking a 33.4 percent year-on-year rise. From May 1 to 5, which coincided with China's May Day holiday, foreign entries and exits reached 1.12 million, up 43.1 percent compared to the same period last year.

So, what is fueling this growing appeal? What new trends are shaping travel in China? And what steps lie ahead as the country continues to enhance cross-border mobility to attract more global tourists?

These questions were front and center in the latest episode of the China Economic Roundtable, an all-media talk show hosted by Xinhua News Agency, where a panel of policymakers and a tourism industry insider shared their insights.

FRESH EXPERIENCES

During the discussion, Shi Zeyi, deputy head of the international exchanges and cooperation bureau under the Ministry of Culture and Tourism, pointed to a notable shift among inbound tourists toward independent travel and more diverse itineraries, highlighting how interest is expanding beyond traditional hotspots like Beijing and Shanghai to lesser-known regions across China.

This trend is supported by data from major Chinese travel platforms. According to a report from Qunar, cities like Zhuhai, Qingdao, and Wuhan saw hotel bookings by foreign travelers surge by 70 percent, 60 percent, and 50 percent year on year, respectively, during the five-day May Day holiday. Meanwhile, smaller cities such as Suzhou, Huzhou and Foshan also made the list of the top 20 inbound destinations.

Chiming in, Qin Jing, vice president of Ctrip, noted that booking patterns on the online travel platform during the same period suggest a broader shift from basic sightseeing and landmark visits to more immersive, hands-on cultural experiences.

"Many foreign visitors are now engaging in activities like learning tea brewing in Wuyishan, watching face-changing performances in Chengdu, or crafting porcelain in Jingdezhen," Qin said.

These insights are consistent with a recent survey by the China Tourism Academy, which found that over 60 percent of respondents cited experiencing Chinese culture as their primary reason for visiting the country.

Amid the travel boom, shopping has also taken center stage after China introduced new measures to optimize its departure tax refund policy in late April, including lowering the minimum purchase threshold for refunds, expanding the network of participating stores, and widening the range of products available.

Ctrip data revealed that inbound travel bookings for popular shopping hubs like Shanghai, Shenzhen and Yiwu increased by 138 percent, 188 percent, and 60 percent year on year, respectively, during the May Day holiday.

Speakers also highlighted the powerful role of social media in driving interest in China. Viral videos of high-speed trains, AI-powered hotel robots, and everyday scenes of modern Chinese life, posted by visiting foreign travel influencers and tourists, have offered unfiltered views of China, breaking down stereotypes.

"Seeing is believing," said Liu Jia, an official with the National Immigration Administration (NIA). "When people experience China firsthand, they are better positioned to overcome misunderstandings and appreciate the country for what it truly is -- open, inclusive, prosperous, safe and well-ordered."

EXPANDING ACCESS

Despite the influence of social media and enhancements like the improved departure tax refund policy, guest speakers emphasized that China's recent surge in inbound travel is primarily driven by its ongoing efforts to expand access for international visitors. And this momentum continues to build steadily.

China's visa policies have been continuously adjusted and optimized. Since late 2023, China has introduced an expanding suite of traveler-friendly policies. In its latest move, the country announced last week that nationals of Brazil, Argentina, Chile, Peru and Uruguay will be eligible for visa-free entry starting June 1. Currently, the country grants unilateral visa-free entry to 38 countries.

China has also extended the transit visa-free period to 240 hours for travelers from 54 countries.

These measures have significantly boosted cross-border exchanges between China and other countries, leading to an immediate impact: in 2024, China recorded 20.12 million visa-free entries, marking an impressive 112.3 percent surge compared to the previous year. During this year's May Day holiday, there were 380,000 visa-free entries, representing a 72.7 percent year-on-year growth.

According to Tong Xuejun, an official with the Ministry of Foreign Affairs, China will negotiate additional visa-waiver agreements and work to improve the online visa application system for foreigners.

Liu, from the NIA, added that the immigration administration will continue coordinating with other departments to make it easier for foreigners to enter, stay, and travel in China.

Acknowledging the diversity of global travelers, Shi noted that the Ministry of Culture and Tourism is promoting tailored offerings to cater to different groups, ranging from young backpackers and business travelers to senior tourists. These include educational tours, wellness retreats, and seasonal products such as ski holidays and summer getaways.

To stimulate inbound tourism spending, China will expand the number of duty-free shops and broaden the selection of products eligible for instant tax refunds, especially focusing on high-tech gadgets like smartphones, smartwatches and drones, Shi added.

In 2024, 132 million inbound visits to China generated 94.2 billion U.S. dollars in revenue, recovering to over 97.2 percent and 93.5 percent, respectively, of pre-pandemic levels.

Cities across China are enhancing services to facilitate inbound tourism. For example, Beijing has launched a free half-day tour for international transit passengers, offering a glimpse of traditional Chinese culture at landmarks such as Qianmen and the Temple of Heaven.

Qin from Ctrip said the company is enhancing services for inbound tourists by training multilingual tour guides, partnering with foreign travel influencers for promotions, and introducing new offerings such as immersive cultural and dining experiences.

Wrapping up the discussion, Tong emphasized the importance of collaborative feedback. He said the government welcomes suggestions from tourism businesses and is equally eager to hear from various international travelers. "So we can work together to further enhance the China travel experience."

"As China continues to open its doors wider, the 'China Travel' brand will only shine brighter on the world stage," he added.  ■

(Video reporters: Sun Min, Li Aibin, Li Xiaoting; Video editors: Hong Yan, Roger Lott, Liu Xiaorui.)