After years of pandemic-related restrictions, China’s tourism industry is roaring back to life, with both inbound and outbound travel figures soaring in 2024.
Official statistics reveal that China welcomed approximately 94.63 million inbound tourists in the first three quarters of the year, reaching over 90% of 2019 levels. The rebound has been fueled by relaxed visa policies, with Shanghai emerging as the most-visited city, drawing 4.56 million foreign travelers—nearly five times the number seen in 2023.
Outbound travel has also surged. Nearly 95 million Chinese tourists ventured abroad in the same period, a 52% increase from the previous year. Southeast Asia proved a top draw, with Thailand alone receiving 6.7 million Chinese visitors, followed by Vietnam and Malaysia. Meanwhile, Japan and Singapore also benefited from the Chinese travel wave, the latter bolstered by a newly introduced visa-free agreement.
Domestically, China’s iconic landmarks—the Great Wall, the Forbidden City, and the misty peaks of Zhangjiajie—continue to attract both locals and international visitors alike. Cities like Beijing and Shanghai remain hubs of cultural and economic activity, while regions such as Guilin and Sichuan entice travelers with their scenic beauty and world-renowned cuisine.
The numbers suggest that China’s travel industry is not just recovering but thriving, signaling a return to pre-pandemic normalcy. If the trend continues, 2025 may be the year China reclaims its status as the world’s top travel powerhouse.