On Tourism Day 2025, China has joined forces with Malaysia, South Korea, Singapore, Thailand, the US, Russia, Japan, the UK, Australia, and France to launch a series of strategic campaigns designed to promote global tourism and encourage cross-border travel. This collaborative initiative is a response to the increasing need for seamless international travel, with each country rolling out specific measures aimed at making tourism more accessible, efficient, and sustainable. China and its partners are introducing new visa facilitation processes, digital solutions for smoother travel experiences, and targeted promotional efforts that highlight cultural exchange and local tourism offerings. By working together, these nations aim to streamline travel logistics, attract a wider range of international visitors, and enhance the global tourism landscape. The campaigns not only focus on increasing tourism arrivals but also emphasize sustainability, ensuring that the future of travel is both responsible and inclusive. This united effort marks a significant step in reshaping global tourism, creating new opportunities for cross-cultural understanding, and strengthening international cooperation.

Ningbo Takes Center Stage with Cultural Events and Tourism Initiatives

This year’s central celebrations took place in Ningbo, located in East China’s Zhejiang Province, which was transformed into a hub of cultural exchange and tourism promotions. The city hosted an eclectic mix of events designed to highlight both the rich cultural heritage of China and the country’s readiness to embrace global visitors. Activities included an exhibition on intangible cultural heritage, live-streamed cultural performances, and a stage play. A particularly unique feature was the unveiling of a “silver-hair” tourist train service connecting Ningbo with Xinjiang, specifically designed for older tourists seeking a more leisurely and comfortable travel experience.

One of the most significant moments of the day was the signing of the “Hello, China!” inbound tourism partnership agreement, marking a pivotal step toward enhancing China’s appeal to international travelers. The event underscored the collaborative effort between government bodies and the private sector to optimize tourism offerings and improve services for foreign visitors.

Tourism Month: A Nationwide Campaign for Economic and Cultural Growth

In addition to the festivities surrounding Tourism Day, China is celebrating Tourism Month from April 21 to May 31. This month-long initiative includes a wide range of cultural programs, promotional events, and special offers designed to stimulate travel both within China and from abroad. Local tourism departments are encouraged to ramp up efforts to engage tourists by offering discounts, launching new tourism products, and refining infrastructure to ensure a seamless experience for international visitors.

The Ministry of Culture and Tourism has been actively involved in shaping these efforts, calling on local governments to make it easier for tourists to visit by creating a more attractive consumer environment. By leveraging these activities and initiatives, China hopes to foster a more vibrant and globally connected tourism industry, which in turn will contribute to the country’s economic growth.

Efforts to Simplify Cross-Border Travel

As part of its broader efforts to enhance inbound tourism, China is focusing on making cross-border travel more accessible. With global tourism starting to recover, China is keen on reinforcing its position as a top international destination. The Ministry of Foreign Affairs has pledged to streamline visa processes and implement additional measures to ensure smoother entry for foreign travelers. These efforts include expanding visa-free entry to citizens of certain countries, fully digitalizing visa applications, and working on new visa-waiver agreements with key international partners.

These changes aim to create a more streamlined experience for tourists and make it easier for foreign visitors to enjoy all that China has to offer. By easing the visa process and expanding travel options, China is signaling its intent to welcome tourists from all parts of the world, thus positioning itself as a competitive player in the global tourism market.

Celebrations and Special Offers Across Key Destinations

Tourism Day celebrations were also marked by numerous promotions and events across popular Chinese cities and attractions. In Shanghai, Disneyland celebrated the day with the groundbreaking of a new Spider-Man-themed land, which is expected to attract large numbers of international visitors once it opens. In addition, the park announced a lineup of Pixar-themed activities set to take place in June, drawing in both local and international guests eager to experience the magic of Disney in China.

In Ningbo, 83 of the city’s A-level scenic spots offered free admission for both residents and visitors, contributing to the day’s festive atmosphere. The city also rolled out a significant tourism consumption voucher initiative, valued at 12.9 million yuan (about $1.79 million), aimed at encouraging more travel within the region. In partnership with major online booking platforms, Ningbo also offered additional discounts, further incentivizing tourists to explore the city’s diverse attractions.

Shanghai’s tourism sector also contributed to the celebrations by offering discounted admission to 56 popular attractions, including the Oriental Pearl Tower and Chenshan Botanical Garden, from May 17 to 19. These initiatives were designed to give tourists the chance to enjoy some of the city’s best-known landmarks at reduced prices, making Shanghai an even more attractive destination for both domestic and international visitors.

Tourism as a Bridge for Cultural Exchange

Tourism is a powerful tool for cultural exchange, and China recognizes the potential of welcoming international visitors to experience the country’s rich history and diverse cultural offerings. As more tourists visit China, they not only contribute to the economy but also play a key role in fostering mutual understanding between China and the rest of the world.

One of the more innovative initiatives introduced in Beijing is the all-in-one tourism card, which works with international payment systems like Visa, allowing visitors to pay for metro rides and other services with ease. In addition, the country has streamlined its tax refund processes, allowing foreign tourists to receive instant rebates on purchases, further enhancing their experience.

Inbound Tourism Sees a Strong Rebound

China’s efforts to attract international visitors are already bearing fruit. Travel platform Trip.com recently reported a dramatic increase in inbound tourism, particularly during key holidays like the Dragon Boat Festival. Hotel searches for inbound travelers have surged, more than doubling compared to last year, signaling a robust recovery in international interest. Key markets for inbound tourism include Malaysia, South Korea, Singapore, Thailand, the US, Russia, Japan, the UK, Australia, and France—regions where demand for Chinese tourism experiences is growing rapidly.

This surge in inbound tourism reflects the success of China’s efforts to make the country more accessible and welcoming to global visitors. As more international travelers take advantage of the country’s improved visa policies, enhanced infrastructure, and diverse cultural offerings, China’s tourism sector is poised for continued growth.

Looking Ahead: China’s Future as a Global Tourism Hub

China Tourism Day is more than just a celebration of the country’s tourism sector—it is a reflection of the country’s long-term vision to become a leading global tourism destination. By focusing on making travel easier, more affordable, and more culturally enriching, China is positioning itself to attract millions of international visitors in the years to come.

The country’s emphasis on cultural exchange, the easing of visa restrictions, and the development of cutting-edge tourism infrastructure all point to a future where China is not only a popular destination for travelers but also a vital hub for global tourism. With its growing appeal and commitment to continuous improvement, China is well on its way to cementing its place on the global tourism map.

Through sustained innovation and dedication, China’s tourism industry will continue to evolve, offering a wide array of opportunities for both international tourists and the domestic economy. As the country continues to open its doors to the world, it is clear that its tourism sector will play a central role in its broader cultural and economic ambitions.

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