Page 8 - The South China Business Journal

D EPTH

5.Integration with national strategies ? aligning South Korea, and Russia . China also has mutual
tourism growth with ecological protection and visa exemption agreements with another 29
rural revitalization. countries, including Malaysia and Singapore.

This aligns with China¡¯s broader shift toward International visitor arrivals surpassed 25 million in
¡°quality-oriented tourism,¡± replacing volume- 2024, up 96 percent year-on-year, reflecting a
based growth with higher-value, experience-driven strong rebound in inbound tourism following the
models. For example, provinces such as Zhejiang easing of travel restrictions.
and Yunnan have rolled out pilot programs
linking digital ticketing with carbon footprint Inbound growth is strongest in:
tracking, allowing tourists to offset emissions from
travel activities. ? Business tourism, supported by trade fairs
and industrial expos in Shanghai, Shenzhen,
For businesses, the new rules create both and Chengdu.
obligations and opportunities: companies that
adopt transparent pricing, responsible marketing, ? Cultural tourism, with destinations like Xi¡¯an
and green operations will enjoy greater regulatory and Dunhuang attracting international travelers
support and consumer trust. seeking heritage experiences.

Domestic tourism: Reinventing experiences ? Eco-tourism, promoted in provinces such as
and spending platforms Hainan, Sichuan, and Guizhou.
Domestic travel continues to dominate China¡¯s To complement these trends, the 2025 State
tourism industry, with total domestic spending on Council policy introduces simplified foreign
travel reaching RMB 5.8 trillion (US$815.4 billion) in language service requirements, expands digital
2024, according to the MCT. Trips reached 5.62 billion, payment interoperability (for example, linking
nearing 2019 levels, but the market mix has shifted. Alipay with Visa and Mastercard), and supports
foreign-led destination management companies
Key trends include: (DMCs) under local partnerships.

? Short-distance travel and ¡°micro-vacations¡± ? For global tourism brands, this marks a window
weekend escapes within two or three hours of of re-entry into a market that remains under-
major cities now account for nearly half of all penetrated by foreign operators relative to its scale.
domestic trips.
Investment opportunities: Where growth and
? Experience-based and cultural tourism ? policy align
immersive activities such as local food trails, art
residencies, and heritage village stays are on Development priorities within China¡¯s tourism
the rise. industry are shifting towards integration,
sustainability, and technology. Several segments
? ¡°Red tourism¡± ? patriotic travel to revolutionary stand out for investment potential:
sites remains popular, especially among Gen Z
travelers influenced by social media storytelling. 1. Cultural and experiential tourism

? Digital convergence ? platforms like Fliggy and Growing domestic demand for authenticity and
Ctrip are integrating AI itinerary tools, AR previews, heritage-based experiences creates opportunities
and dynamic translation to personalized travel. for foreign architects, designers, and event
operators. Partnerships with local governments
China¡¯s domestic tourism industry is expected to in heritage restoration or cultural festival
continuing grow over the coming years, fueled management can offer stable returns.
by rising disposable incomes and government
investment in rural tourism. This growth supports 2. Eco- and rural tourism
opportunities in destination management,
boutique hospitality, regional transport, and Programs such as the National Rural Revitalization
cultural event curation. Strategy encourage eco-lodges, agritourism, and
smart village projects. Incentives include tax relief,
Inbound tourism: A cautious but steady rebound land-use support, and low-interest financing,
especially in less-developed western provinces.
After several years of border controls, China has
reintroduced a series of measures to encourage 3. Theme parks and leisure complexes
inbound travel. In 2024 and 2025, the government
extended unilateral visa-free entry to citizens of The success of foreign ventures like Shanghai
almost 50 countries, including France, Germany, Disney Resort and Universal Beijing Resort

5 AMCHAM SOUTH CHINA