How China is taking over the global tourism market

China appears to be well on its way to becoming the world's leading economy in the travel and tourism sector - according to the latest trends and provided it maintains its strong momentum so far.

New data from the World Travel and Tourism Council's (WTTC) Economic Impact Research (EIR) 2026 report highlights China as a prominent player in the Asia-Pacific region. The report highlights the potential impact of China's policies, innovation and long-term infrastructure investment on future tourism.

The largest Asian country received in 2025 68 million international visitors, a 15,5% increase from the previous year and almost triple the global growth rate of 5,4%. With nine million more arrivals than in 2024, this was the largest global increase.

China has come a long way. After years of strict restrictions and closed borders due to a pandemic that almost halted international tourism, the country only fully reopened to foreign travelers in 2023 and experienced tremendous growth.

This strong performance is already having a significant impact, with China’s broader tourism and travel (T&T) sector expanding by 9,9% in 2025 to reach 1,8 trillion dollars - more than double the average global growth rate of 4,1%.

China is also playing a central role in making the Asia-Pacific region the fastest growing T&T area in the world, with growth of 8,1%.

This growth would not have been possible without significant government intervention. In recent years, large funds into infrastructure, including high-speed rail, improved air links and roads that reach some of the country's most remote areas. 

Beijing has also invested heavily in new tourism developments, such as new tourist zones, cultural attractions and theme parks. The government has also developed new tourist experiences, including cycling routes and hiking trails, to encourage travelers to explore beyond the country's traditional hotspots.

In addition, the government has also adjusted reformed policies to boost this growth, considering tourism a key pillar of the country's economic development. The efforts have paid off.

From easing the visa regime with visa-free stays of up to 30 days and extended transit stays of 10 days, to an improved experience in the country, starting from the airport with biometric systems and advanced digital payment platforms, reducing lengthy procedures and possible payment problems - China has done a really great job.

"These efforts highlight the importance of innovation and digitization as key drivers of tourism growth", he noted WTTC, adding that investments in air connectivity, high-speed rail infrastructure, new tourist zones, cultural attractions and theme parks are strengthening China's tourism offer and global competitiveness.

Gloria Guevara, President and CEO of WTTC, commends this development, stating that China's recovery demonstrates how targeted policy reforms can directly translate into stronger inbound demand and sustainable growth.

"Continued progress in visa facilitation will be key to sustaining this momentum. This approach, over time, could position China to become the world's leading travel and tourism economy if they continue down this path.", believes Guevara.

According to the WTTC report, China's results firmly place the country on track to become the world's leading economy in travel and tourism in the coming years, provided current trends continue.

China is also expected to regain its position as the world's largest outbound travel market, with spending predicted to grow by 22,5% to almost $ 280 billion by 2026, thus surpassing the USA.

China is also a major player in the business travel sector - second in the world after the US with spending of $192 billion.

The sector is expected to almost double by 2036, with China predicted to generate one in five new tourism jobs worldwide. In 2025, T&T supported 84,6 million jobs in the country, and within ten years, that figure is expected to exceed 103 million.

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