Americans are returning to China as tourism rebounds

As global travel rebounds, China is gradually recovering as one of the top destinations for American travelers.

"China is ready for your courage," said Ma Yunfei, director of the China National Tourist Office, addressing travel industry leaders at the 2025 United States Tour Operators Association conference in National Harbor, Maryland, where the theme, "Courage", underscored the push for renewed international exploration.

China welcomed 132 million international visits in 2024, with nearly $94.2 billion in tourism spending, recovering almost 97 percent of pre-pandemic levels, according to data from the Ministry of Culture and Tourism of China.

To encourage international visitors, China has expanded visa-free access to 240 hours, upgraded digital payment systems and strengthened partnerships between local travel agencies to "not just sell trips, but co-create experiences," Ma said.

Citizens of 55 countries, including the US, may transit through China using the 240-hour visa-free transit policy if they hold valid international travel documents and interline tickets with confirmed dates and seats to a third country or region. They may enter China through designated open ports across more than 20 provinces and cities, such as Beijing and Shanghai, and stay in designated areas for up to 10 days.

"Tourism between China and the US has gradually recovered from the impact of the pandemic and geopolitical challenges," said Chen Chunmei, minister-counselor for Cultural Affairs at the Chinese Embassy in the United States. "There is huge potential for tourism cooperation between our two great countries," she said.

She added that China continues to adjust flight and visa procedures to make it more convenient for travelers to visit China.

"US travelers are increasingly recognizing that this is a unique opportunity — an experience of a lifetime, and China is on that list," Terry Dale, president and CEO of the United States Tour Operators Association, told China Daily. "So I think that regardless of differences in political leadership or discussions about tariffs, there is still strong optimism about China welcoming US travelers."

For many in the industry, the deeper significance of tourism goes beyond economics. The "strength" of travel is building people-to-people connections, Dale said. "We recognize China as a growing market. It's our job to make it happen."

In addition to Chinese civilization and traditional cultural landscapes, contemporary attractions — ranging from cutting-edge technology events like the World Robot Contest to iconic experiences such as the Harbin Ice and Snow World — are also attracting international travelers.

Tour operators say they are already seeing a measurable recovery in interest in traveling to China.

"We've been really reselling (China trips) for one year, so we're starting to see more bookings coming in," Alison Atkinson, commercial director of Avanti Destinations, told China Daily.

Beijing and Shanghai remain top choices, she said, though travelers are increasingly drawn to local, authentic cultural experiences.

Educational travel is also regaining momentum. An increasing number of youth travelers have been traveling to China in recent years through Chinese President Xi Jinping's initiative of inviting 50,000 youth to China within five years.

"What you are seeing is a continued resurgence of interest in Asia overall," Brian Hoyt, vice-president of communications and industry relations of Education First World Journeys, told China Daily. "China represents a massive opportunity for more North Americans."

Hoyt noted that the agency, which has run international education programs for decades, focuses on giving participants the experience of "learning about the destination." Meanwhile, visitors are not only looking to travel around the country but also for an in-depth experience that immerses them in the destination.

"Some of these pro-tourism policies that have been developed in recent history are opening the door again for more and more Americans, for students all the way up to adults who want to learn more about Chinese culture. You want to learn what it's like to live like a local in China," he said.

mingmeili@chinadailyusa.com