In the third quarter of 2026, China received 11,6 million foreign visitors — 15,6% more than a year earlier. Of these, nearly 9 million entered without visas, and this share grew by 24,1%. These figures, published by the National Immigration Administration of the PRC, reveal not merely a statistical leap but a shift in how foreigners are beginning to perceive the country.
The unilateral visa-free entry policy, launched at the end of 2023 for six countries and expanded to 50 states by September 2026, allows stays of up to 30 days. The transit regime for 57 countries has been extended to 240 hours. Russia, South Korea and Vietnam topped the list, followed by Malaysia, the United States and Japan. The simplification of procedures coincided with the "China Travel" and "China Haul" trends — foreigners are not only sightseeing but also actively buying goods, sampling everyday life and sharing their finds on social media.
Behind the numbers lies a deeper process. Previously, entering China required advance preparation and often limited spontaneous trips. Now the threshold has been lowered, and this is changing the makeup of travelers: more independent tourists, fewer organized groups. As a result, interest is growing in regions beyond Beijing and Shanghai — from Harbin to the villages of Guizhou, where visitors talk with local residents and try traditional crafts.
However, rapid growth also brings challenges. Tourist sites are introducing AI assistants for translation and simplifying mobile payments, but the mass influx may increase the burden on popular destinations. In its long-term plan through 2030, the Chinese authorities have set a goal of 190 million inbound visits per year and revenues exceeding 150 billion dollars. Success will depend not only on quantity but also on whether a balance can be maintained between accessibility and the authenticity of experiences.
Ultimately, the visa-free measures are turning China from a stop on an itinerary into a place people return to. For many visitors it is no longer just "another country" but a space where one can linger, understand the rhythm and take away not only souvenirs but also new connections.
