China continued to attract more foreign visitors in the third quarter of 2026, with visa-free entries rising 24.1 percent year on year to nearly 9 million, official data showed Tuesday.
Foreign nationals made 23.27 million border crossings from July to September, up 15.6 percent year on year, according to the National Immigration Administration (NIA).
Visa-free entries accounted for 77.5 percent of all entries by foreign nationals during the period.
Overall, Chinese border authorities handled 192 million entries and exits during the quarter, a year-on-year increase of 7.9 percent.
From "China Travel" and "China Shopping" to "Chinamaxxing" and "China Haul," China-related trends have gained traction in recent years.
During China's week-long National Day holiday in early October, "China Haul" referred to videos in which foreign visitors arrive in China with empty suitcases, fill them with purchases and share videos of their hauls online.
The growing popularity of such trends comes amid China's efforts to facilitate inbound travel through expanded visa-free policies, improved infrastructure and more convenient services for international visitors.
Since December 2023, when China launched a trial policy granting unilateral visa exemptions to visitors from six countries, it has expanded unilateral visa-free entry to travelers from 50 countries as of September. The policy allows eligible visitors to stay for up to 30 days.
It also extended the visa-free transit period for certain countries from 72 or 144 hours to 240 hours in December 2024. There are 57 eligible countries so far.
As visitor numbers rise, tourist attractions across China are introducing AI-powered tourism assistants that offer real-time multilingual interactions, while mobile payment services are becoming more accessible to international visitors.
Some scenic areas have also set up international shipping service points, enabling overseas visitors to send their purchases directly to destinations around the world.
DIVERSE EXPERIENCES
For many visitors, the appeal of China extends beyond shopping and sightseeing at famous landmarks to exploring everyday life.
A Dutch tourist traveled to Nanjing, Jiangsu Province, on an independent trip this summer. Along with friends, the tourist visited local wet markets and parks, seeking a glimpse into everyday life in China.
"Many of the vegetables here aren't available in my hometown. It's fascinating," the visitor said.
Medical tourism is also emerging as another draw for international visitors. An international medical tourism pilot zone in Hainan Province has reported a sharp increase in overseas medical tourists this year, with visitors coming from nearly 20 countries and regions.
Tianjin Municipality has also introduced curated tourism routes centered on traditional Chinese medicine, combining sightseeing with cultural experiences, wellness services, product purchases and educational activities.
"More foreign visitors are venturing into urban neighborhoods and rural communities to experience everyday life in China," said Wu Guoping, an industry insider, adding that from the nighttime economy in cities to rural revitalization, these experiences are giving visitors a more diverse and vivid picture of China.
China's 2026-2030 tourism development plan, released in July, proposes attracting 190 million inbound tourist visits a year by 2030, with annual inbound tourism spending exceeding 150 billion U.S. dollars.
The plan calls for developing specialized tourism products tailored to visitors from different countries and regions, featuring local cuisine, traditional crafts, history and culture, and technological experiences. It also encourages distinctive travel routes that blend traditional culture with modern experiences.
