China’s Bold Tourism Vision: What 190 Million Visitors by 2030 Means for Global Travel

China has set its sights on welcoming 190 million inbound tourists annually by 2030, an ambitious target that could redefine global tourism dynamics. With significant investments in infrastructure, visa reforms, and destination development, the country is positioning itself as a major player in international travel. Whether you’re planning a cultural exploration, a nature retreat, or a business trip, China’s evolving tourism strategy promises a more accessible and rewarding experience for visitors worldwide.

The 15th Five-Year Plan: A Blueprint for Tourism Growth

China’s 15th Five-Year Plan for Tourism Development, unveiled in July 2026, is the most comprehensive tourism strategy in the nation’s history. The plan sets two key targets: 190 million inbound tourist arrivals annually and US$150 billion in inbound tourism revenue by 2030.

This ambition builds on the success of the previous plan, which saw 154 million inbound arrivals in 2025—a 17.1% increase from 2024. Notably, the recovery was driven by systematic visa liberalisation starting in late 2023. Visitors from countries such as Thailand, Indonesia, and Russia now benefit from visa-free entry, making travel to China more convenient than ever.

The plan also includes domestic tourism goals, aiming for 8.3 billion trips annually and generating 7.7 trillion yuan (approximately US$1.13 trillion) in spending by 2030. This dual focus on inbound and domestic tourism underscores China’s commitment to reshaping its travel industry while boosting its global competitiveness.

Visa Reforms and Accessibility

One of the most significant changes driving China’s tourism growth is its expanded visa-free entry programme. As of 2026, travellers from over 60 countries, including Malaysia, Singapore, and South Korea, can enter China without a visa for stays ranging from 15 to 30 days. This policy has reduced barriers for international visitors, particularly those from key source markets in Asia and Europe.

For those requiring visas, the process has also been streamlined. The introduction of e-visas allows travellers to apply online, eliminating the need for in-person visits to consulates. Fees vary by nationality, but a single-entry tourist visa typically costs around US$30–50.

Major international airports like Beijing Capital International Airport (PEK) and Shanghai Pudong International Airport (PVG) have enhanced their facilities to accommodate the influx of visitors. High-speed rail networks further connect these hubs to popular destinations such as Xi’an, Chengdu, and Guilin, making travel within China faster and more convenient.

Destination Development: Beyond the Icons

China’s tourism strategy goes beyond promoting its iconic landmarks like the Great Wall, the Forbidden City, and the Terracotta Army. The government is investing heavily in lesser-known destinations to diversify its offerings and attract niche markets.

Nature and Adventure

For nature enthusiasts, Zhangjiajie National Forest Park in Hunan Province offers breathtaking views of sandstone pillars that inspired the floating mountains in the film Avatar. Entry fees are approximately 225 yuan (US$30), and the park is accessible via a 40-minute drive from Zhangjiajie Hehua Airport.

In Yunnan Province, the Jade Dragon Snow Mountain near Lijiang provides opportunities for hiking and cable car rides. Tickets for the cable car cost around 200 yuan (US$27), and the site is open year-round.

Cultural Immersion

Cities like Suzhou and Hangzhou are gaining attention for their rich cultural heritage. Suzhou, known as the “Venice of the East,” boasts classical gardens such as the Humble Administrator’s Garden, with entry fees of 70 yuan (US$10). Meanwhile, Hangzhou’s West Lake, a UNESCO World Heritage Site, offers serene landscapes and boat tours starting at 55 yuan (US$8).

For a deeper dive into history, Pingyao Ancient City in Shanxi Province provides a glimpse into China’s Ming and Qing dynasties. Entry to the walled city costs 150 yuan (US$20), and visitors can explore traditional courtyard houses and ancient banking institutions.

Infrastructure Investments

China’s ambitious tourism goals are supported by extensive infrastructure developments. The country’s high-speed rail network, already the largest in the world, continues to expand. By 2030, the network is expected to cover over 50,000 kilometres, connecting major cities and remote destinations.

For example, the journey from Beijing to Xi’an, home to the Terracotta Army, takes just 4.5 hours by high-speed train, with ticket prices starting at 515 yuan (US$70). Similarly, the Chengdu-Lhasa railway, set to open by 2028, will provide easier access to Tibet’s stunning landscapes.

Air travel is also becoming more seamless. New terminals at airports in Guangzhou, Shenzhen, and Chengdu are designed to handle increased passenger volumes. Additionally, regional airports in smaller cities like Dunhuang and Jiuzhaigou are being upgraded to accommodate international flights.

Challenges and Opportunities

While China’s tourism ambitions are impressive, challenges remain. Language barriers and cultural differences can deter some visitors, though efforts are underway to address these issues. Tourist information centres now offer multilingual services, and major attractions feature signage in English, French, and other languages.

Environmental sustainability is another concern. Popular destinations like Jiuzhaigou Valley have implemented visitor caps to minimise ecological impact. Entry is limited to 41,000 people per day, with tickets priced at 169 yuan (US$23).

On the flip side, these challenges present opportunities for innovation. Eco-tourism initiatives, such as solar-powered hotels and electric tour buses, are gaining traction. Additionally, partnerships with international travel agencies are helping to tailor itineraries for diverse audiences, from solo travellers to large tour groups.

What This Means for Global Tourism

China’s 190 million inbound visitor target is not just a domestic milestone; it has global implications. Airlines are increasing direct flights to Chinese cities, while hotel chains are expanding their presence to meet growing demand.

For travellers, this means more choices and competitive pricing. Budget airlines like AirAsia and Spring Airlines offer affordable routes to China, with fares as low as US$100 for one-way trips from Southeast Asia. Luxury travellers, meanwhile, can look forward to new five-star properties from brands like Marriott and Hilton in emerging destinations.

Tour operators are also adapting. Companies like Intrepid Travel and G Adventures now include lesser-known Chinese destinations in their itineraries, catering to travellers seeking unique experiences.

Conclusion

China’s ambitious tourism goals are transforming the country into a global travel hub. With streamlined visa policies, enhanced infrastructure, and diverse destination offerings, visiting China is becoming more accessible and rewarding for international tourists.

Whether you’re drawn to the ancient wonders of Xi’an, the natural beauty of Zhangjiajie, or the cultural charm of Suzhou, China’s evolving tourism landscape has something for everyone. Enquire today to start planning your custom itinerary and experience the best of what this fascinating country has to offer.