Opinion | China’s tourism policy must now go beyond visa-free travel

“City or not city?”, the humorous meme coined by an American vlogger in China to ask whether a place is fashionable or has the flair of a major city, encapsulates the allure of China’s dynamic and evolving cities – and also its picturesque countryside.

China’s successful tourism campaign has been supported by policy decisions, including reinstating the 144-hour free transit visa – which covers 54 countries and was recently expanded to 37 entry points – and offering visa-free travel to several countries.

The statistics speak for themselves. In the first half of this year, 14.64 million foreigners visited China, up by 152.7 per cent year on year. Visa-free entries exceeded 8.5 million, accounting for more than half of inbound trips and are a staggering 190 per cent rise year on year.

This success reflects China’s determination to remain open and welcoming. In the face of negative views and criticism, China’s bold and innovative approach to attracting foreign visitors could also herald a turning point in its efforts to reshape the global narrative about the country and to shift perceptions and attitudes. By promoting open and accessible travel, China is breaking down the barriers and building bridges with the world.