Published on
December 26, 2025
The holiday season in China is proving to be a major driver for inbound tourism, with visa facilitation and cross-border travel reaching new heights. The Christmas and New Year periods have provided the perfect opportunity for international visitors to flock to China, as Shanghai Pudong International Airport and Beijing Daxing International Airport see impressive surges in passenger numbers.
This increase is attributed to China’s visa-free policies, which have simplified entry for foreign nationals, boosting cross-border travel and creating a vibrant influx of tourists from across the globe. This holiday period, international travelers are flocking to China’s major hubs, including Beijing, Shanghai, and Guangzhou, with many coming from Southeast Asia, Central Europe, and Central Asia.
Holiday Season Sparks Surge in International Travel
From December 18 to Christmas, Shanghai Pudong International Airport reported a steady increase in foreign arrivals, averaging more than 19,000 per day, marking a 16% growth compared to the prior period. Visitors mostly hailed from countries like South Korea, Malaysia, Thailand, and Singapore, with Malaysian tourists showing the most substantial growth.
The holiday season, paired with the visa-free transit policy for eligible foreign nationals, has made China even more accessible to tourists worldwide. This has been a game-changer for inbound tourism, enhancing cross-border passenger flows. It’s a promising sign that China’s tourism sector will wrap up 2025 with a notable increase in inbound travel.
The Role of China’s Visa Policies in Tourism Growth
In December 2024, China introduced a 240-hour visa-free transit policy, allowing travelers from select countries to stay up to 240 hours without requiring a visa. This policy has been highly successful, with more than 45,000 foreign nationals entering Beijing Daxing International Airport alone under this initiative.
2025 has seen significant growth in international arrivals, with 830,000 foreign nationals entering through Beijing Daxing in the first half of the year, marking a 54.6% increase compared to the previous year. These policies, combined with more open and accessible travel options, have played a major role in propelling China’s inbound tourism to new heights.
New Travel Trends: A Shift Toward Southeast Asia and Central Europe
The shift in source markets has also been noteworthy. While traditional markets like North America and Europe still contribute to a significant share of visitors, Southeast Asia, Central Europe, and countries along the Belt and Road Initiative are becoming increasingly important. This is in line with China’s broader strategy to diversify its tourism mix, catering to a more global audience with varied interests.
New Year Brings a Boom in Cross-Border Tourism
As Hong Kong witnesses a surge in cross-border travel, millions of tourists are using the holiday period to visit mainland China, making it one of the busiest seasons for the region. The increase in visa convenience, including multiple-entry visas and online pre-declaration systems, has made it easier for travelers to visit both Hong Kong and mainland China. According to estimates, approximately 11.52 million entries and exits are expected during the holiday period.
The improved connectivity and travel infrastructure in the Greater Bay Area have enhanced the travel experience, encouraging people from Hong Kong to explore Shenzhen and other parts of China. Many foreign visitors are also taking advantage of promotional activities and cultural events during this festive season, further bolstering the region’s popularity.
Expanding China’s Hidden Gems to Global Visitors
The rise of online influencers and travel bloggers sharing authentic experiences in China has introduced the world to not just the popular cities of Beijing, Shanghai, and Guangzhou, but also to the hidden gems of the country. Tourists are now exploring third-tier cities like Yuncheng, Zhoushan, Liuzhou, and Zhanjiang, driven by the growing trend of “off-the-beaten-path” travel.
With the continued optimization of China’s tourism policies, the diverse range of destinations, combined with the exposure from social media, has helped shift global perceptions of China. More travelers are choosing to visit lesser-known cities, which adds a new layer of depth to China’s inbound tourism sector.
Travel Tips for Inbound Visitors to China
If you’re planning to visit China during the holiday season, consider these helpful tips:
- Visa Application: Check eligibility for the visa-free transit policy before traveling.
- Popular Cities: While Beijing, Shanghai, and Guangzhou remain top destinations, consider exploring hidden gems such as Zhoushan and Zhanjiang.
- Local Events: Take part in festive activities and cultural events in cities across China.
- Public Transport: China’s public transport system is efficient, but be prepared for large crowds during the holiday rush, especially at airports and train stations.
- Accommodation: Book your stay in advance, as the holiday season sees a surge in hotel bookings and accommodation demand.
Optimistic Outlook for China’s Inbound Tourism
The trend of robust inbound tourism continues into 2025 as China’s policy reforms and the growing global interest in the country’s culture and tourism promise to sustain this growth. The influence of social media and the rise of online travel influencers will likely continue to introduce new, younger audiences to China’s diverse tourist destinations, keeping the momentum going well into the future.
With continued support from visa policies, cross-border initiatives, and an ever-expanding tourism network, China is well-positioned to maintain its position as a key global tourism player for years to come.
