China's travel and tourism sector is accelerating expansion, standing as a strong example of sustained tourism growth worldwide. It is firmly on track to become the world's leading travel and tourism economy in the coming years if current trends persist, according to the latest industry data.
The World Travel and Tourism Council's 2026 Economic Impact Research report, sponsored by its research partner Chase Travel, reveals that China is emerging as the standout performer in the Asia-Pacific region. It is also a leading example of how coordinated policy, innovation, and long-term investment in infrastructure can boost high-impact tourism growth at scale.
Last year, China welcomed more than 68 million international visitors, marking a 15.5 percent year-on-year increase, nearly three times the global growth rate of 5.4 percent. International visitor spending in China rose by 10.5 percent to $135 billion in 2025, outpacing the global average growth rate of 3.2 percent. Compared with 2024, the country had an additional 9 million international arrivals in 2025, representing the largest increase globally.
Furthermore, China's travel and tourism industry supported 84.6 million jobs in 2025 and is expected to exceed 103 million by 2036.
China has expanded its visa-free policy, extending the duration of foreign tourists' visits. The country has also refined inbound tourism services in recent years, greatly boosting the popularity of "China Travel" among international visitors.
Research shows that China is optimizing international visitors' travel experiences, including biometric entry systems and digital payments. Investment in air connectivity and high-speed rail infrastructure is improving accessibility. New tourist attractions are diversifying their products, boosting global competitiveness and driving economic growth, regional development and employment.
"China is playing a pivotal role in accelerating growth across the global travel and tourism landscape, supported by a clear long-term commitment from the Chinese government to the sector's continued development," says Gloria Guevara, president and CEO of the WTTC, who recently attended the 2026 Beijing Fragrant Hills Tourism Summit.
"China's recovery shows how targeted policy reforms can translate directly into stronger inbound demand and sustained growth. Continued progress in visa facilitation will be essential to sustaining this momentum."
She believes that this approach could, over time, position China to become the world's leading travel and tourism economy if it continues on this path.
Guevara also shared her experiences from a 10-day family trip across China last year. She notes that a major advantage of China's tourism lies in its wide range of activities and rich retail offerings.
"My mom was fascinated by China's products because they are of very good quality at great prices. She bought clothes, shoes and ornaments in Shanghai, Beijing and Xi'an, Shaanxi province. She even bought gifts at the airport for her friends, and now they want to travel to China too."
Guevara adds that the family bought extra suitcases and paid excess baggage fees because of all the items they took home.
She also mentions that China's regions are different from one another. Her travel experiences in Beijing and Chengdu, Sichuan province, were each unique, and many international visitors only scratch the surface during a single trip. The diverse local charms encourage tourists to revisit China.
"A 10-day tour is not enough (to explore the country). My family and I definitely want to return," she says.
Shifting to industry trends, Guevara emphasizes that artificial intelligence is transforming the travel and tourism sector.
She says that airlines are using AI to cut food waste by analyzing anonymized passenger data. Using this data, carriers can predict meal preferences and prepare food accordingly.
According to her, AI also facilitates hotel operations. Identifying guest types informs housekeeping teams of priority cleaning areas in advance, improving efficiency. For example, male and female guests have different living habits.
"AI has become a popular tool for tailored itinerary planning. In addition, destinations are leveraging AI to enhance visitor experiences," Guevara says. She notices that beyond simply informing visitors which museums are open, AI helps them make the most of their time by recommending optimal routes and must-see exhibits.
However, she stresses that travel professionals remain significant. When something unexpected happens, AI can't properly solve problems. Instead, AI acts as a tool to help people work more efficiently, boost productivity, and deliver better travel experiences.
