During the coronavirus pandemic, China’s borders were closed for nearly three years and this nation of travel lovers were confined to travelling within their own country. As people explored, the richness of China’s own tourism product became more widely understood and appreciated, and this has led to major improvements in tourism infrastructure, with new hotels being built and attractions opened. The Chinese government recognises the clear economic benefits of their own tourism industry and, since travel restrictions have lifted, China has been implementing visa-free travel policies in order to encourage inbound travel. The Chinese government has an ambition that tourism become a major drive for the economy and, by implementing mutual visa-free entry between two countries, international relations can be improved and China establishes itself as a welcoming and enticing holiday destination. This also has benefits for those countries who are now accepting Chinese tourists without visas.
Mutual Benefits of Visa-free Travel
Globally, China has one of the most thorough visa verification processes, requiring extensive proof of financial resources and often including in person interviews. However, many tourists are able to move into China with significantly greater ease, as the country now offers unilateral visa exemptions or mutual visa-free travel with 75 other countries including Australia, France, Japan and Malaysia. Offering visa-free travel into China encourages countries to exchange the favour (or vice versa), leading to Chinese tourists having visa-free access to 55 countries. Eastern European countries, such as Serbia and Georgia, have really benefited from these policies, seeing a surge in arrivals from China since their implementation. The UK, USA and Schengen area are notably absent from the list which arguably places them at a disadvantage as visa-free options increase.
China has implemented unilateral visa exemptions or mutual visa-free policies with 75 countries during the 14th Five-Year Plan period of 2021-2025, according to Wang Zhizhong, head of the National Immigration Administration. The length of transit stay in China has been increased to 240 hours, making tourism, travel and trade to China significantly easier. Since 2021, China has added 10 countries to the visa-free entry list including Malaysia, Thailand, and Singapore. Data reflects this, as China received 27 million international tourists in 2024, a year-on-year increase of 96%. This sustained boom in inbound tourism is changing the way China is perceived internationally; as travelling to and around China becomes more accessible, #chinatravel has emerged as a trend.
Visa-free Travel out of China
As China has the world’s largest population, the Chinese tourism industry brings in a huge sum of money worldwide. International spending by Chinese tourists accounts for 21% of total tourism spending worldwide according to a study by the United Nations World Tourism Organisation. Countries that offer visa-free travel to Chinese tourists reap the benefits of their lavish spending habits- about 50% of their travel budget is typically spent on shopping, which can offer a huge boost to a country’s economy. Offering visa-free travel to Chinese tourists is a welcoming gesture and encourages a good relationship, establishing countries as appealing travel destinations. If a country does not offer visa-free travel to China, ease of the visa application process may also be a factor in deciding holiday destinations, particularly in the Groups market. When a Chinese group is pulled together, the operator will apply for visas on behalf of the group. If passengers on the list are turned down for a visa, the operator has to make a decision whether to go ahead and continue with the trip, often at a loss depending on the number of rejections. In some cases, small operators will be unable to continue, so will ‘subcontract’ the group to a larger company. The benefits to the tour operators of offering destinations without visas, or with a high visa success rate (like the UK) is clear.
Chinese passport holders can apply for a Schengen visa, allowing them to enter and travel around the 26 European countries included in the Schengen area for up to 90 days during a 180 day period. This simplifies travel planning by reducing the need for multiple visa applications. However, the UK is not included in the Schengen area, meaning Chinese tourists looking to travel there on their European holiday will have to submit a separate visa application if they want to combine a trip with the UK and a Schengen country. Chinese passport holders can also enter 69 countries with an e-visa, which is far simpler to acquire than a regular visa.
British Airways is lobbying governments to add the UK to China’s 30-day visa waiver to support the recovery of travel between Britain and China after the pandemic and ongoing geopolitical challenges. The USA is also notably absent from any visa waiver policy, meaning an extensive visa application process for Chinese citizens. The UK and USA are excluded as of 2025, but diplomatic relations are constantly evolving and visa policies with them.
Contact Guanxi if you’d like to find out more about promoting your travel or leisure brand to Chinese tourists.