China's Foreign Tourist Arrivals Surge Past Pre-Pandemic Levels, Fuelled by Social Media

China is seeing a strong recovery in foreign tourism, with visa-free entry policies, viral social media content and government-backed promotional campaigns encouraging international visitors to explore the country. Around 35 million foreign tourists visited China in 2025, according to data from the National Bureau of Statistics, taking arrivals above pre-pandemic levels. The revival has been supported by travellers discovering destinations, food, shopping and everyday experiences through short-form videos and social media platforms.

For travellers such as 28-year-old Singaporean Claire Thum, online content played a major role in changing perceptions of China. She said she had previously known little about the country beyond the Terracotta Warriors before Chinese travel videos began appearing regularly on her social media feeds. Her first trip included Shanghai attractions such as the viral To Summer perfumery, a snowboarding simulation experience and shopping for winter clothing. She is now considering visiting Yunnan, Xinjiang and Harbin on a future trip.

China began a major effort to restore international tourism after pandemic-era restrictions, gradually introducing visa-free travel for citizens of 50 countries from 2023. The recovery was initially slow as concerns over China's Covid policies remained and international flight connectivity took time to return. However, the tourism revival accelerated as the government expanded online promotion, including campaigns on Western social media platforms that are blocked inside China. Visa-free travel accounted for more than 70% of foreign arrivals in 2025, while 18 million people from visa-free countries visited China during the first half of 2026.

Also Read: CM Pema Khandu Emphasises Responsible AI, Social Media Use Among Arunachal Youth

Local governments have also increased spending on tourism promotion and digital campaigns. Beijing allocated additional funds for tourism offices and online publicity, while Shanghai planned promotional campaigns on international hotel-booking platforms. Chinese tourism officials have also established accounts on platforms such as X and TikTok to reach overseas audiences. Cities including Chongqing have increasingly relied on influencers and international celebrities to showcase attractions, food and local lifestyles, helping shift attention beyond traditional tourist sites.

The tourism recovery is also benefiting Chinese retailers and consumer brands. Foreign visitors are increasingly attracted to technology products, shopping destinations, hotpot restaurants, theme-park-style stores and affordable services. At a Miniso flagship store in Shanghai, foreign tourists reportedly account for as much as 70% of foot traffic during certain periods. However, China still trails major tourism markets in inbound spending, with difficulties involving digital payments, language support and access to commonly used international applications continuing to create challenges for visitors.

Despite those obstacles, many foreign travellers describe their experiences positively and say they would return. French history student Virgile Kebaili, who spent more than two weeks travelling through Chengdu, Chongqing, Xi'an and Beijing, praised the country's food and overall experience. He also noted concerns about extensive surveillance, security checks and the limited presence of other international tourists in some locations. China's tourism revival therefore reflects both the growing influence of social media and easier visa access, while also highlighting the need to make the country more convenient and accessible for international visitors.

Also Read: Indian Nationals In China Raise Concerns Over Visa Issues And Social Media Content