[Video] Why aren’t foreign tourists visiting China?
China’s inbound tourism, once a vibrant sector, is struggling to rebound. In 2019, the country welcomed nearly 32 million foreign tourists. By 2023, that number plummeted to 13.78 million, only about 43% of pre-pandemic levels. So, what’s keeping foreigners from coming back? ThinkChina’s Lu Lingming ponders the question.
One factor keeping foreigners away from China is the shifting geopolitical landscape. China’s international image has shifted, with favourable views falling from 40% in 2019 to just 28% in 2023. Policies like Hong Kong’s national security law and the Safeguarding National Security Ordinance are viewed negatively by some Western countries, leading to some countries such as the US, Canada and Australia issuing travel advice to China.
The travel experience in China has also become more challenging for foreigners. The country’s shift to a cashless economy, reliance on local apps that are not user-friendly for foreigners, and limited access to global apps like Google and Instagram create additional hurdles for visitors.
In response to these challenges, China has made efforts to revive tourism. As of June 2024, more countries are eligible for visa-free travel, and tourists can now link international credit cards to Alipay. Additionally, new policies are easing hotel check-ins and improving transport options for foreign visitors. These initiatives are beginning to show results. In the first half of 2024, 14.635 million foreigners entered China, already surpassing the total for 2023.
So, will 2024 be the year that China turns things around for its inbound tourism industry? The steps taken so far are promising, but only time will tell if they’re enough to bring back and grow China’s status as a top global tourist destination.
![[Photos] Fact versus fiction: The portrayal of WWII anti-Japanese martyrs in Taiwan](https://cassette.sphdigital.com.sg/image/thinkchina/3494f8bd481870f7c65b881fd21a3fd733f573f23232376e39c532a2c7593cbc)