China has extended its visa-free travel program to 11 European countries and Malaysia until the end of 2025. Initially set to last for one year, the program aims to boost tourism, business, and exchanges between Chinese citizens and foreigners. Citizens of Austria, Belgium, France, Germany, Hungary, Ireland, Italy, Luxembourg, the Netherlands, Spain, and Switzerland can enter China without a visa for up to 15 days. The program is designed to facilitate high-quality development in personnel exchanges and promote high-level opening up to the outside world.
China’s strict pandemic measures, including required quarantines for all arrivals, have deterred international travel to the country for nearly three years. Even though restrictions were lifted early last year, international travel has not yet returned to pre-pandemic levels. Before the pandemic, China permitted visa-free entry for citizens of Brunei, Japan, and Singapore; however, this was suspended after the COVID-19 outbreak. In 2023, China recorded 35.5 million entries and exits by foreigners, significantly lower than the 97.7 million recorded in 2019. The government is seeking foreign investment to stimulate the economy, with some businesspeople visiting for trade fairs and meetings, but foreign tourists remain scarce compared to pre-pandemic levels.
Last year, there was a surge in European interest in China as a tourism destination. Trip.com data showed a 663% increase in bookings from Europe to China compared to 2022, and a nearly 29% increase compared to 2019. The United Kingdom and Germany were among the top 10 sources of inbound tourists to China, with Shanghai being the most popular destination followed by Beijing, Guangzhou, and Shenzhen. Emerging destinations include Sanya, a beachside city on Hainan Island, and Chengdu, the capital of Sichuan province. China is promoting cultural and historical attractions in partnership with Trip.com, as well as investing in tourism infrastructure like technology, travel guides, and e-payment systems.
In addition to European visa-free schemes, China is further simplifying travel for Europeans by enhancing tourism infrastructure and promoting cultural and historical attractions. Shanghai remains a top destination for European tourists, known for its blend of modernity and tradition. Other popular destinations include Beijing, Guangzhou, and Shenzhen, as well as emerging locations like Sanya and Chengdu. Despite efforts to promote tourism and encourage foreign investment, international travel to China has not fully recovered to pre-pandemic levels. The government continues to seek ways to attract more visitors and boost economic growth through tourism initiatives.
