China, the new giant of global tourism: heading toward 150 million visitors per year

Long dominated by the United States, global tourism leadership is shifting toward China, driven by the recovery of domestic tourism, a surge in outbound travel, and a strong return of international visitors. According to the WTTC, China is now on track to become the world’s leading travel and tourism economy, with a contribution to GDP of around $1.8 trillion in 2025 and growth nearly twice as fast as the global average.

In terms of inbound tourists, the recovery has been spectacular. Following the Covid-related collapse, China recorded approximately 132 million international visits in 2024—already more than 97% of the 2019 level—amounting to $94.2 billion in spending. In the first nine months of 2024, authorities reported 95 million arrivals—already more than 93% of pre-pandemic levels—indicating a recovery concentrated in the second half of the year. In 2025, the momentum continues: in the first quarter alone, China welcomed 35.02 million inbound tourists, an increase of nearly 20% compared to 2024.

These flows are expected to continue growing, driven by visa liberalization, increased air connections, and a deliberate strategy to upgrade the tourism offering. The WTTC estimates that spending by international visitors in China could reach nearly $144 billion in 2025, while visits from new countries eligible for visa-free travel are expected to account for approximately 15 million visits by the end of 2026, with an average spending per visitor significantly higher than that of other travelers. By 2030, if the current trajectory holds, the country could sustainably exceed 150 million international visitors per year and establish itself as the world’s leading destination in terms of both volume and value.

At the same time, China remains a giant in domestic tourism, with billions of domestic trips, and is regaining its status as the top source market, with spending abroad expected to rise by more than 20% in 2026 to approach $280 billion. Between a colossal domestic market, the rise in outbound Chinese tourism, and an impressive rebound in international arrivals, Beijing is emerging as the new driving force of global tourism, upending the balance that has been in place for decades.