Photo by Ling Tang on Unsplash
China, one of the last major destinations to reopen after the pandemic, is experiencing a steady rebound in tourism — largely fueled by newly relaxed visa rules.
In December, the country introduced visa-free entry for citizens of the U.S. and 54 other nations, allowing visits of up to 10 days without the traditional lengthy visa process. For several countries, the new policies extend up to 30 days. For U.S. travelers, the measure functions as a transit visa, requiring a departure to a third country — including Hong Kong or Macao — before returning home.
The reforms aim to close the gap between 2024’s 132 million international visitors and the pre-pandemic peak of 155 million in 2019. Early signs are positive: the China National Tourist Office in New York reports that 71% of international travelers in the first quarter of 2025 entered visa-free, and visitors are staying longer, spending more, and exploring beyond traditional hubs. On average, tourists now spend 4.5 days in China compared to just two days in 2019, with 72% visiting multiple cities.
Tour operators are reporting mixed results. Intrepid Travel has seen passenger numbers in China rise 79% year-on-year, prompting the addition of three new itineraries for 2026. Audley Travel also reports a 55% increase in demand, crediting the visa changes. Victoria Cruises, operating on the Yangtze, says U.S. bookings are up 50% compared to last year, though still below 2019 levels.
“Now that China has removed that barrier, the destination is becoming easier and much more lucrative for advisors,” said Victoria Cruises spokesperson Josh Kahn.
Still, challenges remain. Some operators cite limited awareness of the new visa policies, strained U.S.–China relations, and reduced airlift between the two countries. Red Savannah, a bespoke travel company, says interest in China has dropped considerably compared with pre-pandemic levels, while destinations such as Japan and South Korea are gaining ground.
“China is undeniably fascinating,” said George Morgan-Grenville, CEO of Red Savannah. “But what it hasn’t managed to do yet is create the same draw that countries like Japan currently enjoy.”
For now, tourism from Europe and Australia remains strong, with U.S. demand expected to recover more slowly — potentially returning to pre-pandemic levels by 2027.
