China Poised to Become World's Leading Travel and Tourism Economy, Says WTTC

Jun 4, 2026 at 10:37 AM

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Lanka Leader

China has enormous potential to expand its international tourism sector over the next decade and is on track to become the world's leading travel and tourism economy, according to the World Travel & Tourism Council (WTTC).

Speaking to Global Times, WTTC President and CEO Gloria Guevara highlighted China's growing appeal to international visitors, citing her own family's recent travel experience across the country.

"We should have brought more empty suitcases," Guevara remarked, recalling how extensive shopping during a family trip to China resulted in additional baggage fees. During a 10-day visit last year, she and her family toured major cities including Shanghai, Guangzhou and Xi'an, as well as smaller destinations such as Wuzhen in Zhejiang Province, where they experienced traditional cultural activities, including tea picking and boat rides.

Despite spending ten days in the country, Guevara said the experience left her family eager to return.

"Ten days was not enough. We hope to return soon," she said, noting that Hainan and several other Chinese destinations remain on their travel wish list.

According to Guevara, international tourists are increasingly seeking more than sightseeing when visiting China. Instead, they are looking to immerse themselves in Chinese culture, interact with local communities, enjoy authentic cuisine and experience the country's diverse regional traditions.

This trend has helped transform "China Travel" into a popular social media phenomenon, with visitors sharing their experiences online and inspiring others to explore the country.

A 2026 tourism trend report released by Xiaohongshu found that foreign visitors are increasingly venturing beyond China's major metropolitan centers and exploring smaller cities and rural regions. High-speed rail travel, cycling and hiking have become popular ways for international tourists to discover lesser-known destinations.

Guevara said China's unique combination of rich history, cultural heritage, renowned cuisine, modern infrastructure and efficient transportation network is driving strong growth in international visitor arrivals.

"China still has huge potential to grow in international travel," she said. "Its vast size and regional diversity mean visitors can return many times and enjoy completely different experiences each visit."

A WTTC report released on Wednesday showed that China welcomed more than 68 million international visitors in 2025, representing a year-on-year increase of 15.5 percent—nearly three times the global tourism growth rate of 5.4 percent.

International visitor spending also increased by 10.5 percent to reach US$135 billion, significantly surpassing the global average growth rate of 3.2 percent.

The report, titled New 2026 Economic Impact Research Data, noted that China recorded an additional 9 million international arrivals compared with 2024, the largest increase of any country worldwide. Arrivals from visa-exempt markets have expanded fivefold since 2020.

The popularity of inbound tourism is also evident in Beijing. Official figures show that the Chinese capital received 2.67 million inbound visitors during the first five months of 2026, an increase of 35.3 percent compared with the same period last year. Foreign entries and exits through Beijing's ports exceeded 2.55 million by May 11, accounting for 32 percent of all passenger traffic and recording year-on-year growth of 33.6 percent.

Guevara attributed much of this success to government initiatives designed to facilitate international travel. These include expanded visa-free and visa facilitation policies covering more than 50 countries, improved tax-free shopping programs and streamlined tax refund procedures.

"China is implementing almost all the policies needed to unlock its full potential in travel and tourism," she said.

She contrasted China's approach with that of many countries that fail to prioritize tourism through long-term planning and investment. China's extensive investments in airports, high-speed rail networks and tourism infrastructure, combined with comprehensive development strategies, have helped position the country as a leading global destination.

Guevara also praised China's efforts to develop new tourism experiences, cultural attractions, tourism zones and theme parks, saying such initiatives are strengthening the country's competitiveness in the international tourism market.

Looking ahead, the WTTC forecasts that China's tourism industry will grow by 5.3 percent in 2026 and maintain an average annual growth rate of 6.5 percent over the next decade.

By 2036, the sector is expected to nearly double in size, reaching an estimated value of US$3.5 trillion, further solidifying China's position as one of the world's most important travel and tourism economies.