Kathmandu— Escaping scorching heatwaves around the world, international travelers are discovering China as an unexpected summer destination. Cities like Zhangjiajie and Jizhou are experiencing increased tourism from Europe and beyond, drawn by cooler temperatures and unique experiences. This surge is supported by more convenient visa policies and a growing focus on providing tourism-friendly services, with data showing a 20.4 percent year-on-year increase in inbound foreign visits during the first half of 2023.

Niche Experiences Attract Independent Travelers

Beyond iconic landmarks, visitors are increasingly seeking authentic experiences in China’s countryside and smaller cities. Argentine traveler Michael enjoyed mountain scenery near the Great Wall in Jizhou, praising the area's natural beauty and peaceful atmosphere. Dutch tourist Noa explored local markets and parks in Nanjing, eager to observe daily life and sample unfamiliar produce. This trend reflects a shift towards more immersive travel, with visitors prioritizing cultural understanding over simply ticking off famous attractions.

Visa Policies Fuel Tourism Growth

China’s easing of visa requirements is playing a significant role in attracting international tourists. The country currently offers unilateral visa-free entry to nationals from 50 countries, including Slovenia and Italy. Slovenian tourist Rainer Grega highlighted the convenience of the 30-day visa-free policy, noting that it simplified travel planning considerably. Data from the National Immigration Administration shows that 77.7 percent of inbound visits in the first half of the year were facilitated by these visa-free policies.

Refined Services Become a Priority

As tourism diversifies, Chinese cities are investing in improved services to meet evolving visitor expectations. Suzhou is offering incentives to travel agencies that organize tours for foreign tourists, while Shanghai has launched smart tourism kiosks providing multilingual support and personalized recommendations. Zhangjiajie, which saw a 19.01 percent increase in inbound visitors from January to July, is addressing language barriers through training programs for tourism workers. Chen Heng, a local publicity officer, exemplifies this commitment, personally investing in language learning resources to enhance his communication skills.

Expanding Transit and Regional Access

China is further expanding access by broadening its 240-hour visa-free transit policy, recently adding Kyrgyzstan and Vietnam to the list of eligible countries. This move brings the total number of countries covered to 57. Vietnamese student Do Thi Huyen My, studying at Hainan University, expressed excitement about the new policy, anticipating more convenient visits from her family and easier attendance at her graduation ceremony.

China’s tourism sector continues to adapt to a growing influx of international visitors, focusing on providing accessible entry policies, diverse experiences, and improved service quality to cater to evolving traveler preferences.

(With inputs from Xinhua)

Originally published on abcnews.com.np.