Kathmandu— Escaping record-breaking summer heatwaves around the world, international travelers are increasingly turning to China as an unexpected destination for cooler weather and unique tourism opportunities. With more convenient visa policies and a focus on niche attractions beyond traditional landmarks, China is experiencing a 20.4 percent year-on-year increase in inbound foreign visits, reaching 22.91 million in the first half of 2023. From mountain retreats to immersive cultural experiences, the country is adapting its tourism offerings to cater to a diversifying range of international preferences.

Cool Escapes Draw European Travelers

At Tianmen Mountain in Zhangjiajie, temperatures remain comfortably between 22 and 26 degrees Celsius, attracting visitors like Italian Giancarlo Marino who sought relief from the intense heat back home. “Here you can feel the breeze, and while you’re resting up on the mountain, you can even buy ice-cold drinks from the many vendors,” he said, praising the thoughtful amenities. Similarly, in Jizhou District near Tianjin, Argentine traveler Michael found not only cooler temperatures but also a chance to experience rural life alongside the Great Wall.

Shift Towards Niche and Immersive Experiences

Foreign visitors are increasingly seeking experiences beyond typical tourist hotspots. Dutch tourist Noa explored local produce markets and matchmaking corners in Nanjing, eager to observe daily Chinese life, while Slovenian Rainer Grega expressed interest in touring major Chinese technology companies like electric-vehicle factories. Local guesthouse owner Zhang Wei has observed a trend of overseas guests wanting deeper cultural immersion rather than simply checking off famous sights. “We’ve lately seen a clear increase in overseas guests. Many like to combine countryside experiences with natural scenery, allowing them to experience China in a more in-depth way,” she noted.

Visa Policies and Accessibility Boost Travel

China’s increasingly convenient entry policies are playing a key role in attracting international visitors. The country currently offers unilateral visa-free entry to nationals of 50 countries, including Italy and Slovenia. “Thanks to the 30-day visa-free policy, you can come whenever you want – just book a flight and go,” said Grega, highlighting the ease of travel. The National Immigration Administration (NIA) reports that 77.7 percent of inbound visits in the first half of the year benefited from these visa-free facilitation policies. Recent expansions to include citizens of Kyrgyzstan and Vietnam for both visa-free transit and Hainan Province entry further demonstrate this commitment.

Improving Service Quality to Meet Rising Expectations

As inbound tourism diversifies, China is focusing on enhancing service quality. Suzhou has introduced incentive measures rewarding travel agencies for organizing stays for foreign tourists, while Zhangjiajie is addressing language barriers through training programs for frontline staff. Despite the city receiving 860,700 inbound visitors from January to July – a 19.01 percent increase year-on-year – a previous survey revealed that less than one-third of scenic area staff could proficiently communicate in a foreign language. Chen Heng, a publicity officer participating in English classes, emphasized the need for service quality to match the country’s world-class scenery: “Zhangjiajie boasts world-class natural scenery. Our service quality has to keep pace as well.”

Smart Tourism and Technological Integration

Cities like Shanghai are embracing technology to improve the tourist experience, launching integrated smart tourism kiosks that provide access to ticketing, dining, accommodation, and attractions in multiple languages. These kiosks offer personalized recommendations, real-time interpretation, and even AI-generated travel journals, supporting over 120 currencies through foreign bank card payment systems.

China continues to refine its tourism infrastructure and policies, aiming to provide a more welcoming and immersive experience for international visitors as inbound numbers continue their upward trajectory.

(With inputs from Xinhua)

Originally published on abcnews.com.np.