China’s tourism sector gains recognition following UN Tourism chief’s visit

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By Greg Roxburgh

Published April 2, 2025

UN Tourism Secretary-General Zurab Pololikashvili concluded a high-profile visit to Beijing on Friday as China’s tourism sector sees efforts ramped up domestically and internationally.

“At both the public and private level, China is leading from the front in the digital transformation of the sector while also supporting it to become a pillar of international sustainable development,” UN Tourism said in a release on Friday.

The visit, which included meetings with top Chinese officials and industry leaders, saw engagements covering key areas such as sustainable tourism growth, digital innovation, and investment opportunities. The trip also emphasized UN Tourism’s support for China’s Global Development Initiative and its broader vision of international cooperation.

China’s tourism push

The Chinese authorities have been pushing to make travel easier into the country. In 2024, China improved payment access for foreign visitors by expanding the use of WeChat and Alipay as well as requiring major tourist sites and top hotels to accept overseas bank cards and streamlined point-of-sale systems. Additionally, visa-free entry was expanded to over 50 countries, with nine more added last November.

In the third quarter of 2024, China saw nearly 8.2 million inbound trips made by foreigners, up 49% year on year, according to a release last December. About 4.9 million of those entries were visa-free, up 79% from the same period a year before.

Pololikashvili met with senior Chinese officials, including Chen Jining, a Politburo member and secretary of the Shanghai Municipal Committee, to discuss regional tourism development. He also visited Hainan province, where he held talks with the governor, vice governor, and senior officials from the Hainan Provincial Department of Culture & Tourism.

Beyond government meetings, the visit included discussions with travel service provider Trip.com Group, a leading online travel service provider. The talks focused on leveraging digital innovation and sustainable travel solutions, aligning with UN Tourism’s global priorities.

Digital innovation is transforming cultural experiences in different ways. For example, Zhejiang Art Museum in Hangzhou has launched a cross-provincial digital platform to expand access to art collections, while the Natural History Museum of China leverages artificial intelligence and augmented reality to create immersive, interactive guides for visitors through its app.

“China stands as one of the world’s true tourism leaders, both as a source market and as a destination,” said Pololikashvili.

Global tourism and China’s role

UN Tourism reaffirmed its support for China’s Global Development Initiative, an effort championed by President Xi Jinping that emphasizes international cooperation and economic progress. Pololikashvili met with the China International Development Cooperation Agency to explore collaboration on government-funded projects aimed at sustainable tourism development.

The CIDCA, founded in 2018, is a government agency responsible for formulating and overseeing China’s foreign aid policies, strategies, and programs.

The secretary-general also attended the Boao Forum for Asia 2025, where he highlighted the role of tourism in regional economic cooperation.

The Boao Forum for Asia is an annual event held in the island province of Hainan. Founded in 2001, it serves as a platform for leaders from government, business, academia, and civil society to discuss and exchange ideas on pressing economic and social issues in Asia and globally.

Additionally, he held talks with Pansy Ho, vice chair of the Global Tourism Economy Forum, to discuss preparations for the 2025 forum, to be held in September, and tourism’s role in driving global economic growth.

China’s expanding influence in global tourism

As one of the world’s largest tourism markets, China continues to shape the future of travel.

China’s outbound tourism is set for a robust rebound in 2025, according to marketing technology company China Trading Desk’s China Outbound Travel Sentiment Survey released on Tuesday. Projections indicate over 155 million international trips for the year—surpassing pre-Covid levels for the first time. For comparison, Statista estimates that more than 87 million Chinese travelers went abroad in 2023.

Additionally, about 72% of Chinese travelers travelling abroad in 2025 are expected to plan multiple international trips, according to the China Outbound Travel Sentiment Survey.

The first quarter results from the China Outbound Travel Sentiment Survey revealed a marked increase in affluent travelers who are favoring digital-first shopping, alongside a rising appetite for premium luxury products.

The country is not only a top source of outbound tourists but is also investing heavily in smart tourism, digital platforms, and sustainable practices. UN Tourism’s visit signals growing collaboration in these areas, with China positioned as a key player in shaping post-pandemic tourism recovery and innovation.