how many tourists visit china each year 2022

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Why are foreign tourists skipping China?

Eight months after China’s borders’ reopened, the number of foreign tourists visiting China has not rebounded to pre-pandemic levels, though life in the country has largely returned to normal.

The absence of overseas tourists is particularly noticeable in metropolises like Beijing and Shanghai. In the first half of this year, the two cities received less than a quarter of the pre-pandemic level. Why are international travelers skipping China?

Tourist numbers drop #

According to the Beijing Municipal Bureau of Statistics , from January to June this year, Beijing welcomed 407,900 inbound international tourists, double the number of visitors for the whole of 2022, but down 11 percent compared to 2019.

Tourists from Hong Kong, Macao, and Taiwan accounted for 21.4 percent of inbound visitors in 1H 2023. In the same period, the number of inbound tourists in Shanghai was 1.2 million, down 13.8 percent from 2019.

Matthias Terrettaz , general manager of the Bulgari Hotel in Shanghai, tells Jing Daily that foreign travelers account for less than 10 percent of the hotel’s total guests.

“[They] mostly visit China for business trips, such as CEOs from international companies, or visiting luxury brand management teams,” he says.

A report from the Ministry of Culture and Tourism showed that in 1Q 20223, national travel agencies facilitated 52,000 inbound tourists, compared with 3.7 million in the same period in 2019.

Payment, hotels and shopping challenges #

One stumbling block comes in the form of barriers for foreigners who wish to visit or live in the country.

“Without a Chinese SIM card and the WeChat or Alipay apps, China can be a nightmare for tourists,” Nick Chen, a 28-year-old white-collar living in Hangzhou, tells Jing Daily

Laura Pan, professor at Italy’s Bocconi SDA University, flew back to China in late October. Although she is Chinese and in close contact with her friends and relatives in China, she encountered several payment challenges on her trip.

“Earlier this year, WeChat Pay and Alipay made it a lot easier for foreigners by accepting foreign credit cards to be linked to the payment system. However, upon arriving in China, WeChat Pay did not work. It continued to ask for ID verification, which proved to be difficult because it wasn’t able to send an OTP to foreign mobile phone numbers. Alipay was significantly better – the user experience was simpler and relied on the user’s bank to send the OTP,” says Pan.

Chinese hotels need to meet certain qualifications to receive foreign guests. To ensure the safety of overseas tourists and national security, China has formulated regulations on the accommodation requirements for foreign tourists visiting China. According to Ctrip platform data, 72 percent of domestic hotels cannot accommodate foreigners.

Notably, shopping and getting around in China can be challenging for foreign visitors. Most shopping malls, restaurants, hotels, accommodations, transportation, and other merchants use mobile payments to collect payments and lack cash reserves. Some stores simply don’t accept cash.

When it comes to sightseeing, many popular attractions, from museums to parks, require reservations in advance on the WeChat mini program. However, many overseas tourists do not use WeChat, and even after downloading WeChat, language barriers, identity verification, and one-time password requirements make the process less straightforward and in some cases even prohibitive for foreigners.

“If you are using the mini program directly from WeChat, everything (prompts and instructions) is listed in Mandarin. This can be overwhelming for a foreigner who isn’t familiar with the language,” says Pan.

Ongoing improvements #

“For any country, inbound tourism is the foundation of tourism development,” says Song Rui, director of the Tourism Research Center of the Chinese Academy of Social Sciences, in an interview with domestic media outlet Huxiu .

China is working hard to revive inbound tourism. In August this year, Beijing and Washington agreed to double the number of direct passenger flights between the two countries to 24 per week starting late October.

Meanwhile, visa applications for some countries have also been simplified. Wu Wendi , founder of travel agency Wendy Wu Tours, says: "In Australia, New Zealand, and many countries in Europe, fingerprints are no longer required since August 11. So this is good news."

In late November, China’s foreign ministry announced that the nation would expand its visa-free entry policy to travelers from France, Germany, Italy, Malaysia, Spain, and the Netherlands. These countries will be able to visit China for two weeks without a visa.

On July 20 this year, WeChat Pay announced it has enabled most merchants in China to support overseas payment cards. Alipay also stated on July 21 that after linking overseas cards to Alipay, they can be used nationwide. Both platforms support overseas bank card organizations, such as Visa, Mastercard, Discover Global Network, and JCB.

As the country rapidly moves toward a cashless society, the Chinese government is working to make it easier for foreigners to use mobile payment systems. Removing hindrances for tourists will likely go a long way to attracting more visitors.

Key Takeaways #

- Eight months after China’s borders’ reopened, the number of foreign tourists visiting China has not rebounded to pre-pandemic levels.

- Without a Chinese SIM card and Chinese digital payment system, such as WeChat Pay and Alipay, it could be challenging for foreigners who wish to visit or live in the country.

- Many attractions requires reservations in advance on the WeChat mini program. However, language barriers, identity verification, and one-time password requirements make the process prohibitive for foreigners.

- China is working hard to revive inbound tourism: Visa applications for some countries have also been simplified; WeChat Pay and Alipay announced it has enabled most merchants in China to support overseas payment cards.

Outlook for China tourism 2023: Light at the end of the tunnel

China is now removing travel restrictions rapidly, both domestically and internationally. While the sudden opening may lead to uncertainty and hesitancy to travel in the short term, Chinese tourists still express a strong desire to travel. And the recent removal of quarantine requirements in January 2023 could usher in a renewed demand for trips abroad.

Domestically, there are already signs of strong travel recovery. The recent Chinese New Year holidays saw 308 million domestic trips, generating almost RMB 376 billion in tourism revenue. 1 China’s Ministry of Culture and Tourism. This upswing indicates that domestic travel volume has recovered to 90 percent of 2019 figures, and spending has bounced back to around 70 percent of pre-pandemic levels. 2 McKinsey analysis based on China’s Ministry of Culture and Tourism data.

This article paints a picture of Chinese travelers and their evolving spending behaviors and preferences—and suggests measures that tourism service providers and destinations could take to prepare for their imminent return. The analyses draw on the findings of McKinsey’s latest Survey of Chinese Tourist Attitudes, and compare the results across six waves of surveys conducted between April 2020 and November 2022, along with consumer sentiment research and recent travel data.

From pandemic to endemic

By January 8, 2023, cross-city travel restrictions, border closures, and quarantine requirements on international arrivals to China had been lifted. 3 “Graphics: China’s 20 new measures for optimizing COVID-19 response,” CGTN, November 15, 2022; “COVID-19 response further optimized with 10 new measures,” China Services Info, December 8, 2022; “China reopens borders in final farewell to zero-COVID,” Reuters, January 8, 2023. This rapid removal of domestic travel restrictions, and an increase in COVID-19 infection rates, likely knocked travel confidence for cross-city and within-city trips. Right after the first easing of measures, in-city transport saw a marked drop as people stayed home—either because they were ill, or to avoid exposure. Subway traffic in ten major cities in mainland China fell and then spiked during Chinese New Year in February. Hotel room bookings also peaked at this time.

Domestic airline seat capacity experienced a minor rebound as each set of restrictions was lifted—suggesting a rise in demand as airlines scheduled more flights. Domestic capacity fluctuated, possibly due to the accelerated COVID-19 infection rate and a temporary labor shortage. International seat capacity, however, continued to climb (Exhibit 1).

By Chinese new year, China was past its infection peak—and domestic tourism recovered strongly. For instance, Hainan drew 6.4 million visitors over Chinese New Year (up from 5.8 million in 2019) and visits to Shanghai reached 10 million (roughly double 2019 holiday figures). 4 China’s Ministry of Culture and Tourism. Overall, revenue per available room (RevPAR) during this period recovered and surpassed pre-pandemic levels, at 120 percent of 2019 figures. 5 STR data. Outbound trips are still limited, but given the pent-up demand for international travel (and the upswing in domestic tourism) the tourism industry may need to prepare to welcome back Chinese tourists.

Tourism players should be ready for this; the time to act is now.

A demand boom is around the corner—Chinese tourists are returning soon

Before the pandemic, Chinese tourists were eager travelers. Mainland China had the largest outbound travel market in the world, both in number of trips and total spend. 6 World Tourism Organization (UNWTO) Tourism dashboard, Outbound tourism ranking. In 2019, Mainland Chinese tourists took 155 million outbound trips, totaling $255 billion in travel spending. 7 China’s Ministry of Culture and Tourism. These figures indicate total outbound trips, including to Hong Kong and Macau. China is also an important source market for some major destinations. For instance, Chinese travelers made up 28 percent of inbound tourism in Thailand, 30 percent in Japan, and 16 percent of non-EU visitors to Germany. 8 United Nations World Tourism Organization (UNWTO) database.

Leisure travel was the biggest driver of China’s outbound travel, representing 65 percent of travelers in 2019. In the same year, 29 percent of travelers ventured out for business, and 6 percent journeyed to visit friends and relatives. 9 Euromonitor International database.

Our most recent Survey of Chinese Tourist Attitudes, conducted in November 2022, shows that Chinese tourists have retained their keen desire to explore international destinations. About 40 percent of respondents reported that they expect to undertake outbound travel for their next leisure trip.

Where do these travelers want to go?

The results also indicate that the top three overseas travel destinations (beyond Hong Kong and Macau) are Australia/New Zealand, Southeast Asia, and Japan. Overall, respondents show less interest in travel to Europe than in previous years, down from 7 percent to 4 percent compared to wave 5 respondents. Desire to embark on long-haul international trips to Australia/New Zealand increased from 5 percent to 7 percent, and North American trips from 3 percent to 4 percent since the last survey. The wealthier segment (monthly household income over RMB 38,000) still shows a high interest in EU destinations (13 percent).

There are stumbling blocks on the road to recovery

While travel sentiment is strong, other factors may deter travelers from taking to the skies: fear of COVID-19; the need for COVID-19 testing which can be expensive; ticket prices; risk appetite of destination countries; and getting a passport or visa.

Chinese travelers may favor domestic trips, even if all outbound travel restrictions are removed, until they feel it is safe to travel internationally. A COVID-19-safe environment in destination countries will likely boost travelers’ confidence and encourage them to book trips again. 10 “Long-haul travel barometer,” European Travel Commission, February 1, 2023.

Travel recovery is also dependent on airline capacity. Some international airlines might be slow to restore capacity as fleets were retired during COVID-19 and airlines face a shortage of crew, particularly pilots. Considering that at the time of writing, in April 2023, international airline seat capacity has only recovered to around 37 percent of pre-pandemic levels, travelers are likely to face elevated ticket prices in the coming months. For instance, ticket prices for travel in the upcoming holidays to popular overseas destinations such as Japan and Thailand are double what they were in 2019. 11 Based on Ctrip prices. Price-sensitive travelers might wait for ticket prices to level out before booking their overseas trips.

Chinese airlines, however, appear more ready to resume full service than their international counterparts —fewer pilots left the industry and aircraft are available. Chinese carriers’ widebody fleets are mostly in service or ready to be redeployed (Exhibit 2).

Moving forward, safety measures in destination countries will affect travel recovery. Most countries have dropped testing requirements on arrivals from mainland China, and Chinese outbound group travel has resumed but is still limited to selected countries.

Many Chinese travelers—maybe 20 percent—have had passports expire during the COVID-19 period, and China has not been renewing these passports. Renewals are now possible, but the backlog will slow travel’s rebound by a few months. 12 Steve Saxon, “ What to expect from China’s travel rebound ,” McKinsey, January 25, 2023. Furthermore, travel visas for destination countries can take some time to be processed and issued.

Taken together, these factors suggest that the returning wave of Chinese travelers may only gather momentum by the Summer of 2023 and that China’s travel recovery will likely lag Hong Kong’s by a few months.

Overall, China is opening up to travel, both inbound and outbound—all types of visas are being issued to foreign visitors, and locals are getting ready to travel abroad. 13 “China to resume issuing all types of visas for foreigners,” China Briefing, March 14, 2023.

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The returning chinese traveler is evolving.

Although Chinese travelers did not have opportunities to travel internationally over the past three years, they continued to travel domestically and explore new offerings. Annual domestic trips remained at around 50 percent of pre-pandemic levels, amounting to 8.7 billion domestic trips over the past three years. 14 China’s Ministry of Culture and Tourism. During this time, the domestic market matured, and travelers became more sophisticated as they tried new leisure experiences such as beach resorts, skiing trips, and “staycations” in home cities. Chinese travelers became more experienced as thanks to periods of low COVID-19 infection rates domestically they explored China’s vast geography and diverse experiences on offer.

Consequently, the post-COVID-19 Chinese traveler is even more digitally savvy, has high expectations, and seeks novel experiences. These are some of the characteristics of a typical traveler:

• Experience-oriented: Wave 6 of the survey shows that the rebound tourist is planning their trip around experiences. Outdoor and scenic trips remain the most popular travel theme. In survey waves 1 to 3, sightseeing and “foodie” experiences were high on the list of preferences while traveling. From waves 4 to 6, culture and history, beaches and resorts, and health and wellness gained more attention—solidifying the trend for experience-driven travel. Additionally, possibly due to the hype of the Winter Olympics, skiing and snowboarding have become popular activities.
• Hyper-digitized: While digitization is a global trend, Chinese consumers are some of the most digitally savvy in the world; mobile technologies and social media are at the core of daily life. COVID-19 drove people to spend more time online—now short-form videos and livestreaming have become the top online entertainment options in China. In the first half of 2022, Chinese consumers spent 30 percent of their mobile internet time engaging with short videos. 15 “In the first half of the year, the number of mobile netizens increased, and short videos accounted for nearly 30% of the total time spent online,” Chinadaily.com, 27 July 2022.
• Exploration enthusiasts: Chinese travelers are also keen to explore the world and embark on novel experiences in unfamiliar destinations. Survey respondents were looking forward to visiting new attractions, even when travel policies limited their travel radius. Instead of revisiting destinations, 45 percent of respondents picked short trips to new sites as their number one choice, followed by long trips to new sites as their second choice.

Consumers are optimistic, and travel spending remains resilient

McKinsey’s 2022 research on Chinese consumer sentiment shows that although economic optimism is seeing a global decline, 49 percent of Chinese respondents reported that they are optimistic about their country’s economic recovery. Optimism had dropped by 6 percentage points since an earlier iteration of the survey, but Chinese consumers continue to be more optimistic than other surveyed countries, apart from India (80 percent optimistic) and Indonesia (73 percent optimistic) (Exhibit 3). 16 “ Survey: Chinese consumer sentiment during the coronavirus crisis ,” McKinsey, October 13, 2022.

Chinese consumers are still keen to spend on travel, and travel spending is expected to be resilient. Wave 6 of the tourist attitude survey saw 87 percent of respondents claiming that they will spend more or maintain their level of travel spending. Moreover, when consumers were asked “which categories do you intend to splurge/treat yourself to,” travel ranked second, with 29 percent of respondents preferring travel over other categories. 17 “ Survey: Chinese consumer sentiment during the coronavirus crisis ,” McKinsey, October 13, 2022.

Against this context of consumer optimism, the wave 6 tourist attitude survey results shed light on how travelers plan to spend, and which segments are likely to spend more than others:

• The wealthier segment and older age groups (age 45-65) show the most resilience in terms of travel spend. Around 45 to 50 percent of travelers in these two groups will spend more on their next leisure trip.
• The wealthier segment has shown the most interest in beach and resort trips (48 percent). Instead of celebrating Chinese New Year at home with family, 30 percent of Chinese travelers in the senior age group (age 55-65) expect to take their next leisure trip during this holiday—10 percent more than the total average. And the top three trip preferences for senior travelers are culture, sightseeing, and health-themed trips.
• When it comes to where travelers plan to spend their money on their next trip, entertainment activities, food, and shopping are the most popular categories. These are also the most flexible and variable spending categories, and there are opportunities to up-sell—attractions, food and beverage, and retail players are well positioned to create unique and unexpected offerings to stimulate spending in this area (Exhibit 4).

Independent accommodation is gaining popularity

Overall, Chinese consumers have high expectations for products and services. McKinsey’s 2023 consumer report found that local brands are on the rise and consumers are choosing local products for their quality, not just for their cheaper prices. Chinese consumers are becoming savvier, and tap into online resources and social media to educate themselves about the specific details and features of product offerings. 18 Daniel Zipser, Daniel Hui, Jia Zhou, and Cherie Zhang, 2023 McKinsey China Consumer Report , McKinsey, December 2022.

Furthermore, 49 percent of Chinese consumers believe that domestic brands are of “better quality” than foreign brands—only 23 percent believe the converse is true. Functionality extended its lead as the most important criterion influencing Chinese consumers, indicating that consumers are focusing more on the functional aspects of products, and less on emotional factors. Branding thus has less influence on purchasing decisions. 19 Daniel Zipser, Daniel Hui, Jia Zhou, and Cherie Zhang, 2023 McKinsey China Consumer Report , McKinsey, December 2022.

These broader consumer sentiments are echoed in the travel sector. Chinese travelers pay attention to cost, but do not simply seek out the lowest prices. While 17 percent of wave 6 respondents are concerned about low prices, 33 percent are on the hunt for value-for-money offerings, and 30 percent prefer good discounts and worthwhile deals.

And consumer sentiment regarding local brands holds true for travel preferences. Independent travel accommodation continues to be the preferred choice for most respondents, increasing in share against international chain brand hotels (Exhibit 5). Almost 60 percent of respondents prefer independent accommodation such as boutique hotels, B&Bs, and Airbnb—an 8 percentage-point increase since 2020.

Local chain brand hotels remain stable, the favored accommodation for 20 percent of respondents. These hotels are seen as a more standardized option, and as most are located in urban areas, they target the budget traveler segment.

Opting for independent accommodation is not considered a trade down; Chinese travelers expect a high level of service. In particular, respondents in the wealthier segment picked independent options (57 percent) over international premium brands (27 percent).

Premium independent options for the wealthier segment are abundant, specifically in leisure travel. Setting up a premium brand hotel requires long-term construction periods and heavy capital investment. Small-scale boutique hotels or B&Bs, on the other hand, are more agile solutions that can ramp up in the short term. This may explain the abundance of premium independent offerings. For instance, in destinations such as Lijiang and Yangshuo, between seven and nine of the top-ten premium hotels listed on Ctrip are independent boutique hotels.

Premium independent accommodation’s strength lies in quality guest experience with a genuine human touch. The service level at premium independent establishments can even surpass that of chain brand accommodation thanks to the high staff-to-room ratio, which easily reaches 3:1 or even 5:1. 20 “Strategic marketing analysis of boutique hotels,” Travel Daily , June 3, 2015. For hotels in Xiamen, Lijiang, and Yangshou, Ctrip service ratings of premium independent hotels are all above 4.7, outperforming international chain brand hotels.

Travelers are becoming smarter and more realistic during hotel selection, focusing on fundamental offerings such as local features and value for money. Across all types of hotels, local features are one of the most important factors influencing hotel selection—even for chain brand hotels which have a reputation for mastering the standardized offering. On average, 34 percent of respondents report that local features and cultural elements are the key considerations affecting their choice of hotel.

Outbound Chinese tourists are evolving rapidly, becoming increasingly diverse in their travel preferences, behaviors, and spending patterns. Chinese travelers are not homogeneous, and their needs and preferences continue to evolve. Therefore, serving each group of tourists may require different product offerings, sales channels, or marketing techniques.

The path toward eco-friendly travel in China

How international travel and tourism can attract outbound chinese travelers.

China’s lifting of travel restrictions may cause some uncertainty in the short term, but a promising recovery lies ahead. Chinese tourists have maintained a strong desire to travel internationally and are willing to pay for this experience. They are also discerning and looking for high-quality accommodation, offerings, and service. As boutique hotels are becoming more popular, international hotel brands hotels could, for example, aim to stand out by leveraging their experience in service excellence.

With renewed travel demand, now may be the time for international travel and tourism businesses to invest in polishing product offerings—on an infrastructural and service level. Tourism, food and beverage, retail, and entertainment providers can start preparing for the rebound by providing unique and innovative experiences that entice the adventurous Chinese traveler.

Craft an authentically local offering that appeals to experience-driven Chinese travelers

Chinese travelers have suspended overseas trips for three years, and are now looking to enjoy high-quality experiences in destinations they have been to before. They also want to do more than shopping and sightseeing, and have expressed willingness to spend on offerings geared towards entertainment and experience. This includes activities like theme parks, snow sports, water sports, shows, and cultural activities. Authentic experiences can satisfy their desire for an immersive foreign experience, but they often want the experience to be familiar and accessible.

Designing the right product means tapping into deep customer insights to craft offerings that are accessible for Chinese travelers, within a comfortable and familiar setting, yet are still authentic and exciting.

Travel and tourism providers may also have opportunities to up-sell or cross-sell experiences and entertainment offerings.

Social media is essential

Social media is emerging as one of the most important sources of inspiration for travel. Short video now is a major influence channel across all age groups and types of consumers.

Tourist destinations have begun to leverage social media, and short video campaigns, to maximize exposure. For example, Tourism Australia recently launched a video campaign with a kangaroo character on TikTok, and overall views soon reached around 1.67 billion.

The story of Ding Zhen, a young herder from a village in Sichuan province, illustrates the power of online video in China. In 2020, a seven-second video of Ding Zhen turned him into an overnight media sensation. Soon after, he was approached to become a tourism ambassador for Litang county in Sichuan—and local tourism flourished. 21 “Tibetan herder goes viral, draws attention to his hometown in SW China,” Xinhuanet, December 11, 2020. Another Sichuan local, the director of the Culture and Tourism Bureau in Ganzi, has drawn visitors to the region through his popular cosplay videos that generated 7 million reviews. Building on the strength of these influential celebrities, visitor numbers to the region were said to reach 35 million, more than two-and-a-half times 2016 volumes. 22 “Local official promoting Sichuan tourism goes viral on internet,” China Daily, June 17, 2022; “The Director of Culture and Tourism disguises himself as a “Swordsman” knight to promote Ganzi tourism,” Travel Daily , June 17, 2022.

Online travel companies are also using social media to reach consumers. Early in the pandemic, Trip.com took advantage of the upward trend in livestreaming. The company’s co-founder and chairman of the board, James Liang, hosted weekly livestreams where he dressed up in costume or chatted to guests at various destinations. Between March and October 2020, Liang’s livestreams sold around $294 million’s worth of travel packages and hotel room reservations. 23 “Travel companies adapt to a livestreaming trend that may outlast the pandemic,” Skift, October 26, 2020.

Livestreaming is being used by tourism boards, too. For instance, the Tourism Authority of Thailand (TAT) collaborated with Trip.com to launch a new campaign to attract Chinese tourists to Thailand as cross-border travel resumed. The broadcast, joined by TAT Governor Mr Yuthasak Supasorn, recorded sales of more than 20,000 room nights amounting to a gross merchandise value of over RMB 40 million. 24 “Trip.com Group sees border reopening surge in travel bookings boosted by Lunar New Year demand,” Trip.com, January 13, 2023.

International tourism providers looking to engage Chinese travelers should keep an eye on social media channels and fully leverage key opinion leaders.

Scale with the right channel partners

Travel distribution in China has evolved into a complex, fragmented, and Chinese-dominated ecosystem, making scaling an increasingly difficult task. Travel companies need to understand the key characteristics of each channel type, including online travel agencies (OTAs), online travel portals (OTPs), and traditional travel agencies as each target different customer segments, and offer different levels of control to brands. It also takes different sets of capabilities to manage each type of distribution channel.

Travel companies can prioritize the channels they wish to use and set clear roles for each. One challenge when choosing the right channel partner is to avoid ultra-low prices that may encourage volume, but could ultimately damage a brand.

Meanwhile, given the evolution of the postCOVID-19 industry landscape and rapid shifts in consumer demand, travel companies should consider direct-to-consumer (D2C) channels. The first step would be selecting the appropriate D2C positioning and strategy, according to the company’s needs. In China, D2C is a complicated market involving both public domains (such as social media and OTA platforms) and private domains (such as official brand platforms). To make the most of D2C, travel companies need a clear value proposition for their D2C strategy, whether it be focused on branding or on commercial/sales.

Create a seamless travel experience for the digitally savvy Chinese tourist

China has one of the most digitally advanced lifestyles on the planet. Chinese travelers are mobile-driven, wallet-less, and impatient—and frequently feel “digitally homesick” while abroad. Overseas destinations and tourism service providers could “spoil” tech-savvy Chinese travelers with digitally enhanced service.

China’s internet giants can provide a shortcut to getting digital services off the ground. Rather than building digital capabilities from scratch, foreign tourism providers could engage Chinese travelers through a platform that is already being used daily. For example, Amsterdam’s Schiphol Airport provides a WeChat Mini Program with four modules: duty-free shopping, flight inquiry, information transfer, and travel planning. This contains information about all aspects of the airport, including ground transportation and tax refund procedures.

Alibaba’s Alipay, a third-party mobile and online payment platform, is also innovating in this space. The service provider has cooperated with various tax refund agencies, such as Global Blue, to enable a seamless digitized tax refund experience. Travelers scan completed tax refund forms at automated kiosks in the airport, and within a few hours, the refunded amount is transferred directly to their Alipay accounts. 25 “Alipay and Global Blue to make tax refunds easy for Chinese tourists,” Alizila, June 23, 2014.

Such digital applications are likely to be the norm going forward, not a differentiator, so travel companies that do not invest in this area may be left behind.

Chinese travelers are on the cusp of returning in full force, and tourism providers can start preparing now

With China’s quarantine requirements falling away at the start of 2023, travelers are planning trips, renewing passports and visas, and readying themselves for a comeback. Chinese tourists have not lost their appetite for travel, and a boom in travel demand can be expected soon. Though airlines are slow to restore capacity, and some destination countries are more risk averse when welcoming Chinese travelers, there are still options for Chinese tourists to explore destinations abroad.

Tourism providers can expect to welcome travelers with diverse interests who are willing to spend money on travel, who are seeking out exciting experiences, and who are choosing high-quality products and services. The returning Chinese traveler is digitally savvy and favors functionality over branding—trends suggest that providers who can craft authentic, seamless, and unique offerings could be well positioned to capture this market.

Guang Chen and Jackey Yu are partners in McKinsey’s Hong Kong office, Zi Chen is a capabilities and insights specialist in the Shanghai office, and Steve Saxon is a partner in the Shenzhen office.

The authors wish to thank Cherie Zhang, Glenn Leibowitz, Na Lei, and Monique Wu for their contributions to this article.

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International Tourists Flock Back to New York, With One Big Exception

Chinese tourists are still barred from traveling abroad. But city officials forecast a 70 percent increase in tourism in 2022, including 8 million visitors from abroad.

By Patrick McGeehan

After two years of sparse crowds in Times Square and other popular attractions, New York City is finally hoping for a robust rebound of visitors this year. But the city will still be missing a main driver of its prepandemic tourism boom: big spenders from China, whose government has yet to allow travel abroad.

Before the pandemic, China was the fastest-growing source of foreign visitors to the city, with more than 1.1 million Chinese tourists arriving in 2019. Their impact on New York’s economy was supersized because they tended to stay longer and spend more than other tourists.

Now, with American borders fully reopened to visitors for the first spring since 2019, city officials are counting on tourists from countries including Mexico, Brazil and Australia to help make up for the absent Chinese — at least temporarily.

In a forecast to be released on Wednesday, NYC & Company, the city’s tourism promotion agency, is projecting a 70 percent increase in tourists this year from last year to 56.4 million visitors, including 8 million from outside the United States.

That total would still be far below the 66.6 million visitors that NYC & Company estimated for 2019. But it would put the city closer to Mayor Eric Adams’s goal of a full tourism recovery by 2024.

Tourism is a vital cog in the city’s economy, supporting more than 300,000 jobs in hotels, restaurants, museums and theaters. And international travelers have the biggest impact because they spend more than three times as much on average as the typical domestic tourist does.

Visitors, including those who traveled at least 50 miles but did not stay overnight, spent about $24 billion in the city last year, NYC & Company estimates. That was about half as much as in 2019 but up more than 50 percent from 2020.

“It’s always been the case and continues to be the case that travel and tourism are major cornerstones of our economy,” said Maria Torres-Springer, a deputy mayor.

Ensuring that the fruits of a resurgence in tourism are spread throughout the city, not just in Manhattan, she said, was a central aim of the Adams administration’s blueprint for economic recovery.

“We’re seeing some green shoots of a recovery in tourism,” said Fred Dixon, the chief executive of NYC & Company. “We’re working to make sure that those green shoots turn into a full-fledged recovery.”

One cause for optimism, Mr. Dixon noted, was a rebound in hotel occupancy in recent weeks as the Omicron variant of the coronavirus faded. Three-quarters of the city’s available hotel rooms were filled in the week that ended March 19, according to STR, an industry research firm. That was still below the prepandemic level of 87 percent, but much higher than in the first two months of the year when Omicron kept many visitors away.

To spur demand, Mr. Adams gave NYC & Company an additional $10 million to put toward the promotional campaign it launched last year, with the theme “It’s Time for New York City.” That was the first increase in the allocation of city funds to the agency in several years.

The previous mayor, Bill de Blasio, funneled $30 million of federal pandemic aid to the tourism agency last summer in hopes of spurring a quick return of visitors. The city staged free concerts and movies around the five boroughs to celebrate the comeback. But new variants of the virus, first Delta then Omicron, undermined those efforts, and the year ended on a bleak note.

For all of 2021, the city received just 32.9 million visitors, less than half the record total for 2019. With the nation’s borders closed for the first 10 months of last year, only 8 percent of those visitors came from other countries, down from 20 percent before the pandemic.

NYC & Company is forecasting a tripling of international visitors this year. But that forecast includes 438,000 visitors from China, assuming that country will end its Covid lockdowns and allow its citizens to travel again.

“We recognize there are downside risks to the current forecast, and potentially room for a downward revision this summer,” Emina Cardamone, director of Tourism Economics, the company that produced that forecast, cautioned.

Mr. Dixon admitted that predicting when Chinese tourists would return involved a “lot of speculation.” But he added that most of the foreign tourists would be from Canada and Europe, where pent-up demand for travel is believed to be high and where NYC & Company has revived its marketing teams.

The agency had representatives all over the world before the city went into lockdown in March 2020. But as the pandemic wore on, Mr. Dixon had to shut down those operations, which he had spent a decade building.

In recent months, NYC & Company has gradually reopened those offices — with the exceptions of China and Singapore — to spread the word that New York is ready to welcome tourists again. The agency began a new partnership with a promotional company in Japan this week.

Mr. Adams is easing many restrictions to try to accelerate the city’s rebound.

“We had to rebuild confidence in New York,” Mr. Dixon said. “One of the biggest challenges we’ve had to face is showing travelers that the New York they know and love is here, and that Broadway and the restaurants are back.”

The city still faces a long road to full recovery. About 115 of its hotels have not reopened, including the 1,025-room Roosevelt Hotel in Midtown, and about one-fourth of its unionized hotel workers remain laid off. Overall employment in the leisure and hospitality sector, which includes hotels, restaurants, museums and theaters, is still down about 100,000 jobs since before the pandemic.

“We are definitely in a better place than last year, but by no means can we say that we’ve recovered,” said Vijay Dandapani, the chief executive of the Hotel Association of New York City. “The sustained loss for the last two years is money down the drain.”

As part of its campaign, NYC & Company plans to promote each of the five boroughs to tourists.

Some attractions outside Manhattan, like the Universal Hip Hop Museum’s exhibit at the Bronx Terminal Market, are still in recovery mode. The museum, whose permanent location is scheduled to open in 2024, closed its exhibit at the South Bronx market in December as Omicron was sweeping through the city.

Now, it is preparing to open a new exhibit there focusing on the early days of hip-hop in the late 1980s, including costumes and other memorabilia from performers like LL Cool J and Run-DMC, said Rocky Bucano, the museum’s executive director.

“We get people from every corner of the world, even though it’s unfortunate that some countries still have certain travel restrictions,” Mr. Bucano said. “We expect large crowds when we reopen in May.”

The plan to start the boroughs campaign in Brooklyn was welcomed by cultural institutions. “This is music to my ears, because historically the vast majority of tourism dollars has gone toward Manhattan,” said Anne Pasternak, director of the Brooklyn Museum.

Ms. Pasternak said crowds had flocked to recent exhibits at the museum, including one showcasing Christian Dior fashions. “Brooklyn has always been back because we never left,” she said.

Patrick McGeehan writes about transportation and infrastructure for the Metro section. He has been a reporter for The Times since 1999 and has covered Wall Street, executive pay, transportation, the New York City economy and New Jersey. More about Patrick McGeehan

Explore Our Coverage of the Adams Administration

Cracking Down on Campus Protests: Mayor Eric Adams defended the arrests of nearly 300 protesters  and said he would not allow the protests to disrupt New York City.

An Aggressive and Expensive Legal Team: With Adams and his top aides facing several investigations, he is amassing a team of high-powered lawyers  paid by his donors and city taxpayers.

Walking Back Budget Cuts: Adams released a revised $111.6 billion budget, which included $2.3 billion that would restore  some funding for schools and cultural institutions.

Defending Randy Mastro: Adams said he intended to press forward  with his expected nomination of Mastro  as New York City’s top lawyer despite mounting opposition from the City Council.

Police Oversight Board: Arva Rice,   the interim chairwoman of an independent police oversight panel, who had fiercely criticized the Police Department , will step down at the request of the mayor.

Catch-Basin Trucks: A report by the New York City comptroller’s office found “big gaps” in how the Adams administration handles emergency preparations , including infrastructure challenges from extreme weather.

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17 Facts About the Great Wall of China You Should Know

The Great Wall of China inspires wonder among its millions of visitors each year. Read on to learn about its unique history and how to visit.

Melanie Lieberman is the senior travel editor at The Points Guy and was an editor at Travel + Leisure.

Like a writhing dragon’s tail, the Great Wall of China snakes its way across China’s northern border. As its name suggests, the Great Wall is an imposing architectural marvel, and it’s often hailed as one of the greatest manmade wonders of the world. The Great Wall of China’s history stretches back more than 2,000 years. Despite its cultural and historic importance, it wasn’t until 1987 that the Great Wall of China was listed as a World Heritage site by UNESCO.

But the Great Wall isn’t even a single wall.

“The first thing to note,” travel expert Stan Godwyn told Travel + Leisure , “is that it’s actually a series of walls and fortifications.”

Godwyn typically arranges for clients to visit one of four main sections — Badaling (the most accessible for travelers of varying mobility), Mutianyu (extremely popular and well-restored), Simatai (a crumbling, rugged stretch of wall), and Jinshanling (for serious hikers).

Want to discover more Great Wall of China facts and bits of history? Read on for our definitive guide to this world wonder and ancient marvel.

Where Is the Great Wall of China?

The Great Wall of China is easily accessible from Beijing, though the massive structure stretches from Shanhaiguan in the east all the way to the city of Jiayuguan, in the country’s northwest. Generally speaking, the Great Wall of China defends the country’s northernmost border. A 2012 archeological survey estimated that the wall (taking into account all the dynasties that had worked on the structure) crosses 15 provinces and extends from Xinjiang, in the northwest, to the border of Korea in the east.

How Long Is the Great Wall of China?

If you were to measure all the sections ever built, some reports suggest the Great Wall of China could be a staggering 13,170 miles long. The most popular (and arguably the most beautiful) section was erected during the Ming dynasty, and runs for 5,500 miles between Hushan to the Jiayuguan Pass. Even if you only take into consideration the main-line length (about 2,150 miles) of the wall — not including branches and spurs — it’s still the record-holding longest wall in the world .

For those wondering how tall the Great Wall of China is, the general answer is that the structure’s height varies considerably, from 15 feet all the way to 39 feet. At its widest point, the wall is 32 feet thick.

When Was the Great Wall of China Built?

It’s hard to say precisely when the Great Wall of China was built, as so many dynasties and rulers contributed to its construction. Some 20 states and dynasties contributed to the construction of the Great Wall of China over the course of millennia. It’s thought that the first lengths of the wall were built as early as 771 B.C.E., though official work didn’t begin until 220 B.C.E., during the reign of Emperor Qin Shi Huang. Most of what remains today — that 5,500-mile stretch — was built during the Ming dynasty (between 1368 and 1644).

Why Was the Great Wall of China Built?

Originally built as a wartime defense, the Great Wall of China features many towers and passes. When Emperor Qin Shi Huang first proposed the so-called Long Wall, it was meant to defend the Chinese states against nomadic tribes from the north.

During the Han dynasty, (between 202 B.C.E. and 220 C.E.) the Great Wall was extended to protect the Silk Road trade. The Ming dynasty is known for not only extending the Great Wall, but also repairing and reinforcing existing structures.

How Was the Great Wall of China Built?

Despite its name, the Great Wall is actually a collection of fortifications, some of which run parallel to one another, while others are circular or side walls. There are even portions of the Great Wall that are natural barriers, like rivers or high mountains.

Hundreds of years before any official construction on the Great Wall began, individual Chinese states built fortifications against one another, using mostly earth, wood, and stones. Construction during the Ming dynasty made use of bricks rather than cut stone, which appears largely in the foundation and gateways.

More than a million soldiers, commoners, prisoners, and animals were recruited to help build the wall. Hundreds of thousands of men died while working on the wall, which required them to carry heavy materials on their backs up to the top of the ridgelines. There are rumors that many of the dead were buried in the wall, though to date there's no hard evidence of this.

Much of the work on the oldest sections of the Great Wall were built by hand, though primitive technology — wheel barrows, ropes, basket-and-pulley systems, and horse- or oxen-drawn carts — was also used.

When Is the Best Time to Visit the Great Wall of China?

The most popular times to visit the Great Wall of China are early May or October — but travelers should expect massive crowds during these periods.

“These are major holidays and everyone travels,” explained Godwyn.

Autumn is arguably one of the most popular and beautiful times to visit the Great Wall of China. Weather is comfortable and dry, and the mountains’ foliage is a kaleidoscopic array of hues.

During the winter, the Great Wall of China is blanketed in snow — and the number of tourists will drop dramatically. Winter is Beijing's shoulder season, so you will enjoy serious deals and discounts on hotel rooms and tours. If you do make a winter trip, be prepared for a slippery, windy walk, and pack accordingly.

Can You See the Great Wall of China From Space?

Contrary to popular rumor, you can’t see the Great Wall of China from space with the naked eye. As NASA reported , however, photographs taken from the International Space Station under ideal conditions have depicted sections of the wall.

How Many People Visit the Great Wall of China?

Every year, more than 10 million people flock to the Great Wall of China, making it one of the world’s most popular tourist attractions. The Badaling section sees the most visitors each year. It once received 100,000 visitors in one day.  

How to Plan Your Visit

The Great Wall of China is a perfect day trip for travelers based in Beijing.

“Most clients do one day at the Great Wall as part of a visit to Beijing,” explained Godwyn. “Typically, we have a day of sightseeing in Beijing — then the second day is an excursion to the wall.”

Pick the part of the wall that best suits your needs and interests. Active, confident hikers should venture to Jinshanling, while families may want to stick with the more accessible Mutianyu section (there’s an unforgettable, five-minute toboggan ride from the top of the eastern end to the bottom).

Check specific fees in advance, but expect to pay around 25 to 65 yuan (under $10) for general admission to the Great Wall.

And don’t rush it. Whether you’re visiting the Great Wall of China on a layover or during a longer trip, we recommend spending at least two or three hours exploring the ancient structure.

Getting to the Great Wall From Beijing

The beautiful Ming dynasty portion of the Great Wall is around 50 miles from Beijing. But getting there can be a bit tricky for travelers making the trek solo.

Visitors sticking with public transportation will first need to get to Dongzhimen Station, where you can take an hour-long express bus ride to Huairou Station. Here, you’ll need to transfer to a bus stopping at the Mutianyu Roundabout.

The Airport Express connects directly from the Beijing Capital International Airport to Dongzhimen Station. Subway lines also transfer to Dongzhimen Station from the Beijing West Railway Station and Beijing South Railway Station.

However, one of the most convenient (and exciting) ways to get there is by taking the train to Badaling Great Wall Railway Station, also known as the world's deepest and largest underground high-speed railway station, which was completed in 2019. There are more than 10 pairs of high speed trains that travel between Beijing and Badaling Great Wall Railway Station, running from Beijing North Railway Station or Qinghe Railway Station.

Many travel experts recommend skipping the train and opting for a hired car and a guide. They’ll be able to take you to less popular sections of the wall and can help navigate unexpected hiccups, such as road closures. A car is also the best way to maximize your time.

Great Wall of China Tour Groups

For a private, luxury tour of the Great Wall, book an itinerary with  Imperial Tours . A Beijing day trip with stops at the Forbidden City and less-touristy sections of the Great Wall also includes fine dining experiences. 

If you’d like to hike, but would prefer not to go it alone, consider the four-day Great Wall Hiking Tour with China Odyssey Tours . After a day exploring the highlights of Beijing (Tiananmen Square, the Temple of Heaven, etc.) you’ll begin a moderate hike from the Jiankou section to Mutianyu.

Try TravelStore for a personalized trip to the Great Wall of China, which might include a customized Silk Road itinerary with stops in Jiayuguan, a northern Chinese city with restored wall sections and the last fortress of the Great Wall.

Even if you’re only in China for a layover, there’s still plenty of time to see the Great Wall. Every single day, Beijing Layover Tour offers private and small-group tours of the Mutianyu section of the Great Wall, ranging from four to five hours in length. You’ll be picked up at arrivals by a tour guide, and transferred back to the airport after the trip. These tours start at $50 for a private visit to the wall.

Hiking the Great Wall

One of the most popular hikes along the Great Wall snakes from the Jiankou section to the Ox Horn at Mutianyu. Here, unrestored sections of wall switch back and forth along steep mountain passes. Hikers should expect to spend up to four hours each way.

Another good hike covers the section from Jinshanling to Simatai West — a challenging route that covers four miles each way, and passes a series of watchtowers.

Or, start at the Gubeikou section of the Great Wall in Gubeikou Town — approximately 90 miles northeast of Beijing. From these quiet, never-repaired stretches of wall, visitors will find unobstructed views of the Yan Mountains before they descend to the Jinshanling section.

The Great Wall of China Dos and Don’ts

Don’t visit the Great Wall during a holiday. The attraction is popular with tourists, but locals love the site as well. Tomb-Sweeping Day in April, for example, sends claustrophobia-inducing crowds to the country’s most famous sites.

Do consider waiting until the late afternoon to visit the Great Wall, when insiders say many of the early morning and afternoon crowds begin to clear out.

Do pack comfortable walking shoes , and plenty of water.

The Great Wall Has Faced Erosion Concerns Over the Years

After centuries defending dynasties, China’s Great Wall has begun to crumble. Entire sections of the wall have been swallowed by weather and time — and that’s to say nothing of the many wars and manmade afflictions. Chinese state-run media has reported that nearly one-third of the walls have already disappeared. It’s not just slow-moving erosion wreaking havoc on the wall — the site has also succumbed to earthquakes and torrential storms.

The Best Restaurant Near the Great Wall of China

One of the most popular places to eat near the Great Wall is  Commune by the Great Wall  — a five-star hotel with a restaurant, Commune Kitchen, that serves Peking duck and other regional Chinese cuisine with a dining room that overlooks the Great Wall. 

Generally speaking, however, food near the Great Wall is quite expensive and not particularly notable. Travelers should consider venturing into the nearby towns for affordable, authentic meals — or waiting until they’ve returned to Beijing for a seat at a top table.

Laws Protecting the Great Wall

It’s not just the immutable forces of weather and time that have destroyed the Great Wall of China. Alarmingly, 30% of the original structure has disappeared, largely because of mankind’s endless meddling.

In 2006, China passed the Great Wall Protection Ordinance, though the country has struggled to enforce any rules or regulations.

Travelers should note that there are fines for taking bricks or other sections of the wall, and that it’s inadvisable to pay locals for access to less-traveled sections, as this puts even more, unregulated parts of the wall at risk of destruction.

Notable Visitors to the Great Wall

In November of 2009, President Barack Obama visited the Great Wall. He famously said the imposing structure puts life in perspective: “Our time here on Earth is not that long, and we better make the best of it.”

President Obama isn’t the only notable world leader or celebrity to visit the Great Wall. Queen Elizabeth II spent time there in the '80s, while famous athletes like Kobe Bryant, Michael Jordan, and Shaquille O’Neal have also made visits. Celebrities like Beyoncé Knowles-Carter and Jennifer Lawrence have been seen sightseeing at the Great Wall.

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Great barrier reef tourist numbers.

Tourism visitation to the entire Great Barrier Reef Marine Park for the 2023 calendar year was reported at approximately 2 million total visitor days (2,133,622).  Whilst visitation in 2023 was 12.9% less than the seven-year pre-pandemic average of 2.45 million visits, it has increased post-pandemic in the past 2 consecutive years; ie 5.6% increase from 2022 to 2023, and 17.5% increase from 2021 to 2022.  

Some regions are still waiting to return to the pre-pandemic averages, although others have seen an increase in visitation.  Whilst small, the Whitsunday Plan of Management Area had an increase of 1% (9,870) additional tourist visitors to their pre-pandemic average; whereas Cairns Area Plan of Management had 27% less visitor days to their pre-pandemic figures.  However, the Cairns region has seen a 14% increase when compared to visitation data for 2022.

The following graphs show tourism visitation to the whole Great Barrier Reef Marine Park and then to the planning areas.  These numbers include full day visits, part day visits, coral viewing activities, scenic flights and visits by those who are exempt from paying the Environmental Management Charge.  Full day visits are the best gauge of the general trend of tourism in the Marine Park. These figures do not include transfer passengers and the data has not been validated.

Important information about this data

This data is updated biannually following receipt of the Environmental Management Charge returns from commercial tourist operations.

• The number of visitor days to the Marine Park is calculated at follows:
• Full day visits:  a day trip of more than three hours.
• a trip that is less than three hours.
• The first day of a trip entering the Marine Park after 5pm
• The last day of a trip leaving the Marine Park before 6am.
• Overnight trips are recorded as multiple full days, for example, a stay of two days and one night is recorded as two full days.
• Children less than 4 years of age
• People who are engaged in the tourism industry who are visiting the Marine Park for trade familiarisation
• Passengers for whom another operator has already paid EMC on that day
• The fourth and subsequent days for passengers on extended charters.
• Scenic flights:  passengers on sight-seeing flights.
• Coral Viewing:  a stand alone activity involving visitors viewing marine life from a semi-submersible or glass bottom boat.  Note: this does not include glass-bottomed and semi-submersible excursions which are ancillary to another tourist program.
• These graphs do not include transfer passengers (e.g. ferry passengers)
• The data presented has not been validated.

In previous years (pre-pandemic) log book completion rates have been at 100 per cent.  The Reef Authority thanks the tourism industry for continuing to submit this information during these challenging times.  

• The average percentage of quarterly logbook returns completed over the past four years (2020 to 2023) calendar years are as follows:
• 2020 calendar year was 99.2 per cent
• 2021 calendar year was 99.1 per cent
• 2022 calendar year was 97.2 per cent
• 2023 calendar year was 97.3 per cent

Visitation Data

The 2023 aggregated data for visitation is Now Available in an excel format .

Visitation by calendar year – Great Barrier Reef Marine Park

Visitation by calendar year – Cairns Planning Area

Visitation by calendar year – Cairns-Cooktown management area

Visitation by calendar year – Far Northern management area

Visitation by calendar year – Hinchinbrook planning area

Visitation by calendar year – Mackay-Capricorn management area

Visitation by calendar year – Townsville-Whitsunday management area

Visitation by calendar year – Whitsunday planning area

Vessel visitation by calendar year

Aircraft visitation by calendar year

Bareboat visitation by calendar year

Cruise Ship visitation by calendar year

• Quick Links: 
• Environmental Management Charge
• What are the charges  
• Permissions application fees
• Permits online  

Stats for Tourism in Norway (Full 2020/23 Numbers)

Norway’s tourism industry is getting bigger year by year, and contributes significantly to both local and national economy. People are coming from all over the world to experience the unique culture, the amazing nature with the fjords and mountains, and the special atmosphere of the Norwegian cities and towns.

But how many international tourists are visiting Norway per year, how much do they spend, and which nationalities are actually coming to Norway as part of a vacation?

This article is going to be looking closer at all the numbers, figures and statistics for Norway’s tourism industry , including things like number of visitors, their demographics, travel behaviors, and the economic impact of tourism on the country.

Key statistics and figures for tourism in Norway

• Number of international tourists per year : 5.9 million.
• Number of nights spent at accommodation in Norway per year by international tourists : 10.7 million.
• Top 5 countries to visit Norway as tourists ranked : Germany, Netherlands, Sweden, Denmark and the United States.
• Total tourism consumption : 194.3 billion Norwegian kroner (roughly $18.7 billion USD).
• People employed in the tourism sector in Norway : 182,900 people.
• Average sum of money spent per day per tourist : 1,680 NOK ($163 USD).
• Average cost for a family of four to vacation in Norway for one week: 47,040 NOK ($4,500 USD).
• Main tourism season: More than 50 % of all tourists visit Norway between May and August.

Summary of the statistics for tourism in Norway

The very short summary of tourism to Norway is that we get 5.9 million international tourists per year, who spends a total of 10.7 million nights at Norwegian accommodations. Germany, Netherlands, Sweden, Denmark and the US are the top countries to visit Norway.

Tourists in Norway spend 194.3 billion Norwegian kroner (roughly $18.7 billion USD) per year, which makes for 1.7 % of Norway’s GNP. International tourists are responsible for 59.4 billion NOK of this tourism spending.

The tourism industry in Norway employs over 182,900 people, meaning that around 7 % of the Norwegian population work in a field related to the tourism sector.

PS: Many of the numbers and figures in this article will be from 2019. The reason is simple: all data from 2020 and 2021 is very skewed due to covid restrictions, so the numbers from 2019 are the best numbers to use to give an idea of the actual numbers when everything is normal. Some stats have updated numbers for 2022 as well, which are fairly close to the 2019 numbers, but not all stats for 2022 are available as of March 2023.

Table of Contents

Number of international tourists to visit norway in 2019.

The actual number of non-Norwegian people to visit Norway during a full year can be a good indication on how attractive Norway is to international tourists.

Norway had 5.9 million international visitors enter the country in 2019, counting all points of entry other than visa-free entry by car.

The same numbers for 2020 and 2021 are 1.39 million and 1.43 million – clearly much lower than in 2019. And covid with all its restriction on travel is obviously the one to blame for this huge decline.

The official number of international tourists to enter Norway in 2022 is not yet publicly known. Please also be aware that it’s not possible to tell from the numbers if the people who enter the country are in fact tourists, or have other business in Norway.

Number of nights spent at accommodations in Norway from foreign tourists in 2022

Another good indicator to how healthy the tourism industry in Norway is, is to look at the number of nights spend at any Norwegian accommodation by non-Norwegian citizens. All hotels, hostels, campsites and other accommodation facilities report in where their visitors are coming from, giving a pretty good number on it.

The number of nights spent at Norwegian accommodation by non-Norwegian citizens were 9,831,299 in 2022, down from 10,701,481 in 2019.

Seeing as Norway has almost 6 million international visitors the same year, the average number of nights spent at a Norwegian accommodation is just under 2 nights.

There could be many reasons for this low number, including stays at private residents (many people are likely coming to Norway to visit relatives, their significant other etc.), at places that do not report who’s staying there (such as AirBnb), or people who spend time wild camping during their stay.

Top countries to visit Norway

When looking at the nationalities of the tourists who are visiting Norway, we see a clear pattern that it’s mainly European tourists who are somewhat close to Norway to visit – with the US being a big exception.

Citizens from the United States of America spend around 820,000 nights in Norway in 2022, down from almost a million back in 2019.

It’s Germany that holds the lead with most nights spent in Norway, with over 2.2 million nights spent at accommodations in 2022. They are followed by citizens from the Netherlands on the 2nd spot, followed by Sweden and Denmark.

The table below shows the top 11 nationalities that have visited Norway and spent nights at Norwegian accommodations in 2022 and 2019:

The economy of Norway’s tourism industry

The money coming to Norway from international tourists is pretty massive, but Norwegians themselves spend the most on the tourism industry in the country.

The entire tourism industry brings in 194.3 billion Norwegian kroner (around $20 billion USD) per year, which is 4.2 % of Norway’s GPN. Out of these 194.3 billions, 59.4 billion NOK is coming from international tourists.

This means that 69 % of the Norwegian tourism economy is from Norwegians themselves, while the remaining 31 % is money coming in from international tourism.

The entire tourism industry employs 182,900 people, which is around 7 % of Norway’s population. Certain tourism-heavy areas (like Lofoten, Flåm etc.) have a much higher number, where over half the population is employed in the tourism sector.

How much tourists spend when visiting Norway

You have probably already heard that Norway is a very expensive country to visit, and you’re absolutely right. But how much money does an average tourist spend when visiting Norway?

On average, each international tourist spend 1,680 NOK ($163 USD) per day, including everything except for flights to and from Norway. Each tourist who visit Northern Norway during winter spends more though, with an average of 2,560 NOK ($250) per day.

The numbers include everything from accommodation and food, to excursions and souvenirs .

While this might not sound like a lot, let’s do some quick calculations to see how much it would cost for a family of 4 to visit Norway for one week:

1,680 NOK * 4 (people) * 7 (days) = 47,040 NOK , which is around $4,500 USD for a family of 4 visiting Norway for one week.

This is obviously the average, and there are many good methods to make your visit to Norway cheaper .

The reason why tourists spend more in Northern Norway is because there is higher demand for hotels and excursions, driving up the costs. There are generally less cheap or budget options if you are visiting Northern Norway during the peak tourist season.

Most visited tourist attractions in Norway

There are hundreds of different tourist attractions all over Norway, but some are obviously much more popular than others.

Below are the most visited tourist attractions in all of Norway, ranked by the number of yearly visitors and grouped into being a cultural or natural attraction:

10 most visited natural attractions in Norway

10 most visited cultural attractions in Norway

All the rankings for the most popular cultural and natural tourist attractions are from 2019. They have definitely changed a bit in 2022, but there are currently no official information for 2022 available.

What brings tourists to Norway

We at The Norway Guide has asked out visitors exactly what exactly interests them in Norway, and why they are spending their time reading about the country.

We got a lot of interesting results, but there are 5 clear reasons why tourists want to visit Norway: the nature, the northern lights, the culture and heritage, the viking heritage, and arctic adventures.

Let’s take a closer look at the top reasons why people visit Norway.

1) Norway’s nature and geology: the mountains and fjords

The spectacular beauty of the Norwegian nature is ranked as the number 1 reason why tourists choose Norway as their destination, and I can’t see any reason to disagree.

The nature of Norway is absolutely breathtaking, and photos of fjords and incredible mountains are among the biggest factors to make Norway an attractive destination for tourists.

The fjords themselves are the biggest attraction, but people are also very interested in the high amount of untouched nature, as well as the hiking culture and amazing trails in the country.

2) The northern lights

The northern lights (also known as aurora borealis ) takes the number 2 spot when it comes to why people are planning to or dreaming about visiting Norway as a tourist.

Even though it’s possible to see the northern lights in all arctic parts of the world, Norway is actually one of the most hospitable places to see it, since the Gulf stream makes Norway much warmer than other areas on the same latitude .

This makes Norway a much better destination for seeing the northern lights compared to Alaska or Siberia (who even wants to go to Russia anymore?).

You can catch a good glimpse of the aurora all winter long, but be aware that it might not show up every single day, and might have days when the clouds are covering it.

However, you’re likely to see it if you spend a week or so in northern Norway.

3) Norwegian culture and traditions, or family heritage

The Norwegian culture is something special, and feel exotic to many. If you can get over the myth that we’re all introverts and cold, then the Norwegian culture can really impress you.

There are many unique parts of the Norwegian culture that interest people, even though we apparently have the world’s worst cuisine .

Finding the town of your great great grandparents

Many visitors dream or plan to visit Norway because they have a certain Norwegian heritage. Mostly this is people who had their great great grandparents emigrate from Norway between 1820 and 1920, and want to experience where their family originates from.

I often get messaged by people who are looking to return to their family town or village and need a little help finding it.

Norway is a great place to live

One of the things that makes Norway attractive to many people is because it ranks very high on most happiness scales, on ranking of work-life-balance and other rankings of where people live the best life possible.

Tourists are of course not going to be able to fully take advantage of these factors, but visiting here can at least give you a great idea what and why Norwegians are so unique.

4) Viking heritage and Norse mythology

The viking heritage is yet another big reason why people are wanting to visit Norway, either to just get a feel for the areas and regions where the vikings lived, or to see viking relics and the vikings ships.

The Viking Ship Museum used to be Norway’s number 1 tourist destination, but it’s unfortunately currently closed for renovations . However, there are several amazing viking exhibitions in Oslo and other parts of the country.

5) Arctic adventures

The fifth most popular reason to visit Norway is to have a true arctic adventure. How about going dog sledding far away from any civilization, going on a snow mobile expedition where you meet a polar bear , go mountain climbing, or walk on a glacier? And all of this while seeing the northern lights filling sky sky above you!

Many of the winter arctic adventures are best done far north in Norway, or even on Svalbard (and even exclusively on Svalbard in the case of the polar bears). However, there’s also a lot of cool stuff to do in all of Norway.

Norway is a big adventure destination, and we have amazing opportunities to do things like:

• Mountain climbing.
• Multi day hikes in huge, remote wilderness.
• Dog sledding.
• Snow mobile adventures.
• Animal safaris (like musk oxen , whales or puffins ).
• Glacial hikes.
• Downhill skiing.
• Whitewater rafting.
• Fjord kayaking.
• Ocean kayaking.

Tourism from China in on the rise

Norway has always been a popular tourist destination from closer European countries (Netherlands and Germany in particular), but the last decade has seen a sharp increase in tourism from Asian countries, particularly China .

Chinese tourists had 177,138 nights spent at accommodation in Norway in 2019, and has a “market share” of about 4 % of the Norwegian tourism sector.

I have seen that many popular tourist destinations have begun to include Mandarin signs on informational signs, so they are clearly taking up more space in the travel sector.

Statistically speaking, Chinese tourists are more interested in seeing the fjords (market share of 5 %), and not so much in seeing the northern lights or Northern Norway (2 % market share).

Interestingly Chinese tourists spend about 50 % more money per day compared to non-Chinese tourists (2,400 NOK instead of 1,680 NOK).

Sources and additional information

The below articles and reports are used as the base for this article. They are all in Norwegian, and you can easily click on the titles to read directly from the source:

• “ Stabilt år for norsk reiseliv i 2019 ” by SSB (Statistics Norway) .
• “ Nøkkeltall om norsk turisme 2021 “ by Innovasjon Norge .
• “ Tall of fakta fra og om reiselivet “ by Norsk Reiseliv (Norwegian Tourism Partners.
• “ Tall og fakta om reiselivsnæringen “ by NHO Reiseliv .

Bias and errors in the data

It’s important to be aware that all figures and numbers are affected by a certain amount of error and bias. Some important things to keep in mind is that it’s impossible to know how many of the international travelers who enter Norway do so as a tourists. Many of them are probably here to visit family or for work assignments.

There are also certain nationalities that can enter Norway without registering or telling any government official. Our neighbors from Sweden can freely drive to Norway as they please without needing any paperwork or documentation, so they will not be counted for the statistics if they just drive in without telling anyone. However, they will be counted if they enter by ferry or plane.

These are some of the biggest errors in the data, but I’m sure there are many smaller errors as well, so we can never trust the numbers 100 %.

Nicklas is the owner and editor of The Norway Guide, and is responsible for most of the content on the website.

He lives in Skien, Norway with his wife and two children. Nicklas is specialized in Norwegian ecology (including Norway’s geology, wildlife and flora) from his degree in Ecology And Nature Management at University of South-Eastern Norway, but has a particular interest in tourism and content creation.

His biggest hobbies are fishkeeping, going on hikes with his dog, and rooting for the local football team.

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China Travel Surges for May Holiday but Consumers Remain Wary

FILE PHOTO: A woman helps a child to climb the stairs amid tourists visiting the Badaling section of the Great Wall, in Beijing, China October 1, 2023. REUTERS/Florence Lo/File Photo

(This May 1 story has been refiled to say 'new cities' instead of 'lower-tier cities' in paragraph 13)

By Sophie Yu and Alessandro Diviggiano

(Reuters) - Travel by rail and car across China surged on Wednesday, the first day of a major public holiday, as consumers remained focused on keeping expenses down in a challenged economy.

In the run-up to the five-day holiday that began with May Day, domestic airline fares were falling and forecasts suggested more travelers were opting to drive rather than fly, or had booked early to save.

Travel of all kinds has rebounded since China lifted strict COVID control measures at the end of 2022, but consumer spending on those trips has failed to keep up, limiting the boost to the broader economy.

China has set an economic growth target for 2024 of around 5%, which many analysts say will be a challenge to achieve without much more stimulus.

China's manufacturing and services activity both expanded at a slower pace in April, official surveys showed on Tuesday, suggesting some loss of momentum.

"There is indeed significant pressure," Lin Yu, 38, who was visiting Beijing from Hangzhou. "Every family's situation is different, and it clearly also depends on the industry you work in."

By the fourth week of April, the average price for an economy flight in China had dropped 38% from the first week of the month to the equivalent of just under $97, according to VariFlight, an aviation data service provider.

"Chinese airlines must adapt to these changes," said Zheng Hongfeng, VariFlight, who said the fare declines showed travelers were booking early in a highly competitive market.

About 58 million cars are expected to be on roads every day during the holiday while railways carried more than 20 million passengers on Wednesday alone, state media reported.

The number of trips taken during the first quarter was up almost 17 percent from a year earlier, according to state broadcaster CCTV.

A three-day public holiday during April was the first time average spending per trip rose beyond 2019 levels. By that measure, spending was up then just over 1%.

Some companies have shifted to try to appeal to consumers watching their spending as they watch the road.

Yum China, the operator of KFC in China, said this week 30% of its new stores would be in new cities or roadside locations like highway rest stops.

Same-store sales at those locations were up 20% during Lunar New Year in February, Yum China CEO Joey Wat said.

"They're key to capturing the spike in travel volume during holidays," she said.

(Writing by Kevin Krolicki, editing by Christina Fincher)

Copyright 2024 Thomson Reuters .

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Chinese Tourism in Australia - Statistics [2022-2023]

Page last updated: 11 October 2023

Table of Contents

How many Chinese tourists visit Australia each year?

• Visitors from China were up 571% when compared with the over 35,000 visitors in 2022
• In 2019, China was the highest source of visitors to Australia, with over 1.4 million making the trip
• China was the 6th highest source of visitors to Australia in 2023

How much did Chinese Tourists spend in Australia in 2023?

• Spending was up 500% when compared with the $698 million spent in 2022
• Spending is down 64.8% when compared with the over $11.9 billion spent during pre-Covid 2019
• Chinese visitors were the top spenders in Australia during 2023

How many Chinese tourists visited Australia in 2022?

• Visitors from China saw an over 1700% increase when compared with the 3,359 visitors of the previous year (year ending September 2021)
• The increase is primarily attributed to the gradual lifting of travel restrictions beginning in November 2021
• Before the pandemic, China was the leading source of tourists to Australia, with over 1.3 million making the trip in 2019 (year ending September 2019)

How much did Chinese tourists spend in Australia in 2022?

• Spending was up over 1800% when compared with the 77 thousand spent in 2021 (year ending September 2021)
• Chinese visitors have historically been the top spenders, with a record spend of over $12.2 billion in 2019 (year ending September 2019)

How many Chinese tourists visited Australia in 2021?

• Visitors were down 99.7% when compared with the over 1.3 million in 2019 (year ending September 2020)
• The lower numbers can be attributed to the pandemic and covid related travel restrictions

How much did Chinese visitors spend in Australia in 2021?

• Spending was down 99.9% when compared with the over $12.2 billion spent during 2019 (year ending September 2019)

How many Chinese tourists visited Australia in 2020?

• Visitors from mainland China were down 85.5% when compared with the over 1.4 million visitors of the previous year.
• Prior to 2020, China had been the leading source of visitors to Australia for two years in a row.

Impact of the Coronavirus on Chinese Tourist Expenditure

• Spending was down 29.4% when compared with the $11.9 billion of the previous year
• Due to a larger spend on education, Chinese visitors have historically been the highest spenders during visits to Australia

Growth in Chinese visits to Australia

• The majority of growth in Chinese visitors has occurred in the last decade and is driven to a significant degree by a steady increase in the number of Chinese students in Australia.
• In 2017/18 , China became the top source of international visitors to Australia, overtaking New Zealand .

• The potential for further growth is still significant since, as of 2019, only 13% of Chinese residents owned passports, compared to 70% of New Zealand residents.
• Chinese visitor growth slowed down in 2018/19. The number of Chinese tourists to Australia grew by only 0.8% that year, compared to 12.9% in 2017/18.

Why did Chinese visitor growth to Australia slow down in 2019?

• a slowing of the Chinese economy 2
• the ongoing US-China trade dispute
• a growing number of attractive alternative educational options for Chinese students, including New Zealand, UK and Canada.

China's share in the Australian tourism industry

• China and New Zealand together contribute over 30% of visitors to Australia.

Top countries that sent visitors to Australia in 2019

China's contribution to tourism expenditure in Australia

• At $11.9 billion in 2018/19, China accounted for more than 26% of all expenditures from international tourists in 2018/19 — three times more than the next-largest Australian tourism spenders: Americans. 3

Top Chinese Travel Trends in 2019

What do chinese tourists spend on in australia.

• When airfares are excluded, Chinese visitors spend the most per day in Australia, with above-average spending on education and shopping and slightly below-average spending on tours and transport.

China's Capability to Travel

• Because of its sheer size and population, China is among the top international tourist sources for many countries, including Australia.
• Between 2009 and 2018, Chinese travellers made over 1 billion international trips as per data from COTRI , of which 160 million trips were made in 2018 alone.
• Around 13% (which translates to 180 million) of mainland residents have passports, making China the top potential source of international travellers. 4
• The low percentage is also indicative of the massive and unmatched future potential of China as a tourist source, as a much higher proportion of the population is expected to get passports in the coming years.

Chinese Travellers’ Top Destinations

• As per available data from COTRI, the top 10 international destinations of Chinese travellers are Hong Kong, Macau, Thailand, Japan, South Korea, Vietnam, Singapore, the US, Italy, and Malaysia.
• Australia currently does not feature in the top 10 international destinations for the Chinese, yet earns its maximum tourism revenue from the Chinese.
• A high proportion 5 of Chinese international travellers have been travelling to Greater China (Hong Kong, Macau and Taiwan), but every year a growing number of tourists are choosing farther destinations.

Where Do Chinese Travellers Visit? Preferences within Australia

• Chinese travellers have shown a clear preference for visiting and staying in major cities as opposed to country towns.
• Around 10-15% of the Chinese were found to have among the lowest regional dispersal (in terms of % of nights spent), as per 2012-2017 statistics.
• Perceived safety issues
• Lack of time
• Lack of information about regional Australia.

Travel Statistics Resources

• Visitors from Hong Kong
• Visitors from India
• Visitors from Japan
• Visitors from Malaysia
• Visitors from New Zealand
• Visitors from Singapore
• Visitors from South Korea
• Visitors from the UK
• Visitors from the USA
• ABS : Overseas Arrivals and Departures, Australia, August 2019 ↩
• Bloomberg : China’s love affair with Australia fizzles ↩
• TRA : International Visitor Survey ↩
• COTRI : One billion trips in a decade ↩
• Telegraph : Rise of the Chinese Tourist ↩
• TRA : Regional Dispersal Report, October 2019 ↩
• Al Jazeera : Overreaction’: China students stuck as Australia closes border ↩
• Tourism Tropical North QLD : CEO Statement on Coronavirus impact ↩
• Department of Health : Press conference at Parliament House about novel coronavirus ↩

• Travel, Tourism & Hospitality ›
• Leisure Travel

Industry-specific and extensively researched technical data (partially from exclusive partnerships). A paid subscription is required for full access.

Number of domestic tourists in Shanghai, China 2012-2022

Number of touristic visitors from mainland china in shanghai from 2012 to 2022 (in millions).

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