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Outlook for China tourism in 2022: Trends to watch in uncertain times

Although Chinese consumer confidence is growing, desire for travel has shown a faltering recovery due to sporadic COVID-19 outbreaks. A predictable pattern is emerging where desire for travel recovers roughly two months after a decline and even though international travel is restricted, the desire for travel remains. Furthermore, travelers’ preferences are shifting, with implications for travel companies.

This article updates findings of McKinsey’s Survey of Chinese Tourist Attitudes and compares the results across the five surveys taken in April 2020, May 2020, August 2020, January 2021, and October 2021. It also examines the implications of shifting attitudes toward travel and offers actions that travel companies may consider when planning for the year ahead.

Consumer confidence is growing but desire for travel shows a pattern of spikes and dips

Confidence in China’s recovery is growing—consumer confidence is now at the highest level since the start of the pandemic. In February 2020, consumer confidence was at 43 percent. In October 2021, 67 percent of respondents indicated that they believe the Chinese economy will recover within two to three months (Exhibit 1). 1 McKinsey’s COVID-19 China Consumer Pulse Survey, see “ Survey: Chinese consumer sentiment during the coronavirus crisis ,” McKinsey, December 3, 2021.

As confidence grows, consumer spending is also showing signs of recovery. The latest Survey of Chinese Tourist Attitudes indicates that the majority of respondents, 77 percent of households, expect their income to stay constant in the near future and essential spending and discretionary spending have both increased since March 2021 and are stabilizing.

When it comes to travel sentiment, desire for travel has spiked and dipped as COVID-19 outbreaks continue. Previous McKinsey research indicated that the resurgence of domestic travel would support China’s travel industry recovery. 2 For more, see “ China’s uneven travel recovery: Long road to international travel furthers domestic opportunities ,” McKinsey, August 30, 2021. But, with recent sporadic outbreaks, confidence in domestic travel has been affected. For instance, in October 2021, only 2 percent of people planned to travel in the next two months. But comparing the results of the five tourist attitude surveys, it appears that COVID-19 outbreaks suppress travel desire for up to two months. The good news is that confidence in domestic travel safety quickly rebounds, showing a predictable pattern of recovery (Exhibit 2 and 3). 3 “Survey of Chinese Tourist Attitudes,” McKinsey, April 2020, May 2020, August 2020, January 2021, and October 2021.

Travel patterns echo the fluctuations in travel aspiration. The number of airline passengers increased by 61 percent between August and September 2021, then increased by 8 percent in October, followed by a decrease of 45 percent between October and November. Similarly, the number of rail passengers showed a 47 percent increase, a 9 percent increase, and a 42 percent decrease in the same months. 4 CEIC data: China Passenger Carried, Civil Aviation; and China Passenger Carried, Railway. But despite the fluctuations, the sentiment survey shows that the desire for travel remains. Currently, 42 percent of respondents plan to travel domestically for their next leisure trip, 26 percent of these involve flights of more than three hours of travel time.

International travel remains attractive, but recovery seems to be still a long way off

Chinese travelers express a desire to travel, both domestically and abroad. Even though international travel is restricted and the majority of respondents still perceive international travel as unsafe—and are not planning international travel in the near term—the survey shows continued strong interest in international destinations. Desire for overseas travel has rebounded to pre-pandemic levels with APAC being the top choice (24 percent). Southeast Asia, Europe, Russia, and Japan are named as the most desired overseas destinations.

Various factors affect willingness to travel internationally. As China’s policy announcements continue to delay any international opening, outbound leisure travel will likely be slow to return. To travel internationally, the Chinese consumer wants to see close to zero COVID-19 cases in the destination country (86 percent rated this as a top 3 factor). As the world adjusts to endemic COVID-19 with outbreaks of new variants, this scenario may be unlikely in the near future. Recently it looked as if Hong Kong might be the next destination to open, given its low COVID-19 cases, however, the traffic impact is difficult to predict and the recent outbreaks add an extra layer of complexity to the border reopening. The second most important factor for Chinese travelers is the removal of quarantine in China upon return (84 percent).

Travel patterns to Macau illustrate how COVID19 cases and quarantine requirements have an immediate impact on travel. When the COVID-19 situation stabilized, with no new local breakouts in Macau and no quarantine required for tourists from low-risk areas, the number of tourists recovered to 50 percent of pre-pandemic levels. During a period of COVID-19 outbreaks in Macau in late September and early October 2021, roughly 1,000 tourists traveled to Macau a day. During October, this number reached 20,000 a day and peaked at 30,500 in a single day in late October. 5 Macau Government Tourism Office, Press releases, October 23, 2021, October 29, 2021, November 1, 2021.

The latest findings have implications for travel companies, particularly around product, channel, and loyalty

Even during the current travel restrictions, there are shifts in traveler preferences and behaviors which may endure. Consumers and travelers are adapting to circumstances, and confidence in domestic travel safety tends to rebound quickly after sporadic outbreaks. As international travel is still restricted, domestic travel has revived, albeit in spikes and dips. There are strategies that travel companies could consider in this new landscape, including how they approach product, channel, and loyalty.

Develop travel products to match consumers’ travel aspirations

New domestic travel products have already been developed to substitute for overseas travel. As consumers’ travel aspirations change, companies could consider ways to match product offerings to current desires. The latest wave of the survey shows that travelers are looking forward to visiting new attractions, but due to travel policies, nearly half of respondents said a short trip to a new site is their number one choice. A short-haul trip to see a new attraction is top of mind (49 percent), followed by a long-haul trip to explore a new destination. For revisits, respondents favor longer trips to more interesting sites over shorter trips (Exhibit 4).

Consequently, travelers are planning trips around their hometown cities as a first choice. This preference provides opportunities for tourism companies to attract in-city demand by providing experiences in line with what travelers are looking to do during these trips.

In terms of expectations around what travelers wish to experience on their leisure trips, interest in visiting cultural or historical sites has increased from 39 percent to 44 percent and is now the second most favored activity. This has surpassed beach and resort trips, although these still remain popular. Shopping and “foodie” trips which featured as categories of interest in previous surveys no longer rate in the top five. Outdoor scenic destinations remain the most popular (Exhibit 5).

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Even as people favor trips in their local cities and nearby areas, they are seeking more sophistication and satisfaction beyond buying something new or experiencing new cuisine. Emotional satisfaction is becoming increasingly important. This is in line with the pre-COVID-19 trend of moving away from functional travel, to experiential travel, and ultimately to transformational travel. In other words, travelers wish to learn something new or have a transformative personal experience during their leisure trips.

Accordingly, travel companies could develop products around the major cities as well as culture-trip products inside the cities in response to the desire for short-haul trips exploring new attractions with a preference for culture visits. Companies have begun to act on these trends. For example, Dishui Lake, an hour’s drive from Shanghai witnessed double the number of tourists from 2019 to 2021. 6 “900,000 in 7 days!,” Shanghai Observer , January 28, 2022. In another example, several leading travel-product providers have increased the number of citywalk products for historical sites.

Consider channels: Generation Z and the Silver Generation are different, but not as different as expected

The survey shows that Generation Z and the Silver Generation share many similarities in terms of travel destinations, key travel considerations, how they book their trips, and where they get inspired for their next trip.

Both Generation Z and the Silver Generation have lower income than other groups, but both are important emerging segments for tourism. Generation Z is growing into the future traveler of the tourism market and the Silver Generation is gaining proportion given China’s aging society and this segment’s high travel frequency. The percentage of Chinese citizens above the age of 55 doubled between 1990 and 2020, growing from 12 to 24 percent. 7 United Nations World Population Prospects 2019.

The Silver Generation is now the most active travel segment. The majority of this generation (87 percent) travelled in the past 1-3 months, compared to 60 percent of Generation Z. The average across all age groups for travel in this period is 65 percent. At the time of the survey, a larger portion of Generation Z respondents had traveled in the past two weeks (94 percent). This is the highest for all age groups—with the Silver Generation at 87 percent and the average across age groups at 92 percent.

Digital media as source of travel inspiration is taking the lead, across both generations, but the nuances lie within the digital channels. Both Generation Z and the Silver Generation find inspiration in digital adverts and promotions and are open to digital channels including mobile adds and online travel forums.

The Silver Generation is more inspired by mobile adverts of local agency (11 percent higher than the group average) and less inspired by online videos (9 percent less than the group average). This generation is also inspired by local online travel forums such as Mafengwo, 16 percent higher than the group average.

By comparison, Generation Z is more influenced by online video adverts (13 percent higher than the group average). This generation is less influenced by mobile adverts of local agency (15 percent less than the group average). Across sources of inspiration from related articles and commentaries, Generation Z is more influenced by key opinion leaders or key opinion consumers (6 percent higher than the group average).

Both generations use similar booking channels, with official websites of local online travel companies as their top choice. For instance, 30 percent of Generation Z respondents prefer to book a trip via an official website of a local online travel company, followed by 28 percent via mobile applications of local online travel agencies, and 20 percent via official websites of hotel chains. For the Silver Generation, 40 percent prefer to book a trip via an official website of a local online travel company, followed by 23 percent using stores of traditional travel agencies, and 21 percent booking through customer hotlines of traditional travel agencies. The use of online travel agencies is relatively low (17 percent for official websites of hotel chains and 14 percent for hotlines of hotel chains).

Given that Generation Z and the Silver Generation are emerging as major market segments, with similar demand for product offerings, travel companies can respond to the nuances of how these groups seek inspiration and make bookings. For example, in terms of communication, the Silver Generation seeks inspiration from travel forums, while Generation Z is more likely to respond to short videos. Although the Silver Generation is open to digital channels, they still value human interaction when booking travel.

Cultivate loyalty, beyond loyalty programs

Travel companies may have an opportunity to cultivate loyalty. Brands and loyalty programs may no longer be a defining factor. Instead, satisfaction and uniqueness are becoming increasingly important in making travel choices.

The survey shows that non-branded hotels are generally more popular than branded hotels (56 percent non-branded; 44 percent branded hotels). While branded hotels are still attractive, 40 percent of respondents tend to choose hotels or brands that they have stayed in recently and where they have had a good experience. This highly loyal consumer behavior is more apparent in high-income, middle-aged and senior citizens, and people in tier-1 cities. In the past, loyalty programs have been effective in retaining high-income groups or the Silver Generation, but younger travelers tend to opt for experience rather than brands or loyalty points. Generation Z has higher appetite for local boutique hotels (5 percent more than the group average) but less preference to return to a hotel they have previously visited.

Additionally, there is increasing appetite for local boutique hotels as well as for products that leverage collaboration with other companies to better reach targeted customer groups or offer unique experiences. Among the 56 percent of travellers who prefer to stay in non-branded hotels, 22 percent of these tend to stay in boutique hotels characterized by local or unique features. Across non-branded hotels, the top choice from respondents across all age groups is for boutique hotels and beach resort villas that offer an experience of an exotic culture, or B&B’s and homestays that offer a local experience (Exhibit 6).

When comparing demand in terms of the percentage of respondents interested in branded hotels, there is a disproportional demand for premium hotels and budget hotels. Mid-tier hotels may find it more challenging to capture demand.

Loyalty is now formed around good experiences, unique offerings, or services that make the trip memorable or more convenient, instead of being driven purely by points or discounts. For instance, health and safety concerns such as sanitation and privacy have increased in importance, ranging from 36 percent to 48 percent. But price and promotions still play an important role, particularly with Silver Generation customers. Convenience is a factor: easy-to-go offerings have increased in importance from 25 percent to 39 percent, and door-to-door trip offerings have increased from 26 percent to 35 percent. The only factor that decreased in importance is comfort, from 47 percent to 36 percent.

Accordingly, travel companies can focus on uniqueness or experience to drive loyalty, in tandem with loyalty programs or discounts. They could also consider developing seasonal offerings to satisfy customers’ desire for new attractions and experiences. Branded hotel chains could also expand their offerings by including local experiences.

Actions travel companies can consider

Desire for travel is evident and pent-up demand for outbound travel is accumulating. At the same time, interest in domestic travel is recovering, even though it is temporarily dampened by sporadic COVID-19 outbreaks. In this landscape, travel companies can prepare for surges in demand while taking into account emerging travel preferences. Travel companies may want to tailor their tactics to better serve travelers. In particular, travel companies can be more flexible around customers changing their plans, given rapid changes in policy. They can also focus on local populations within driving distance, differentiate offerings to match shifts in demand, and cultivate loyalty through extra attention to satisfaction and uniqueness. Travel companies can also make use of digital channels to reach customers, and tailor content and format per market segment.

Trends indicate that opportunities are emerging in the domestic market. On the other hand, there are still uncertainties in 2022. Travel companies have the chance to enter the new year with eyes wide open to the changes and manage them closely, while diversifying travel offerings and marketing models to cater to the domestic market—and potentially forging the new domestic operating model into long-term sustainable and inclusive growth.

Jackey Yu and Guang Chen are partners in McKinsey’s Hong Kong Office; Steve Saxon is a partner in McKinsey’s Shenzhen office; and Cherie Zhang is a knowledge expert in the Shanghai office.

The authors wish to thank Glenn Leibowitz, Tairan Xu, Carrie Ma, Zi Chen, and Alex Yang for their contributions to this article.

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China Tourism

China tourism industry has seen unprecedented development in recent years due to the sustainable economic growth, the further implementation of the Reform and Opening-up Policy, as well as the substantial increase in people's personal income. The enormous outbound market has drawn the attention of the world. The domestic market keeps expanding steadily. However, the inbound market is in a downturn.

Inbound Tourism:

In fact, China has carried out various measures to cope with the inbound tourism downturn. At present, the 72-hour visa-free transit policy has been adopted in more and more cities to welcome more overseas guests. The convenient flight network and the operation of many high speed trains in recent years make traveling in China faster and smoother. Besides, extensive campaigns are held to fight against environmental problems and ensure food safety. It's believed that more advantageous steps will be taken in the near future.

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China’s Tourism Sector Prospects in 2023-24

Amid the post-pandemic recovery, China’s tourism sector is rebounding with vigor in 2023. We discuss the resurgence of outbound and domestic travel, evolving traveler behavior, and tech-enabled trends in this article. From cultural exploration to wellness escapes and digital integration, the stage is set for foreign businesses and investors to seize opportunities in this transformed landscape.

After enduring the significant impacts of the COVID-19 pandemic, China’s tourism sector is gearing up for a strong resurgence in 2023. Projections indicate that the total revenue from domestic tourism is expected to exceed RMB 4 trillion (approximately US$580.96 billion), marking an impressive 96 percent growth. Several driving forces contribute to this revival in China’s tourism landscape, including:

• Easing of travel restrictions;
• Increase in disposable income among Chinese consumers; and
• Growing popularity of domestic tourism.

In particular, the government’s support in revitalizing the tourism sector is evident through subsidies and tax exemptions provided to tourism enterprises. The robust resurgence of China’s tourism industry also serves as a positive indicator for the nation’s economy, with tourism being a significant driver of economic growth and expected to contribute notably to the country’s GDP. Overall, 2023 has seen a continuous stream of new policies, products, technologies, concepts, trends, and opportunities impacting the tourism industry.

China’s evolving tourism landscape

Insights from outbound tourism in h1 of 2023.

Both outbound and inbound tourism markets in the first half of 2023 have shown impressive vitality, surpassing the levels observed in the same period of 2019. Average expenditures for outbound travelers have exhibited a notable increase, with Hong Kong and Macao leading the resurgence of outbound tourism. The total number of inbound and outbound individuals has surged by approximately 170 percent.

Data from the World Tourism Alliance’s reports, reveal that the outbound tourism sentiment index reached 28 percent in the first half of 2023, marking a 21-point increase from the same period in 2019. The outbound tourism market has displayed a gradual “U-shaped” recovery, emphasizing a steady resurgence rather than an abrupt rebound.

According to recent data from Alipay’s Overseas Spending Platform, the average expenditure per user for outbound travel in the first half of 2023 grew by 24 percent compared to 2019. Among popular destinations, the top 10 outbound travel destinations in terms of transaction volume for the first half of 2023 were:

• South Korea;
• United Kingdom; and

This data is supported by several favorable policies. Since the beginning of the year, the National Immigration Administration has continuously optimized and adjusted inbound and outbound management policies.

Starting from February 20, 2023, mainland cities within the Greater Bay Area initiated a pilot implementation of visa endorsements for cross-border talent to and from Hong Kong and Macao. On May 15, 2023, policies such as the nationwide implementation of group travel endorsements for mainland residents traveling to Hong Kong and Macao were fully restored.

The streamlined and optimized policies for travel to Hong Kong and Macao prompted provinces across the mainland to organize multiple tour groups, leading to a consistent rise in mainland visitors to these regions. According to data released by the Hong Kong Tourism Board, nearly 13 million visitors arrived in Hong Kong in the first half of 2023, of which approximately 10 million were mainland visitors, accounting for around 77 percent of the total.

Furthermore, based on recent data released by the National Immigration Administration, the first half of 2023 witnessed a total of 168 million inbound and outbound individuals passing through China’s immigration, marking a year-on-year increase of 169.6 percent.

At the same time, approximately 42.798 million entry and exit permits for travel to and from Hong Kong, Macao, and Taiwan were issued, indicating a significant 1509 percent increase compared to the same period in 2022.

These figures further underline China’s promising revival in outbound tourism. Indeed, Chinese tourists have once again become a significant force driving global tourism and offline consumption.

In terms of outbound travel numbers, the top 10 departure cities were: Shenzhen, Shanghai, Guangzhou, Beijing, Hangzhou, Foshan, Dongguan, Zhuhai, Chengdu, and Wuhan. This highlights that outbound travel is mainly concentrated in first-tier and new first-tier cities, with the “Guangzhou-Shenzhen-Foshan-Dongguan-Zhuhai” Greater Bay Area cities also playing a pivotal role in outbound tourism.

The primary reason driving Chinese tourists to travel abroad is leisure, with business and visiting friends and relatives (VFR) as the subsequent motivations. The rapid expansion of outbound tourism from China can be attributed to the rising incomes of the middle class , the growing desire among Chinese travelers to explore diverse countries and cultures, and the ease of obtaining visas and fulfilling entry criteria for various destinations.

Moreover, the retail sector captures the largest portion of Chinese tourists’ spending when traveling abroad and is anticipated to retain its dominant position in terms of outbound tourism expenditure over the projected timeframe.

The steady recovery of outbound tourism

Initial expectations for a robust rebound in outbound tourism this year have encountered a more precarious reality. Notable evidence of this transformation is seen in the changing preferences of Chinese leisure travelers. As reported by CNBC, the desire to travel abroad has surged from 28 percent to 52 percent among Chinese leisure travelers since last year, nearly doubling.

Business travel intentions have tripled, and interest in education, family visits, and medical tourism abroad is also on the rise. Other findings align, revealing that 50 percent of Chinese travelers plan to journey internationally within the next year.

A significant shift has also occurred in travel fears, particularly concerning Covid contraction. While it topped travelers’ concerns in 2022, it has diminished to the least worrisome aspect this year, as per Morning Consult’s survey. This shift reflects growing traveler confidence. Factors influencing this gradual recovery go beyond preferences. A recent report from the Mastercard Economics Institute reveals a shift in Chinese residents’ spending patterns.

Known for their shopping inclination, there’s a rising trend toward investing in experiences over possessions, particularly in a zero-Covid environment. Despite global economic uncertainties, Asia-Pacific’s, including China’s, travel recovery remains steady. As travel capacity grows, costs are anticipated to decrease, fueling a more dynamic travel landscape.

Contrary to an instant “boom,” China’s international travel revival is unfolding steadily. Though not as swift as initially projected, the evolving interests, changing attitudes, and gradual shift toward experiential spending all point to a growing and adaptive outbound tourism sector, offering a promising glimpse into the future.

The Chinese government’s recent efforts to revive outbound group travel

China’s Ministry of Culture and Tourism recently expanded outbound group tour destinations, including popular places like Japan and the US. A recent analysis provided by the EIU indicates that this move will aid global tourism recovery, benefiting countries with simplified visa procedures.

While the relaxed restrictions will moderately boost outbound tourism, obstacles and cautious spending persist. Nonetheless, domestic travel agencies are expected to see increased revenue, leading to employment and income growth in the sector.

However, challenges such as limited flights and labor shortages could hinder outbound tourism’s full recovery. A complete relaxation of restrictions is predicted in late 2023, but pre-pandemic outbound levels might not return until 2025.

Domestic tourism is thriving

In the first half of 2023, domestic tourism revenue (total tourist spending) reached RMB 2.3 trillion (approx. US$318 billion), marking a substantial increase of RMB 1.12 trillion (approx. US$155 billion) compared to the previous year. Notably, urban residents’ expenditures on travel accounted for a year-on-year surge of 108.9 percent, while rural residents’ travel spending grew by 41.5 percent.

The remarkable rebound of China’s domestic tourism sector can be attributed to a set of factors that differentiate it from the relatively slower recovery of outbound tourism. For one, the domestic tourism industry appears to be less affected by uncertainties surrounding employment and income growth compared to other service and retail sectors.

This is primarily due to the strong yearning of Chinese consumers to explore after years of mobility limitations imposed by the pandemic.

On the other hand, the prolonged revival of outbound flights has further bolstered the domestic tourism scene. Many individuals redirected their travel plans within China as international travel remained limited.

Notably, the return of international air traffic to approximately 80 percent of pre-pandemic levels is not expected until the fourth quarter of 2023, which creates a favorable environment for the vigorous resurgence of domestic tourism in the meantime.

Changing Chinese travelers’ preferences in 2023

In the wake of the COVID-19 pandemic and the subsequent travel restrictions, Chinese travelers underwent a transformation in their preferences and behaviors. Over the past three years, while international travel remained limited, domestic exploration thrived.

Around 8.7 billion domestic trips were taken, indicating an annual rate of around 50 percent of pre-pandemic levels. This period allowed the domestic market to mature, and travelers became more sophisticated in their pursuits, engaging in various new leisure experiences such as beach resorts, skiing trips, and city “staycations.”

As a result, the post-COVID-19 Chinese traveler exhibits distinct traits: heightened digital savvy, elevated expectations, and an appetite for novel experiences. These characteristics paint the profile of a typical Chinese traveler in 2023:

• Experiences matter: Survey data reveals that the rejuvenated Chinese tourist is driven by experiential travel. While outdoor and scenic trips remain popular, the preferences have evolved. Sightseeing and culinary experiences, highly valued in the initial survey series, are now joined by a growing interest in culture and history, beaches, and resorts, as well as health and wellness. This shift solidifies the trend towards experience-driven travel. Additionally, activities like skiing and snowboarding have gained popularity, possibly influenced by the 2022 Beijing Olympic Winter Games .
• Digital expert: Chinese travelers are among the world’s most digitally adept consumers, easily integrating mobile technologies and social media into their daily lives. The pandemic further propelled their online engagement. Short-form videos and livestreaming have emerged as dominant online entertainment options.
• Curious: The desire to explore novel experiences in unfamiliar destinations remains strong among Chinese travelers. Despite travel radius limitations imposed by policies, survey respondents express eagerness to visit new attractions. Instead of revisiting familiar places, 45 percent of participants prioritize short trips to new sites, while long trips to new destinations are the second most favored option.

Emerging trends and destinations

Cultural and heritage tourism.

A significant shift in China’s tourism landscape is the increasing emphasis on cultural tourism, where traditional heritage seamlessly intertwines with contemporary travel. As the nation preserves and celebrates its abundant historical and cultural treasures, a surge in cultural tourism activities like immersive experiences and interactive exchanges has taken center stage.

This trend is particularly pronounced in the realm of domestic tourism, where travelers are flocking to heritage sites and cultural landmarks to gain a deeper understanding of China’s rich heritage.

Moreover, the development of cultural and tourism industries constitutes a crucial component of China’s cultural confidence-building efforts. This sector has received significant attention from the government, evidenced by policies like the “14th Five-Year Plan for Cultural Development” and the “14th Five-Year Plan for Tourism Industry Development.” Such policies drive the integration of culture and tourism, increase the supply of cultural tourism products, and enhance the quality of such offerings.

Wellness tourism

In 2023, a remarkable shift in travel preferences among Chinese tourists has propelled wellness and health tourism to the forefront. As observed by Rung Kanjanaviroj, Director of the Tourism Authority of Thailand’s Chengdu office, Chinese travelers are displaying a distinct preference for destinations that offer a blend of sunny beaches and holistic well-being experiences.

This evolving trend has prompted destinations like Thailand to proactively adapt by refining their offerings. Through the enhancement of health tourism services and a focus on engaging student and youth travelers, Thailand has positioned itself as a prime destination for those seeking rejuvenation and self-care during their journeys.

The rise in wellness and health tourism reflects a broader shift in Chinese travelers’ priorities, as they seek destinations that not only provide scenic beauty but also nurture their physical and mental well-being.

Tech-enabled tourism in China’s innovative travel landscape

China’s tourism industry has evolved dramatically through the fusion of technology and changing consumer demands. In 2023, the landscape is marked by a growing emphasis on tech-enhanced experiences that cater to modern travelers’ evolving preferences that foreign businesses and investors in the sector can learn from.

• Smart appliances and IoT integration: China’s tech-driven tourism trend showcases the integration of smart appliances and the Internet of Things (IoT) into the travel journey. Travelers now wield the power to personalize their environment and encounters via smartphone apps. Innovations range from smart hotel rooms adjusting lighting, temperature, and ambiance to IoT-enabled transportation providing real-time updates, enhancing comfort and efficiency.
• Virtual and augmented reality immersion: Tech-savvy Chinese travelers are increasingly seeking immersive encounters. Virtual and augmented reality (VR/AR) have taken center stage, enabling tourists to explore historical sites, cultural landmarks, and natural marvels through virtual tours that breathe life into destinations. This not only enhances engagement but also serves as a potent tool for destination marketing.
• Seamless contactless services and digital payments : Contactless services and digital payments have become integral to China’s tech-enhanced tourism scene. Travelers can navigate touchpoints like check-in, security, dining, and shopping with minimal physical interaction. QR codes have revolutionized payment methods, enabling transactions through smartphones, and eliminating the need for physical currency or cards, in alignment with the country’s cashless society drive.

The city of Hangzhou offers a glimpse into the future of tech-enabled tourism. Hangzhou’s West Lake, a UNESCO World Heritage site, now features interactive kiosks that provide historical context, virtual guides, and navigation assistance to visitors. These digital enhancements blend seamlessly with the serene natural landscape, enriching the cultural experience.

Similarly, the China National Tourist Office uses VR to transport potential travelers to iconic destinations. Through immersive VR experiences, individuals can virtually explore the Great Wall, the Terracotta Army, and other renowned sites, sparking wanderlust and encouraging travel planning.

Preparing for the return of Chinese tourists to the international scene

The gradual easing of travel restrictions in China still presents a promising avenue for the recovery of the international travel and tourism sector. Amid this positive outlook, attracting Chinese tourists is becoming a priority for global businesses.

Chinese travelers, known for their enthusiasm to explore beyond their borders, are now seeking immersive experiences, quality accommodation, and exceptional service. Here are some strategies that foreign businesses can employ to entice and captivate the adventurous Chinese traveler.

Crafting authentic and familiar experiences

After a three-year hiatus from overseas travel, Chinese tourists are now yearning for high-quality experiences in familiar destinations.

They are looking beyond traditional shopping and sightseeing, expressing a keen interest in entertainment and experiential offerings. Theme parks, cultural activities, water sports, snow sports, and shows are among the sought-after activities.

The key is to offer authentic experiences that resonate with Chinese travelers’ desires for immersion, while still maintaining a touch of familiarity.

Businesses should leverage deep customer insights to design offerings that strike a balance between accessibility and authenticity, ensuring a comfortable yet exciting experience.

Harnessing the power of social media

Social media, particularly short videos, has emerged as a pivotal source of travel inspiration for all age groups. Tourist destinations have capitalized on this trend by launching engaging short video campaigns, maximizing exposure and engagement.

The burgeoning trend of city-walking , for example, where urban exploration is undertaken solely on foot, has not only captured the attention of locals but has also made significant waves across various social media platforms. Chinese netizens are embracing this form of experiential travel, and businesses can leverage social media to align with their preferences.

Platforms like Douyin, China’s counterpart to TikTok, have witnessed the rise of “city-walk content”. A recent video showcasing city-walk routes in Guangzhou amassed over 171,000 likes and found its way into the favorites of 72,000 viewers.

Furthermore, Xiaohongshu, a prominent lifestyle-sharing platform in China, reported a remarkable 30-fold increase in searches related to city walk during the first half of 2023 compared to the previous year.

Businesses can leverage social media platforms to connect with potential Chinese tourists, employing captivating content and innovative campaigns to pique their interest. Creating a strong presence on platforms like TikTok and engaging with influential figures can significantly boost visibility.

Collaboration with Internet giants

China’s tech-savvy travelers are deeply intertwined with the digital world, and internet giants like WeChat and Alipay play a pivotal role in their daily lives. Foreign businesses can tap into these existing digital ecosystems rather than starting from scratch.

For instance, Amsterdam’s Schiphol Airport offers a WeChat Mini Program providing information about the airport, including duty-free shopping and travel planning. Alibaba’s Alipay, renowned for its mobile payment capabilities, has partnered with tax refund agencies to streamline the tax refund process for Chinese travelers.

Such digital innovations enhance convenience and are fast becoming an expected norm.

Prioritize direct-to-consumer (D2C) channels

Navigating China’s intricate travel distribution landscape can be complex, as it encompasses diverse channels, such as online travel agencies (OTAs), online travel portals (OTPs), and traditional travel agencies. To make the most of this landscape, businesses can consider embracing D2C channels.

By leveraging social media platforms and official brand platforms, businesses can create a compelling value proposition that resonates with Chinese travelers. Investing in D2C channels not only enhances branding but also facilitates direct engagement with potential tourists, allowing for a personalized and enticing approach.

Key takeaways: Navigating China’s tourism resurgence

All in all, in 2023, China’s tourism is making a strong comeback, driven by key trends that reveal changing traveler preferences.

Domestically, easier travel rules and higher incomes are fueling local exploration. Internationally, outbound tourism is gradually recovering with a focus on immersive experiences, wellness, and cultural discovery.

Chinese travelers are becoming more tech-savvy, seeking out tech-enhanced experiences like virtual reality tours. This shift is boosting cultural, heritage, and wellness tourism.

Social media, especially platforms like TikTok and WeChat, are vital for engaging with Chinese travelers effectively.

In essence, China’s tourism resurgence is multifaceted, with travelers seeking enriched experiences, digital engagement, and authenticity.

Businesses that align with these preferences and capitalize on domestic and international opportunities are likely to thrive in the evolving travel landscape.

China Briefing is written and produced by Dezan Shira & Associates . The practice assists foreign investors into China and has done so since 1992 through offices in Beijing, Tianjin, Dalian, Qingdao, Shanghai, Hangzhou, Ningbo, Suzhou, Guangzhou, Dongguan, Zhongshan, Shenzhen, and Hong Kong. Please contact the firm for assistance in China at [email protected] .

Dezan Shira & Associates has offices in Vietnam , Indonesia , Singapore , United States , Germany , Italy , India , Dubai (UAE) , and Russia , in addition to our trade research facilities along the Belt & Road Initiative . We also have partner firms assisting foreign investors in The Philippines , Malaysia , Thailand , Bangladesh .

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China Has Reopened to Tourists. The Hard Part Is Getting There.

Despite loosened visa rules, the number of flights into China is still a small fraction of what it was before the pandemic, fueled partly by geopolitical tensions.

A check-in line for a China Eastern Airlines flight to Shanghai at New York’s Kennedy International Airport last week. Credit... Hiroko Masuike/The New York Times

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By Nicole Hong and Chang Che

• April 10, 2023

When the Chinese government announced last month that it would fully reopen its borders to foreign travelers, the news came as a jolt of relief to the millions of Chinese immigrants overseas who have been separated from their relatives since 2020.

But a flood of visitors has yet to arrive. Many people are struggling to even book a plane ticket, stymied by high prices and a lack of direct flights.

Liu Wei, 62, who lives in San Diego, recently spent hours at a local travel agency filling out a pile of paperwork to obtain a long-term visa to China. After searching for weeks for a flight, she bought a ticket for later this month to reunite with her sisters in the northeastern port city of Dalian. Round-trip business-class tickets from San Diego to Dalian cost between $6,000 and $10,000, she said, double what she typically paid before the pandemic.

“I miss the choice and the freedom to go back and forth,” said Ms. Liu, who used to visit China every summer. “It’s been such a tragedy for us to not be able to go back to our own country.”

For nearly three years, China maintained some of the harshest travel restrictions in the world, largely sealing off its borders to business travelers, tourists and relatives of Chinese nationals. The ruling Communist Party enforced a “zero Covid” policy, attempting to eradicate the coronavirus with prolonged lockdowns and mass testing.

Overseas visitors who did manage to enter China were sometimes forced to quarantine for up to two months at their own expense. Some travelers even had to undergo anal swab Covid testing , triggering protests from governments outside China.

China’s isolation had broad ripple effects. Universities shut down academic exchanges with the mainland, and multinational companies shifted their supply chains to other countries. The millions of Chinese immigrants overseas — in countries like the United States, Britain, Canada and Malaysia — suffered the heaviest emotional cost, unable to return home to care for sick parents or bury relatives who died during the pandemic.

In December, China abruptly ended its “zero Covid” policy and soon began to ease border restrictions, removing quarantine requirements for international arrivals. The following month, business travelers were allowed to return on special visas.

The biggest barrier came down last month when the Chinese government resumed issuing tourist visas. China has also said it would reinstate the 10-year visas that had been suspended during the pandemic, facilitating the travel of many overseas visitors.

In a sign of pent-up demand, right after the Chinese government announced the loosened restrictions, searches on Expedia.com for travel from the United States to mainland China jumped around 40 percent from a month earlier, according to data provided by the online travel company.

Jessie Huang, who lives in Jersey City, N.J., hopes to visit China this summer but has struggled to find tickets under $2,000. Ms. Huang, 52, has not seen her 86-year-old father, who lives on an island off the coast of Shanghai, in seven years. She was supposed to visit in early 2020 after he suffered a stroke.

Ms. Huang has kept in touch with him through WeChat, the Chinese messaging app. She sometimes feels heartbroken after their conversations, sensing that each passing year becomes harder for him.

“I’m just missing my family,” she said.

Prices have stayed high partly because airlines have been slow to ramp up their flights to China. Globally, the number of flights into China in March were only about a quarter of what they were in the same month in 2019, according to Cirium, an aviation data provider.

Routes between the United States and China, the world’s two largest economies, have been capped because of geopolitical tensions. During the pandemic, the two rivals suspended each other’s flights in a political tit-for-tat, and airlines need the approval of both countries’ aviation authorities to increase routes.

American and European carriers are not as eager to resume all of their prepandemic flights to China, aviation analysts say. Since invading Ukraine more than a year ago, Russia has banned the American and European carriers from flying through its airspace, meaning flights to China now require longer routes with more fuel and flight crew.

U.S. carriers have been lobbying Washington to force Chinese airlines, which are still flying over Russia, to use the same routes as their American competitors, arguing that they have an unfair cost advantage.

A spokesman for the U.S. Department of Transportation did not provide comment on when routes to China might increase.

Direct flights between the United States and mainland China are hard to get. Last month, Delta Air Lines and American Airlines both resumed direct flights to Shanghai from hubs in Detroit, Seattle and Dallas, but only a handful of times per week. United Airlines operates a direct flight from San Francisco to Shanghai four times a week. None of the airlines has any direct flights between the United States and Beijing.

Aviation analysts say airlines are also hesitant to add flights when other hurdles are dampening the demand to fly into China.

A negative P.C.R. test within 48 hours of departure is still mandatory for citizens of many countries to enter China. And the sudden changes in China’s border policies have left consulates around the world struggling to handle paperwork for visas, which are required for all overseas travelers to and from China.

Another factor that has slowed the rebound in flights into China is the fact that most of them before the pandemic were filled with Chinese tourists returning home. About 20 percent of Chinese passports expired during the pandemic, according to data from consulting firm McKinsey, resulting in lengthy waits for renewals that have delayed the recovery in outbound travel.

But the gates are gradually opening.

Bookings for group tours have surged for a holiday break in China in early May, according to Ctrip, a Chinese online travel agency. The top destinations included Thailand, Egypt and Switzerland, Ctrip said.

For now, the visitors who can most afford to fly to China are business travelers, who have been filling up premium cabins into the mainland.

China has rolled out the red carpet for foreign business officials, part of an effort to revive its economy after years of Covid lockdowns. Dozens of chief executives, including Tim Cook of Apple, flew to Beijing to attend last month’s China Development Forum, where China’s newly elected premier, Li Qiang, pledged that “the door to China’s opening will grow wider.”

Many executives are eager to visit with employees and suppliers for the first time since 2020.

A February survey of 43 American companies showed that 50 percent of chief executives planned to visit China in the first half of this year, according to the U.S.-China Business Council, a trade group in China.

“The Chinese government has sent some signals for support about private companies, but at the same time, it’s a tense geopolitical environment,” said Jack Kamensky, a senior director at the business council.

Some business owners were more hopeful about China’s reopening.

For over a decade, Keith Collea, a film technology entrepreneur, worked in China’s budding film industry on movies like the 2014 action film “The Monkey King.” His latest project, which involved providing visual effect equipment to Chinese amusement parks, was halted when he was shut out of the country during a trip to Los Angeles in 2020.

Now, Mr. Collea is planning a long-awaited return. He was confident his projects would resume once he reunited with his former investors and partners.

“Doing business in China is not something you can do over the phone from the United States,” he said. “You have to sit with people, you have to go to dinners, you have to drink a lot. You have to invest and grow relationships there.”

Claire Fu contributed research.

Nicole Hong is a reporter covering China. She previously worked for The Wall Street Journal, where she was part of a team that won the 2019 Pulitzer Prize in National Reporting. More about Nicole Hong

Chang Che is the Asia technology correspondent for The Times. He previously worked for The China Project and as a freelance writer covering Chinese technology and society. More about Chang Che

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China’s tourists are traveling again but they are spending less than before COVID as economic worries keep their wallets shut

Chinese tourists hit the road in greater numbers during a recent five-day Labor Day holiday but kept a tight grip on their wallets, reflecting still-weak sentiment in the world’s second-largest economy .

Travelers made 28.2% more trips but spending only rose 13.5% from the 2019 break, the Ministry of Culture and Tourism said in a  statement  Monday. This translates to a 11.5% drop in spending for each traveler over the holiday ending Sunday, according to banks including Societe Generale, Goldman Sachs Group Inc. and Citigroup Inc.

“Spending per head softened and was again below the pre-pandemic level, owing partly to more tourist flows towards lower-tier cities, and suggesting continued consumption downgrading,” said Goldman economists including Lisheng Wang in a note late Monday, adding that more policy support is needed to sustain the recovery of the services sector. The 2019 holiday was one day shorter.

The figures add to evidence showing Chinese households remain cautious with consumption despite a recent rebound in economic growth driven by a pickup in industrial activity. Less than one in four residents wanted to spend more while an growing share of the urban population wanted to save in the first quarter, according to a  survey  by the People’s Bank of China.

Travelers made a total of 20.7 million trips by rail across the country on May 1, a new high for any single day on record, state broadcaster China Central Television  reported  late Sunday, citing government data.

The holiday season also showed a  shift  in how Chinese travelers spend since the country reopened from pandemic isolation. While big cities like Beijing and Shanghai remained popular, many more opted for cheaper destinations and small towns, online travel agency Trip.com Group said in a Sunday  statement .

“Lower-tier market made a relaxing holiday possible for tourists, and they had better value for money as accommodation and dining costs spiked in tier-1 and tier-2 cities during the break,” Wang Yalei, an analyst with Trip.com, said in the statement.

Social media accounts promoting tourism in  small towns  have blossomed as tourists look for cheaper,  off-the-beaten-path  attractions. China’s expanding high-speed rail network and rising car ownership have also enabled travelers to get to more places within hours.

Bookings for hotels and tourist spots in tier-3 or lower-ranked cities in the country’s northwest and west more than doubled during the break from the same period a year earlier, according to data released by Tongcheng Travel Holdings, another tourism agency.

Inbound and outbound tourism also gained momentum during the holiday as China restored more air routes and  expanded  visa-free arrangements to more countries, the Ministry of Culture and Tourism said. Chinese travelers made 1.9 million trips abroad while 1.8 million visitors entered the country, it said, without providing last year’s numbers.

The US, Australia and the UK were the main long-haul destinations and Hong Kong, Macau, Southeast Asia, Japan and South Korea were the most popular for short-distance trips, according to Trip.com. Middle Eastern countries including Oman, Saudi Arabia and Kuwait saw more than 300% surge in bookings, it said.

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• Travel Destinations

What Is Your Travel Document Number On A Chinese Passport

Published: November 1, 2023

Modified: December 28, 2023

by Shelley Jiang

• Plan Your Trip

Introduction

Traveling to China can be an exciting and enriching experience. From the vibrant cities to the rich cultural heritage, there is so much to explore in this vast country. If you’re planning a trip to China, it’s important to familiarize yourself with the necessary travel documents. One vital piece of information you will need is the travel document number on a Chinese passport.

The Chinese passport is an essential document for Chinese citizens, serving as their identification and proof of nationality when traveling internationally. Understanding the components and significance of the travel document number will ensure that you have a smooth travel experience and avoid any unnecessary complications.

In this article, we will delve into the details of the travel document number on a Chinese passport. We will explain what it is, why it is important, and how to locate it on your passport. We will also provide some tips on using your travel document number correctly and answer some frequently asked questions.

So, whether you’re planning a vacation to China or simply curious about the travel document number on a Chinese passport, read on to discover all you need to know!

Understanding the Chinese Passport

The Chinese passport, also known as the People’s Republic of China Passport, is issued to Chinese citizens for international travel. It is a crucial document that grants holders the right to travel abroad and serves as a form of identification recognized by foreign authorities.

Like passports from other countries, the Chinese passport contains essential information about the passport holder, including their full name, date of birth, gender, and a photograph. It also includes details such as the place of issuance, passport number, expiry date, and the all-important travel document number.

The Chinese passport is issued by the Ministry of Public Security and is subject to the regulations and requirements set forth by the Chinese government. It is typically valid for ten years for adults and five years for minors, with the possibility of renewal.

Having a valid Chinese passport is not only essential for international travel but also plays a significant role in other aspects of a Chinese citizen’s life. It is often required for various administrative procedures, such as applying for visas, opening bank accounts, or conducting legal transactions.

It’s important to note that the Chinese government places strict regulations on passport issuance and usage. Chinese citizens must comply with these regulations to ensure the validity and legality of their travel documents. Failure to do so can result in denial of entry to foreign countries or other legal consequences.

Understanding the significance of the Chinese passport and its various components, including the travel document number, will enable you to navigate the travel process more smoothly and ensure compliance with the rules and regulations of both China and your destination country.

What is a Travel Document Number?

The travel document number on a Chinese passport is a unique identifier assigned to each passport holder. It serves as a reference number for the passport and is used by immigration authorities and airlines to identify and verify the authenticity of the document.

Think of the travel document number as a digital fingerprint attached to your passport. It distinguishes your passport from others and helps ensure that your travel document is valid and legitimate.

The travel document number consists of a combination of letters, numbers, and symbols. It follows a specific format determined by the Chinese government and is typically found on the biographical information page of the passport. The exact length and composition of the travel document number can vary depending on the issuing country.

While the travel document number is essential for identification and verification purposes, it is not the same as the passport number. The passport number is a different unique identifier assigned to the passport itself, whereas the travel document number is specific to the individual holder.

It’s important to note that the travel document number should be kept confidential and not shared with unauthorized individuals. This helps prevent identity theft and misuse of your passport information.

Now that you have a basic understanding of what a travel document number is, let’s explore where exactly you can find it on your Chinese passport.

Location of the Travel Document Number on a Chinese Passport

The travel document number on a Chinese passport is typically located on the biographical information page of the passport. This is the page that contains your personal details, including your full name, date of birth, and photograph.

On the biographical information page, you will find a section titled “Passport No.” or “Travel Document No.” This is where the travel document number is displayed. It is usually a combination of nine characters, consisting of a mix of letters and numbers.

The travel document number is printed in a clear and visible format, often in black ink. It may be preceded by the abbreviation “T/” or “PN” to indicate that it is the travel document number.

When looking at the biographical information page, the travel document number is typically located in the top right or top left corner. It is positioned alongside other essential information, such as the passport holder’s full name, nationality, and date of birth.

If you are having trouble locating the travel document number on your Chinese passport, refer to the instruction manual provided with your passport or consult with the relevant passport authorities for guidance.

Understanding the location of the travel document number on your Chinese passport is crucial as it allows you to provide the correct information when required during your travel or when completing official forms and applications.

Now that you know where to find the travel document number, let’s explore why it is important in the next section.

Importance of the Travel Document Number

The travel document number on a Chinese passport holds significant importance in international travel and identification processes. Here are a few reasons why it is crucial:

• Identification: The travel document number is unique to each passport holder and serves as a primary identifier. It helps immigration authorities and airlines verify your identity and ensure that your passport is valid and legitimate.
• Entry and Exit: When you enter or exit a country, immigration authorities use the travel document number to record your passport details in their systems. This information helps track your movement and maintain accurate records of your travel history.
• Security and Anti-fraud measures: The travel document number allows authorities to detect and prevent passport fraud, identity theft, and illegal activities. By verifying the travel document number, they can ensure that the passport belongs to its rightful owner and is not being used fraudulently.
• Consular Services: In case of emergencies or consular assistance needed while abroad, the travel document number helps the relevant authorities locate your passport information quickly and provide the necessary support.
• Visa Applications: When applying for visas to visit other countries, you will be required to provide your travel document number. This information is crucial for immigration and consular authorities to process your visa application accurately and efficiently.
• International Travel Requirements: Certain countries may have specific travel requirements or restrictions based on the travel document number. It is essential to provide the correct travel document number to comply with these regulations and avoid any issues during your journey.

As you can see, the travel document number on a Chinese passport plays a vital role in international travel. It is not only a unique identifier but also provides invaluable security measures and streamlines various administrative processes.

Now that you understand the importance of the travel document number, let’s move on to the next section to learn how to locate it on your Chinese passport.

How to Locate Your Travel Document Number

Locating your travel document number on your Chinese passport is relatively straightforward. Follow these steps to find it:

• Take out your Chinese passport and open it to the biographical information page. This is the page that contains your personal details.
• Look for the section titled “Passport No.” or “Travel Document No.” This is where your travel document number is printed.
• The travel document number is typically a combination of nine characters, consisting of a mix of letters and numbers.
• Check the top right or top left corner of the biographical information page. The travel document number is usually displayed alongside other essential information such as your full name, nationality, and date of birth.
• If you are having trouble locating the travel document number, consult the instruction manual that came with your passport or reach out to the relevant passport authorities for assistance.

Remember that the travel document number is a critical piece of information that you will often need when traveling or completing official forms and applications. It is essential to keep your passport secure and to provide accurate information when required.

Now that you know how to locate your travel document number, let’s move on to the next section to discover some tips for using it correctly.

Tips for Using Your Travel Document Number Correctly

Using your travel document number correctly ensures a smooth travel experience and helps prevent any issues or delays. Here are some tips to keep in mind:

• Memorize or store it securely: Memorize your travel document number or store it securely in a password-protected file or phone application. This way, you can readily provide it when required without having to search for your passport.
• Keep your passport safe: Protect your passport at all times and keep it in a safe place. The travel document number is a crucial identifier, and losing your passport can lead to potential identity theft and travel complications.
• Provide accurate information: When filling out travel forms or applications, make sure to enter your travel document number accurately. Double-check the digits and characters to avoid any discrepancies or errors.
• Don’t share it with unauthorized individuals: Keep your travel document number confidential and only provide it when necessary to authorized individuals and institutions. Avoid sharing it with strangers or over unsecured communication channels.
• Renew your passport in a timely manner: As your passport approaches its expiry date, make sure to renew it promptly. Renewing your passport before it expires ensures that your travel document number remains valid and avoids any travel disruptions.
• Update your travel document number when necessary: If you obtain a new passport, make sure to update your travel document number with relevant entities, such as airlines, visa processing centers, and other institutions that may have your passport information on file.

By following these tips, you can use your travel document number correctly and minimize any potential complications during your travels.

Now, let’s address some frequently asked questions related to the travel document number on a Chinese passport.

Frequently Asked Questions about the Travel Document Number on a Chinese Passport

Here are some commonly asked questions regarding the travel document number on a Chinese passport:

• What happens if I provide the wrong travel document number?

If you provide an incorrect travel document number, it can lead to issues with visa applications, boarding flights, and passing through immigration. It’s crucial to double-check and ensure the accuracy of the provided information.

• Can I change my travel document number?

No, the travel document number assigned to your Chinese passport cannot be changed. It is a unique identifier that remains the same throughout the validity of your passport.

• Is the travel document number the same as the passport number?

No, the travel document number and passport number are different. The travel document number is unique to the passport holder, while the passport number is the unique identifier assigned to the passport itself.

• Do I need to memorize my travel document number?

While it’s not necessary to memorize your travel document number, it is advisable to store it securely or have it readily accessible when required, such as during visa applications or filling out official forms.

• What should I do if I lose my passport with the travel document number?

If you lose your passport, immediately report it to the authorities and take the necessary steps to have it replaced. You will be issued a new passport with a new travel document number.

• Can someone else use my travel document number?

No, each travel document number is assigned to an individual passport holder and should not be shared or used by anyone else. Using someone else’s travel document number is illegal and can lead to severe consequences.

If you have more specific questions about your travel document number or passport, it is recommended to contact the appropriate passport authorities for accurate and up-to-date information.

Now let’s conclude our discussion on the importance of the travel document number on a Chinese passport.

Understanding the travel document number on a Chinese passport is essential for smooth international travel and proper identification. It serves as a unique identifier for the passport holder and plays a vital role in various travel processes and administrative procedures.

In this article, we have covered the basics of the Chinese passport and explained the significance of the travel document number. We have discussed its location on the passport, its importance for identification and security purposes, and provided tips for using it correctly.

Remember to keep your passport secure, provide accurate information when required, and renew your passport in a timely manner to ensure the validity of your travel document number. Always consult the appropriate authorities for specific questions or concerns regarding your passport and travel document number.

By familiarizing yourself with your travel document number and adhering to the guidelines, you can navigate international travel more confidently and enjoy a hassle-free experience.

Now that you have a comprehensive understanding of the travel document number on a Chinese passport, you are ready to embark on your journey to China or handle any related documentation efficiently. Safe travels!

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China's Top 15 Must-Visit Attractions: Historical, Cultural, Scenic & More

With a vast territory and a long history, China offers so much to see and explore. We have listed for you the top 15 must-visit attractions in China for any classic China tour.

Content Preview

• 1. The Great Wall
• 2. Forbidden City
• 3. Terracotta Army
• 4. Giant Pandas
• 5. Yellow Mountains
• 6. Li River
• 7. Potala Palace

8. Zhangjiajie National Forest Park

• 9. Mogao Caves
• 10. The Bund
• 11. West Lake
• 12. Daocheng Yading Nature Reserve
• 13. Victoria Harbor
• 14. Lijiang Old Town
• 15. Erhai Lake

1. The Great Wall of China in Beijing

In the eyes of most travelers, you haven't been to China if you haven't climbed the Great Wall .

One of the iconic symbols of China, the Great Wall is the longest wall in the world , an awe-inspiring feat of ancient defensive architecture. Its winding path over a rugged country and steep mountains takes in some great scenery. It deserves its place among "the New Seven Wonders of the World" and the UNESCO World Heritage Sites in China.

T he most integrated and best-preserved sections are close to Beijing. Among them, the Jinshanling section has the most beautiful scenery and is very suitable for hiking.

The Mutianyu section has a better architecture with densely spaced watchtowers and easy to climb, which is suitable for families with the elderly and children. Which Sections of the Great Wall Should I Visit?

The Simatai section is good for a night tour of the Great Wall. See our 4-Day Beijing Highlights and Great Wall Night Tour

There is no better way to explore China's Great Wall than by hiking or walking along with it. Tread the centuries-old bricks and walk through watchtower ruins. Take your time and feel the history come to life. See 1-Day Jinshanling Great Wall Hiking Tour

Discover real reviews of Highlights Travel Family 's best-rated service across trusted platforms.

2. The Forbidden City in Beijing — Imperial Palace for 24 Emperors

It was once a "palace" city where ordinary people were forbidden entry . An extravagant demonstration of ancient Chinese architecture, over 8,000 rooms with golden roofs are elegantly designed and painted in red and yellow.

The Forbidden City was the imperial palace of the Ming and Qing Dynasties for 560 years till 1911. 24 emperors lived there. Listed as World Cultural Heritage, it also houses many Chinese cultural and historical relics and treasures . See 4-Day Beijing Private Tour with Visit to Forbidden City

It is recognized as one of the five most important palaces in the world (with the Palace of Versailles in France, Buckingham Palace in the UK, the White House in the US, and the Kremlin in Russia). Read on How to Visit the Forbidden City — for Discerning Travelers

3. The Terracotta Army in Xi'an — 2,000-Year-Old Underground Army

The Terracotta Army has been laid underground for more than 2,000 years . However, in 1974, farmers digging a well uncovered one of the greatest archaeological sites in the world. In 1987 it became World Cultural Heritage.

It is significant because the hundreds of detailed life-size models represent the army that triumphed over all other Chinese armies in the Warring States Period (475—221 BC), and who were the decisive factor in forming a united China.

It raises interesting questions about why it was made, which await your consideration when you come face-to-face with soldiers of the past. See our 3-Day Essence of Xi'an Tour including Terracotta Warriors

You could make your own warriors at a cave-dwelling where there are only a few craftsmen left who continue to work in a traditional way . Read more about How to Visit the Terracotta Army Hassle Free

All our tours are customized . Our travel consultants will create an itinerary based on your interests, group sizes, travel length, and other requirements.

4. Giant Pandas in Chengdu — China's "National Treasure"

The giant panda is not only deeply loved by the Chinese, but by many foreigners too, and not just children. Although there are many zoos in China and elsewhere, where you can see a giant panda, the best place to see them is Chengdu — the giant panda's "hometown" .

There are three places you can see pandas close up : Chengdu Panda Breeding and Research Center, Dujiangyan Panda Valley, and Bifengxia Panda Base.

• Chengdu Panda Center is in the north of the city and is more established.
• Dujiangyan and Bifengxia Panda Bases are 1-2 hours from Chengdu and you can see pandas in their natural habitat.
• You can get even closer to the pandas by taking a volunteer program in Dujiangyan or Bifengxia Panda Valley . See our 1-Day Dujiangyan Panda Volunteer Program Tour

Read more about How to Plan a Panda Tour

5. The Yellow Mountains near Shanghai — Legendary Wonders

In east China, close to Shanghai and Hangzhou, the Yellow Mountain Scenic Area (Huangshan) woos travelers with its five wonders : sunrises , seas of clouds , oddly-shaped rocks , twisted pine trees , and hot springs . The Yellow Mountains are the most famous peaks in China.

The villages nearby such as Hongcun Village were once considered to be the utopia of ancient China . Villagers have diverted water into "house gardens" and "water yards", which exist only in this village. The village, in its breathing-taking setting, looks like a Chinese painting. Canola flowers in spring can be the icing on the cake.

Bishan Village is the best choice if you want to enjoy some quiet moments with your partner. Stay in a typical Hui-style inn, feel the freshness of the air on an early morning walk, and drink a coffee while enjoying nature in its unspoiled beauty. See our 3-Day Ancient Villages and Yellow Mountains Tour

6. The Li River in Guilin & Yangshuo — China's Most Celebrated Scenery

The karst landscape along the Li River has captured the heart of artists. Generations of Chinese painters and poets have been inspired by the beauty of nature there, using their pens and brushes to capture the breathtaking natural scenery. When Chinese travelers seek a place for natural beauty, they first think of Li River and Yangshuo .

The Li River was listed as one of the "World's Top Ten Watery Wonders" by America's National Geographic Magazine. Several world-famous figures have visited the Li River, including former US Presidents Bill Clinton and George Bush (senior), and Bill Gates.

The 83-kilometer-long section of the Li River between Guilin and Yangshuo is the most beautiful. The river landscape is decorated with startling hills, steep cliffs, and farming villages, and is lined with bamboo groves.

Taking a leisurely cruise or a 3–4-hour family-friendly moderate hike (more on Li River hiking ) are good ways to enjoy the Li River's beauty.

Guilin & Yangshuo offer many interesting activities. You could challenge yourself to an SUP (stand-up paddleboard, i.e. a mini raft) on the Yulong River, take a bamboo raft , have a cycling tour into the countryside, or take an exciting drive with an all-terrain vehicle . See 5-Day Dynamic Guilin and Yangshuo Tour

7. The Potala Palace in Tibet — Heart of the Roof of the World

The Potala Palace is a symbol of Tibet . In 1994 it was declared a UNESCO World Cultural Heritage Site. It is a huge treasure house of materials and articles from Tibetan history, religion, culture, and art. The palace is widely known for its precious sculptures, murals, scriptures, Buddhist statues, antiques, and religious jewelry housed within it.

You could witness the architectural miracle containing the regal heritage of Tibet, listen to stories of Dalai Lamas who lived in the palace, and view the palace from the four best angles .

Tibet doesn't accept independent travelers . Traveling with a travel agency is required. Read more about Tibet Travel Restrictions or contact us to explore the main highlights from Lhasa to Everest Base Camp. See our 8-Day Lhasa to Everest Base Camp Private Tour

Zhangjiajie National Forest Park , the inspiration of Avatar, is a must-see place for its out-of-this-world scenery . It is huge with many different scenic areas. The "floating mountains and peaks" that inspired Avatar are concentrated in this park.

The top-rated scenic areas are Yuanjiajie, Tianzi Mountain, and Gold Whip Stream. These three areas can be visited by tourists of any age.

Walking is not hard at the main attractions, where cable cars, elevators, a tram, and shuttle buses are available and concrete paths and steps have been built. See our 4 Days Essence of Zhangjiajie

9. The Mogao Caves in Dunhuang

"In the West, there is the Louvre; in the East, there are the Mogao Caves."

The Mogao Caves are famous for their exquisite murals and Buddhist statues . The Mogao Caves were included in UNESCO's world cultural heritage list in 1987.

Artists from different periods of the Middle Ages left their work there. All kinds of works spanning over one thousand years complement each other.

Standing out in the desert, the Mogao Caves are like a glittering pearl that adorns the Silk Road .

In addition to visiting these wonderful caves, you could get some hands-on archaeological experience. We can take you to the Dunhuang Research Academy. There, you can linger over copies of murals created by masters and can copy a sample mural on a mud slab with your own hands under the guidance of the teacher.

• 5-Day Dunhuang In-Depth Private Tour including Visit to Mogao Caves
• 13-Day Beijing–Xi'an–Dunhuang–Urumqi–Shanghai Tour - Silk Road Highlights and China's Gateway Cities

10. The Bund in Shanghai — Stunning Skyline, Colonial Architecture

The Bund is one of the most recognizable architectural symbols of Shanghai. It showcases the world with its colonial European buildings and skyscrapers on the other side of the Huangpu, housing one of the world's foremost business districts.

The Bund was Shanghai's most prosperous area in the late 19th century and early 20th century. When the first British company opened an office at the Bund in 1846, it became the epitome of elegance .

one of the best ways to explore the Bund is to take an in-depth cultural walk where you could step into some of the iconic old buildings and learn about the stories behind them. A night cruise on the Huang Pu Rover could also be a good choice.

11. West Lake in Hangzhou — Paradise on Earth

Hangzhou is renowned as China's "paradise on earth" owing to its beautifully crafted landscape . West Lake was created after the Chinese love for garden-style parks for recreation.

West Lake is a place of tranquility where urbanity becomes a silhouette on the northeast horizon and mountains near and far surround it on the other three sides. The occasional pagoda and Chinese-style arched bridge add atmosphere to the tree-lined walkways, verdant islands, and hills.

To admire the beauty of West Lake, you can leisurely bike around the lake, walk around the lake, or take a short cruise on the lake . We could also find a perfect location for you to enjoy afternoon tea while enjoying the beautiful view of West Lake. See 4-Day Shanghai & Hangzhou with Watertown Tour

12. Daocheng Yading Nature Reserve — Gemstone-Colored Lakes, Colorful Forests, Meadows

Daocheng Yading Nature Reserve is called "the last pure land on earth" and "the last Shangri-La" due to its breathtaking natural scenery.

"I want to go there with my sweetheart to see the clear blue sky, the snowcapped mountains, and the golden meadows, to experience an autumn fairy tale." A Chinese romantic drama movie, I Belonged to You , made Daocheng a desirable romantic place to visit.

As early as 1928, the Austrian-American explorer Joseph F. Rock visited Daocheng and captured its beauty, printing pictures of it in the National Geographic magazine and making it known to the world .

The Tibetan cultural experience is another highlight of this route . You can see many ancient monasteries and Tibetan-style houses during the trip.

• 8-Day Chengdu to Shangri-La Adventure Tour - Chengdu, Xinduqiao, Daocheng, Riwa, Xiangcheng, and Shangri-La
• 9-Day Panorama Western Sichuan Tour — Chengdu, Wolong (Baby Pandas), Rilong, Danba, Tagong, Litang, Riwa, Yajiang, and Moxi

All our tours can be customized. The itinerary can be adjusted according to your group size, time, interests, and other requirements. Just contact us .

13. Victoria Harbor in Hong Kong — Mighty Skyscraper Skyline

The view over Victoria Harbour from Victoria Peak is to Hong Kong as climbing the Great Wall is to China ; it offers the iconic outlook over Hong Kong's "high rise" to success and prosperity.

Victoria Peak is the best spot to have a bird's eye view of Hong Kong . Viewed from the peak, both day and night scenes are worth taking in. See high-rise buildings around the busy Victoria Harbour stretching out towards the Chinese mainland. At night the scenery is gorgeous when the Symphony of Lights of various buildings dances in unison .

14. Lijiang Old Town in Yunnan — Cobbled Pedestrian Streets, Small Waterways

Lijiang Old Town in Yunnan is characterized by ancient cobbled streets, stone bridges, and water-wheel-driven canals decorated with flowers. Shops, cafés, bars, restaurants, snack stalls, and hotels can be found everywhere .

The big waterwheels are a landmark of Lijiang Old Town. As you enter the old town, you will see them. The river flowing through the old town keeps them rotating. Bar Street is next to them, which is busy at night.

You could also go to Naxi Hieroglyphs and Painting Exhibition Hall to experience Naxi art . The Naxi are the only people who still use hieroglyphs to write in the world .

• 8-Day Kunming, Dali, Lijiang, and Shangri-La Tour - Meet the Amazing Beauty of Yunnan
• 9-Day Yunnan Family Tour - Kunming, Dali, Lijiang, and Shangri-La

All our Yunnan tours can be customized. Contact us to create a trip for you according to your group size, time, budget, interests, and other requirements.

15. Erhai Lake in Dali — One of the Most Beautiful Lakes in China

Erhai Lake is the most beautiful place in Dali . It is a plateau lake. Erhai Lake is in the shape of an ear, hence its name Erhai ('Ear Sea'). This plateau lake is like a deep blue gem set in the green land. The water of the lake is calm and blue. The soft and gentle wind by the lake will make you feel relaxed.

Every December, flocks of black-headed gulls from Siberia fly in to spend the winter at Erhai Lake .

Biking is the best way to travel around the lake . Capturing the beauty of the landscape bathed in sunshine and breezes is a real pleasure. There are two cycle routes around Erhai Lake : Haixi (on Erhai's west shore) and Haidong (on Erhai's east shore). The Haixi route is more suitable for young or inexperienced riders. Haidong route is quiet and has panoramic views. Contact us to arrange mountain bikes with helmets for you.

• 4-Day Dynamic Dali Tour - Hike and Bike
• 6-Day Kunming, Dali, and Lijiang Tour - Yunnan Ethnic Minorities Tour
• 7-Day Dali, Lijiang, and Shangri-La Tour - A Feast of Landscapes and Ethnic Minority Culture

The Most Popular China Tour Itineraries

Our tour services are personalized . We will help you to maximize your travel experience by suggesting the optimal trip for the time you have and the places you want to see. Just contact us .

• The Golden Triangle (8 days): Beijing, Xi'an, and Shanghai — the most popular destinations for a first trip
• Classic Wonders (11 days): Beijing, Xi'an, Guilin, and Shanghai — classic architecture, culture, and scenery
• Find more ideas from our China tours .
• 2-Week Private China Tour: Beijing–Xi'an–Lhasa-Shanghai
• 9-Day Beyond the Golden Triangle
• 11-Day China Family Tour
• 12-Day Beijing, Xi'an, Guilin, Shanghai Tour for Your Summer Vacation
• 15 Best Places to Visit in China (2024)
• Best (& Worst) Times to Visit China, Travel Tips (2024/2025)
• How to Plan a 10-Day Itinerary in China (Best 5 Options)
• 8 Days in China: Top 15 Tours and Itineraries (2024/2025)
• China Weather in January 2024: Enjoy Less-Crowded Traveling
• China Weather in February 2024: Places to Go, Costs, and Crowds
• China Weather in March 2024: Destinations, Crowds, and Costs
• China Weather in April 2024: Where to Go (Smart Pre-Season Pick)
• China Weather in May 2024: Where to Go, Crowds, and Costs
• China Weather in June 2024: How to Benefit from the Rainy Season
• China Weather in July 2024: How to Avoid Heat and Crowds
• China Weather in August 2024: Weather Tips & Where to Go
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• China Weather in October 2024: Where to Go, Crowds, and Costs
• China Weather in November 2024: Places to Go & Crowds
• China Weather in December 2024: Places to Go and Crowds

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15 Top-Rated Tourist Attractions in China

Written by Bryan Dearsley Updated Jan 24, 2024

Ever since the world first discovered China through the writings of adventurer Marco Polo more than 700 years ago, this large Asian country has come to be regarded as the embodiment of all that is mysterious and exotic. Even now, after decades of economic growth, this vast country has lost none of its fascination. Indeed, the contrast between China's ancient customs and the new ultra-modern state that is developing has only increased the fascination with a culture that dates back many millennia.

It's a culture that is much celebrated by the Chinese themselves, as evidenced by the preservation of such important historic sites as the Forbidden City and the Summer Palace in Beijing, each recalling the days of China's emperors. And then, of course, there's the famous Great Wall, winding for 6,700 kilometers all the way from the Yellow Sea to Central Asia, while its countless shrines exude the spirit of age-old Eastern religions.

Thanks to its size, China as a tourist destination offers limitless scope for exploration. Whether you choose to travel aboard a luxury cruise ship through the picturesque Yangtze Gorges, visit a bustling city, or seek out the tranquillity of an ancient temple, this country is full of incredible experiences and sightseeing possibilities.

Discover fascinating, unusual, and adventurous things to do with our list of the top tourist attractions in China.

1. The Great Wall of China

2. the forbidden city & the imperial palace, beijing, 3. the terracotta army, xi'an, 4. the summer palace, beijing, 5. cruising the li river, guilin, 6. chengdu research base of giant panda breeding, sichuan, 7. the yangtze river and the three gorges, 8. the classical gardens of suzhou, jiangsu, 9. the potala palace, tibet, 10. shanghai's promenade: the bund, 11. hangzhou's historic west lake, 12. the mausoleum of light: the northern imperial tomb, shenyang, 13. leshan giant buddha, sichuan, 14. the hong kong skyline, 15. zhangjiajie national forest park, hunan.

"Nobody can be a true hero unless he has been on the Great Wall" goes the popular Chinese saying, one that clearly demonstrates the importance placed upon this unique ancient monument.

Known in Chinese as 'Changcheng', or the Long Wall, the magnificent Great Wall of China stretches more than 6,000 kilometers from the fortresses of Shanhaiguan in the east all the way to Jiayuguan in the west. Along the way, it passes through Hebei, Tientsin, and Beijing , where the best-preserved sections of the wall can be visited, as well as Inner Mongolia, Ningxia, and Gansu.

Averaging six to eight meters in height but rising as high as 16 meters and wide enough in places for five horses or 10 men to pass, the wall boasts numerous battlements and watchtowers. Some of the wall's oldest fortifications date back as far as the 7th century BC, with the best-known areas added around 210 BC when its various sections were joined together.

Today, the most visited section of the wall is near Badaling Pass northwest of Beijing, easily reached by public transport or organized tours. Other restored sections worth a visit include the section near Gubeikou , 130 kilometers from Beijing; and in Mutianyu , just 70 kilometers northeast of Beijing.

Location: Huairou District, China

China's largest and most important building, also known as the Imperial Palace, is situated in the very heart of Beijing and is a must-see when visiting the country. Started during the Yuan Dynasty between 1271and 1368, much of the complex seen today was built between 1406 and 1420.

Really many splendid palaces in one, this sprawling complex was the residence of 24 Ming and Qing Emperors whose presence forbade the entry of anyone other than the imperial family and their courtesans. Covering some 720,000 square meters and protected by a 10-meter-high wall with watchtowers and a wide moat, this massive complex consists of areas set aside for ceremonial and administrative purposes, as well as a private residence used by the emperor.

While it can take many hours to see everything, highlights include the five white marble Golden River Bridges; the Hall of Supreme Harmony, a 35-meter-tall building housing the imperial throne; and the exquisite emperor's banquet hall (the Hall of Preserving Harmony).

The Palace Museum with its large collection of art and artifacts from the Ming and Qing dynasties is another must-see.

Spread across an area of more than 720,000 square meters, this impressive nearly 100-year-old museum contains historic buildings that themselves date back to the early 1400s . It takes a lot of time to explore, so be prepared to spend at least a day here. If you can, do a little advance research using the museum's official English-language website to pre-plan the exhibits you're most interested in visiting.

Highlights include fine examples of paintings and ceramics. The museum also houses the country's vast collection of important works of art made from jade and bronze. English language museum tours are available.

Other important attractions in the vicinity of the Imperial Palace include the famous Tiananmen Square , and the Temple of Heaven . One of the country's most important religious sites,this impressive temple dates back to the 15th century.

Address: 4 Jingshan Front St, Dongcheng, Beijing, China

It was while digging wells on the outskirts of Xi'an in the 1970s that farmers stumbled across what was to be China's most important archeological find: the Terracotta Army.

Distributed over three large underground pits and built to guard the First Emperor's tomb, the find included more than 8,000 life-size warriors, some 520 horses, and more than 100 chariots, along with numerous other non-military characters dating from around 280 BC. Although some were severely damaged due to the passing of time, many of the statues unearthed have been painstakingly re-assembled and stand as a testament to the importance bestowed upon the emperor and the afterlife.

This remarkable find is part of Emperor Qin Shi Huang's Mausoleum Site Park and is one of China's most important tourist destinations. It offers the unforgettable experience of standing in front of this assembly of soldiers and horses as if inspecting a centuries-old parade. English-language guided tours are available.

Address: Lintong District, Xi'an, Shaanxi, China

An easy 15-kilometer commute from Beijing, the sumptuous Imperial Summer Palace (Yíhé Yuán) is set amid more than 700 acres of beautiful parkland and is one of China's most visited attractions. While the palace itself was built in 1153, its large lake was added in the 14th century to enhance the Imperial Gardens .

Highlights include the magnificent Hall of Benevolence and Longevity (Renshou Dian), with its throne; and the beautiful Great Theatre, a private three-story structure built in 1891 to satisfy the imperial family's love of opera. This historic venue is still used for performances of traditional Chinese plays and musical events and is worth a visit for a performance or show.

Other highlights include the Hall of Happiness and Longevity (Le Shou Tang Hall) with its lovely gardens and courtyards, as well as many miles of picturesque pathways and walking trails.

If time allows, try to also take in the ruins of the Old Summer Palace in Yuanmingyuan Park. Said to have once been one of the country's most elaborate and architecturally attractive palaces, this once impressive structure was destroyed by colonial forces in the mid-1800s.

Address: 19 Xinjiangongmen Rd, Haidian District, China

The town of Guilin in the northeast corner of Guangxi boasts some of China's most beautiful countryside. It's famous for the Li River which meanders through the town and surrounding karst mountains.

While for hundreds of years this unique scenery has attracted poets and artists and has been the subject of countless fairy tales and legends, these days, it's popular with tourists from around the world wanting to see this natural splendor up close.

The best way to enjoy the area is to take a cruise along the Li River . The most popular stretch is from Guilin to Yangshuo, where the river winds peacefully through some 80 kilometers of remarkable rock formations and caves with romantic names such as the Mount of Unique Beauty , Elephant Trunk Hill, and Reed Flute Cave .

You can choose from a tourist cruise ship to small bamboo punts, and depending upon the type of boat used, trips can take anywhere from a few hours to multiple days.

No visit to China would be complete without at least one panda experience. While the country's top zoos boast many fine specimens of these fascinating creatures, the best place to see them in a close approximation to their natural habitat is at the excellent Research Base of Giant Panda Breeding in Chengdu in the province of Sichuan.

Here, you'll have the chance to watch as many as 80 pandas go about their daily routines, from foraging to playing in the facility's large park-like setting. In addition to viewing these splendid animals up close, you'll learn a great deal about them from the many permanent exhibits and displays detailing ongoing conservation efforts to safeguard their future.

If possible, try to time your visit for the morning feeding sessions. Not only are the pandas at their most active, it's also when you'll get some memorable photos. Better still, sign up for one of the unique experiential volunteer programs that will have you involved in the feeding and care of these cuddly creatures - and possibly even holding a baby panda. English language tours are available.

Address: 1375 Xiongmao Ave, Chenghua District, Chengdu, Sichuan, China

• Read More: Top Tourist Attractions in Chengdu & Easy Day Trips

Known in China as Chang Jiang ("Long River"), the mighty Yangtze River extends more than 6,000 kilometers, making it the longest and most important river in China. It also has the distinction of being the third longest in the world after the Amazon and the Nile.

Flowing from Tibet in the west to Shanghai in the east through eight provinces, the Yangtze has, for more than 2,000 years, been China's major transportation route as some 2,700 kilometers are navigable. Its vast catchment area, with its 700 tributaries, covers about one-fifth of the total area of the country and encompasses a quarter of the country's agricultural land.

While its immense length ensures the river can be visited at numerous points in China, by far the most popular for tourists is the beautiful Three Gorges. Named Qutang, Wu, and Xiling, they cover a 200-kilometer stretch between the towns of Fengjie and Yichang. In places a mix of raging torrents and dangerous shallows, here the river winds its way through the gorges and their rugged cliffs and high mountain peaks in a stretch of scenery as dramatic as the Grand Canyon.

Numerous sightseeing options are available, from luxurious riverboat cruises focusing on the region's many historical attractions and places of scenic beauty to challenging adventure tours along the most dramatic sections of the river.

Considered one of the world's most important historic gardens and designated a UNESCO World Heritage Site, the Classical Gardens of Suzhou should rank highly on your China travel itinerary. Located in the historic city of Suzhou in Jiangsu province, these magnificent gardens were established in the 11th century, at a time when the city was experiencing unprecedented growth, and were among some 270 or more gardens planted here.

Of the surviving restored gardens, the most famous is the delightful Garden of Lingering . This seven-acre garden was laid out in 1800 on the site of a park originally created during the Ming Dynasty. One of the most famous garden complexes in China, it boasts a pool, several attractive buildings, a man-made hill, a grove of peach trees, and a lovely covered pathway on the walls of which hang more than three hundred stone tablets engraved with old Chinese characters.

Also worth visiting is the Garden of the Cang Lang Ting Pavilion . This two-acre garden offers many unique features, including a double arcade connecting the inner and outer sections.

Address: 178 Dongbei St, Gusu District, Suzhou, Jiangsu, China

Another of China's most recognizable historic structures is the magnificent Potala Palace in the town of Lhasa, Tibet. Constructed as a fortress and residence for the Dalai Lama, it was for centuries a center of political and religious power and contains many of the religion's most important treasures.

The first of the two Potala Palaces, the Red Palace , was built in the 17th century and contains the complex's most important shrines. These are found in the Enthronement Hall, the walls of which are covered with murals depicting scenes from the lives of the Dalai Lamas and the Tibetan kings. Other highlights of the Red Palace are its many vast halls devoted to the religion's teachings and the elaborate tombs, known as "stupas," of a number of Dalai Lamas.

The equally impressive White Palace was completed in 1648 and includes the sleeping quarters, studies, and reception rooms, most untouched since 1959 when the Dalai Lama fled Tibet. While in Lhasa, be sure to visit the superb Jewel Gardens . Part of the Dalai Lama's summer residence, these 90-acre gardens were first started in the 1840s and encompass everything from grand palaces and pavilions to pleasant lakes.

Address: 35 Central Beijing Road, Lhasa, Tibet, China

A remarkable act of smart city planning and preservation can be seen in Shanghai's splendid riverside promenade, the Zhongshan Lu, perhaps better known as the Bund (Wàitan). As you stroll this wide pedestrian zone along the Huangpu Jiang River, you'll almost forget you're bang-smack in the middle of China's largest city (Shanghai's population exceeds 24 million people).

Famous for its European feel, a fact owed to the district's past as the location of the city's International Settlement, the Bund is popular for its 52 preserved English- and French-influenced buildings, many now restaurants, cafés, stores, and art galleries. Representing a variety of influences from Gothic to Renaissance styles including a number of Art Deco buildings, the architecture includes highlights such as the old harbor customs office, with its bell tower, and the majestic Peace Hotel.

For the best views of the Bund, visit the 468-meter Oriental Pearl Tower on the opposite bank of the Huangpu Jiang River. If time allows, be sure to also visit the Yu Garden. Known affectionately as the "Garden of Happiness," this must-see garden can trace its roots back to 1559 when it was laid out. Many of the original structures survive to this day.

Address: Zhongshan East 1st Rd, Wai Tan, Huangpu, Shanghai, China

• Read More: Top Tourist Attractions in Shanghai & Easy Day Trips

Few cities in China can boast quite the same concentration of splendid historic sites and ancient temples as the city of Hangzhou (Hangchow). Capital of Zhejiang province and located at the southernmost end of China's famous Grand Canal , much of this rich collection is gathered around lovely West Lake, a six-kilometer-square stretch of water in the heart of the old city which is surrounded by numerous hills, pagodas, and temples.

Divided into five distinct sections by man-made causeways dating back as far as the 11th century, it's a marvelous area to explore on foot as you cross from one stretch of water to the next, only to be met with another cluster of fine old buildings. It's particularly pleasant in spring when its many peach trees are blossoming.

Part of the fun is lingering on the lake's many fine old bridges, one of the best being the Broken Bridge (Duanqiao) linking the Baidi Causeway with the shore, and exploring Little Paradise Island with its four mini-lakes linked by the zigzagging Bridge of the Nine Arches .

Be sure to hop aboard one of the many tour boats and small pleasure craft available to whisk you around the lake. And if time permits, stick around for the fun musical fountain show held each evening.

• Read More: Top-Rated Tourist Attractions in Hangzhou

In China's mountainous northeastern region is the old city of Shenyang. This important center for trade and culture is home to the Mausoleum of Light (Zhaoling), also known as the Northern Imperial Tomb.

One of northeastern China's most important historic sites, it's included on the UNESCO World Heritage Site's list of Imperial Tombs of the Ming and Qing Dynasties and is noted for its unique architectural style: a combination of traditionally arranged Chinese burial sites and castle-like buildings of the early Qing period.

Buried here in a vast site covering more than 180,000 square meters that took eight years to complete is Emperor Huang Taiji, who reigned from 1626-35. The site is notable for its 'Path of Souls', a laneway lined with stone columns and sculptures of the emperor's favorite horses.

Another important site is the imposing Imperial Palace dating from the early Qing era, the second largest completely preserved palace complex in China after the Imperial Palace in Beijing. The complex served as a residence for the first Qing Emperors and includes several splendid courtyards around which are grouped numerous buildings, including the Hall of Exalted Government (Chongzheng Dian) housing the imperial throne.

Location: Huanggu District, Shenyang, China

" The mountain is a Buddha and the Buddha is a mountain. " So goes the famous Chinese saying, one that's attributed to the spectacular 71-meter-tall Leshan Giant Buddha. And it certainly makes sense as you stand at its feet as the colossal statue towers high above you.

Started in AD 713 by a Buddhist monk and completed 90 years later, this important religious icon is carved entirely from a stone cliff face and is the largest Buddha sculpture in the world. Representing the Buddha Maitreya, the statue is even more dramatic given its location overlooking the river that it was designed to appease which had often proven treacherous for shipping.

Designated a UNESCO World Heritage Site, the Giant Buddha continues to draw huge numbers of pilgrims from across the globe and is widely regarded as one of China's must-visit attractions. Easily accessible from the city of Chengdu , the Leshan Giant Buddha can be reached by a fun ferry trip from the public docks in Leshan. The scenic park in which the Buddha is set is also worth exploring, so be sure to allocate sufficient time to your itinerary.

Address: 2345 Lingyun Rd, Shizhong District, Leshan, Leshan, Sichuan, China

Widely considered one of the world's most dramatic city skylines - as much a result of its having one of the highest concentrations of skyscrapers as it is the presence of the tall hills that frame them - Hong Kong has for decades been the bustling capital of finance and commerce in this part of the Pacific. And it's a cityscape that can be enjoyed from a number of different vantages.

One of the best views is from Victoria Peak on Hong Kong Island, where the skyscrapers frame the city's huge harbor, a special treat after nightfall. Equally stunning is the view from Victoria Harbour itself. Here, you can also take one of Hong Kong's famous ferries. Operated by the Star Ferry company, you can hop aboard and head to various points to wander and explore, such as Kowloon. Or you can simply stay on board and enjoy the views.

If possible, try to time your trip to coincide with the nightly laser extravaganza, a stunning 360-degree laser-light show that uses the harbor's skyscrapers as a magical backdrop. For the best views, try to catch the show from the Kowloon side of Victoria Harbour.

Traveling with family? If so, you'll want to include Hong Kong Disneyland on your travel itinerary. China's first Disney theme park opened in 2005 and while visitors will notice many of the same rides as in the brand's other properties, careful attention was paid to China's cultural heritage. A highlight for fans of Disney's animated movies is the new in 2023 World of Frozen , while 2024 will see the opening of Stark Expo , an area dedicated to the characters of the Marvel universe.

• Read More: Top-Rated Tourist Attractions in Hong Kong

When you first set eyes on Zhangjiajie National Forest Park in Hunan province, it's certainly not difficult to see how filmmaker James Cameron was able to draw inspiration from it.

Cameron's box office hit Avatar , could well have been set in this area of stunning natural beauty, its many unique pillar-like rock formations looking like some incredible alien landscape right out of a sci-fi movie. One of the tallest pillars, standing at an impressive 1,080 meters, has been renamed "Avatar Hallelujah Mountain."

This is one of the lesser-known places to visit in China, but it's well worth the effort to get here. In addition to its many natural wonders, which can best be explored as part of an organized tour, the park boasts a number of new man-made attractions. The first to be built was the Bailong Elevator, aka the "Hundred Dragons Sky Lift." Elevating groups of up to 50 people 326 meters skyward in under two minutes, it's an impressive structure and one that offers dramatic views all the way.

Also notable is the Zhangjiajie Grand Canyon Glass Bridge. Opened in 2016, it's heralded as the world's highest and tallest pedestrian bridge. Standing 300 meters above the ground and extending 430 meters along a spectacular cliff face, it's an attraction that's definitely not recommended for the faint of heart but one of the best things to do if you are looking to add a little adventure to your day.

Location: Wulingyuan District, Zhangjiajie, Hunan, China

More on China

Chinese Demand for U.S. Tourist Visas ‘Nowhere Near’ Pre-Pandemic Levels

Dawit Habtemariam , Skift

May 4th, 2024 at 6:19 PM EDT

It's not a good sign for the U.S. if Chinese tourists — the destination's biggest spending market in 2019 — aren't interested in visas.

Dawit Habtemariam

Chinese tourists aren’t rushing to get a U.S. visitor visa like they did before the pandemic, according to a State Department official speaking Saturday at IPW , a travel trade conference focused on international inbound travel.

“We’ve already seen a tripling of the visa applications in China from last year, but we’re nowhere near where we were before,” said Julie Stufft, deputy assistant secretary for visa services. “We’re still seeing a very, very small portion of what we saw in 2019 from China.”

It’s a big change. “China used to be our biggest visa-issuing post in the world,” she said. “We did more visa [allocations] in China pre-pandemic than anywhere else.”

Millions of Chinese tourist visas come up for renewal next year. U.S. visitor visas last for 10 years before they have to be renewed. Stufft said the State Department is ready for the surge when it comes.

Chinese tourism to the U.S. is below 60% of its pre-pandemic level, said Alex Lasry, deputy assistant secretary for travel and tourism at the International Trade Administration.

Before the pandemic, China was the U.S.’s top tourism market in terms of spend. Chinese tourists spent over $30 billion in 2019, said Brand USA CEO and President Chris Thompson in an interview last year with Skift .

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Tags: asia , china , tourism , U.S. State Department , visa

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The Taliban are working to woo tourists to Afghanistan

Afghans work in the garden of the renovated Darul Aman Palace in Kabul, Afghanistan, Wednesday, April 24, 2024. (AP Photo/Siddiqullah Alizai)

Afghans take selfies at the renovated Darul Aman Palace in Kabul, Afghanistan, Wednesday, April 24, 2024. (AP Photo/Siddiqullah Alizai)

Afghans walk outside Hazara’s Sakhi Shrine in Kabul, Afghanistan, Friday, April 19, 2024. (AP Photo/Siddiqullah Alizai)

A general view of Kabul, Afghanistan, on Tuesday, April 23, 2024. (AP Photo/Siddiqullah Alizai)

An Afghan works in the garden of the renovated Darul Aman Palace in Kabul, Afghanistan, Wednesday, April 24, 2024. (AP Photo/Siddiqullah Alizai)

Taliban fighters take selfies by the tomb of Afghan Kind Nadir Shah in Kabul, Afghanistan, Wednesday, April 24, 2024. (AP Photo/Siddiqullah Alizai)

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KABUL, Afghanistan (AP) — Around 30 men are crammed into a Kabul classroom, part of the debut student cohort at a Taliban-run institute training tourism and hospitality professionals.

It’s a motley crew. One student is a model. Another is 17 and has no job history.

The students vary in age, education level and professional experience. They’re all men — Afghan women are banned from studying beyond sixth grade — and they don’t know anything about tourism or hospitality. But they are all eager to promote a different side of Afghanistan. And the Taliban are happy to help.

Afghanistan’s rulers are pariahs on the global stage, largely because of their restrictions on women and girls . The economy is struggling, infrastructure is poor, and poverty is rife .

And yet, foreigners are visiting the country, encouraged by the sharp drop in violence, increased flight connections with hubs like Dubai , and the bragging rights that come with vacationing in an unusual destination. The numbers aren’t huge — they never were — but there’s a buzz around Afghan tourism.

In 2021, there were 691 foreign tourists. In 2022, that figure rose to 2,300. Last year, there were 7,000.

Mohammad Saeed, the head of the Tourism Directorate in Kabul, said the biggest foreign visitor market is China because of its proximity and large population. Afghanistan also has advantages over some of its neighbors.

“They’ve told me they don’t want to go to Pakistan because it’s dangerous and they get attacked . The Japanese have said this to me also,” Saeed said. “This is good for us.”

But there are disadvantages, too.

Visas are difficult and expensive to access. Many countries severed ties with Afghanistan after the Taliban returned to power , and no country recognizes them as the legitimate rulers of the country.

Afghan embassies either closed or suspended their operations. There’s an ongoing power struggle between Afghanistan’s embassies and consulates staffed by people from the former Western-backed administration, and those under the Taliban administration’s full control .

Saeed concedes there are obstacles for Afghan tourism to develop but said he was working with ministries to overcome them.

His ultimate aim is to have a visa on arrival for tourists, but that could be years away. There are problems with the road network, which is half-paved or non-existent in some parts of the country, and airlines largely avoid Afghan airspace .

The capital Kabul has the most international flights, but no Afghan airport has direct routes with major tourist markets like China, Europe, or India.

Despite the challenges, Saeed wants Afghanistan to become a tourism powerhouse, an ambition that appears to be backed by the Taliban’s top leaders.

“I have been sent to this department on the instructions of the elders (ministers). They must trust me because they’ve sent me to this important place.”

The students also have aspirations. The model, Ahmed Massoud Talash, wants to learn about Afghanistan’s picturesque spots for Instagram posts and its history for media appearances.

Business school graduate Samir Ahmadzai wants to open a hotel but thinks he should know more about tourism and hospitality first.

“They hear that Afghanistan is backwards, poverty and all about war,” said Ahmadzai. “We have 5,000 years of history. There should be a new page of Afghanistan.”

Classes include Afghan handicrafts and anthropology basics.

An unofficial subject is how to interact with foreign women and how their behavior or habits could clash with local customs and edicts. Examples might be women smoking or eating in public, to mixing freely with men who are not related to them by blood or marriage.

The Taliban have imposed a dress code for women and requirements for them to have a male guardian, or mahram, when they travel. Dining alone, traveling alone, and socializing with other women in public have become harder. With gyms closed to women and beauty salons banned , there are fewer places where they can meet outside the home.

In a sign that the country is preparing for more overseas visitors, the country’s only five-star hotel, the Serena, has reopened its women’s spa and salon for foreign females after a monthslong closure.

Foreigners must show their passport to access services. Women with “born in Afghanistan” on their ID are barred.

The restrictions on Afghan women and girls weigh on overseas travel companies, who say they try to focus on the positive aspect of cultural interactions by making donations, supporting local projects or only visiting family-run businesses.

Shane Horan, the founder of Rocky Road Travel, said visiting Afghanistan should not be seen as an endorsement of any particular government or political regime.

“Ultimately, the goal should be to support responsible tourism practices that contribute positively to the local economy and foster mutual respect and understanding, while also remaining cognizant of the broader political context in Afghanistan.”

He said there was no input from authorities about what tour groups saw or did, and that the company worked closely with a women’s rights organization in Afghanistan. A percentage of the tour cost went into supporting this organization’s programs, Horan added.

There are no women at the Institute of Tourism & Hotel Management. The students don’t mention it. But an official at the Tourism Directorate does.

“It’s a heartbreaking situation,” said the official, who wished to remain anonymous for fear of reprisals. “Even female family members ask if they can study here. But there was a change in policy with the change in government. The women who were studying before (the takeover) never came back. They never graduated.”

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• Number of visitors to the U.S. from China 2005-2025

Tourism in the United States

Outbound tourism from china, number of tourist arrivals in the united states from china from 2005 to 2022 with forecasts until 2025 (in millions).

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February 2023

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