More Americans choose China as destination amid travel rebound

As global travel rebounds, China is gradually recovering as one of the top destinations for US tourists.

"China is ready for your courage," said Ma Yunfei, director of the China National Tourist Office in New York, when addressing travel industry professionals at the 2025 United States Tour Operators Association Annual Conference & Marketplace in National Harbor, Maryland. The conference's theme, "Courage", underscored the push for renewed international travel.

China welcomed 132 million foreign visits in 2024, with nearly $94.2 billion in tourism spending, recovering to nearly 97 percent of pre-COVID-19 levels, according to the Ministry of Culture and Tourism.

Visa-free transit policy

To encourage international visitors, China has expanded its visa-free policy coverage, upgraded digital payment systems and strengthened partnerships among local travel agencies, urging them to "not just sell trips, but co-create experiences", Ma said.

Citizens of 55 countries, including the US, may transit through China using the 240-hour visa-free transit policy if they hold valid international travel documents and tickets with confirmed dates and seats to a third country or region. They may enter China through designated open ports across more than 20 provincial-level regions and cities — such as Beijing and Shanghai — and stay in designated areas for up to 10 days.

Chen Chunmei, minister-counselor for cultural and tourism affairs at the Chinese embassy in the US, said: "Tourism between China and the US has gradually recovered from the impact of the pandemic and geopolitical challenges. There is huge potential for tourism cooperation between our two great countries."

Chen said China continues to adjust flight and visa procedures to make it more convenient for overseas travelers to visit the country.

"US travelers are increasingly recognizing that this is a unique opportunity — an experience of a lifetime, and China is on that list," said Terry Dale, president and CEO of the USTOA. "So I think ... there is still strong optimism about China welcoming US travelers."

Deeper significance

For many in the industry, the deeper significance of tourism goes beyond economics. The "strength" of travel is building people-to-people connections, Dale said. "We recognize China as a growing market. It's our job to make it happen."

In addition to Chinese civilization and traditional cultural landscapes, contemporary attractions — ranging from cutting-edge technology events like the World Robot Contest to iconic experiences such as the Harbin Ice and Snow World — are also attracting foreign visitors.

Tour operators say they are already seeing a measurable recovery in interest in traveling to China.

Alison Atkinson, commercial director of Avanti Destinations, said, "We've been really reselling (China trips) for one year, so we're starting to see more bookings coming in."

Beijing and Shanghai remain top choices, though travelers are increasingly drawn to local, authentic cultural experiences, Atkinson said.

Educational travel is also regaining momentum. An increasing number of young travelers have been traveling to China in recent years.

"What you are seeing is a continued resurgence of interest in Asia overall," Brian Hoyt, vice-president of communications and industry relations at EF World Journeys, told China Daily. "China represents a massive opportunity for more North Americans."

Hoyt noted that his agency, which has run international education programs for decades, focuses on giving participants the experience of "learning about the destination". Meanwhile, visitors are not only looking to travel around the country, but also for an in-depth experience that immerses them in the destination.

"Some of these pro-tourism policies that have been developed in recent history are opening the door again for more and more Americans — for students all the way up to adults — who want to learn more about Chinese culture. You want to learn what it's like to live like a local in China," he said.