China has taken a major step toward reviving its tourism industry and strengthening international engagement by extending visa-free entry to citizens of 74 countries, allowing them to stay for up to 30 days without a visa. This aggressive policy shift marks the most extensive expansion of visa-free travel in the nation’s history and is seen as a strategic effort to boost tourism, stimulate economic activity, and enhance soft power globally.
Following years of pandemic-related restrictions that severely hampered inbound travel, China’s tourism numbers are now rebounding. In 2024, over 20 million travelers entered China without a visa—more than double the previous year’s figure and nearly a third of all foreign arrivals.
For many prospective travelers, the streamlined process is a welcome relief. Eliminating the need for time-consuming and often costly visa applications has opened the door for spontaneous tourism, particularly from Europe, where most countries are now covered under the new rules. The move is already having tangible effects: bookings for flights, hotels, and tours have surged, and travel companies are bracing for a flood of summer visitors.
Tour guides across China report being overwhelmed. Gao Jun, an English-speaking tour guide with over two decades of experience, said he can no longer keep up with demand. “I’m practically overwhelmed with tours and struggling to keep up,” he said. Gao has even launched a new training program to help prepare a fresh wave of guides to cater to the influx of international tourists.
The new visa-free policy is being implemented in phases. Starting with just six countries in late 2023, the list has quickly grown to include almost all of Europe, several Latin American nations, and countries in the Middle East. On July 16, the policy will be extended to Azerbaijan, bringing the total to 75 countries. Around two-thirds of these arrangements are currently on a one-year trial basis, with long-term decisions to follow based on performance and bilateral ties.
Not all countries, however, are included. Notably absent are major economies such as the United States, Canada, the United Kingdom, and Sweden. In some cases, geopolitical tensions appear to have played a role. Sweden, for example, has seen deteriorating relations with China since the imprisonment of Swedish publisher Gui Minhai, who was sentenced to ten years in prison in 2020 after disappearing from Thailand in 2015.
For countries not on the 30-day visa-free list, China still offers a 10-day transit policy. Travelers from 10 countries—including the U.S., U.K., and Russia—can enter China without a visa if transiting to a third country, provided they enter through one of 60 designated ports. However, this policy is more restrictive and less convenient for tourists planning extended visits.
The private sector has welcomed the changes. Jenny Zhao, managing director of a travel agency specializing in upscale international tours, said business has rebounded strongly. “The new visa policies are 100% beneficial to us,” Zhao noted, citing a 50% increase in business compared to pre-pandemic levels. European clients now make up as much as 20% of their customer base, up from less than 5% in 2019.
Online travel agencies also report soaring interest. One major platform noted that bookings for travel to China have doubled in early 2025 compared to the same period last year, with three-quarters of new travelers coming from visa-free countries.
