The Ministry of Culture and Tourism of China has published a five-year plan to accelerate the transformation of the country into a tourist power, with the aim of increasing the number of foreign tourists visiting the country to 190 million by 2030 and achieve total spending exceeding 150 billion dollars, the ministry reported on Wednesday.
This figure would be a significant increase compared to current levels. In 2025, China recorded 154.5 million arrivals of foreign tourists, which represents a year-on-year growth of 17.1%, while the expenditure derived from this tourism reached 131.1 billion dollars, an increase of 39.2% compared to the previous year, according to official data.
The ministry said that the plan seeks to further consolidate the status of tourism as a pillar industry by 2030, reinforcing its role in stimulating domestic demand, promoting employment and boosting the market. The contribution of the added value of tourism and its related sectors to the Gross Domestic Product (GDP) has experienced constant growth.
One of the favorite places for international tourists to visit in the country is the Great Wall of China, one of the New 7 Wonders of the World, has more than 21,000 kilometers of travel, and is a fortification built between the 5th century BC and the 16th century, with the aim of protecting the northern border of the empire.
Plan in progress
According to the plan, China will continuously optimize visa exemption policies and progressively expand the list of beneficiary countries of this measure. It also plans to open new international air routes and special tourist train services, while increasing the frequency of flights and transport capacity.
In addition, the ministry will intensify the training of foreign-language tour guides and encourage the widespread use of intelligent translation equipment. It will promote the tradition of Chinese hospitality, exhibit the distinctive cultural features of tourism in the country and develop the renowned brand “China Service”.
“Through these measures, the ministry will make specific efforts in areas such as policy facilitation, transport accessibility and service improvement. These actions are a clear demonstration of China’s commitment to greater openness, helping to strengthen the confidence of international tourists and consolidate the country’s position as a world-class tourist destination,” said Li Chang’an, an economist at the University of International Business and Economics, on Wednesday.
Li pointed out that when foreign tourists experience firsthand the culture, history and modern achievements of China, the country’s international image and cultural influence are improved, thus boosting its development as a tourist power. According to the plan, by 2030 it is expected that the number of domestic tourism trips will reach 8.3 billion and that total spending in this sector will reach 7.7 billion yuan, further highlighting the inclusive nature of tourism.
The ministry will enrich the high-quality tourist offer and adapt to the needs of various tourist groups by launching personalized and customized tourist products and routes. For example, it will focus on health and well-being, emotional accompaniment and social needs based on the interests of the elderly, developing thematic products such as wellness tourism and nostalgic journeys.
In order to unleash consumer potential, the ministry proposes to ensure that companies offer paid annual leave to their employees and encourage flexible and staggered vacations. It also supports regions that meet the necessary conditions to promote breaks in spring and autumn for primary and secondary schools.
Li noted that these initiatives are highly integrated and targeted, focusing on both supply innovation and demand guidance. “The policies will further stimulate the public’s enthusiasm for travel, while promoting improved quality and efficiency in the tourism industry, thus increasing its overall competitiveness.”
In another recent initiative, the ministry launched on Wednesday the national summer cultural and tourist consumption season of 2026 in Qinghai province, northwest China. The consumption season will extend from the beginning of July to the end of August; during this period, various regions will organize more than 30,000 cultural and tourist consumption events and will issue more than 450 million yuan in consumption vouchers and other subsidies.
Li said that the tourism industry is an important pillar in China’s economic transformation and high-quality development, especially standing out for its ability to expand domestic demand and promote the modernization of the services sector.
A report published by the World Travel and Tourism Council (WTTC) predicts that China’s tourism industry will grow by 5.3% in 2026, with an average annual growth rate of 6.5% over the next decade. It is expected that, by 2036, the size of the sector will almost double, reaching 3.5 trillion dollars.
In a recent interview, Gloria Guevara, president and executive director of the WTTC, stated that, if current trends are maintained, the accelerated expansion of the Chinese tourism sector will place the country in a solid position to become the world’s leading travel and tourism economy.
“The combination of culture, history, gastronomy, excellent infrastructure and ease of travel within the country will drive a significant increase in international travelers from around the world,” he said.