China, the world’s second-largest economy, has taken a major step to boost tourism and its global appeal by extending visa-free entry to citizens from 74 countries. The move, part of an ongoing effort to revive inbound travel and enhance soft power, allows visitors from eligible nations to stay in China for up to 30 days without a visa.
This dramatic shift has already shown impact. In 2024, over 20 million foreign visitors entered China without a visa, more than double the previous year and accounting for nearly a third of all arrivals, according to the National Immigration Administration.
Among the newly eligible are nearly all European countries, as well as nations in Latin America, Asia, and the Middle East. The list will expand to 75 on July 16 with the inclusion of Azerbaijan. Notably, most are on a one-year trial basis. Meanwhile, African nations and several major Western countries, including the U.S., Canada, and the U.K., remain excluded from the 30-day program, though some qualify for limited 10-day transit stays.
For travelers, the convenience is significant. “It was a hassle to apply for visas,” said Øystein Sporsheim, a tourist from Norway. Now, his family can avoid embassy visits altogether. Tour companies are feeling the surge. Jenny Zhao, managing director at WildChina, said bookings have risen by 50% from pre-pandemic levels. “We’re quite optimistic,” she noted, citing strong interest from Europe and the U.S.
Gao Jun, a Beijing-based guide with over two decades of experience, said demand has been so high he started training new English-speaking guides. “I just can’t handle them all on my own,” he shared.
After fully reopening in 2023, China saw 13.8 million foreign visitors, still far below 2019’s 31.9 million. However, the expanding visa-free policy appears to be reversing that trend. Data from Trip.com shows air, hotel, and tour bookings to China doubled in early 2025, with 75% of users coming from visa-exempt countries.
As China repositions itself as a more accessible destination, the tourism sector is hopeful that these relaxed rules will become permanent.
