Several regions in China, including Chongqing and Guizhou Province, have rolled out various incentive policies to attract more international visitors. Some programs offer larger rewards for travelers coming from emerging markets.
The Chongqing Municipal Bureau of Culture and Tourism recently announced that qualifying travel agencies can earn rewards of up to CNY100 (approximately USD15) for each international tourist they bring to the city. Agencies that attract 1,000 or more visitors this year, while satisfying stay duration requirements, will qualify for subsidies of CNY30 (around USD4.50) per traveler.
Chongqing also plans to double the incentives for tourists arriving from countries and regions that hosted fewer than 50,000 visitors last year, with an upper limit of CNY150,000 (around USD22,200) per agency.
During the first half of this year, China welcomed over 22.91 million foreign visitors, reflecting a 20 percent increase compared to the same period last year. Visa-free travelers made up 78 percent of the total arrivals, according to data from the National Immigration Administration.
Travel patterns are shifting towards smaller tour groups, increased demand for personalized itineraries, and a younger traveler demographic, noted the head of a tourism company focused on such travel experiences. The number of visitors from Russia, Central Asia, Africa, and other emerging markets also continues to grow, they added.
In April, Guizhou Province launched a tiered cash reward system based on the number of overseas visitors who stay overnight. Travel agencies can earn up to CNY70 (about USD10.50) per tourist without a cap on total guests. Additionally, group tours organized from abroad can receive rewards of up to CNY80 (around USD12) per person, depending on factors such as size, itinerary, and project category.
Shandong Province extended the validity of its incentive program, which rewards visitors staying in the province for at least two nights, from one year to three years. The policy includes daily subsidies of up to CNY12 (roughly USD1.80) per person for visitors from nearby areas and up to CNY20 (approximately USD3) for those from farther regions.
Other provinces and regions, including Hunan, Yunnan, Hainan, Henan, Sichuan, Fujian, Anhui, and Inner Mongolia Autonomous Region, have also introduced similar initiatives.
With domestic tourism reaching a growth plateau, attracting international travelers has become a critical strategy for regions aiming to突破 that stagnation, said an industry expert. The rise in foreign visitors has been supported by China’s visa-free policies, the Belt and Road Initiative, economic growth, expanding foreign trade, an active overseas study market, social stability, and consistent pricing, he explained.
Furthermore, local government incentives and support programs have played a key role in stimulating international travel, the expert added.
China hosted 154.5 million inbound travelers last year, marking a 17 percent increase from the previous year. The total expenditure by these visitors surged 39 percent to USD131.1 billion, according to official statistics. China’s 15th Five-Year Plan aims to boost inbound arrivals to 190 million by 2030.