Minister of Culture and Tourism Sun Yeli stated at a news conference on people's livelihood during the fourth session of the 14th National People's Congress that China is ramping up efforts to promote the integration of culture and tourism, sharing its landscapes, culture, history, and modern life with global visitors. In 2025, inbound tourist trips exceeded 150 million, up more than 17 percent year-on-year, while spending surpassed $130 billion, an increase of over 40 percent. Authorities will continue improving the full inbound tourism chain to make travel to China easier.
At a news conference on Saturday during the fourth session of the 14th National People's Congress, Sun Yeli, Minister of Culture and Tourism, said China is stepping up efforts to promote the integration of culture and tourism and share its landscapes, culture, history, and modern life with visitors worldwide. The measures aim to strengthen global campaigns like "Travel in China", "Shopping in China", and "Services in China". In recent years, China has introduced policies to boost inbound tourism. In 2025, inbound trips exceeded 150 million, up over 17 percent year-on-year, with spending surpassing $130 billion, more than 40 percent higher. Over 30 million foreign visitors entered under visa-free policies last year.
"Taking a spontaneous trip to China has now become a real possibility," Sun said. Authorities have improved payment services for overseas visitors by linking international bank cards to mobile payment platforms, expanding point-of-sale terminals, and increasing currency exchange services. Among visitors from countries such as Kazakhstan and Malaysia, more than 80 percent use mobile payments. Last year, mobile payment transactions by inbound tourists reached about 80 billion yuan ($11.6 billion).
Tax refund services are more convenient, with additional points and instant refunds at some stores. This has widened purchases to include electronics like smartphones, drones, and virtual-reality devices, as well as cultural and creative goods.
Sun noted that stronger promotion has helped overseas visitors gain a deeper understanding of China, with experiencing the Chinese lifestyle becoming popular. China is also promoting deeper culture-tourism integration. In 2025, domestic trips topped 6.5 billion, up over 16 percent, with spending at 6.3 trillion yuan, a 9.5 percent rise.
Tourism is increasingly linked to sectors like sports, commerce, agriculture, and industry, with new technologies developing innovative products. "Tourism today is no longer only about visiting scenic spots. More and more travelers want to experience the local life and take part in cultural activities," he said.
The ministry will encourage travel programs tied to performances, intangible cultural heritage, and sporting events, while supporting new models combining tourism with other industries. On March 5, Premier Li Qiang's Government Work Report stressed further high-standard opening up, including better facilitation for foreign visitors.
