"Chinese Tourism" Continues to Win Over the World (First-Hand Report)

(Original Title: Participants at the 2026 Berlin International Tourism Fair Optimistic About China’s Tourism Market Vitality — “Travel in China” Continues to “Win Over” the World (First Hand))

“China’s rich history, culture, and stunning natural scenery attract more and more European tourists. In recent years, the number of German visitors to China has steadily increased, thanks to good bilateral cooperation and China’s ongoing improvements in entry policies.” Recently, at the 60th anniversary Berlin International Tourism Fair, Arbin Lloyd, President of the German Tourism Association, stated that China has abundant and diverse tourism resources. “Travel in China” continues to “win over” the world. “Germany looks forward to deepening cultural and tourism cooperation with China, allowing more German tourists to experience China’s diverse cultural and tourism魅力.”

This year, representatives from China’s Ministry of Culture and Tourism, including tourism departments and enterprises from Beijing, Shanghai, Zhejiang, Hainan, Guangdong, and others, as well as airlines and mobile communication companies, participated in the 2026 Berlin International Tourism Fair. The “Hello! China” exhibition showcased China’s rich and diverse tourism resources and unique travel products, attracting numerous business visitors and visitors from around the world for consultation and interaction.

“Sanya is as dazzling as a shining pearl.” At the Hainan booth, Simon Braithwaite, Global Partner of the renowned travel guide series “Lonely Planet,” highly praised Sanya’s tourism. Sanya Tourism Development Bureau signed a strategic cooperation memorandum with “Lonely Planet,” focusing on “content co-creation” and “global dissemination.” Through the professional perspective of an internationally authoritative travel IP, Sanya is included in the global travel knowledge graph, highlighting the city’s coastal lifestyle and sustainable development narratives.

The Guangdong booth showcased Lingnan lifestyle features through Gongfu tea art. Guangdong promoted themed travel routes such as wellness resorts, cultural experiences, and high-tech innovations. Tourism companies from Guangzhou, Shenzhen, and other cities reached cooperation intentions with several European travel agencies, with a targeted cooperation amount of 120 million RMB.

Zhejiang Culture and Tourism presented “Poetry and Painting Zhejiang,” creatively integrating the totem of Liangzhu jade cong, the flowing lines of the Grand Canal, and the shimmering light and shadow of West Lake, attracting many business negotiations. Its globally debut “Hi Travel Zhejiang” one-stop inbound tourism service platform, based on AI large models, launched a travel service code, enabling international tourists to easily clear customs, pay, and claim tax refunds, achieving “smooth travel upon arrival.”

With China continuously optimizing visa exemption policies and easing entry conditions, more foreigners are choosing China as a destination for culture, tourism, and business, with cross-border payment demands growing. The Bank of China Frankfurt branch displayed a poster promoting UnionPay JinXiu China Card, allowing foreign cardholders visiting China to easily integrate into the widespread mobile payment ecosystem.

“A few years ago, a visa to China cost 160 euros; now, with 30-day visa-free treatment, traveling to China has become much more convenient.” François, founder of the French travel promotion company AIDEO, said, “Travel in China is becoming increasingly popular in France, thanks to friendly policies. China’s vast territory, rich natural landscapes, and cultural diversity allow international visitors to experience big cities like Beijing, Shanghai, Chongqing, or explore vast natural areas in Xinjiang and Inner Mongolia. The current policy dividends are accelerating into tourism market vitality, and it is foreseeable that China’s tourism market will continue to rise.”

“China’s urban development and transportation infrastructure, as well as digitalization levels, are among the best in the world, making ‘spontaneous’ travel easy and convenient.” Jakub Ház, Market Manager of the Timișoara Tourism Bureau in Romania, said, “If you want to understand the world, you must see China. China’s appeal to European tourists also lies in its warmth and friendliness. China is modernized but retains simple, natural human interactions. Whether in cities or rural areas, as long as international tourists learn basic Chinese, locals will warmly interact, making us feel like we are in our own country.”

As the Chief Technology Officer of the Italian hotel group “Aries,” Ascanio plans to visit China for two weeks this summer, with destinations including Beijing, Xi’an, Chongqing, Hong Kong, and Macau. “I am very interested in different Chinese cities and cultural customs. By understanding local customs deeply, I can better grasp the interests and needs of Chinese tourists visiting Europe.”

“Traveling in China is becoming more attractive, and exploring China is a wonderful experience.” Sarah Wilson, a German member of the Berlin Cultural and Social Cohesion Council who has visited China multiple times, said, “The Chinese exhibition showcased many regional特色旅游资源, with many highlights, providing a platform for face-to-face exchanges. I look forward to further strengthening mutual understanding and cooperation.”

The recently released “World Tourism Economic Trends Report (2026)” shows that in 2025, global tourism reached 15.9 billion trips, a 6.6% increase year-on-year. China played an important leading role in the global tourism recovery process. Wu Meiqing, Director of External Relations at the World Tourism Cities Federation, predicted that China’s total tourism revenue would grow by 8.5% in 2026, maintaining second place worldwide. The latest “Global Tourism Monitoring” report by IPK International, released at the fair, indicates that China’s tourism industry has officially shifted from the “recovery period” to the “strong growth period.” Industry experts generally predict that China’s total tourism revenue growth in 2026 will significantly surpass the global average. China will remain the world’s second-largest tourism economy and a key driver of global tourism growth.

“As a major source and destination country, China plays a crucial role in the global tourism recovery,” emphasized Zheng Hao, Vice Chairman and Secretary-General of the World Tourism Alliance. “In 2025, China’s inbound and outbound trips reached 697 million, a record high, with foreign arrivals and departures increasing by 26.4% year-on-year. The World Tourism Alliance hopes to leverage its platform to promote exchanges and cooperation between China and European tourism organizations, facilitate resource sharing and integrated development, and jointly promote stability and prosperity in global tourism.”

(People’s Daily Berlin, March 11 — Report by Intern Zhao Hongsheng)