Experience optimized Chinese inbound tourism services

Experience optimized Chinese inbound tourism services

China’s inbound tourism market is booming, with more and more international travelers enjoying the “China travel” experience. A recent Trip.com Group report on inbound travel shows that China is becoming one of the world’s top travel destinations, receiving high marks from foreign visitors for its hospitality, infrastructure, safety, and overall travel convenience.

✈️ Travel Made Easier

Many visitors highlight the smooth experience. “Traveling in China has been excellent. The generous visa-free transit policy allowed me to comfortably explore multiple attractions and shopping centers across Guangdong, extending my trip in depth. The ‘instant tax refund on purchase’ policy was incredible — I bought electronics and received my cash refund right at the mall in just five minutes.”

Interest in traveling to China continues to grow. From early 2024 through the first quarter of 2025, flight and hotel bookings by international visitors have doubled year-over-year, while bookings for local tours and activities have tripled. Over 10,000 Chinese attractions now offer online ticketing, and nearly 900 multilingual ticketing kiosks supporting various international payment methods have been installed at 115 popular sites like the Great Wall at Badaling and the Terracotta Army. Additionally, more than 10,000 half-day and full-day tour products — such as the Forbidden City half-day tour, Mutianyu Great Wall day trip, and Jade Dragon Snow Mountain tour in Lijiang — are highly popular among visitors.

👍 What International Travelers Are Saying

The report notes that foreign visitors generally have a very positive impression of travel in China, which centers around three key aspects:

1. Hospitality and Safety
   China is widely regarded as one of the world’s most welcoming and safe destinations. Families and solo female travelers, in particular, often mention feeling secure and well taken care of, thanks to the country’s advanced technology and orderly social environment.
2. Modern Infrastructure and Efficient Transport
   Visitors from Japan, South Korea, Europe, and the United States frequently praise China’s high-speed rail, clean metro systems, modern airports, and public facilities. The cleanliness of cities and the efficiency of public transportation leave a strong, positive impression.
3. Convenience Through Digital Tools
   The widespread use of Alipay and WeChat Pay — especially features like payment translation — along with smart services at attractions and restaurants, has significantly reduced language barriers and made traveling in China smoother and more convenient than many visitors expected.

🌍 Richer Travel Experiences

Hotels play a vital role in tourism. Managers from hotels in Beijing, Guangzhou, Shenzhen, Chengdu, and other cities report a significant increase in foreign guests this year, particularly from South Korea, Malaysia, Japan, Thailand, and Singapore. “In July, bookings from international travelers made up over 50% of our total,” said the general manager of a four-star hotel in Shanghai.

To better serve these guests, many hotels are upgrading their services and using technology to improve both capacity and the guest experience. “We receive multilingual booking inquiries daily. It used to be handled manually, which was inefficient and costly. Now, technology helps us break the language barrier,” shared one hotel operator. For instance, after Shanghai Treasure Hotel implemented Trip.com‘s AI-powered multilingual customer service system, the average handling time for international inquiries dropped from half a day to just 30 minutes. In the first half of this year, international bookings at this hotel rose to 75% of its total.

The inbound tourism report concludes that China’s hotel industry is welcoming global visitors with a more open and professional approach. From AI-powered services and optimized multilingual displays online and offline to cultural experiences and attentive concierge services, the sector is shaping a more friendly, convenient, and internationally-minded accommodation environment for all travelers.

🛎️ Service Gets More Refined

China possesses world-class tourism resources and is gaining strong interest from travelers worldwide, firmly establishing itself as a top global destination. Research reports indicate that foreign visitors widely approve of traveling in China. At the same time, some international guests have expressed hopes for further refinement in service details. These include simplifying payment verification processes, increasing the availability of multilingual staff and signage at airports and tourist attractions, offering in-app translation features within ride-hailing services, and having restaurants provide English menus with pictures of the dishes.

To ensure more foreign tourists can “arrive easily, enjoy fully, stay longer, and wish to return,” continuous optimization of service details is essential. The inbound tourism report suggests improvements in several key areas:

• Enhancing Payment Convenience: Streamlining the process for linking international bank cards and expanding the acceptance of major international credit cards.
• Optimizing Digital Services: Encouraging ride-hailing platforms to develop multilingual interfaces and integrate real-time translation functions.
• Promoting “Traveler-Friendly Restaurant” Initiatives: Encouraging restaurants to provide English menus with photos, clearly label allergens, and offer multilingual training for staff.
• Strengthening International Promotion and Service Integration: Boosting China’s travel image through overseas social media and OTA platforms, while providing practical tools like a “Practical Guide to Traveling in China” for visitors.

These steps aim to create a more welcoming, convenient, and memorable experience for every international guest exploring China.