Kuala lumpur: China Global Television Network Corporation (CGTN) reported that China's inbound tourism is gaining momentum this summer as international travellers seek cooler destinations amid extreme heat in parts of Europe, supported by expanded visa facilitation measures and improved travel services.
According to BERNAMA News Agency, China recorded more than 22.91 million inbound visits in the first half of 2026, up 20.4 per cent year-on-year, with provinces such as Yunnan, Guizhou, and Hunan emerging as popular summer destinations.
In a statement, CGTN said that Liupanshui City in southwest China's Guizhou Province, known as China's "cool city," has become a popular destination for foreign visitors due to its mild climate, green landscapes, and natural scenery.
Meanwhile, Zhangjiajie in Hunan Province has benefited from China's 240-hour visa-free transit policy and improved transport links. Family visits to the Zhangjiajie Grand Canyon Scenic Area have surged since July, with inbound tourists accounting for more than half of daily visitors.
CGTN also reported rising interest in Qinhuangdao, a coastal city in Hebei Province, where inbound visits increased 50 per cent year-on-year in the first half of 2026 to 43,000, while the average stay of overseas tourists doubled to 15 days.
European travellers have been a key driver of the growth, accounting for nearly 30 per cent of China's top 20 inbound source markets this summer. Travel bookings rose 275 per cent year-on-year, while attraction ticket orders increased 20-fold, with visitors from Britain, France, and Germany making up almost 42 per cent of European arrivals.
The article attributed the growth to China's expanded visa-free entry policies, including unilateral visa-free access for nationals of 50 countries and a 240-hour visa-free transit programme covering travellers from 55 countries through 65 designated ports.
CGTN said improved international connectivity, multilingual visitor services, and artificial intelligence-powered translation tools have also enhanced the travel experience, encouraging more overseas tourists to explore destinations beyond major cities such as Beijing, Shanghai, Guangzhou, and Shenzhen.