China is rapidly cementing its position as one of the world’s most sought-after summer travel destinations, as rising international arrivals and expanded visa-free policies fuel a strong rebound in inbound tourism.
According to the latest figures released by China’s Ministry of Public Security, the country recorded 229.14 million cross-border trips by foreign visitors during the first half of this year. Of these, 178.15 million entries were made under visa-free arrangements, representing year-on-year increases of 20.4 percent and 30.6 percent, respectively. The figures underscore the growing role of cross-border travel as a key driver of China’s economic growth.
Since the start of the summer travel season, the number of overseas visitors has continued to rise steadily, with arrivals from Europe posting particularly strong growth.
One of the biggest beneficiaries is Zhangjiajie in central China’s Hunan Province, where the region’s cool climate and spectacular UNESCO-recognized landscapes have made it a popular refuge from soaring summer temperatures. Visitors from Europe, Southeast Asia and other regions are flocking to the mountain resort to enjoy its refreshing alpine air and scenic beauty.
Supported by China’s 240-hour visa-free transit policy, Zhangjiajie Port has become a major gateway for international travelers entering Hunan Province. The port currently operates 13 passenger routes linking eight countries and regions, while streamlined procedures—including customs clearance in around 30 minutes and passport-based access to major tourist attractions—have significantly enhanced the visitor experience.
Since schools began their summer holidays in July, Tianmen Mountain has also witnessed a surge in international arrivals. Its cool streams, lush forests and dramatic mountain scenery continue to attract travelers eager to experience China’s natural landscapes. The scenic area now welcomes around 15,000 visitors daily, with foreign tourists accounting for approximately 15 percent of total arrivals—an increase of 51.72 percent compared with the same period in 2025.
In northeast China’s Jilin Province, Changbai Mountain has likewise become a favored summer retreat. Often described as the province’s ecological “calling card,” the mountain maintains an average temperature below 22 degrees Celsius between June and August, making it an ideal destination for travelers seeking relief from the heat.
According to the Changbai Mountain Administrative Committee, average daily visitor numbers have exceeded 30,000 since the beginning of the summer holiday, highlighting robust demand for cultural and tourism consumption. Improved transport infrastructure has further boosted visitor flows, with high-speed rail reducing travel time from Beijing to just over four hours, making interprovincial summer travel faster and more convenient.
China’s visa-free policies for visitors from countries including Russia and South Korea, combined with more personalized tourism services for international guests, have also contributed to a notable increase in inbound summer tourism.
Statistics from the Shenzhen Airport Border Inspection Station show that since June, the number of European passengers entering Shenzhen through the airport has risen 31.6 percent compared with the same period last year.
A tourist from the United Kingdom said that although Shenzhen’s outdoor temperatures were high, widespread air-conditioning made indoor environments comfortable. He and his companions planned to spend their summer holiday enjoying indoor skiing and jet skiing.
A French traveler said he deliberately chose Yunnan and Guizhou provinces to escape Europe’s ongoing heatwave.
“The temperature in Yunnan is only about 25 degrees Celsius, which is extremely comfortable,” he said. “Some tourism platforms also offer services in French, making communication with customer service very convenient.”
He added that China’s extensive air-conditioning, shaded public facilities and easy access to drinking water made travelling far more comfortable than in many historic European cities, where older buildings often lack air-conditioning and subway systems can become unbearably hot.
“I would definitely recommend my friends visit China in the summer to experience its unique natural scenery and the convenience of travelling here,” he said.
Industry data show that European markets have become a major source of inbound tourism this summer. European countries accounted for 30 percent of the world’s top 20 source markets for visitors to China. Travel bookings from Europe surged 275 percent year-on-year, while airline ticket orders increased by more than 20 times.
Among individual markets, bookings from Russia rose 53.5 percent, while visitors from Western European countries—including the United Kingdom, France and Germany—accounted for nearly 42 percent of total European bookings, around 1.5 times higher than a year earlier.
Source: China Media Group (CMG).