China’s Tourism Economy Hits US$1.8 Trillion, Eyes US$3.5 Trillion by 2036
WTTC research reveals 68 million international arrivals, US$135 billion in visitor spending, and a tourism sector growing more than twice the global average.
By SOH Edit Team
China’s Travel & Tourism sector is entering a new era of accelerated growth, emerging as one of the world’s strongest tourism success stories and positioning itself to become the largest Travel & Tourism economy globally within the next decade.
According to the latest 2026 Economic Impact Research (EIR) released by the World Travel & Tourism Council (WTTC), China is not only leading the Asia-Pacific region’s tourism resurgence but also demonstrating how strategic policymaking, digital innovation, and sustained infrastructure investment can drive long-term tourism growth at scale.
Presenting the findings during her visit to China, Gloria Guevara, President & CEO of WTTC, highlighted the country’s role in shaping the future of global tourism. “China’s recovery shows how targeted policy reforms can translate directly into stronger inbound demand and sustained growth. Continued progress in visa facilitation will be essential to sustaining this momentum. This approach, over time, could position China to become the world’s leading Travel & Tourism economy if they continue on this path,” said Guevara.
International Tourism Surges Ahead
China welcomed more than 68 million international visitors in 2025, representing a 15.5% year-on-year increase—almost three times the global average growth rate of 5.4%. International visitor spending climbed 10.5% to US$135 billion, surpassing pre-pandemic levels and significantly outpacing the global average increase of 3.2%.
The country recorded an additional 9 million international arrivals compared to 2024, marking the largest annual increase in inbound tourism globally and reinforcing China’s growing appeal among international travellers.
Tourism Economy Reaches US$1.8 Trillion
The broader Travel & Tourism sector expanded by 9.9% in 2025, reaching an estimated US$1.8 trillion in economic value—more than double the global sector growth average of 4.1%.
China’s performance has been instrumental in driving Asia-Pacific’s tourism recovery, helping the region achieve 8.1% growth, making it the fastest-growing tourism market worldwide.
Industry experts attribute this momentum to a combination of policy reforms, improved accessibility, and technology-driven enhancements that have transformed the visitor experience while supporting broader economic objectives.
Visa Reforms and Digital Innovation Drive Demand
A cornerstone of China’s tourism recovery has been the expansion of visa facilitation measures. The country now offers visa-free entry for travellers from more than 50 countries, allowing stays of up to 30 days, alongside extended transit stays of up to 10 days.
The impact has been significant. Since 2020, arrivals from visa-exempt markets have increased fivefold, with an additional 18% growth recorded in 2025 alone.
China has also accelerated the deployment of seamless travel technologies, including biometric entry systems and advanced digital payment solutions that simplify the travel journey for international visitors. These initiatives are enhancing convenience while reinforcing the country’s reputation as a technologically advanced destination.
Gloria Guevara, President & CEO of WTTC.
Infrastructure Investment Expands Reach
Strategic investment in aviation and transportation infrastructure continues to strengthen China’s tourism competitiveness.
Expanded air connectivity and one of the world’s largest high-speed rail networks are improving access between major international gateways and secondary cities, helping distribute tourism benefits more evenly across the country.
At the same time, the development of new tourism zones, cultural attractions, integrated resorts, and theme parks is broadening China’s destination portfolio and supporting regional economic development. The sector is increasingly viewed as a catalyst for diversification, employment generation, and local investment.
New Global Tourism Jobs to Come from China
The outlook remains highly positive. WTTC forecasts the sector will grow by a further 5.3% in 2026, while maintaining an average annual growth rate of 6.5% over the next decade.
By 2036, China’s Travel & Tourism economy is expected to nearly double in value to US$3.5 trillion, cementing its position as a critical pillar of national economic development.
Employment will remain a major beneficiary of this expansion. The sector supported 84.6 million jobs in 2025 and is projected to exceed 103 million jobs by 2036. WTTC estimates that China will account for one in every five new tourism jobs created globally over the next ten years.
Outbound Travel Powerhouse Re-Emerges
China is also poised to reclaim its status as the world’s largest outbound travel market. Outbound travel spending is forecast to rise by 22.5% in 2026, reaching nearly US$280 billion and surpassing the United States.
The country continues to be a major force in corporate travel as well, ranking as the world’s second-largest business travel market, with spending reaching US$192 billion.
As international travel demand continues to strengthen and investment remains robust, China’s tourism trajectory is increasingly shaping global industry dynamics. For hospitality operators, airlines, destinations, and investors, the message is clear: China is not only recovering—it is redefining the scale and future direction of global Travel & Tourism.
