The World Travel & Tourism Council (WTTC) recognized the Chinese government’s ongoing efforts to facilitate international travel, highlighting the impact of visa-free policies, transit visa initiatives, and broader measures to create a seamless travel journey for visitors.
At the Global Tourism Economy Forum (GTEF) in Harbin, China where global leaders and industry experts examined the future direction of Travel & Tourism and China’s increasingly central role, these developments formed a core part of discussions.
During the keynote speech on Global Trends and China Outlook, WTTC Interim President and CEO, Gloria Guevara said, “China’s Travel & Tourism sector continues to gain strength. Travelers come for the heritage, the energy of the cities, the landscapes, and the caliber of the country’s infrastructure. China offers a breadth of experiences that appeals to visitors from all over the world.”
Guevara also highlighted the strength of the sector in 2025, noting that Travel & Tourism now contributes $1.9 trillion to China’s economy with an annual growth rate of 15.8 percent, double the global growth rate. “The government’s policies are creating real momentum, giving businesses the confidence to invest and travelers the freedom to explore,” she added.
Highlights of China’s 2025 initiatives include:
— Inbound visitor spending projected to reach $144.1 billion while domestic spending is expected to total nearly $968 billion.
— The number of jobs supported by the sector expected to reach 83.4 million in 2025, marking a new level for employment impact.
— Inbound visits from newly visa-free countries expected to reach 15 million by the end of 2026, with visitors spending $1,000 more than the average international traveler.
Future forecasts include:
— China’s Travel & Tourism sector forecast to grow seven percent annually over the next decade, reaching a GDP contribution of $3.8 trillion by 2035, equivalent to almost 14 percent of the Chinese economy.
— By 2031, China is expected to become the world’s largest travel and tourism market, passing the U.S.
— The sector is projected to support 103 million jobs by 2035, with one in five new jobs in global Travel & Tourism located in China.
GTEF also showcased Harbin’s evolution as a destination that has built a compelling winter tourism proposition. In winter 2024, the city welcomed 90 million visitors and recorded almost 17 percent growth in tourism spending, reaching $19 billion.
Guevara said, “China’s continued leadership presents major opportunities for destinations across the country. Places like Harbin show how natural strengths can be developed into world-class visitor experiences.”
She added, “WTTC has signed a Memorandum of Understanding with the GTEF to strengthen collaboration through the platform and support connections between China and the global travel and tourism sector. WTTC will continue to work with partners across China to support long-term, sustainable growth in Travel & Tourism.”
