China targets 190 million inbound tourist arrivals by 2030 under new national tourism strategy

China has unveiled a new five-year strategy to accelerate the development of its tourism sector, setting a target of attracting 190 million inbound tourist arrivals and generating more than US$150 billion in international tourism spending by 2030, as reported by Global Times, a TV BRICS.

The plan, released by the Ministry of Culture and Tourism, positions tourism as a strategic pillar of economic growth, with an increased role in stimulating domestic consumption, creating employment and supporting high-quality development over the remainder of the decade.

The new targets build on the strong momentum recorded in 2025, when China welcomed 154.5 million inbound visitors, a year-on-year increase of 17.1 per cent. International tourism expenditure rose even faster, climbing 39.2 per cent to US$131.1 billion.

Alongside expanding international tourism, the strategy forecasts domestic travel reaching 8.3 billion trips annually by 2030. Officials believe the sector will play an increasingly important role in supporting consumer demand and regional economic development.

A central element of the strategy is improving accessibility for international visitors. Authorities plan to further expand visa-free entry arrangements, increase the number of countries eligible for simplified travel procedures and strengthen international connectivity through new air routes, additional flight capacity and dedicated tourism rail services.

The plan also focuses on enhancing visitor experience by increasing the number of foreign-language tour guides, deploying intelligent translation technologies and promoting high-quality tourism services that reflect China's cultural heritage and hospitality.

Supporting the strategy, a nationwide summer cultural and tourism consumption campaign has been launched, running from early July to the end of August 2026. The programme includes more than 30,000 cultural and tourism events across China.