Introduction: The Last Giant Has Awakened For a long time post-pandemic, China was the great absentee on the world tourism map. Many wondered if and when the Middle Kingdom would return to its former glory. Today, we have the answer, straight from the highest authority. The latest data from the World Travel & Tourism Council (WTTC) leaves no doubt: China hasn't just returned; it is redefining the global market.

All-Time Record Broken (2024 Data)

According to the latest WTTC analysis, 2024 was absolutely groundbreaking. International visitor spending in China reached a historic milestone of ¥1 Trillion.

What does this mean in practice?

  • It represents an impressive 66% Year-on-Year growth.
  • Most importantly: this result is over 10% higher than the benchmark, pre-pandemic year of 2019.

This is a clear signal to the industry: demand for travel to China has not only recovered but is stronger than ever before.

Why Now? Key Drivers of Growth

Why such sudden acceleration? The WTTC report precisely identifies the drivers, which resonate perfectly with what we observe in the European market:

  1. "Open Door" Policy (Visas): WTTC highlights the role of visa facilitation. For European tourists, the introduction of 15-day visa-free travel has removed the biggest bureaucratic barrier.
  2. Infrastructure: Over the past few years, China has invested heavily in high-speed rail and airports, making travel within the country easier than ever.
  3. Strong Domestic Market: While we focus on inbound tourism, WTTC notes that the massive domestic market (¥5.9 Trillion in 2024) provided the foundation of stability upon which international traffic is now being built.

Forecasts for 2025 and Beyond. This Is Just the Beginning

If you think 2024 was the peak, look at WTTC's forecasts for 2025. The organization predicts that international spending will rise by another 50%, reaching ¥1.5 Trillion.

In the long term (by 2035), the tourism sector is expected to generate over ¥27 Trillion and support over 100 million jobs.

Conclusion: Time to Act

The WTTC report confirms that China is no longer a "niche destination." From a business perspective, the country is positioning itself as a leader in long-term, sustainable growth. For tour operators and agents, the conclusion is clear: now is the best time to capitalize on this trend before the market becomes saturated.