On 10th July, China’s National Immigration Administration announced that the country welcomed 369 million cross-border trips as of the end of H1-2026.

This reflects an increase of 10.8 percent year-on-year from the same period in 2025, a sure sign that China's inbound tourism sector is moving into a new stage of growth.

But this does not necessarily mean that things are running smoothly for China’s tourism industry.

As we reported from ITB China 2026, the country needs to step up its game, especially where service quality is concerned.

To quote: “[China] still needs to address the long-standing language barrier that continues to challenge foreign travellers, the cost of flights in terms of both length and fare, challenging payment methods, as well as standards for hygiene and safety.”

The boon of visa-free entry and the subsequent service issues

In recent years, China has relaxed its visa-free entry programmes to travellers from more than 70 nations as of press time..

This has significantly boosted inbound arrivals and led to around US$130 billion in revenues from tourism spending.

However, those who make their way to China still find themselves askance at the way tourism professionals lack language skills and the level of service quality pales compared to that of tourism-centric economies like Singapore and Thailand.

Integrating digital tech and finance is a must

Also, tourists coming in from economies where cash remains king are challenged by the country’s practically digital-only economy, especially those who are not particularly adept at using digital apps and those with connectivity issues.

But China has worked on reducing that friction, as major platforms like Alipay and WeChat Pay allow foreign users to link international credit cards.

The government is also rolling out smart tourism platforms that offer real-time data on transport, weather, and visitor capacity in a number of the world’s most commonly spoken or read languages..

The infrastructure roadblock

While coastal and major cities have robust infrastructure, remote regions like the Qinghai-Tibet Plateau, Inner Mongolia, and Yunnan face supply-demand gaps. 

China's current strategy involves extending high-speed rail networks and expanding domestic flight connectivity to drive economic growth and accommodation needs in lower-tier cities and rural areas.

However, in light of surging tourist numbers at the height of the summer travel season, the country’s challenge lies in rolling out such improvements in a timely fashion.

Other improvements in the offing include better 5G network coverage, digitised parking for those opting to drive in the country, as well as intuitive multi-lingual signage across 5A scenic spots and highway service areas.