The World Travel & Tourism Council (WTTC) welcomed the Chinese government’s ongoing efforts to facilitate international travel as of Tuesday, 16th December.
The WTTC highlighted the impact of the East Asian nation’s visa-free policies, transit visa initiatives, and broader measures designed to create a seamless travel journey for visitors.
These developments formed a core part of discussions at the recent Global Tourism Economy Forum (GTEF) in Harbin, China, where global leaders and industry experts examined the future direction of global travel and tourism, as well as China’s increasingly central role in the sector.
Within this context, WTTC interim president and chief executive Gloria Guevara contributed to a keynote speech on Global Trends and China Outlook, which focused on the sector’s economic trajectory, and the impact of China’s recent facilitation measures.
Guevara remarked: “China’s Travel & Tourism sector continues to gain strength. Travellers come for the heritage, the energy of the cities, the landscapes, and the calibre of the country’s infrastructure. China offers a breadth of experiences that appeals to visitors from all over the world.”
The leader of the global tourism body also highlighted the strength of the sector in 2025, noting that global travel and tourism contributes US$1.9 trillion to China’s economy with an annual growth rate of 15.8 percent, double the global growth rate.
Guevara added: “The government’s policies are creating real momentum, giving businesses the confidence to invest and travellers the freedom to explore.”
Harbin as a prime destination
GTEF also showcased Harbin’s evolution as a destination that has built a compelling winter tourism proposition.
Last winter, the city welcomed 90 million visitors and recorded almost 17 percent growth in tourism spending, reaching US$19 billion.
According to Guevara: “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.”
As of press time, 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.
That said, the WTTC will continue to work with partners across China to support long-term, sustainable growth in travel and tourism.
China in a nutshell
Chinese travel and tourism performance in 2025
- Inbound visitor spending is projected to reach US$144.1 billion, while domestic spending is expected to total nearly US$968 billion;
- The number of jobs supported by the sector is expected to reach 83.4 million in 2025 alone, marking a new level for employment impact; and
- Inbound visits from newly visa-free countries are expected to reach 15 million by the end of 2026, with these visitors spending US$1,000 more than the average international traveller.
Forecast 2026
- China’s Travel & Tourism sector is forecast to grow seven percent annually over the next decade, reaching a GDP contribution of US$3.8 trillion by 2035; equivalent to almost 14 percent of the total Chinese economy;.
- By 2031, China is expected to become the world’s largest travel and tourism market, rapidly surpassing the US; and
- The sector will support 103 million jobs by 2035, with one in five new jobs in global travel and tourism located in China.
