Friday, June 28, 2024 The revival of the global tourism industry, coupled with China’s relaxed visa policies, has sparked a surge in foreign visits to China. In the initial quarter, foreign visitor numbers to China soared, with a threefold increase compared to the same period in 2023. Specifically, the issuance of 466,000 visa documents marked a 118.
8% increase year-on-year, and the entry of 1,900 visa-exempt foreigners surged by 266.1%. As China’s travel policies continue to ease, the influx of international tourists is expected to rise further.
This resurgence is highlighted by the popularity of viral videos by international influencers exploring China, using the hashtag #Chinatravel#. These influencers not only drive significant online traffic but also play a pivotal role in reshaping perceptions of Chinese tourism by challenging the narratives of Western media. Despite historical challenges in promoting China’s tourism due to restrictions like the “Great Firewall,” Chinese tourists are actively sharing their experiences on platforms like Xiaohongshu (RED) and Douyin, although posting on Western platforms like Instagram or TikTok remains difficult.
A standout example of effective inbound tourism marketing is Zhangjiajie, which has become a favorite among elderly Korean tourists, with a 44.44% increase in visits this quarter compared to the same period in 2019. Zhangjiajie’s marketing strategy, focusing on the cultural value of ‘filial piety’ resonant in bot.
