China is on track to become the world’s No.1 tourism economy after welcoming a record 68 million international visitors in 2025, with arrivals surging nearly three times the global growth rate and spending surpassing pre-pandemic levels for the first time.
According to the World Travel & Tourism Council’s 2026 Economic Impact Research, sponsored by Chase Travel, international visitor spending rose 10.5 per cent to USD$135 billion (about AUD$205 billion) last year, while arrivals grew 15.5 per cent year-on-year compared with a global average of 5.4 per cent. China added nine million extra arrivals compared to 2024, the largest single-country increase globally.
The country’s broader travel and tourism sector expanded 9.9 per cent in 2025 to reach US$1.8 trillion (about AU$2.74 trillion), more than double the global growth average of 4.1 per cent, positioning Asia-Pacific as the world’s fastest-growing tourism region at 8.1 per cent.
WTTC president and chief executive Gloria Guevara said the results highlight how targeted policy reform can drive inbound demand at scale.
“This approach, over time, could position China to become the world’s leading Travel & Tourism economy if they continue with this path,” she said.
Expanded visa-free access, now covering more than 50 countries with stays of up to 30 days, has been a key driver of growth. Arrivals from exempt markets have increased fivefold since 2020, including an additional 18 per cent in 2025 alone.
Investment in biometric entry systems, digital payment infrastructure, high-speed rail and new tourism zones is also broadening the country’s appeal and improving ease of travel.
Looking ahead, the sector is forecast to grow 5.3 per cent in 2026 and average 6.5 per cent annually over the next decade, almost doubling to US$3.5 trillion (about AU$5.34 trillion) by 2036. Tourism employment is projected to exceed 103 million jobs by then, accounting for one in every five new tourism jobs created globally.
China is also forecast to reclaim its position as the world’s largest outbound travel market, with spending projected to surge 22.5 per cent to nearly US$280 billion (about AU$426 billion) in 2026, overtaking the United States.
