Chongqing - In recent months, the phrase "China Travel" has become a global buzzword, and Chongqing is riding the wave of this tourism boom with all kinds of measures to attract international tourists.
The Hongya Cave scenic area is bustling with tourists. (Photo/Chongqing Daily)
With China's expanding "visa-free circle," the implementation of a 240-hour transit visa exemption, and the removal of visa appointment requirements, foreign tourists are finding it easier than ever to visit the country. What was once a lengthy process requiring planning has now become a spontaneous decision, making weekend getaways and short trips to China increasingly popular. Following the trend, "Fly to China after work on Friday" captures the imagination of travelers worldwide.
Chongqing, a sprawling metropolis in southwestern China, has been at the forefront of this tourism surge. Recent initiatives, such as showcasing "360 Bowls of Chongqing Flavors" (a culinary highlight of Chongqing) at the United Nations World Tourism Organization headquarters and promoting "Nihao! Chongqing" in Madrid, have helped the city gain international attention. These efforts are paying off as Chongqing's inbound tourism market enters a new phase of prosperity.
A new era for inbound tourism
On the evening of February 17, Nan'an District's Danzishi Old Street was alive with activity. The vibrant lights, bustling crowds, and occasional glimpses of foreign tourists painted a picture of a city thriving on its newfound global appeal.
"I saw Chongqing on TikTok and decided to take advantage of the 240-hour transit visa policy. I spent three days in Shanghai and then flew to Chongqing for just over 300 yuan(about $41.2)," said Amelia, an American tourist. She has already explored Ciqikou Ancient Town, captured the iconic "monorail-swallowing" photo at Liziba Monorail Station, ridden the Yangtze River Cableway, and indulged in a spicy hotpot. "Chongqing has been an incredible experience. I'm staying for two more days," she added.
Tourists in Hongyadong Scenic Spot (Photo provided to iChongqing and Bridging News)
At the Hongya Cave viewing platform, the dazzling lights created a scene reminiscent of the animated film "Spirited Away." Japanese tourist Miyamoto Mikoto, dressed in a traditional Hanfu, stood out in the crowd. "I flew directly from Tokyo to Chongqing. The entry process was smooth, and the city's scenery and food have left me in awe," she said. Inspired by other tourists in Hanfu, she rented an outfit for 200 yuan to take photos.
From Liberation Square to Guanyinqiao Commercial District, Liziba Observation Deck, and Longmenhao Old Street, foreign tourists are becoming a common sight.
New trends in inbound tourism
According to the Chongqing Municipal Commission of Culture and Tourism Development, the city welcomed 1.27 million inbound tourists in 2024, a staggering 183.6% increase compared to the previous year and 109% higher than pre-pandemic levels in 2019. During the eight-day Spring Festival holiday, nearly 19,000 foreign tourists visited Chongqing, marking a 64% year-on-year increase.
Trip.com's "2024 China Tourism Destination Heat Map" ranked Chongqing 8th in terms of inbound tourist popularity and 2nd in search popularity among foreign travelers. Notably, the city has seen significant growth in visitors from Malaysia, Indonesia, Singapore, and Thailand, with some markets experiencing triple-digit increases.
Overseas influencers shared the events with overseas audiences (Photo/Chongqing Municipal Culture and Tourism Development Commission)
The influx of foreign tourists has significantly changed the market. Jin Bo, General Manager of Korea's CCTE Corporation and Chongqing Huanjing International Travel, highlighted several key trends shaping the inbound tourism landscape.
Independent travel is on the rise, fueled by visa-free policies and convenient payment systems that make it easier for tourists to explore China independently. A growing desire for personalized, high-quality experiences drives this shift.
Meanwhile, with the rise of international travel platforms, "flight + hotel" and "one-way transfer + attraction ticket" packages are gaining popularity.
Foreign tourists increasingly seek personalized experiences, whether attending a performance, catching a sports event, or savoring a local meal.
Social media platforms like TikTok have also played a significant role in attracting younger travelers, with the 25-45 age group showing remarkable growth.
Another notable trend is the move toward in-depth exploration. Tourists are no longer content with superficial sightseeing; instead, they are embracing cultural and thematic travel, often visiting multiple destinations in one trip to gain a deeper understanding of China's rich heritage and diverse landscapes.
Chongqing's strategy for sustained growth
To capitalize on these trends, Chongqing is doubling down on its "Attract Tourists to Chongqing" initiative. The city plans to innovate its tourism offerings, enhance high-quality cultural and tourism products, and promote its unique blend of international flair, Bashu culture, and local charm. Key strategies include upgrading slow-travel experiences, creating internationally appealing travel routes, and developing new tourism products such as summer retreats, winter sports, and low-altitude tourism.
Additionally, Chongqing aims to strengthen its partnerships with international organizations like the Madrid China Cultural Center and deepen its presence in Southeast Asian markets. Efforts are also underway to establish the Lancang-Mekong Tourism Cities Cooperation Alliance headquarters and welcome the Malaysian National Tourism Office to set up a branch in Chongqing.
As the city continues to refine its approach, the future of Chongqing's tourism industry looks brighter than ever, promising to showcase the best of China to the world.