Chongqing Marks 4 Years as International Consumption Hub with Rising Tourism, Retail

Chongqing- On August 27, officials highlighted progress in Chongqing's drive to become an international consumption center, four years after it was designated one of five pilot cities by China's State Council in 2021.

At a press conference, Zhang Yongwu, director of the Chongqing Municipal Commission of Commerce, said the city has seen deeper integration of commerce, culture, tourism, sports, and exhibitions. In the first half of 2025, Chongqing's total retail sales of consumer goods reached 830 billion yuan ($116 billion), up 4.5% year on year. Chongqing is now ranking among China's top cities for overall consumption.

Zhang noted that Chongqing has focused on developing a "first-launch economy," attracting well-known international and domestic brands to open first stores or debut new products in the city. To date, more than 2,200 brands have entered the market, and the number of new first stores opened in the first half of this year ranked among the top four nationwide.

Leveraging its manufacturing base, the city is also promoting auto consumption and pursuing overseas expansion. In 2024, exports of locally produced vehicles grew by more than 30%.

Traditional cultural products have also seen renewed growth. More than 60 brands, including Carpenter Tan, Rongchang pottery, and Dazu rock carvings, have collaborated in joint promotions. By 2024, the annual revenue of time-honored and intangible cultural heritage brands exceeded 100 billion yuan.

Food has become another engine of growth. Known as the "hotpot capital of China," Chongqing has organized hotpot festivals and nationwide promotional events. Local chains such as De Zhuang and Liuyishou have opened nearly 100 outlets in over 20 countries and regions.

Zhang said more international visitors are now seen across the city's commercial districts and popular sites. Attractions such as the riverside commercial complex Hongyadong and Liziba station, where a monorail passes through a residential building, have become major tourist draws.

Chongqing has created over 100 new consumer attractions, including night markets and cultural districts, and has topped the list of China's Most Influential Nighttime Economy Cities for four consecutive years.

The city is also working with Sichuan province to build a joint tourism market. The 240-hour visa-free transit policy allows travelers to enter through Chongqing and leave from Chengdu, or vice versa. In the first half of 2025, passenger numbers using this policy nearly doubled.

According to Zhu Mao, deputy director of the Chongqing Municipal Commission of Culture and Tourism Development, the city hosted 8.6% more domestic tourists in the first half of 2025, while domestic tourism spending grew 11.9%. Inbound tourist numbers rose 77.2%, and their spending increased 90.2%. "Cultural and tourism consumption has become a major driver of the international consumption center," Zhu said.

Zhu added that international media attention has boosted the city's visibility. CNN previously ran a feature titled The Mindbending 'Cyberpunk City’ in China, which exists on many levels and highlights Chongqing's urban appeal. Celebrity visits, including NBA star Stephen Curry's trip, have also helped integrate sports and tourism with local commerce.

Officials are implementing measures to make inbound travel more convenient. These include payment services for foreign visitors, pilot programs allowing instant tax refunds on departure purchases, and multilingual payment options in commercial districts. The city now has more than 200 duty-free shops, with sales and refunds growing nearly fivefold year-on-year. Over 90% of major shopping areas and scenic spots accept foreign bank cards.

Zhu said the next steps include upgrading resorts and scenic areas and improving services. "We want more visitors from China and abroad to fall in love with Chongqing and to shop in Chongqing," he said.