Two international students in Chongqing are making a video about the city's scenery. (Photo/Xinhua)

Chongqing - Attracting overseas tourists is one thing; getting them to stay longer, spend more and return is another. Chongqing’s new 30-measure policy package aims to do just that by improving the city’s international visitor experience.

In 2021, Chongqing was named one of China's first five international consumption center cities, and the only one inland. In recent years, its viral cityscape has indeed drawn crowds. In 2025, inbound arrivals jumped 68.2 percent year on year. But numbers tell only part of the story: international visitors still struggle with language barriers, payment glitches, and scarce service desks.

Chongqing is addressing those issues head-on. International visitors can expect more multilingual signs, luggage storage, and service desks at malls, scenic spots, and transport hubs. Upgrade projects can receive subsidies of up to 3 million yuan (about 442,000 U.S. dollars). Efforts to improve multilingual services at tourist attractions, shopping malls, and transport hubs can receive up to 2 million yuan. Volunteer programs for inbound tourists and staff language-training courses will also receive project-based subsidies.

Easier payment and tax refund will be great news for those shopping in Chongqing. As part of the policy package, merchants that install foreign bank card POS terminals will receive a 500 yuan per machine. Each new foreign exchange outlet can receive a 20,000 yuan subsidy. A new departure tax refund shop can receive 3,000 yuan. 

Notably, the policy scales up what the city had already been piloting on tax refunds processed in the city instead of at the airport. Singaporean tourist Ma Yuanping completed his tax refund at Raffles City Chongqing in less than five minutes without leaving the mall. "Before, you had to queue for a long time at the airport. Now it takes just a few minutes at the shopping center. It's completely different," he said.

Merchants have noticed a positive shift. Peng Xiaomei, manager of the Nike store in Jiefangbei, says the hassle-free process has brought some customers back for a second round of shopping. At Starlight 68 mall in Liangjiang New Area, administrative director Feng Mengying adds that international shoppers drop by a few extra stores and add dining or leisure stops while doing their tax refund.

Beyond convenience, Chongqing wants to have a stronger pull with new products, new shops, and new experiences. 

Businesses can leverage subsidies as Chongqing expands its "debut economy." Companies holding debut events for beauty products, toys, automobiles, or smart devices can receive up to 5 million yuan. Platforms that launch products with national or global influence can receive up to 10 million yuan. Well-known brands opening flagship or concept stores can receive up to 5 million yuan per store.

Experience-wise, Chongqing will expand its culinary scene with new support for chefs and restaurants, encouraging them to seek recognition from the Michelin Guide and the Black Pearl Restaurant Guide. And, culture and tourism projects taking place in Chongqing can receive up to 10 million yuan.

On the infrastructural level, Chongqing is backing major upgrades to its numerous shopping districts. A world-class business district or renovated shopping mall can receive up to 20 million yuan. More broadly, upgrades to downtown commercial clusters, county-level pedestrian streets, and service consumption zones can receive per-project subsidies.