China's visa-free policy boosts tourism and highlights Xi'an as hotspot

A recent announcement by China's Ministry of Foreign Affairs has reignited global interest in Chinese tourism. From November 30, 2024, to December 31, 2025, ordinary passport holders from Bulgaria, Romania, Croatia, Montenegro, North Macedonia, Malta, Estonia, Latvia, and Japan will enjoy visa-free entry to mainland China. This expansion brings the total number of visa-free countries to 38, significantly increasing travel demand to China.

Following the announcement, searches for Chinese destinations surged on global travel platforms. On Ctrip's European and Japanese sites, interest in Chinese destinations rose by 65% and 112%, respectively. Flight inquiries from Japanese cities to China also spiked. Japanese Prime Minister Shigeru Ishiba expressed optimism about the policy, noting that strengthened exchanges between the two nations' people are crucial to Japan-China relations.

South Korea, which recently joined China's visa-free "circle of friends," has also seen a sharp rise in travel activity. Between November 1 and 5, bookings for group tours to China on a South Korean travel platform increased by 91%. Korean airlines are responding by expanding routes, with Asiana Airlines increasing its Incheon-Beijing flights from 14 to 20 weekly.

In the third quarter of 2024, 8.186 million foreign visitors entered China through various ports, up 48.8% year-on-year, with 4.885 million entering via visa-free policies, a growth of 78.6%. This influx of international tourists has fueled a booming winter tourism season across China.

Xi'an: A Rising Star in China's Tourism Boom

Among the many destinations benefiting from the visa-free policy, Xi'an has emerged as a favorite for international visitors, particularly from Japan and South Korea. Known for its rich historical and cultural heritage, Xi'an has become a centerpiece of the current tourism wave.

Xi'an's immersive Tang Dynasty experiences have captivated tourists. A Japanese visitor, Yoko, shared her excitement after exploring the "The Longest Day In Chang'an" cultural district, describing it as a dreamlike journey back to the Tang Dynasty. She noted the historical connection between Xi'an and her hometown, Nara, which was modeled after the ancient Tang capital in 710 AD.

During her trip, Yoko visited iconic landmarks such as the Terracotta Warriors, Huaqing Palace, Tang Paradise, and the Daming Palace Ruins Park. She was particularly enchanted by the Tang Dynasty performances, where actors dressed as scholars, noblewomen, and foreign envoys recreated the bustling streets of ancient Chang'an. "It felt like stepping back to the Tang era," she said, fulfilling her long-time dream of experiencing Tang culture.

Xi'an's tourism figures reflect its growing appeal. From January to September 2024, over 80,000 foreign visitors entered Xi'an, a 2.6-fold increase year-on-year, with more than 30,000 utilizing visa-free policies, a 16-fold surge. In the first half of 2024, Xi'an welcomed 219,600 inbound tourists.

To meet rising demand, Xi'an is expanding its international connectivity. Xi'an Xianyang International Airport plans to launch new routes to Nagoya, Japan, and Vientiane, Laos, providing more convenient travel options for international tourists.