This summer, "China Cool" has been going viral on overseas social media platforms. As much of the world swelters under extreme heat, large numbers of foreign tourists are traveling thousands of miles to China in search of cooler climes, driving a steady surge in inbound tourism and consumer spending.
Official data show that in the first half of 2026, China received 22.914 million foreign visitors, up 20.4% year-on-year, with 17.815 million entering visa-free — a 30.6% increase, accounting for 77.7% of all foreign arrivals. Since June, flight bookings from Finland have surged 12.4 times, and from Greece nearly 2 times, compared to the same period last year. Search and booking volumes for flights to China from multiple European countries have all hit record highs for the season.
The inbound tourism boom has brought about a shift in travel patterns: visitors are moving away from quick sightseeing stops to immersive, in-depth experiences. Taking advantage of China's vast territory and diverse climate, popular summer destinations such as the Yunnan-Guizhou Plateau, the forested northeast, western mountain regions, and coastal cities have drawn increasing numbers of overseas travelers. Scenic spots like Changbai Mountain, Zhangjiajie, Kunming, and Linzhi have seen notable rises in foreign visitors.
Overseas Bloggers Praise China's 'Air Conditioning Freedom'
Foreign social media influencers have also noted the comfort of urban air conditioning. "You can find air conditioning everywhere here!" exclaimed the popular blogger "Sino-French Yangmijia," who has 1.45 million followers. In their videos, they compare France's difficulties in purchasing and installing air conditioning units to China's widespread cooling infrastructure, joking that they "even need to wear sweaters indoors." For many European tourists, the availability of air conditioning itself is part of the summer escape.
According to data, among the top 20 source countries and regions for inbound tourism this summer, European nations account for 30%, with order volumes up 275% year-on-year. Ticket orders have surged by more than 20 times, with Russian bookings making up 53.5% of that growth, a 553% increase. Western European countries including the U.K., France, and Germany combined for nearly 42% of total bookings, up nearly 150% overall.
Tourists Heading North and West
Chinese media reports indicate that Shenzhen has seen a sustained increase in overseas arrivals, especially from Europe. At Shenzhen Airport, the number of foreign arrivals has risen more than 20.6% since June, with sightseeing and leisure travelers accounting for over 45.2% of the total, up 25.7%. By July 15, Shenzhen Airport had recorded 1.034 million foreign entries and exits for the year, setting a new record.
In addition to Shenzhen, popular cities like Shanghai, Beijing, Chengdu, Lijiang, Chongqing, and Lanzhou have all reported significant growth in inbound tour orders. Travelers are heading further north and west: flight bookings to Yining and Linzhi have increased 6.3 times, while bookings to Datong, Yiwu, Jiamusi, and Dunhuang have doubled.
From Sightseeing to Immersive Experiences
More notably, the travel patterns of overseas visitors are evolving. The traditional "landmark-hopping, quick-paced" sightseeing tours are giving way to immersive, slow-paced, in-depth experiences. An increasing number of repeat visitors are designing personalized itineraries — exploring city streets, trying intangible cultural heritage crafts, experiencing traditional Chinese medicine, sampling local cuisines, and even staying longer in rural homestays.
Safety, Convenience, and Authentic Experiences
A British couple shared their surprise on social media at the "high-end shopping malls" and "cheap subway fares." A Serbian tourist praised China's safety, noting that even unlocked electric bicycles are not stolen. On overseas platforms, common comments about traveling in China include: "China feels very safe — you can go out for late-night snacks or strolls without fear"; "Food delivery is so convenient"; "Authentic Chinese food is very different from what they call Chinese food abroad"; and "Although many people don't speak English, almost all public places have English signage."
As of June this year, China has granted unilateral visa-free access to 50 countries and full mutual visa exemption with 29 countries. The 240-hour transit visa-free policy now covers 55 countries and 65 entry ports.
With safety, convenience, and a wealth of diverse experiences, China is solidifying its position as a top summer destination for global travelers.
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