China’s shifting travel landscape:
Everything you need to know in 2024.

Travel is an adventure that opens the door to new experiences and cultures; however, the travel landscape shifted during the pandemic, and a new reality is still settling. While tourism is rebounding after the pandemic, travel changed, and one of the countries that has seen a significant transformation is China. The global pandemic has had a profound effect, particularly on travel norms and buying habits. Consequently, traveling to China post-pandemic is a nuanced but still valuable experience for business or leisure.

China’s robust domestic travel-industry recovery signals a potentially encouraging trend for international visitors. Tourist hotspots and resorts that looked like ghost towns a few months ago are now bustling with life, offering a full array of tourist activities.

China is warmly welcoming back foreign business travelers and tourists. Although there are new complexities around the visa-application and immigration-arrivals process, the country remains as wonderful as it’s always been. The Chinese business landscape remains very much based on relationships and mutual respect.

According to Nicolas Derbyshire, managing director, Asia Pacific region for CIBT, the general social environment in China currently is subdued, a shift from the heady optimism that marked pre-pandemic days. Though the Chinese government is keen to attract international travelers.

'All the entry barriers imposed during the pandemic have been removed,” says Edward Hu, immigration director at CIBTvisas. “The Chinese authorities are trying to attract foreign investments and talents, particularly those whose expertise and experience in STEM areas. The stance of the Chinese government is very positive to encourage the inflow of foreign investments, mobility of talents and business/ leisure travels.”

Let’s explore how travel trends have evolved in China and what you can expect today.

China’s tourism sector: travel trends

A closer look at China’s tourism sector reveals several evolving trends that are significant not only for understanding China’s recovery, but also for insights into what future travel might look like globally. These shifts offer a fresh perspective on the transformation of the travel industry in a post-COVID-19 world.

1. Domestic travel boom

One of the most significant trends is the massive boom in domestic travel. With China’s coronavirus lockdowns and travel restrictions having eased, the country has seen improved consumer confidence and travel-hungry Chinese thronging to tourist attractions. During the May holiday—a five-day break that marked a turning point for vital holiday tourism—domestic trips rose, official data shows, with an estimated 274 million trips made during this holiday period. This strong holiday tourism data represents an impressive 70.8% increase from the previous year.

Per Reuters, the China Tourism Academy estimates domestic tourism revenue in 2023 could reach about 4 trillion yuan ($580.8 billion), a year-on-year increase of about 95%, and recover to about 71% of 2019 levels.

2. “Revenge spending”

This surge in spending on travel and experiences bolstered China’s economic health after the pandemic’s restrictions. After repressing retail and travel cravings, people are indulging in “revenge spending,” causing a significant boost to the Chinese tourism industry. Not surprisingly, high demand has led to tickets to popular sites, like the Great Wall and Shanghai Disney, being sold out.

3. Increase in travel costs

With the skyrocketing demand for travel, there has been a notable increase in travel costs. Accommodation rates and flight prices have risen, with some resorts even charging rates significantly higher than normal due to high demand, particularly during peak holiday seasons.

Airfares are higher, and fewer flights are available compared to pre-pandemic times, explains Hu. He says travelers are more sensitive to costs because the economy is still slower than anticipated. Unfortunately, many Chinese citizens are unemployed or have had their salaries cut following the COVID pandemic.

A 2023 McKinsey study revealed that 62% of Chinese domestic consumers hesitate to increase their spending, compared to 47% in 2019. This shift towards a more price-sensitive mindset is expected to affect travel spending as well.

4. Year-round travel

A new trend of year-round travel has emerged instead of the conventional peak-travel seasons. Tourists are now traveling throughout the year, leading to crowded tourist sites and requiring advanced booking of accommodations and activities. The sharp increase in Chinese tourists, business travelers, and foreigners is a welcome boost for popular tourist attractions that were empty only one year earlier.

Government data showed that immigration departments across China inspected 168 million border entries and exits in the first half of this year, up nearly 170% yearly, as the official Xinhua news agency reported in July 2023. The government issued more than 10 million ordinary passports from January to June. 

5. Slow resumption of outbound travel

While China’s tourism rebounded domestically to pre-COVID levels, outbound travel is recovering more slowly. Only 10% of Chinese travelers have international trips booked this year, showing a cautious approach towards international travel. However, as vaccination rates increase and global travel restrictions ease, that number is expected to rise, sparking a resurgence in outbound Chinese tourism.

What can Americans expect traveling to China post-pandemic?

After nearly three years, Beijing reportedly relaxed border controls and scrapped inbound quarantine requirements in January 2023, allowing more people to get visas for travel in and out of the mainland.

A maximum of 6% of US flights to and from mainland China in 2019 have resumed, according to a Nomura report. Air China reinstated the first direct passenger flight between Beijing and New York in May 2023.

Since March and April 2023, most of the entry and visa programs, which were suspended during the pandemic period, have already been reinstated, such as the APEC card, port visa, and 144 visa-free transit. The PU Letter is not required for visa applications at Chinese diplomatic posts (except for certain countries)

“Immigration and visa authorities at various levels have issued a host of preferential policies and measures to streamline and improve the process and optimize the digital applications,” says Hu. “Although we learned that foreign visa applicants in some destinations were encountering very long queues for visa appointments, this situation has been considerably eased.'

For leisure and business travelers returning to China for the first time since the pandemic, Hu has not found any significant shifts in culture or social practices. One difference foreigners may note, however, is that the general environment is more welcoming to incoming travelers than ever before.

It's also clear that technology has impacted daily culture. For example, digitalization’s pervasiveness dramatically dictates how people shop, pay, travel, transport, and interact, and their activities are more trackable.

What are the COVID-19 requirements for travel to China?

China has established stringent COVID-19 entry requirements in the wake of the pandemic, but as of August, China dropped COVID-19 testing as a condition for entry.

As the global situation continues to evolve, these requirements are subject to change. Travelers are encouraged to check the latest updates from official sources, such as the World Health Organization, or contact their local embassy before making travel arrangements.

For those traveling to China post-pandemic, here are some actionable tips and a checklist:

Pre-departure preparations
 

1. Confirm entry requirements: Travelers may face different entry regulations depending on the country they are traveling from, so before planning a trip, confirm the current entry requirements for your specific situation. Gathering as much information as possible in this step will help ease worries.
2. COVID-19 test: Requirements for COVID-19 testing prior to or upon arrival have been dropped. Should you test positive for COVID-19 while in China, you will be required to self-isolate. We advise you continue to monitor COVID-19 in China as any rise in cases may trigger government actions.
3. Travel insurance: Ensure your travel insurance covers COVID-19 related incidents, including potential quarantine costs, trip cancellation or rescheduling, and medical expenses if you contract the virus abroad.
4. Health declaration form: Most travelers are required to fill out a Health Declaration Form before entering China.

While in China
 

1. Follow local guidelines: In China, adhere to local COVID-19 safety measures—wear masks in public spaces, maintain social distancing, and frequently wash hands or use hand sanitizers.
2. Stay informed: Situations can change quickly, so stay informed about any updates to local COVID-19 regulations while in China.

Remember, the best way to ensure a smooth trip is to stay flexible and informed and adhere to all COVID-19 precautions and guidelines set by the Chinese authorities.

Do we need a visa to go to China now?

As of the time of writing, most foreign nationals, including US citizens, need a visa to enter China. The type of visa required depends on the nature of the visit, whether it’s for tourism, business, or study. Given the changing regulations in the wake of the pandemic, confirming the latest visa requirements with a Chinese embassy or visa-processing expert is always wise before planning your trip.

The visa process has become more complex, and applications are considered with more scrutiny by the authorities since the pandemic, advises Derbyshire. 

“An example of this increased complexity is the need for applicants to present in person at the Mission or Visa Centre for biometric collection—photo and fingerprints. This process is supported by a cumbersome appointment booking system with slots proving elusive in many markets,” he explains. “The irony of the biometric collection is that foreign travelers also have biometrics collected twice before being allowed entry into China: at a self-serve kiosk on arrival and again by the immigration officer before entry.”

Also, many Chinese diplomatic missions have experienced resourcing shortages as demand for Chinese visas has regained. These resourcing shortages have seen interminably long queues forming at many visa centers. Long lines and increasing application complexity validate the need for professional support with your Chinese visa application.

Types of Chinese Visas

Tourist Visa (L Visa)

This is the most common visa type for those planning to visit China for tourism. It allows a stay of up to 30 days per entry, and the validity of the visa can be from three months to 10 years.

Business Visa (M Visa)

An M visa is required for individuals visiting China for trade or commercial activities. Like the L visa, each stay is usually up to 30 days.

Student Visa (X Visa)

This is required for individuals intending to study in China. The duration of stay is based on the study period.

Applying for a Chinese visa

The process of applying for a Chinese visa involves several steps:

1. Complete the visa application form: You can find this form on the Chinese embassy or consulate’s website in your country.
2. Prepare the required documents: This typically includes your passport, passport-size photos, proof of legal stay or residence (if you’re applying from a third country), photocopies of previous Chinese passports or visas (if applicable), and additional documents depending on the visa type.
3. Submit your application: You must submit your application and supporting documents in person or by mail to the Chinese embassy or consulate in your country. Some locations may also offer online applications.
4. Pay the visa fee and wait for processing: After you submit your application, you must pay the visa application fee. Processing time varies, generally between four to five business days.

Remember that in the context of the COVID-19 pandemic, some additional requirements may apply, such as health declarations or negative COVID-19 test results.

Is it safe for US citizens to travel to China?

Various factors, including international relations, health crises, and general safety measures, can influence the safety of US citizens traveling to China. It is always advisable for travelers to stay updated with current events and to follow the advice of their local government and the US Department of State.

As an article by Xiaowei Zhang in travel and mobility-industry authority TNMT suggests, prolonged pandemic lockdown in China, due to the government’s strict policies, has had a profound impact on user behavior, with a greater reliance on digital tools now even more deeply ingrained in the Chinese population. It found that travelers expect flexibility in the form of open time-windows, the ability to book at the last minute, and social booking with an all-in-one travel booking interface for flights, hotels, and transpositions.

China is one of the largest travel markets globally, making it a key player for any travel company seeking growth and expansion. 

Health and safety

From a health perspective, China has shown exceptional capability in managing the pandemic, which may reassure potential visitors. The country swiftly implemented rigorous measures, including widespread testing, contact tracing, and quarantine protocols. However, it’s important to note that COVID-19-related guidelines and regulations can change quickly, so staying informed is essential.

International relations

International relations between China and the US can affect travel safety. While the relationship between these two countries go through periods of tension, this typically does not directly affect travelers on the ground. Nonetheless, travelers should stay informed about current affairs.

General safety

China maintains a stable security environment. Violent crime rates are relatively low, especially against foreigners.

“China is one of the safest countries in the world. Foreigners can enjoy a very safe and convenient life here in China,” says Hu. “Chinese locals are open and friendly to the foreigners, and they know that inflow of foreign investments and talents are conducive to the China economy and creating jobs in the local market.”

However, like any travel destination, it’s essential to remain vigilant and practice standard safety measures, such as avoiding unlit and isolated areas late at night and keeping an eye on your belongings in crowded places.

Specific guidelines for US citizens

For US citizens, the US Department of State provides a specific travel advisory level for China, which includes safety and security information.

As of the latest update, the advisory group recommends reconsidering travel due to the arbitrary enforcement of local laws (including exit bans) and the risk of wrongful detentions. It’s also recommended to read up on travelers’ experiences and to register your trip with the Department of State’s Smart Traveler Enrollment Program (STEP), which provides updates about safety conditions in your destination country and helps the US Embassy contact you in an emergency.

Remember that US citizens’ safety measures and guidelines might differ from those for travelers from other countries, due to their different international relations with China. Therefore, US citizens must stay updated with the latest travel advisories from the US Department of State.

Travel well-informed with CIBTvisas 

CIBTvisas' managing director for the Asia-Pacific region, Nicolas Derbyshire, has advice for those considering a trip to China. “Given that most of the change that I experienced was in the lead-up to arrival, I would recommend that anyone traveling to China give themselves more time for visa issuance and engage the support of a professional firm to help them navigate what is now an even more complex and cumbersome process,” he says.

Traveling to China post-pandemic presents an exciting opportunity to explore the country’s rich culture and history amid a changing travel landscape. With the government and travel season bouncing back in full swing, now could be the perfect time to start planning your adventure to the Middle Kingdom. An experienced visa specialist can help you navigate the complexities of border crossing requirements. Contact CIBTvisas for a quote today.