As China’s inbound tourism recovers and thrives, a recent World Tourism Alliance (WTA) report reveals significant changes in foreign visitors’ spending patterns. These changes reflect the country’s ongoing improvements to its payment infrastructure, with a greater emphasis on card-based transactions, cultural experiences, and the convenience of everyday scenarios.
According to the WTA, an increasing number of international tourists are using bank cards to pay for their travels in China, indicating a larger trend towards a cashless and seamless tourism experience. The growing preference for credit and debit card usage reflects China’s progress in expanding bank card acceptance, particularly in popular tourist destinations. By September 2024, nearly all merchants in these areas had the ability to accept card payments, indicating that China’s digital payments ecosystem had matured.
Cultural Immersion Becomes the Primary Motivation for Foreign Visitors
The WTA’s report further highlights a shift in the motivations driving foreign visitors to China. The growing appetite for rich cultural experiences is increasingly becoming the primary reason for inbound tourism. As a result, tourists are moving away from the traditional “checklist sightseeing” approach, instead opting for immersive cultural activities that provide deeper engagement with the country’s history, traditions, and way of life.
This transformation is not only reshaping the nature of travel to China but also positioning the nation’s diverse cultural heritage as a key driver of tourism growth. By offering tourists the opportunity to explore authentic cultural experiences, China is attracting a wider range of travelers, including those with a genuine interest in learning about the local traditions and customs.
Improved Tax Refund and Payment Systems Enhancing Shopping Experiences
Alongside these shifts in spending patterns, China’s tourism infrastructure has been significantly enhanced, particularly in the areas of tax refunds and payment systems. The introduction of “immediate tax refund upon purchase” services by the State Taxation Administration in May 2024 has been a game-changer for international shoppers. By drastically reducing refund processing times, this service has improved the shopping experience for foreign visitors, making it easier and more convenient for them to claim tax refunds on eligible purchases.
These innovations are particularly noticeable in major shopping hubs and malls, where foreign tourists can now enjoy an enhanced retail experience that aligns with global expectations of convenience and efficiency.
Rising Numbers of Inbound Tourists Fueling China’s Tourism Sector
In 2024, China welcomed an impressive 132 million inbound tourists, marking a significant 60.8 per cent year-on-year increase. This surge in foreign arrivals can be attributed to various factors, including China’s improved tourism infrastructure and the nation’s reputation for offering unique cultural experiences. Foreign visitors accounted for 26.94 million of these arrivals, underscoring China’s appeal as a leading destination for international travelers.
Key Markets Driving Inbound Spending Growth
When it comes to spending, several countries are emerging as key markets for inbound tourism to China. Malaysia, Singapore, Australia, South Korea, Germany, the United Kingdom, and the United States are leading the charge, with Malaysia, Australia, and Singapore showing particularly impressive year-on-year growth, each exceeding 50 percent.
The report also noted a substantial increase in spending on shopping, which saw a remarkable 90 per cent rise in transaction value. This surge was primarily driven by a sharp uptick in the number of credit and debit cards used, although average spending per card remained steady. This indicates that the increase in shopping activity is not driven by higher individual outlays but rather by a larger, more diverse consumer base.
Transportation Spending: A Strong Growth Area
Another area of significant growth has been transportation spending, particularly through the use of cards for public transit. With the introduction of tap-and-go payment systems across China’s major cities, foreign tourists now have a much easier time navigating the public transport system. The number of inbound travelers using foreign bank cards for metro access has surged by nearly 60 per cent in the second quarter of 2025, compared to the previous quarter.
The growing acceptance of foreign cards on urban transit systems is not limited to Beijing and Shanghai; other major cities like Chengdu in Sichuan province and Guangzhou in Guangdong province are also implementing similar payment solutions. This trend marks an important step in the internationalisation of China’s public transport services, offering greater convenience to foreign visitors.
Global Card Networks Boosting Payment Solutions for Tourists
The collaboration between global card networks and local payment systems has played a crucial role in enhancing the payment experience for international visitors. Mastercard, for example, has expanded its Pay Like a Local programme in China, enabling inbound tourists to make QR code payments via Alipay and WeChat Pay, two of China’s most popular mobile payment platforms. This initiative has simplified the payment process for tourists, enabling them to engage in a range of activities without the need for local currency.
Visa has also seen a remarkable increase in spending by overseas tourists in China, particularly in the first half of 2024. Visa’s tap-to-pay service has been widely adopted in key tourist destinations like Guangzhou, with inbound tourist transactions seeing a surge of over 100 per cent. In transportation scenarios, Visa’s tap-to-ride service has become especially popular, with around 60 per cent of overseas tourists in Beijing now using Visa cards for metro access.
A New Era for Inbound Tourism in China
China’s inbound tourism industry is entering a new era, fuelled by technological advancements, cultural diversity, and improved payment systems. As the country improves its infrastructure and adapts to the changing needs of international visitors, it will become an even more appealing destination for global tourists. China is establishing itself as a global tourism industry leader by offering seamless payment solutions, cultural immersion opportunities, and a welcoming environment.
The post China’s Inbound Tourism Boom: Shifting Spending Habits, Seamless Payments, and Immersive Cultural Experiences Drive Growth in 2024 appeared first on Travel And Tour World.
