China's inbound tourism has seen explosive growth. In the first half of this year, foreign arrivals reached 22.91 million, with visa-free entries hitting 17.82 million—up 20.4% and 30.6% year on year, respectively.

From June to August this year, major travel operators reported a 275% surge in bookings from Europe and a twentyfold increase in ticket orders. Russia led the growth, accounting for 53.5% of bookings, with a staggering 553% year-on-year increase. Meanwhile, Western European countries—the UK, France, Germany, Italy, Spain and the Netherlands—collectively accounted for nearly 42% of orders, up approximately 150%.

Industry experts attribute this boom to three key factors: China's expanded visa-free policy, seamless digital payment systems and strong value for money. Yet the primary catalyst has been the "China craze" sweeping Western social media, which has not only driven visitor numbers but also reshaped travel behavior. Inspired by online portrayals of China as one of the world's safest destinations, more tourists are exploring late-night markets and street-food stalls. Growing interest in traditional wellness practices, such as TCM moxibustion and herbal dietary therapy, has also spawned niche experiential tours. Meanwhile, a growing segment of travelers is venturing off the beaten path to lesser-known and remote destinations in search of authentic experiences. China's inbound tourism landscape is evolving into a diverse and vibrant ecosystem.