Visitors walk along the high-altitude glass bridge at Zhangjiajie National Forest Park in Hunan Province, central China, May 11, 2026. (Photo: VCG)
With the roar of engines fading on the runway, a direct flight from London touched down at China's Shenzhen Bao'an International Airport. Among the nearly 300 passengers walking out of the aircraft, more than 70% were international visitors.
As temperatures soar across the Northern Hemisphere, a growing number of global travelers are heading to China in search of cooler destinations, turning summer tourism into a new driver of the country's inbound travel and consumption.
According to data from third-party travel platforms, European countries accounted for 30% of the top 20 source markets for inbound tourism during this year's summer holiday season. Bookings from European travelers surged 275% year on year, while ticket reservations for attractions increased more than 20-fold.
Cool destinations draw global travelers
Besides the traditional tourist hotspots, China's scenic destinations with mild climates have become popular choices for overseas tourists seeking relief from the heat.
Located in central China's Hunan Province, Zhangjiajie National Forest Park is famous for its stunning sandstone mountains, dense forests and pleasant summer climate.
In an interview with China Media Group, Belgian tourist Maria said the streams winding through the valleys and the refreshing mountain environment made Zhangjiajie an ideal summer retreat. She also praised the city's clean surroundings and the warm hospitality of local residents.
Benefiting from China's 240-hour visa-free transit policy, Zhangjiajie has become an important gateway for international travelers visiting Hunan, attracting visitors from Europe, Southeast Asia and other regions who come to enjoy its cool mountain air and stunning natural beauty.
The city now operates 13 passenger routes connecting eight countries and regions, while streamlined entry procedures allow visitors to clear customs within about 30 minutes and head directly to tourist attractions.
Among all the scenic spots in Zhangjiajie, Tianmen Mountain has been a major draw for visitors. The area receives around 15,000 visitors a day, with inbound tourists accounting for about 15% of the total, up 51.72% year on year.
Zhangjiajie National Forest Park welcomes international visitors, Hunan Province, central China, May 19, 2026. (Photo: VCG)
Changbai Mountain in northeast China's Jilin Province has also emerged as a summer favorite. With average temperatures below 22 degrees Celsius from June to August over the past decade, the destination offers visitors a cool escape surrounded by forests and mountains. During the peak summer season, daily visitor numbers have exceeded 30,000, according to the Jilin Changbai Mountain Protection and Development Management Committee.
Amid the boom in inbound tourism, international visitors are impressed not only by the scenic destinations but also by the convenience and quality of services found in everyday life.
A high-speed rail connection between Changbai Mountain and Beijing allows visitors from the country's capital to reach the destination in just over four hours, making the getaways even more convenient.
Summer gadgets become overseas shopping hits
Beyond scenery, China's consumer products are also becoming part of the summer travel experience for foreign visitors.
Jocelyne from France made Shenzhen's Huaqiangbei electronics market her first stop after arriving in China, where she bought a portable mist fan after researching the products online before her trip.
Once known mainly as an electronics hub, Huaqiangbei has become a popular destination among foreign visitors and a trending location on overseas social media platforms. Local merchants have introduced cooling products such as mist fans and cooling towels tailored to different markets.
Foreign tourists shop for portable fans and other summer cooling gadgets at Shenzhen's Huaqiangbei electronics market, south China's Guangdong Province. (Photo: CMG)
In Shanghai, foreign shoppers can also be seen lining up outside stores for popular Chinese brands, many traveling with friends and family. Some visitors arrive with pictures saved from social media, hoping to find products they have seen online.
Colombian tourist Cleo showed store staff a photo of a handbag she wanted to buy after discovering the brand on social media. Although the item was sold out, staff helped locate the product from another warehouse and arranged delivery to her next stop in Beijing.
With more convenient payment services and expanded departure tax refund policies, China travel is gaining popularity among overseas visitors, boosting hotels, restaurants and retail businesses.
Foreign tourists try their hand at traditional archery at a rural tourism site in Panjiang Village, Jiangxi Province, east China, May 10, 2026. (Photo: VCG)
Tourism operators say foreign travelers are moving beyond basic accommodation and sightseeing to seeking immersive experiences such as local cuisine and cultural activities, bringing new opportunities for the tourism and consumption sectors.
Data released by the Ministry of Public Security on Friday showed that China recorded 22.91 million inbound trips by foreign nationals in the first half of the year, up 20.4% year on year. Among them, 17.82 million trips were made by travelers entering under visa-free policies, a 30.6% increase from a year earlier.