Foreign tourists pose for a picture at a scenic spot in Taizhou, east China's Zhejiang province. (Photo/Wang Huabin)
China has once again emerged as one of the world's most talked-about travel destinations.
Whether exploring the FAST, formally known as the Five-hundred-meter Aperture Spherical Radio Telescope, in Guizhou province, escaping the summer heat amid the pristine forests of Yichun in Heilongjiang province, or picking jasmine flowers in Guilin, Guangxi Zhuang autonomous region, growing numbers of international visitors are discovering a China that is both familiar and full of surprises.
According to China's National Immigration Administration, China recorded 22.914 million inbound trips by foreign nationals in the first half of 2026, up 20.4 percent year on year. The continued boom in inbound tourism reflects not only the vitality of China's cultural and tourism market but also the growing two-way engagement between an increasingly open China and the rest of the world.
Everyday Chinese culture resonates across borders
This year, hashtags such as "becoming Chinese" and "Chinamaxxing" have gone viral on overseas social media platforms.
Videos of seemingly ordinary moments -- brewing traditional dried tangerine peel herbal tea or practicing Baduanjin, a centuries-old Chinese fitness routine -- have introduced countless international viewers to the warmth and appeal of everyday Chinese life.
This online fascination is increasingly translating into real-world travel. More foreign visitors are moving beyond sightseeing to experience daily life in China firsthand.
In Beijing, they stroll through city parks and join local residents in morning Taichi sessions, discovering the calm philosophy behind traditional Chinese wellness practices. In Chengdu, Sichuan province, they settle into historical teahouses, sipping tea while soaking up the city's relaxed pace of life.
According to The Economist, growing interest on international social media in Chinese culture, Chinese products, and travel experiences is increasingly translating into concrete consumer demand and tourism interest.
Foreign tourists visit a retail store managed by a robot in Shanghai. (Photo/Li Baoyang)
Immersive experiences offer a deeper understanding of China
Today's overseas visitors are looking for much more than famous landmarks and historical sites. Increasingly, they are choosing immersive travel experiences, from industrial tours to rural excursions.
Some visit new energy vehicle manufacturing plants, watching robotic arms operate on intelligent production lines and gaining a firsthand understanding of the technological strength behind "Made in China."
Others venture deep into Guizhou's Miao and Dong ethnic villages, ride farmer-benefiting shuttle buses to soak up rural local life, and cheer with locals at the Village Super League for an immersive experience of thriving rural revitalization.
As tourism becomes more closely integrated with technological innovation, rural development, and other areas of China's modernization, inbound travel is offering visitors far richer experiences. Traveling across the country allows them to witness the many facets of Chinese modernization and gain a more authentic, multidimensional, and comprehensive understanding of China.
Foreign tourists visit a museum in Yuncheng, north China's Shanxi province. (Photo/Lan Liqiang)
More convenient policies make visiting China easier than ever
The growing popularity of "China Travel" has been made possible by China's continued commitment to high-standard opening up.
In the first half of this year, 17.815 million foreign visitors entered China visa-free, accounting for 77.7 percent of all foreign arrivals and representing a 30.6 percent year-on-year increase. As China's visa-free policy continues to expand to more countries, traveling to China has become easier and more convenient than ever.
At the same time, the nationwide rollout of the upgraded departure tax refund policy has further improved the visitor experience. More stores now participate in the tax refund program, customs clearance at ports has become more efficient, and the instant tax refund service is now recognized across different locations. Combined with the widespread use of mobile payment systems, foreign travelers can now comfortably navigate almost every aspect of their trip with nothing more than a smartphone.
An international travel magazine Travel and Tour World noted that China's series of open and welcoming policies has significantly lowered barriers to travel, making the country one of the world's most accessible and attractive tourist destinations.
"China Travel" and "China Shopping" are reinforcing one another, while continuous improvements across the entire tourism service chain are making travel easier and more enjoyable. As a result, many first-time visitors are returning for another trip.
The flourishing inbound tourism market is helping the world see a China where tradition and modernity coexist, and where development and openness advance hand in hand.
With a rich culture to experience, constant new discoveries to make and genuine hospitality to feel, today's vibrant and welcoming China offers every reason to come and see it for oneself.