China is actively pursuing a strategy of opening its borders to boost tourism and international exchange by significantly expanding its visa-free entry program. This initiative has seen a wave of additions to the list of eligible countries, with a particular focus on European nations. The recent inclusion of eight more European countries – Bulgaria, Romania, Malta, Croatia, Montenegro, North Macedonia, Estonia, and Latvia – brings the total number of European nations enjoying visa-free access to 38. These countries, alongside Japan, will benefit from visa-free entry for short stays, typically up to 30 days, from November 30, 2024, until December 31, 2025. This expansion follows earlier additions throughout 2024, including several other European countries, as well as Australia, New Zealand, and Malaysia. China’s stated goal is to stimulate both business and leisure tourism, fostering increased interaction between its citizens and foreign nationals and promoting economic growth.
The comprehensive list of European countries now included in the visa-free program encompasses a broad spectrum of the continent, reflecting China’s intent to attract visitors from diverse backgrounds and interests. This list includes Andorra, Austria, Belgium, Bulgaria, Croatia, Cyprus, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Liechtenstein, Luxembourg, Malta, Monaco, Montenegro, the Netherlands, North Macedonia, Norway, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, and Switzerland. Allowing citizens from these nations to enter without visas removes a significant barrier to travel, simplifying the process and encouraging shorter, potentially more frequent visits. This contributes to China’s broader strategy of revitalizing its tourism sector and presenting a more accessible image to the world.
China’s tourism sector is still recovering from the impact of the stringent COVID-19 pandemic measures, which included mandatory quarantines for all arrivals and severely restricted international travel for almost three years. While these restrictions were lifted in early 2023, the recovery has been gradual. Prior to the pandemic, China had visa-free agreements with Brunei, Japan, and Singapore, which were suspended during the pandemic. While visa-free travel has resumed with Brunei and Singapore, the agreement with Japan remains suspended. The significant discrepancy between the 35.5 million foreign entries and exits recorded in 2023 and the 97.7 million recorded in 2019 underscores the challenges the Chinese tourism industry still faces in returning to pre-pandemic levels. Despite these challenges, China is actively working to attract foreign visitors, particularly for business purposes, recognizing their contribution to economic revitalization.
The expansion of the visa-free program is not the only strategy China is employing to attract international visitors, especially from Europe. Recognizing the growing interest in China as a tourist destination among Europeans, exemplified by a significant surge in bookings recorded by online travel agencies, China is actively promoting its cultural and historical attractions. Collaborations with online travel platforms aim to showcase these attractions to a wider European audience. Simultaneously, investments in tourism infrastructure, including technology upgrades, improved travel guides, and the promotion of e-payment systems, aim to enhance the overall visitor experience. These efforts reflect a comprehensive approach to rebuilding and strengthening the tourism sector, capitalizing on renewed global interest in travel.
The visa-free initiative forms a crucial part of China’s broader strategy of opening up to the world and promoting international exchange. Beyond the immediate economic benefits associated with increased tourism revenue, the program aims to foster cultural understanding and build stronger ties with other nations. The focus on European countries aligns with China’s ongoing efforts to enhance diplomatic and economic relations with the European Union. By facilitating easier travel for European citizens, China aims to encourage greater people-to-people contact, stimulating collaboration in various fields and promoting a more nuanced and positive image of China globally. This strategic initiative positions China to benefit from increased international engagement and strengthen its position on the world stage.
Furthermore, the Chinese government’s active pursuit of foreign investment underscores the economic significance of this initiative. A more accessible China is more attractive to foreign businesses, encouraging investment and contributing to economic growth. The presence of high-profile business leaders, such as Elon Musk and Tim Cook, at trade fairs and meetings in China demonstrates the renewed interest in the Chinese market. While the recovery of leisure tourism remains a work in progress, the influx of business travelers signifies a positive trend and highlights the effectiveness of China’s efforts to project an image of stability and opportunity. The combination of visa-free travel, targeted promotions, and infrastructure improvements creates a conducive environment for both business and leisure tourism, contributing to China’s economic recovery and its long-term development goals.
