Opinion | China’s tourism policy must now go beyond visa-free travel

Posted by Admin August 2, 2024 Travel

The statistics speak for themselves. In the first half of this year, 14.64 million foreigners visited China, up by 152.7 per cent year on year. Visa-free entries exceeded 8.5 million, accounting for more than half of inbound trips and are a staggering 190 per cent rise year on year.

This success reflects China’s determination to remain open and welcoming. In the face of negative views and criticism, China’s bold and innovative approach to attracting foreign visitors could also herald a turning point in its efforts to reshape the global narrative about the country and to shift perceptions and attitudes. By promoting open and accessible travel, China is breaking down the barriers and building bridges with the world.

Despite China’s positive moves to reconnect with the world, however, tourist arrivals still lag behind pre-Covid levels. In 2019, for instance, almost 98 million foreign visitors entered and left China.

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Tourism trouble: post-pandemic hurdles of China travel

On a trip this week to London and Beijing, I noticed a stark contrast in the number of foreigners in both cities; Beijing had far fewer visitors, even when compared to itself in 2019. While China has taken a positive first step in reconnecting with the world, more concrete actions beyond visa-free travel are necessary.

Firstly, accessibility and convenience are key factors. For a country to be truly tourist-friendly, visitors should be able to feel at home. For instance, even in countries under severe Western sanctions, such as Russia, people can easily access social media such as WhatsApp, Facebook and Google, all banned in China.

China’s internet firewall has left it disconnected from the world in many ways, including having an online payment system that is not widely recognised and accepted for global travel. To attract more foreigners, China must reconnect its unique online payment system with the world’s.

Foreigners also report much inconvenience and difficulty when they try to book a Chinese museum visit online. In contrast, London offers easy and convenient online booking and free entrance to some of the world’s most renowned museums for all visitors from around the world.

Addressing these challenges that foreign tourists face in China would be an excellent way to showcase and strengthen China’s soft power. And the impact would extend far beyond China’s actual visitors and be a valuable tourism investment.

Tourists from Italy pose for a group photo after practising tai chi at Tiantan (Temple of Heaven) Park in Beijing on July 9. Photo: Xinhua

Secondly, interaction is crucial in bridging the gap between China and the rest of the world. Seeing is believing – witnessing something first-hand is more powerful than reading about it in the media. When people interact, it allows Chinese to better understand the changes outside the country since the pandemic and foreign tourists to see a China different from what they may have read about in the media.

For example, before my trip to London, I changed some money into sterling and carried cash, only to discover that London has become a largely cashless city. Even ice cream vendors often did not accept cash, and credit cards can be used directly on the Tube like Octopus cards in Hong Kong. All types of tickets can also be bought online via Apple Pay.

For Chinese travellers, London’s online payment system differs from China’s approach of developing and depending on WeChat Pay or Alipay. Exploring the world can narrow the gap of understanding between China and the rest of the world.

Thirdly, the interaction must be two-way: the inflow and outflow of tourists are equally important. Breaking down the barriers of travelling is essential to China reconnecting with the world.

Crucially, Chinese citizens must have opportunities to travel the world, after a hiatus from many global tourist hotspots due to the three-year Covid-19 lockdown. While China hopes to attract Western tourists back, European countries are anticipating an influx of Chinese tourists.

Tourists take a selfie at London’s Piccadilly Circus on June 28, 2022. Photo: Getty Images

In London, Chinese tourists are starting to return, but many seem to be children, such as students on summer programmes. The China Tourism Academy expects outbound trips from China to reach 130 million this year, after last year’s tepid growth.

It is remarkable to see how London, as a truly international metropolis, attracts tourists from a wide range of countries and backgrounds. During my visit to Britain, I met people not only from Europe but also from Latin America, Central Asia and Africa.

Though it was not part of China’s brand campaign for tourism, the “city or not city” meme has sparked the interest of many people and is a positive step towards bringing foreigners back to China.

Revitalising China’s inbound and outbound tourism is an essential way to reconnect with the world, and the positive moves are encouraging. But China needs to do more to attract and retain the interest of international tourists.

Ningrong Liu is associate vice-president at the University of Hong Kong, and the founding director of HKU Institute for China Business