Chongqing is continuously enhancing the international standards and convenience of its tourism services amid surging inbound travel popularity.

China’s inbound tourism is experiencing a surge in popularity, particularly in Chongqing, which is continuously enhancing the internationalization and convenience of its travel services. Since the implementation of the 240-hour visa-free transit policy, “China Travel” has become a trending topic on overseas social media. In the first half of this year, Chongqing Border Inspection Station inspected over 1.14 million inbound and outbound travelers, marking a 35% year-on-year increase, including 330,000 foreign tourists, a rise of 140%.

Cindy and Braden were immediately drawn to the visa-free policy after learning about it through news reports. Cindy stated that they had visited China before but required visas costing approximately 600 yuan per person, adding, “The visa-free option saves money and is far more convenient.” At the Liziba Observatory, she marveled at the city’s iconic “light rail passing through buildings,” noting, “Chongqing is hugely popular on international social media, with features like the rail-through-buildings, night views, and hotpot gaining widespread attention.” In fact, social media has become a key channel for travel planners to attract clients—Cindy contacted travel planner Qu Yibo after seeing his online guides for Chongqing half-day tours.

Qu Yibo emphasized that language barriers are manageable with translation tools, but understanding diverse cultures and histories is essential for effective communication with foreign tourists. He explained, “Personalized tour services cost about 200 To 300.US per day per person, covering pre-trip consultations, guide services, and airport transfers.” As “China Travel” gains influence, foreign tourists are developing a more nuanced view of China, with many proactively mentioning concepts like “cyber cities” and hotpot during consultations. Cindy, for instance, specifically requested a hanfu experience, prompting Qu to arrange dedicated photo spots.

To support the tourism boom, Chongqing is optimizing related services. Previously, foreign tourists faced difficulties buying tickets online without Chinese ID cards, often forcing them to queue; now, many attractions allow online bookings using passports. Cindy mentioned plans to visit the Three Gorges Museum, saying, “We’ve already booked tickets online with our passports and heard there are English-speaking guides and audio guides available.” In key areas like Yuzhong District, improvements include expanded transport options like buses, ferries, ropeways, and subways, along with urban airport terminals offering integrated services such as ticketing and luggage handling. Bilingual signage is also being rolled out for attractions, maps, and menus. On the service front, the district has achieved full coverage of foreign card payments and ATM currency withdrawals while establishing multilingual support systems with foreign-language guides and volunteers in major scenic spots. Data shows overnight stays by foreigners increased by 113% year-on-year in the first half, and during the May Day holiday, inbound tourist numbers jumped by 160%.

Building on the “China Travel” momentum for “China Shopping,” Chongqing piloted an “immediate tax refund on purchases” policy in 2024, leading to a near-fivefold surge in tax-free sales in the first quarter. In July, Sichuan and Chongqing further launched a joint refund service, eliminating the requirement for exit from the local region to enhance the shopping experience for international visitors.