China’s tourism sector witnessed an unprecedented boom during the 2025 May Day holiday, with inbound tourism orders surging by 173% year-on-year, according to leading online travel agency Trip.com. The five-day holiday, spanning May 1 to May 5, has drawn travelers from across the globe, fueled by favorable policies, social media influence, and a growing appetite for China’s cultural and modern attractions.
The top destinations for foreign tourists included Shanghai, Beijing, Guangzhou, Shenzhen, and Chengdu, with visitors primarily hailing from South Korea, Japan, Singapore, Russia, Malaysia, Thailand, the United States, Australia, the United Kingdom, and Vietnam. A key driver of this surge has been the viral exposure from foreign influencers, such as YouTuber IShowSpeed, whose visit to China reportedly tripled overseas hotel searches. Additionally, China’s recent policies, including instant tax refunds for foreign tourists and optimized visa procedures, have made the country more accessible and appealing.
Domestic tourism also hit new highs, with the Ministry of Transport projecting 1.42 billion cross-regional trips, a 4.5% increase from last year. The National Immigration Administration reported an average of 2.15 million daily border crossings, up 27% from 2024, reflecting robust growth in both inbound and outbound travel. Popular domestic destinations like Chongqing and Chengdu ranked among the top 10, with long-haul trips to Hainan, Xinjiang, and Yunnan also seeing significant demand.
Industry experts attribute the tourism boom to China’s strategic efforts to enhance its global appeal. The combination of visa-free policies, improved flight connectivity, and innovative tourism offerings has positioned China as a must-visit destination. Social media platforms like Xiaohongshu have further amplified interest, promoting both iconic landmarks and off-the-beaten-path experiences.
As China’s tourism sector continues to recover and innovate, projections suggest that inbound tourism could contribute up to 4% of the nation’s economy by 2033. With the May Day holiday setting a new benchmark, China’s tourism industry is poised for a transformative year ahead.
