China Is Winning Back Foreign Tourists, One Viral Reel At A Time
China is experiencing a surge in foreign tourism, with arrival numbers and spending exceeding pre-pandemic levels in 2025. The growth is attributed to viral social media content, visa-free travel policies, and a concerted government promotional campaign.
Why it matters
The tourism boom provides China with a significant soft power boost and signals a shift in international perceptions of the country.
A minimalist villa nestled among lush forests, misty limestone peaks and cinematic skyline views: striking Instagram reels like these finally convinced Claire Thum to make her first trip to China.The 28-year-old Singaporean is one of millions of foreign tourists who visited the country in 2025, when arrivals and tourist spending surpassed pre-pandemic levels for the first time.Thum knew only of terracotta warriors until Chinese travel content began regularly popping up on her feed. "To me, the first step to exploring more of China was to dip my toes into Shanghai," she said.Highlights included a visit to the viral perfumery To Summer with its signature garden, a snowboarding simulation experience and picking out winter clothes at Japanese sportswear store Descente.Now she's planning another trip to the Asian nation, with the far-flung regions of Yunnan, Xinjiang and Harbin top of her list.After years of pandemic restrictions, in 2023 China launched a massive…
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