The Year of the Horse is galloping in, symbolizing vitality and forward momentum — a fitting tribute to China's inbound tourism, which is witnessing a surge in international visitors who have come, explored, and left with memories and also suitcases bursting at the seams.

Drawn by streamlined visas and seamless payments, as well as a nationwide "Shopping in China" campaign to enhance the country's appeal as a global consumption market, more foreign tourists are choosing to experience the charms of this megadiverse country, experts said.

"Nothing is more delightful than to have friends coming from afar," as Confucius once remarked. That sentiment now feels woven into policy.

As the sun streamed through the skylight at Beijing Daxing International Airport, Zack Cheung breezed through the immigration hall. The 34-year-old Singaporean tourist simply approached a kiosk, scanned a QR code on his phone, and was processed in under a minute.

"Filling out the arrival card online before landing and showing a QR code at immigration saved so much time," Cheung said. "The smart ports are very efficient."

China has extended its unilateral visa-free policy to over 40 countries, including many in Europe, North America and Oceania, until Dec 31, 2026, allowing for stays up to 30 days for business, tourism, family visits and exchange.

On top of visa-exemption arrangements, China has also expanded the 240-hour visa-free transit policy to 65 ports across 24 provincial-level regions.

During the New Year holiday, ticket bookings for tourist attractions by inbound visitors surged 110 percent year-on-year, according to Chinese travel platform Trip.com Group.

Data from the National Immigration Administration also showed that border crossings by foreign nationals reached 828,000 during the same period, an increase of 29.8 percent compared to the 2025 New Year holiday.

While iconic sights like the Great Wall and the Forbidden City remain draws, a powerful new magnet is emerging: China itself as an appealing shopping destination, fueled by a concerted national effort to improve the shopping experience in the country for international tourists.

Beyond easier travel, China has optimized its departure tax refund policies by lowering the minimum purchase threshold, expanding the network of eligible retailers, and promoting instant tax refunds that allow overseas visitors to receive refunds directly at retail outlets rather than waiting until departure at airports.

In the showroom of drone maker DJI's flagship store in Beijing's China World Mall, gone are the days of leisurely browsing; here, international visitors arrive with an explicit shopping list.

"For a specific group of tech-savvy visitors, our drones aren't just gadgets; they're the main attraction on their Beijing itinerary," said Guo Shaogang, store manager of DJI in China World Mall.

The instant tax refund policy introduced last year has significantly boosted sales, lifting the store's order conversion rate to around 80 percent from a previous range of 20 to 30 percent, according to Guo.

As of end-November, tax refunds for overseas tourists could be processed at a total of 12,252 stores nationwide, with 9,151 of them being newly included last year. Among these stores, over 7,000 offer immediate refund services, according to the State Taxation Administration.

International travelers are accustomed to claiming tax refunds abroad. Many visitors from countries like the United States, Russia, Germany, and Saudi Arabia show strong interest in purchasing DJI's drones and handheld devices, Guo said.

"They weren't just shopping for themselves," he said. "Sometimes they were livestreaming their visits, video-calling friends back home, holding up products to the camera for real-time approval."

Data from the State Taxation Administration showed that from January through November last year, the number of outbound tourists applying for tax refunds jumped 285 percent compared with the same period of the previous year, and the value of tax refunds also climbed 98.8 percent.

Marcia Raquel, a 43-year-old tourist from Portugal, completed the final act of her China trip by securing tax refunds for two cherished purchases, a hand-embroidered handbag and a peony-and-butterfly handkerchief, in under a quarter of an hour at Shanghai.

"The whole process was effortless," Marcia said. "Seeing the line for the manual counter, I went straight for a self-service kiosk." A quick scan of her documents and receipts was all it took for the refund to be authorized and sent to her mobile wallet.

The "Shopping in China" initiative, which aims to create an internationally friendly consumption environment through measures such as streamlining visa procedures and improving departure tax refund arrangements, is not merely a short-term initiative to boost inbound consumption; it serves as a pivotal catalyst in upgrading China's consumption system, analysts said.

Data from the Ministry of Commerce show that in 2024, spending by inbound travelers accounted for about 0.5 percent of China's GDP, compared with between 1 percent and 3 percent in other major economies worldwide, indicating significant room for China's growth.

International consumers have higher expectations for product quality, brand diversity, service standards, and convenience. This will push the domestic commercial system to accelerate its alignment with international rules in areas such as payments, tax refunds, language services, and information transparency, said Cheng Shi, chief economist at ICBC International.

These improvements in the internationalized consumption environment are not exclusive to foreign visitors; they also enhance the consumption experience for local residents, thereby unlocking domestic consumption potential at a higher level.

According to the recently-released recommendations for formulating the 15th Five-Year Plan (2026-30), China will develop more cities into international consumption centers and expand inbound consumption in the coming years.

China has been viewed more as a manufacturing and supply center. The "Shopping in China" initiative can now help reposition China as a destination that offers not only competitive prices but also high-quality products and a world-class consumption experience, Cheng added.

Looking ahead, Jiang Zhao, associate researcher at the Chinese Academy of International Trade and Economic Cooperation, emphasized the need to develop more tourist-friendly commercial districts.

"We should implement multilingual signage, offer guide services, and provide specialized shopping and dining maps designed around the preferences of international visitors," he said.

He added that integrating commerce with culture, tourism, and sports can create diverse consumption experiences, which is key to strengthening China's position as a premier global shopping destination.

Against a global backdrop of rising protectionism and geopolitical friction, Jiang noted the profound significance of China's push to foster a shared international consumption market. "This initiative serves as a buffer against protectionist trends and strengthens the resilience of global trade," he added.

"At a time when some countries are imposing trade barriers and advocating for supply chain fragmentation — actions that undermine trade stability — China's commitment to greater openness helps protect the security and continuity of normal international economic cooperation."

wangkeju@chinadaily.com.cn