Tourism is emerging as a key driver of consumption and cultural exchange as China continuously deepens opening-up and travel flows rebound, according to Dai Bin, a national political adviser and president of the China Tourism Academy.
Dai, in an interview on the sidelines of the ongoing fourth session of the 14th National Committee of the Chinese People's Political Consultative Conference, said role of tourism is shifting.
"It represents a way of experiencing a better life away from home, stimulating comprehensive spending across food, accommodation, transport and entertainment," he said.
China's tourism markets have rebounded strongly.
According to the Ministry of Culture and Tourism, domestic tourist trips exceeded 6.5 billion in 2025, with spending reaching 6.3 trillion yuan ($870 billion).
During this year's nine-day Spring Festival holiday, tourism spending climbed to 803.4 billion yuan, underscoring the resilience of China's consumer market.
This domestic surge is increasingly driven by young travelers seeking emotional value and cultural experiences, as well as a growing wave of rural tourism. During the Spring Festival holiday, 20 percent of rural residents traveled, accounting for 15 percent of total tourist flows, a shift Dai described as significant.
However, Dai emphasized that rural tourism must actively involve and benefit local communities. "We cannot have a situation where tourists enjoy themselves but villages are left with only the elderly and dogs," he said. "What we want is a modern countryside full of vitality."
Dai, who is also a member of the 14th National Committee of the Chinese People's Political Consultative Conference, said his suggestions this year focus on revising the Tourism Law and improving regulations governing travel agencies as a means of sustaining growth and strengthening industry governance.
On the international front, China has introduced a series of supportive measures to revive inbound tourism, including expanding visa-free policies and improving payment and travel services for foreign visitors.
As a result, inbound tourist trips exceeded 150 million in 2025, up more than 17 percent year-on-year, with spending surpassing $130 billion.
Notably, more than 30 million foreign visitors entered China visa-free last year, reflecting the impact of the expanded visa facilitation policies.
Dai called these policies a sign of long-term institutional opening-up rather than temporary fixes.
To complement these policies, authorities are upgrading the full inbound travel chain, from border clearance to payment services, as part of campaigns such as "Travel in China", "Shopping in China" and "Services in China".
While China's mega-infrastructure projects provide great convenience, Dai stressed that the language environment must be aligned.
Improving multilingual signage and other public services, he noted, is essential for international travelers to navigate the country easily.
"Only with better public services and transport infrastructure can we provide higher-quality tourism products," he added.
Beyond economics, Dai highlighted tourism is a powerful tool for cultural exchange and shaping China's global image.
Growing international interest about Chinese lifestyles and culture reflects that appeal, he said, citing the recent sensation of foreigners "becoming Chinese" across overseas social media platforms.
"People don't travel simply because our lives are different. They travel because they see a better life they want to experience,"Dai said.
"More foreigners want to understand China and feel drawn to it, largely because they see the quality of life here. It is crucial that we present the real image of contemporary China to the world," He added.
This cultural bridge extends to critical bilateral ties, including those between China and the United States. "The willingness for people-to-people exchanges between China and the United States has always been strong, and it will become even stronger in the future," he said.
Recalling a visit to Muscatine, Iowa, Dai said many US citizens expressed interest in seeing both China's ancient culture and its modern transformation.
"Through tourism, people can experience the beauty of nature, the beauty of culture, the beauty of the soul and the beauty of life," he added. "And that ultimately helps bring societies closer together."
