Russian tourists enter the border of China at the Hunchun international port, China's border with Russia, in Northeast China's Jilin Province, on May 30, 2025. Photo: VCG

For Russian travelers eyeing China's mix of bustling cities and scenic landscapes, a new window of opportunity is opening: starting from September 15, 2025, citizens holding ordinary passports will be able to enter the country without a visa, thanks to China's latest expansion of its visa-free program, according to a recent announcement by Chinese Foreign Ministry spokesperson Guo Jiakun.

According to Russia Today, interest in traveling to China has surged sharply, following the announcement of a new visa-free entry policy for Russian citizens. Ticket sales for flights departing for China after September 15, the day the policy takes effect, have doubled, while hotel searches and travel inquiries have spiked by more than five times.

Ge Lei, secretary-general of the China Tourism Association, told Global Times that in recent years, China's diverse destinations, thanks to a combination of urban charm and natural landscapes, have increasingly entered the field of vision of Russian travelers.

"In the minds of many Russian tourists, these places have become 'beloved' travel destinations because of their rich cultural heritage, improved urban services, and well-developed overall tourism environment," Ge said.

"At the same time, tourist preferences are shifting from mass tourism toward more personalized and emotionally resonant travel experiences," he noted. 

"These destinations are not necessarily the most famous sites, but they often offer unique experiences through city atmosphere, local cuisine, or natural scenery, thus earning the status of a 'beloved' destinations among Russian visitors."

Beloved destinations 

Data from travel platform Ctrip.com show that the 10 most popular Chinese cities among Russian tourists include Beijing, Sanya, Shanghai, Guangzhou, and Harbin. 

Among them, Harbin city in Northeast China's Heilongjiang Province, with its unique blend of Chinese and Western cultures and favorable geographic location, has emerged as a preferred destination for Russian sightseers, according to Harbin News.

"China and Russia share a long border, and exchanges between border cities are frequent. With the implementation of the visa-free policy, cities such as Manzhouli and Harbin are expected to attract more Russian tourists, and border tourism will keep heating up," Ge said.

Guan Yifeng, a Harbin native, told Global Times that Russian tourists are often drawn to the city's cultural blend, when walking along the city's Central Street. He believes that with the visa-free policy coming into effect, even more Russian visitors will be attracted to his hometown this winter. 

"During the Ice and Snow Festival, many Russian tourists come here to ski, admire ice sculptures, and enjoy the light displays," Guan said.

"Combined with the city's moderate winter climate and well-developed ice and snow facilities, these factors make Harbin a 'beloved' destination in the eyes of Russian tourists," he added.

Besides Harbin, Beijing is also a popular destination. Russian travel expert and Profi.Travel CEO, Alexey Vengin, praised the Chinese capital by saying, "In 2024, I spent a few days in Beijing, but the impression was enough to see its huge potential. Why? It's simple: prices are reasonable, people are friendly, and there are abundant cultural and historical sites there."

In 2024, Beijing received 293,000 Russian visitors. From January to May, the city welcomed 175,000 Russian tourists, for an 83.9 percent year-on-year increase, making Russians the largest foreign visitors group to the capital, according to Xinhua News Agency. Beyond these major cities and well-known tourist destinations, smaller hidden gems - natural scenic areas and towns, also have strong potential to attract Russian travelers.

Emerging trends

Wu Fugui, a research fellow with the China International Culture Exchange Center, told Global Times that in recent years an increasing number of young Russian travelers have shown a preference for more personalized trips to China. 

"On one hand, they are highly interested in modern cities, appreciating their vibrancy, cleanliness, safety, and cost-effectiveness; on the other, they seek distinctive natural landscapes," he said. Destinations such as Zhangjiajie and Jiuzhaigou have steadily gained recognition among Russian tourists.

Wu noted that during his visit to Tianzhu Mountain in East China's Anhui Province this year, he encountered a notable number of young Russian travelers. "This indicates that Russian tourists are shifting from traditional popular attractions toward destinations that offer differentiation and richer experiential value," he said.

This trend is particularly evident in border cities. Similar changes are visible in Heihe, the city across the Amur River from Blagoveshchensk, Russia. Russian tourists have become a familiar sight in the streets, adopting local customs and using mobile payment apps with ease, while local merchants are increasingly fluent in Russian. This growing two-way cultural and social integration has heightened local anticipation for the visa-free policy and points to further growth in border tourism, according to China News Service.

Faced with these evolving patterns, Ge Lei emphasized that the China Tourism Association will focus on three key areas moving forward.

"First, talent development - cultivating more tour guides and service staff proficient in foreign languages, especially less commonly taught languages. Second, public services - enhancing payment convenience, improving foreign-language signage, and creating a more welcoming tourism environment. Third, technological support - leveraging tools such as artificial intelligence to reduce language barriers and improve the experience of foreign visitors," he said.

Ge believes that the visa-free policy and enhanced services will allow Russian visitors to experience China's cities, culture, and landscapes more fully, while fostering deeper mutual understanding and connection between the two peoples.