Foreign tourists pose for photos at Zhangjiajie National Forest Park in Central China's Hunan Province on August 8, 2025. Photo: VCG

 
"It was my 4th trip to China, and during this trip I have felt something truly special," said Hanna, a German tourist who has just finished  30 days of travel across China.

"I wore a hanfu in Chongqing, and in Changsha, Hunan Province, I tried a local restaurant that I have not tasted anything alike in Germany." Her excitement was still palpable as she scrolled through her photos of picturesque Zhangjiajie Mountains and bustling streets in Chengdu, Sichuan Province. 

For Hanna, China has become a place worth exploring and discovering with every visit. From Qingdao's European-style architecture to hotpot nights in Chengdu, she said that each journey has offered her unexpected discoveries. "The first time I came, I fell in love with Chongqing and Chengdu. Now, I prefer to skip the popular spots and head to smaller cities that few Europeans know."

China's recent expansion of visa facilitation measures has significantly lifted the appeal of inbound travel, giving foreign visitors greater flexibility and confidence in planning their trips to China.

As China's Golden Week holiday (October 1-8) approaches, international travelers are showing renewed enthusiasm, with many seeking deeper cultural experiences beyond standard sightseeing.

Instead of focusing solely on internationally well-known hubs such as Beijing and Shanghai, a growing number of visitors are now turning to smaller cities and less-traveled destinations, seeking unique encounters with local culture, traditions and modern lifestyles that reflect China's diversity.

Delve into cultural heartland

As one of the latest groups to benefit from the visa-free expansion, Russian travelers are quickly responding. Unlike those drawn to China's megacities, one Russian visitor has set his sights on East China's Zhejiang Province, a province known for its rich traditional festival atmosphere.

For Russian businessman Maxim Rukhin, the new policy is more than a convenience—it changes his perception of travel. "In the past, applying for a visa took time and planning. Now, I can simply decide and go," he told Global Times. Rukhin, who works in e-commerce, will travel with his family to Zhejiang during the Golden Week, his first time entering visa-free. "I want to feel the festive atmosphere of the Mid-Autumn Festival and National Day, and see how people celebrate with lanterns, moon-cakes and family gatherings."

Notably, he added that China's transport and payment systems are "incredibly easy" compared to his first visits to Beijing and Shanghai years ago. "Digital payments are everywhere, and the transport network is world-class. It makes traveling here simple and enjoyable."

His remarks came just after China announced that, from September 15, 2025 to September 14, 2026, Russian citizens holding ordinary passports may enter China without a visa for business, tourism, family visits, exchanges or transit stays of up to 30 days, according to China's Ministry of Foreign Affairs.

Murat Tursun, who owns a shop selling Atlas silk products - a Northwest China's Xinjiang Uygur Autonomous Region specialty - in Beijing, told the Global Times that there has been a notable increase in customers from countries including Russia, Spain and Indonesia recently. Many customers are first attracted by the vibrant colors and patterns of the silk, and upon learning that it is an intangible cultural heritage, they express deep interest in these products and purchase pieces as souvenirs for friends and family or to keep as cherished memories, he said.

Trip.com recently released its 2025 National Day travel trends, showing robust momentum in the inbound tourism market during the Golden Week holidays. Inbound travelers mainly come from South Korea, Japan, Thailand, Malaysia, Singapore, the UK, Indonesia, the US, Russia and Australia.

Meanwhile, data from travel platform Qunar revealed that foreign tourists have booked trips covering nearly 100 Chinese cities during the National Day period.

Among the recent international visitors to China before the Golden Week, many have shown a strong preference for traditional Chinese culture. Insiders noted that visa facilitation policies have become a vital driver in breaking down barriers to people-to-people exchanges.

African traveler Kaidar from Ethiopia said his September trip to Beijing and Yueyang, Central China's Hunan Province, left a deep impression. 

"I had never heard of Yueyang before, but the beauty of Dongting Lake and the history of Yueyang Tower amazed me," he said. 

To remember the trip, he bought several cultural products featuring the tower. In Beijing, he purchased clothing from local Chinese brands. "The design and quality were very good. Friends back home even sent me shopping lists before I came."

Similarly, AlKhalid from the Middle East said he feels at home in Xi'an, Northwest China's Shaanxi Province. 

"Hearing the call to prayer at Huajue Mosque reminded me of my hometown. It brought back the history of the Silk Road, when our ancestors met centuries ago," he said. What impressed him most was the balance between China's modern infrastructure and respect for tradition.

Broader appetite for exploration

Experts noted that the influx of international tourists underscores China's commitment to high-level opening-up. The expansion of visa-free access is not just about tourism—it reflects China's determination to open doors wider and create shared opportunities with the world, experts said, noting that foreign travelers are not only sightseeing; they are experiencing China's modernization and cultural vitality firsthand.

Data released by the National Immigration Administration (NIA) showed that in the first half of this year, the number of foreigners entries and exits reached 38.05 million, up 30.2 percent year-on-year. A total of 13.64 million foreigners entered China visa-free, accounting for 71.2 percent of inbound foreign travelers, marking a year-on-year increase of 53.9 percent.

China has introduced unilateral visa-free entry and mutual visa exemption agreements with 75 countries as part of its efforts to streamline visa rules and promote international exchange, Wang Zhizhong, head of the NIA said on July 30.

He noted that, during the 14th Five-Year Plan period (2021-25), the number of countries eligible for visa-free transit to China has increased to 55, while the number of entry ports has expanded to 60 across 24 provinces, autonomous regions, and municipalities.

From payment systems and networks to language services and tax refunds, China is enhancing the travel experience for international visitors through a wide range of facilitation measures, many interviewed foreign tourists told Global Times that the country's modernization and convenience far exceeded their expectations.

Back in Germany, Hanna is already planning her fifth journey. "Next time I want to go to Yunnan. I heard there are snow-capped mountains, Erhai Lake, and many minority villages," she said "China has so many warm people and beautiful places. Each trip brings new surprises. I want to keep exploring."