Foreigners from countries including Russia, Belarus, Spain, Cyprus and the US experience Tai Chi in Sanya on January 9, 2026. Photo: VCG

Inbound tourists from France and the UK are on the rise as foreign travelers plan to explore more of China's "hidden gem" cities in the coming May Day holidays, a travel platform said. 

In terms of source markets, the top 10 countries of origin for inbound travelers include Thailand, the US and Australia. Among the top 10, inbound visitors from Kazakhstan increased fivefold, French tourists increased twofold, and British tourists doubled, according to data from Chinese travel agency Qunar sent to the Global Times on Sunday.

The most popular domestic inbound tourism cities during the coming holidays are Shanghai, Beijing, Guangzhou, and Shenzhen. In terms of growth, the number of foreign tourists flying to Sanya and Jieyang is up by 1.1 times, the highest growth rate among all destinations. 

Flights to Xi'an saw a rise of more than 70 percent, while flights to cities such as Taiyuan, Changzhou and Kunming increased by more than 30 percent.

Also, more international visitors are venturing deeper into China's smaller cities. Places such as Nanchong, Daqing, Yining, Fuyang, Zhanjiang, Ordos, Xishuangbanna, Dali, and Luoyang are also welcoming foreign tourists, the travel agency said. 

This surging demand comes as inbound tourism to China is no longer just about sightseeing. Staying in local accommodations, experiencing authentic daily life and enjoying specialized services have emerged as the new mainstream for foreign visitors.

From restoring artifacts in the Forbidden City and studying murals in Dunhuang, to learning the tea ceremony in Wuyi Mountains and practicing Qinqiang opera in Xi'an, "China Travel" is no longer just about "been there, done that." Instead, it has become a journey to deeply experience Chinese culture and engage with the Chinese way of life.

Rather than relying solely on standalone scenic spots, destinations across the country are now digging deep into cultural intellectual property and rolling out integrated products. 

For example, Mount Emei in Southwest China's Sichuan Province has incorporated martial arts experiences into its travel itineraries, allowing visitors to appreciate the charm of Chinese kung fu amid its natural landscapes. 

Cheng Chaogong, chief researcher at the Tongcheng Research Institute, told the Global Times on Sunday that as in-depth travel becomes the mainstream, the core narrative of China's inbound tourism is gradually shifting from "scenic spots" to "experiences."

The Chinese lifestyle, Eastern aesthetics and other cultural elements are rapidly gaining global popularity through social media, unlocking new opportunities for building the "Chinese service" brand, Cheng added. 

Chinese airlines are also busy exploring more overseas routes, making travel more convenient. 

China's civil aviation sector kicked off the summer-autumn 2026 flight season on March 29. On international routes, 191 domestic and foreign airlines plan to operate 21,047 flights per week, up 1.8 percent year-on-year, serving 86 countries.

On Saturday, China Eastern Airlines resumed its direct Kunming-Kolkata route. This marks another expansion of the carrier's route network between the Chinese mainland and India, following the resumption of the Shanghai-Delhi route in 2025.

Simon Peachey, chief operating officer for China, Australasia and RCIS at VFS Global, a leading global visa services provider, noted in an interview with the Global Times that first-tier cities remain the most popular hubs for outbound travel. 

However, he observed strong growth in large second-tier cities such as Chengdu, and Hangzhou, where the share of residents seeking overseas travel or other cross-border experiences is rising at an even faster pace. This trend, he added, is also reflected in airlines' plans to launch new international routes from these cities.

Data from the Ministry of Culture and Tourism showed that in 2025, China recorded more than 150 million inbound tourist trips, a year-on-year increase of more than 17 percent, with total spending exceeding $130 billion. Among these, more than 30 million foreign nationals entered China visa-free.

China recorded an average of 2.26 million inbound and outbound trips per day during the recent Qingming Festival holidays, up 9.1 percent year-on-year, the National Immigration Administration said. The number of such trips made by foreigners reached 843,000, up 20.9 percent year-on-year.