China is on track to overtake the US as the world’s largest outbound travel market, according to new research from the World Travel & Tourism Council (WTTC).
Data from the new 2026 Economic Impact Research (EIR) found China has shown how long-term infrastructure investment can “drive high-impact tourism growth”.
Expanded visa-free stays of up to 30 days for more than 50 countries, investment in air and rail infrastructure, and the rollout of biometric systems at entry points have enabled more international tourists to travel to China, said the report.
China welcomed more than 68 million international visitors in 2025, a 15.5 per cent increase year-on-year.
International visitor spending also rose by 10.5 per cent to $135bn (£100.5bn), exceeding pre-pandemic levels.
According to the WTTC, recovery has been driven by a combination of progressive policy reforms and technological innovation, with travel and tourism a key pillar of national economic growth for the Government of China.
The East Asian country’s spending is forecast to surge by 22.5 per cent to nearly $280bn (£242.2bn) in 2026, said the WTTC.
In business travel, China ranked second worldwide with $192bn in spending across corporate segments.
The research was produced in partnership with Oxford Economics to forecast travel and tourism trends for 2026.
The WWTC said new tourism zones, cultural attractions and theme parks are “diversifying China’s tourism offering and reinforcing its global competitiveness”.
According to the report, China will also generate one in five new global tourism jobs by 2036.
A projected 6.5 per cent growth increase over the next decade is expected to see the sector nearly double in size to $3.5 trillion (£ 2.61 trillion).
Gloria Guevara, president and CEO of WTTC, said: “China’s recovery shows how targeted policy reforms can translate directly into stronger inbound demand and sustained growth. Continued progress in visa facilitation will be essential to sustaining this momentum. This approach, over time, could position China to become the world’s leading Travel & Tourism if they continue with this path.”
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