中国目的地·入境游简报010｜入境客源国新画像解析

Core Insights - The recovery of China's inbound tourism market has shown significant momentum in 2025, with a notable increase in foreign visitors and the expansion of visa-free policies [1][2][16] Group 1: Market Recovery and Visitor Trends - In the first half of 2025, a total of 38.05 million foreign visitors were recorded, marking a 30.2% year-on-year increase, with visa-free entries reaching 13.64 million, up 53.9% [1][2] - The visitor source countries have diversified, with Southeast Asia leading the recovery, while Europe and the US lag behind, with visitor numbers only reaching about 30% of pre-pandemic levels [2][7] - The implementation of the 240-hour visa-free transit policy has significantly influenced the influx of visitors, with nearly 70% of inbound foreigners entering under this policy [2][16] Group 2: Regional Market Characteristics - Southeast Asia has emerged as the fastest recovering market, with countries like Thailand, Singapore, and Malaysia nearing or exceeding pre-pandemic visitor levels [10][12] - The recovery in the Japanese and South Korean markets is notable, with visitor numbers increasing by 130.7% and 58.5% respectively in Shanghai, although they have not yet returned to 2019 levels [4][6] - The European and American markets are characterized by slower recovery due to factors such as limited direct flights and increased travel costs, with visitor numbers still significantly below pre-pandemic figures [9][7] Group 3: Policy Impact and Future Outlook - The expansion of visa-free policies and the increase in entry ports have been crucial in driving the recovery of inbound tourism, with the number of visa-free countries increasing from 54 to 55 and entry ports rising to 60 [2][20] - The demand from emerging markets, particularly in the Middle East and Central Asia, is growing, supported by new visa policies and increased travel interest [13][15] - The evolving visitor demographics indicate a shift towards more diverse and high-spending tourists, with a growing interest in cultural experiences and short-term travel [16][12]