中国入境游爆火后：如何打好服务与文化两张牌？

Core Insights - China's inbound tourism market has seen a remarkable increase, with inbound tourist numbers rising over 100% year-on-year, and significant growth in spending from American tourists (up 50%) and French tourists (up 160%) [1][2] - The surge in inbound tourism is attributed to relaxed visa policies and the enduring appeal of Chinese culture, but there is a challenge in converting this influx into long-term engagement [1][4] Visa Policies and Accessibility - China has implemented unilateral visa-free policies for 48 countries, allowing ordinary passport holders to enter for business, tourism, family visits, or transit for up to 30 days without a visa [1] - Major source countries such as France, Germany, Japan, and Brazil are included in the visa-free policy, with the validity extended to the end of 2026 for 46 countries, enhancing stability [2] - Additional measures like mutual visa exemptions with Thailand and Singapore, and 144-hour transit visa exemptions, have created a multi-layered system for inbound convenience [2] Economic Impact and Consumer Behavior - The Ministry of Commerce and other departments have introduced measures to optimize the tax refund policy for outbound tourists, lowering the minimum refund threshold from 500 yuan to 200 yuan and increasing cash refund limits from 10,000 yuan to 20,000 yuan [2] - In the first quarter, Sichuan province reported a 204.78% increase in the number of tourists claiming tax refunds, with sales in tax refund stores up 200.91% and the total refund amount up 211.64% [2] Cultural Engagement and Experience - The core competitiveness of inbound tourism lies in the unique charm of Chinese culture, but many tourism products currently suffer from superficial representations [3] - To address this, there is a need to transform cultural experiences into active participation, such as VR projects and immersive cultural activities that allow tourists to engage with Chinese culture more deeply [4] - Developing interactive projects and training guides with cross-cultural communication skills can enhance the visitor experience and foster a genuine connection with Chinese culture [4] Sustainable Development and Future Directions - The sustainable development of inbound tourism requires building a strong brand for tourism destinations, improving global promotion strategies, and establishing a feedback loop for continuous improvement [4] - Recommendations from the China Tourism Research Institute suggest enhancing travel convenience through optimized visa policies, digital tools for visa applications, and addressing common pain points for foreign tourists [5] - The evolution of inbound tourism is shifting from short-term spikes to a lasting appeal that showcases the unique charm of Chinese culture and strengthens connections between China and the world [5]