2026消费生活观察·不赶景点“停下来” 外国游客在华旅游消费“体验感”满满

Core Insights - The National Immigration Administration of China reported that by December 16, 2025, the number of inbound foreign visitors reached 40.6 million, marking a year-on-year increase of 27.2% [1] - The number of visitors utilizing the 240-hour visa-free transit policy increased by 60.8% compared to the period before the policy optimization [1] - The trend indicates a shift in foreign tourists' travel preferences from major cities like Beijing and Shanghai to a broader range of destinations, enhancing inbound consumption [1] Inbound Tourism Data - Shanghai ranked as the top destination for inbound tourism in 2025 [2] - From January to November 2025, Shanghai welcomed over 8.28 million inbound tourists, reflecting a nearly 40% year-on-year growth [3] - Other cities in the top five for inbound tourism include Chengdu, Beijing, Guangzhou, and Shenzhen, with additional popular destinations being Hangzhou, Xiamen, Qingdao, Haikou, and Chongqing [4] Travel Booking Trends - Data from Qunar indicates that since 2025, the number of bookings for domestic flights using non-Chinese passports has increased by 20%, covering 175 destination cities [5] Visitor Experience Preferences - There has been a significant increase in foreign tourists visiting smaller cities, with places like Erlianhot, Datong, Linzhi, Altay, Zhoushan, and Wuhu seeing visitor growth rates exceeding 300% [7] - The focus of foreign tourists is shifting from merely visiting locations to seeking immersive experiences, emphasizing cultural engagement over traditional sightseeing [7][14] - The 2025 China International Tourism Trade Fair attracted numerous foreign tourism professionals, indicating a growing interest in travel to China, particularly due to visa-free policies [9] Cultural and Payment Experience - Tourists are increasingly interested in comfortable and engaging experiences, favoring natural scenery and cultural immersion over fast-paced itineraries [10] - The use of international credit cards and electronic wallets for payments has become widespread in China, enhancing the convenience for foreign visitors [12] - The shift from "checklist tourism" to "experience tourism" highlights the importance of creating meaningful interactions and cultural exchanges for visitors [14][16]