中国目的地·入境游简报011｜2025成绩单陆续出炉中

Core Insights - The inbound tourism market in China is transitioning from "traffic recovery" to "quality enhancement" driven by new policies focusing on visa facilitation and digital infrastructure improvements [1][4][5]. Policy Updates - The Ministry of Commerce and eight other departments have introduced measures to attract inbound consumption, including issuing five-year multiple-entry visas for eligible individuals and optimizing regional visa-free policies [4]. - The Ministry of Culture and Tourism and the Civil Aviation Administration have launched an action plan to enhance the convenience of inbound travel by increasing international flight routes and improving airport services [5]. - The "Meet China" platform has been launched as the first self-service consumption platform for inbound tourists, addressing shopping pain points through a comprehensive digital solution [6]. Market Trends - The inbound tourism market is showing signs of recovery, with significant increases in the number of outbound tax refund claims and inbound tourist arrivals across various provinces [2][36]. - There is a notable shift in tourist behavior, with longer stays and a preference for cultural experiences over traditional sightseeing, indicating a structural upgrade in demand [2][48]. - Emerging destinations in third and fourth-tier cities are experiencing significant growth in foreign tourist numbers, reflecting a trend of diversifying tourist attractions beyond major cities [2][49]. Data Highlights - The number of outbound tax refund claims by foreign travelers increased by 285% from January to November 2025 [36]. - Inbound tourist arrivals in Shandong increased by 41% in the first three quarters of 2025, while Anhui saw a 68% increase in the same period [44][42]. - Hainan reported a 58% increase in overnight inbound tourists compared to the previous year, surpassing pre-pandemic levels [45]. Industry Challenges - The precision of international marketing needs improvement, shifting from broad promotional strategies to more targeted approaches based on customer segmentation [50]. - There is a shortage of small language tour guides, which limits the depth of cultural exchange and service experiences for international tourists [51].