On June 25, China Tourism Academy released the "Report on the Development of China's Inbound Tourism (2023-2024)". The report indicates that the development trend of China's inbound tourism market will continue to improve in 2024. According to the forecast, the inbound market for foreigners is expected to recover to 80% of the level in 2019, and the inbound market from Hong Kong, Macao, and Taiwan will achieve full recovery in 2024.

With the continuous recovery of international air routes, further improvement in inbound travel convenience, the continuous restoration of the inbound tourism supply chain, and the active promotion of tourism destinations at all levels, the development prospects of China's inbound tourism market are relatively optimistic.

According to the report, Chinese culture and the experience of a better life constitute the core attraction for foreigners visiting China. According to a special survey on inbound tourist satisfaction conducted by China Tourism Academy, over 60% of respondents cited experiencing Chinese culture as their main purpose for traveling to China. A better life experience, including delicious food, healthcare, and shopping, is also a major experience for tourists visiting China.

Additionally, according to the latest data released by the National Immigration Administration, the number of foreigners entering China in the first quarter of this year increased by more than 3 times year-on-year; a total of 466,000 visas and travel documents were issued to foreigners, representing a year-on-year increase of 118.8%; and 1.988 million foreigners entered China without a visa, representing a year-on-year increase of 266.1%.