Conference shows inbound travel to China is on right path

From savoring a bowl of traditional douzhi, a fermented mung bean drink, in a centuries-old hutong alley to riding an autonomous vehicle through the former industrial grounds of Shougang Park, international travelers are increasingly seeking experiences that allow them to live like locals rather than simply visit landmarks.

Against this backdrop, the 2026 Beijing Inbound Tourism Development Conference was held in the Chinese capital from June 1 to 6. Jointly organized by the Beijing Municipal Bureau of Culture and Tourism and the Bureau of International Exchange and Cooperation of the Ministry of Culture and Tourism, the event aimed to strengthen Beijing's inbound tourism product offerings and global marketing network while supporting the city's efforts to become China's premier inbound tourism destination and a world-class tourist city.

The conference gathered more than 300 overseas tourism buyers from over 40 countries and regions, covering Beijing's major inbound tourism source markets.

At the opening ceremony, Gao Zheng, vice-minister of culture and tourism, highlighted China's strong inbound tourism recovery. In 2025, the country welcomed 154.5 million inbound visits, up 17.1 percent year-on-year. Foreign visitor arrivals reached 35.17 million, while visa-free entries exceeded 30 million. Growth in tourism service exports, inbound tourism spending, and tax-refund purchases has further boosted the popularity of "Travel in China" and "Shop in China".

Gao notes that overseas visitors are increasingly seeking immersive experiences rather than conventional sightseeing, choosing to explore local neighborhoods, attend cultural performances, and engage with smart tourism services to gain a deeper understanding of contemporary China.

Sima Hong, vice-mayor of Beijing, says the city has continued to improve convenience for international visitors through measures such as streamlined airport procedures, wider acceptance of international bank cards at major attractions, commercial districts and transportation hubs, and enhanced promotion through the official "Go Beijing" platform and overseas media channels.

Responding to growing demand for youthful, experience-oriented, in-depth travel, the conference introduced "Becoming Chinese" as its central theme and unveiled the top 10 new inbound tourism experience scenarios.

The newly released experiences combine traditional culture, everyday urban life, contemporary lifestyle trends and technological innovation, offering international visitors fresh ways to engage with the city.

To further stimulate inbound consumption, organizers partnered with leading global online travel platforms, including Booking.com, TripAdvisor, Expedia, and Klook, to launch two consumer-oriented rankings: a "Must-Buy List" and a "Must-Eat List" for international visitors.

During the conference, certificates were awarded to recipients of Beijing's 2026 inbound tourism incentive and support program, which provides a total of 9 million yuan ($1.33 million) in subsidies.

The city also designated 14 overseas travel companies and leading online travel platforms as its global strategic partners. Following five years of market cultivation and cooperation, the partnership network has expanded to 110 organizations worldwide.

To help overseas buyers experience Beijing's latest tourism offerings firsthand, organizers launched eight themed familiarization routes. Compared with traditional city tours, the new itineraries place greater emphasis on suburban tourism, technology-driven experiences and industrial heritage attractions.

To facilitate cooperation between Chinese tourism enterprises and overseas buyers, the conference adopted a hybrid matchmaking model that combined online pre-scheduled meetings with face-to-face negotiations.

Through the event's online business-matching platform, 300 overseas buyers completed advance registrations and arranged more than 3,000 meetings before arriving in Beijing, significantly improving negotiation efficiency.

A business networking session held on June 5 attracted more than 150 Chinese tourism enterprises. Dedicated zones were established for business talks, consultations on inbound and outbound tourism policies, tourism technology demonstrations, and traditional Chinese medicine wellness experiences.

Organizers say the conference served not only as a platform for industry exchange and practical cooperation, but also as a showcase of Beijing's continuously improving tourism services and consumption environment for international visitors.