Beginning Friday, travelers from nine countries can enjoy easy access to China, marking a significant shift in the nation’s tourism policies. Citizens holding ordinary passports from eight European nations—namely Slovakia, Norway, Finland, Denmark, Iceland, Andorra, Monaco, and Liechtenstein—as well as South Korea can now enter China without the need for a visa. This exciting development allows visitors to stay for business or leisure for up to 15 days, and the policy is set to remain in effect until December 31, 2025.
This visa exemption reflects China’s broader strategy to rejuvenate its tourism sector, dramatically impacted by the COVID-19 pandemic. Historically, South Korea has been one of China’s largest sources of tourists. In 2019, a robust 4.3 million South Koreans traveled to China, although that number plummeted to fewer than 1.3 million in 2023 due to ongoing travel restrictions and shifts in global tourism patterns.
The immediate financial market reaction to this announcement underscores the significance of tourism for both nations. Following the news, stocks of major travel companies in China, such as Trip.com and low-cost airline Jin Air, saw notable increases—over 5% and nearly 4%, respectively. This suggests that investors are optimistic about the rebound of travel and tourism as a source of economic vitality for both countries.
The expansion of the visa-free program is part of China’s ongoing effort to stimulate inbound tourism, an area that continues to lag behind pre-pandemic figures. The stark contrast in international traveler statistics is highlighted by the figures from 2019, where China welcomed approximately 49.1 million travelers, compared to about 17.25 million by July 2023.
China’s initiatives, such as the visa exemption program, have been critical in attracting foreign tourists. Recent reports indicate a significant uptick in visitors over the last year, with 8.2 million foreigners entering the country in the third quarter of 2024—a substantial increase of 49% compared to 2023. Of these, around 4.9 million took advantage of the visa-free entry. This surge could signal a hopeful shift as global travel rebounds.
However, attracting international visitors comes with challenges. Payment issues remain a major obstacle, as many foreigners encounter difficulties using their credit cards within China. In response to this, the authorities have mandated that major tourist attractions accept foreign credit cards and cash. This proactive move aims to enhance the visitor experience and mitigate potential frustrations that could detract from their journey.
Furthermore, Chinese officials are actively working to restore flight capacities to pre-pandemic levels. This winter, local airlines are scheduled to increase their services to Europe, in response to a vacuum left by major global carriers reducing flights to China due to decreased demand and operational hurdles, such as restricted airspace.
As China expands its visa-free entry policy, it marks an ambitious step towards revitalizing its tourism sector. By creating a more welcoming environment for travelers, particularly from regions that have historically shown strong visitor numbers, China is laying the groundwork for a promising recovery. Ultimately, aligning logistical strategies with its visa exemption policies could hold the key to reigniting enthusiasm for travel to this diverse and culturally rich destination.