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| Global Tourism Economy Forum |
The World Travel & Tourism Council has formally recognised China’s strategic initiatives that are accelerating growth across its travel and tourism sector, citing visa-free entry policies, expanded transit visa programmes and coordinated measures that make international travel smoother and more accessible.
The recognition was highlighted during the Global Tourism Economy Forum held in Harbin, where global tourism leaders and industry experts examined future trends shaping travel and tourism, with China firmly positioned at the centre of global growth.
WTTC welcomed China’s continued commitment to easing travel barriers, noting that simplified entry procedures are strengthening confidence among travellers and businesses alike, while reinforcing the country’s appeal as a diverse and dynamic destination.
China’s Tourism Powerhouse Momentum
Speaking at the forum, WTTC Interim President and CEO Gloria Guevara delivered a keynote address focused on global tourism trends and China’s outlook. She emphasised the country’s expanding influence, pointing to the breadth of experiences that continue to attract visitors from around the world.China’s travel and tourism sector now contributes an estimated $1.9 trillion to the national economy, growing at an annual rate of 15.8 percent, double the global average. This sustained momentum reflects strong policy alignment, world-class infrastructure and a renewed appetite for both domestic and international travel.
According to Guevara, travellers are drawn to China for its rich heritage, vibrant cities, diverse landscapes and the quality of its transport and tourism infrastructure, all of which combine to create compelling, multi-layered travel experiences.
Record Spending and Employment Growth
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| Tain Kin Ip |
Employment supported by travel and tourism is forecast to reach 83.4 million jobs in 2025 alone, setting a new benchmark for the sector’s contribution to livelihoods nationwide. Visitors from newly visa-free countries are expected to reach 15 million by the end of 2026, with these travellers spending on average $1,000 more than other international visitors.
A Decade of Growth Ahead
Looking forward, China’s travel and tourism sector is forecast to grow at an average of 7 percent annually over the next decade. By 2035, its contribution to GDP is expected to reach $3.8 trillion, accounting for nearly 14 percent of the national economy.By 2031, China is projected to overtake the United States as the world’s largest travel and tourism market. Employment supported by the sector is expected to rise to 103 million jobs by 2035, with one in five new global travel and tourism jobs located in China.
Harbin Shines as a Winter Tourism Leader
The Global Tourism Economy Forum also spotlighted Harbin’s transformation into a world-class winter tourism destination. Leveraging its natural climate and cultural strengths, the city welcomed 90 million visitors last winter and achieved nearly 17 percent growth in tourism spending, reaching approximately $19 billion.Harbin’s success demonstrates how targeted development and destination branding can convert seasonal advantages into year-round economic value, serving as a model for other regions across China.
Strengthening Global Collaboration
WTTC has further strengthened its partnership with China by signing a Memorandum of Understanding with the Global Tourism Economy Forum. The agreement aims to deepen collaboration, enhance global connectivity and support sustainable, long-term growth across China’s travel and tourism sector.WTTC confirmed it will continue working closely with partners across China to foster innovation, investment and international engagement, ensuring the sector remains resilient and globally competitive.
World Travel & Tourism Council
Website: https://wttc.org
Global Tourism Economy Forum
Website: https://www.gte-forum.com
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