Accessible version China Viewpoint A very Chinese time for inbound tourism: from recovery to value creation Hop in, we are going to China Inbound tourism is emerging as a meaningful source of incremental spending in China, supporting service sector development while domestic demand remains soft. China received 35mn foreign visitors in 2025, equivalent to 105% of 2019 arrivals, and momentum has strengthened further this year. The recovery is also broadening geographically: Tourists from Southeast Asia led th ...