By Trove Marketing Analyst, Joy Ngo

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Though China officially opened for tourism in March 2023, the number of tourists has not reached the levels observed during the same period in 2018 and 2019. Data reveals that tourists are more likely to come to China for business purposes or for visiting their friends and relatives as opposed to sightseeing or leisure.

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As of December 1, 2023, the Chinese Government announced that citizens from France, Germany, Italy, the Netherlands, Spain, and Malaysia will no longer need a visa for travel to China for a year. This policy will be in effect for all year, offering visa-free travel to travelers from aforementioned countries during the first three days of each month.

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Great news to European travelers and those from various regions who frequently visit China for tourism, this policy significantly simplifies travel arrangements. Under this new policy, travelers from five European countries and Malaysia can enjoy a visa-free stay in China for up to 15 days.

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This strategic policy move marks a significant step for China in expanding its tourism sector, especially in the post-pandemic era. Before, the country required mandatory quarantines for all visitors to China. The relaxation of these regulations signals a positive shift, encouraging more tourists to explore the country.

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Initial Outcomes

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Effective since December 1, China's recent visa-free travel policy, which simplifies travel procedures for visitors, has demonstrated great outcomes. The Ministry of Foreign Affairs, acknowledging the impact, expressed intentions to adapt visa policies to enhance cross-border travel conditions. Approximately 7,000 out of nearly 18,000 travelers from France, Germany, Italy, the Netherlands, Spain, and Malaysia—countries covered by the visa waiver—entered China in the initial three days of the month. This step has made a notable 39% increase in daily average tourist numbers from these countries during the first three days of December compared to the last day of November.

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An increasing number of travelers are choosing to stay or transit in China for business purposes, and the process has become more convenient. To cater to the diverse needs of travelers, Hangzhou, China has enhanced more translation services, offering support in multiple languages such as English, French, Italian. Hangzhou airport has also increased its flight schedules to popular international cities and introduced new direct intercontinental routes.

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n the third quarter of 2023, Chinese immigration departments managed 123 million border entries and exits, making a noteworthy 454.4 percent year-on-year growth, as reported by the National Immigration Administration (NIA).

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Trove  supports action towards seamless tourism and we look forward to studying the impact this policy has on tourism in China with implications for further destinations.

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