The World Travel & Tourism Council (WTTC) welcomed the Chinese government’s ongoing efforts to facilitate international travel, highlighting the impact of visa-free policies, transit visa initiatives, and broader measures designed to create a seamless travel journey for visitors.

These developments formed a core part of discussions at the Global Tourism Economy Forum (GTEF) in Harbin, China, where global leaders and industry experts examined the future direction of Travel & Tourism and China’s increasingly central role.

Within this context, WTTC Interim President & CEO Gloria Guevara contributed to a keynote speech on Global Trends and China Outlook, which focused the sector’s economic trajectory, and the impact of China’s recent facilitation measures.

During the keynote, Gloria Guevara said, “China’s Travel & Tourism sector continues to gain strength. Travellers come for the heritage, the energy of the cities, the landscapes, and the calibre of the country’s infrastructure. China offers a breadth of experiences that appeals to visitors from all over the world.”

The leader of the global tourism body also highlighted the strength of the sector in 2025, noting that Travel & Tourism now contributes $1.9TN to China’s economy with an annual growth rate of 15.8%, double the global growth rate. “The government’s policies are creating real momentum, giving businesses the confidence to invest and travellers the freedom to explore,” Guevara added.

Key highlights for China in 2025:

Inbound visitor spending is projected to reach $144.1BN, while domestic spending is expected to total nearly $968BN.

The number of jobs supported by the sector is expected to reach 83.4 million in 2025 alone, marking a new level for employment impact.

Inbound visits from newly visa-free countries are expected to reach 15 million by the end of 2026, with these visitors spending $1,000 more than the average international traveller.

Looking ahead:

China’s Travel & Tourism sector is forecast to grow 7% annually over the next decade, reaching a GDP contribution of $3.8TN by 2035; equivalent to almost 14% of the Chinese economy.

By 2031, China is expected to become the world’s largest Travel & Tourism market, passing the US.

The sector will support 103 million jobs by 2035, with one in five new jobs in global Travel & Tourism located in China.

GTEF also showcased Harbin’s evolution as a destination that has built a compelling winter tourism proposition. Last winter, the city welcomed 90 million visitors and recorded almost 17% growth in tourism spending, reaching $19BN.

Guevara said, “China’s continued leadership presents major opportunities for destinations across the country. Places like Harbin show how natural strengths can be developed into world-class visitor experiences. WTTC has signed a Memorandum of Understanding with the GTEF to strengthen collaboration through the platform and support connections between China and the global travel and tourism sector. WTTC will continue to work with partners across China to support long-term, sustainable growth in Travel & Tourism.”