Obstacles like visa complexities, limited flight options, unique payment methods, and language barriers are hampering China’s ability to attract visitors from regions such as North America and Europe.
Despite the vibrant summer atmosphere in China, with the lifting of Covid restrictions, popular sites like the Forbidden City are witnessing high demand for tickets. Streets are bustling, and subway stations are bustling even more than usual, yet the presence of foreign tourists remains scarce.
For many, venturing to China remains a significant hurdle. While the pandemic’s grip has loosened, the lingering memory of its handling persists, marked by haunting images of deserted streets and barricaded buildings—hardly the enticing imagery that graces travel brochures and promotional campaigns. The combination of visa complexities, limited flight options, unconventional payment systems, and the language barrier further dampens China’s allure for travellers from regions like North America and Europe.
Jay Li, a tour guide based in China’s capital, encapsulated the sentiment, stating, “If you were to visit the Forbidden City nowadays and spot a gathering of 20 or 30 foreigners, that would be considered quite substantial.” He went on to underscore that while some individuals may visit China for business purposes and engage in some tourism, the current landscape is notably distinct from the pre-pandemic era. Foreign tourists now constitute a mere fraction—around 20%—of the previously observed levels.
Travelling beyond borders remains constrained, with even the prospect of increased international flights failing to trigger a sudden surge in tourist numbers. The resurgence won’t come close to the levels observed before the pandemic, a time when China welcomed an average of around 136 million visitors annually. Collaboratively, China and the US have forged an agreement to elevate the count of round-trip flights to 24 per week by the close of October. This is a significant shift from the earlier figure of 340 weekly flights connecting the two countries.
American Airlines Group Inc. shared with Bloomberg its intention to introduce three additional weekly flights linking Dallas and Shanghai in the early months of next year.
China has also recently lifted the ban on group tours to overseas destinations, encompassing countries like the US, Australia, the UK, South Korea, and Japan. This step ostensibly opens the door to outbound travel, yet its impact is anticipated to be modest. Lingering concerns stemming from the pandemic’s profound impact on both the nation’s economy and psyche have cast a shadow over the enthusiasm for international travel.
According to an April survey conducted by Dragon Tail International, the foremost deterrent for Chinese travellers considering overseas trips is their apprehension about safety in foreign countries. The fear of encountering an unwelcoming reception contributes significantly to their hesitancy. Other factors, as highlighted in the company’s polls, include health concerns, challenges in obtaining necessary documents like visas, and the overall high costs associated with international travel. In this survey, 58% of respondents expressed that they either firmly decided against leaving mainland China in 2023 or remained uncertain about venturing abroad.
As the economy grapples with a sluggish pace, it has also exerted a dampening effect on spending. Consequently, many Chinese individuals are satisfying their travel aspirations within the confines of their own country.
With the gradual relaxation of virus-related restrictions, domestic air travel has rebounded and now surpasses pre-Covid levels. Authorities anticipate that the travel sector will contribute around 5 trillion yuan ($700 billion) in revenue this year, indicating a significant resurgence in the domestic travel market.
Aside from the well-trodden paths of Beijing and Shanghai, several other captivating destinations have gained popularity among travellers. These include Chengdu, renowned for its cultural and culinary offerings, Kunming with its scenic beauty, Hangzhou’s picturesque landscapes, the historic city of Xian, which houses the remarkable Terracotta Army, and Urumqi, the capital of the Xinjiang region in the northwest, known for its unique cultural diversity.
However, while considering inbound travel to China, potential visitors face a set of concerns that mirrors those experienced by Chinese tourists venturing abroad. The pandemic has catalyzed a sense of apprehension and vigilance, particularly due to strained international relations involving China.
The perception of uncertainty is underlined by various travel advisories. For instance, a travel advisory issued by the United States recommends reevaluating plans to visit mainland China due to the unpredictable enforcement of local laws, including exit bans, and the perceived risk of unjust detentions.
Similar sentiments are echoed by other countries. The Australian government urges travellers to exercise a high level of caution in China, noting instances where foreigners have been detained on grounds of national security and emphasizing the potential for arbitrary detention or strict application of local laws, including the broadly defined National Security Laws.
The cautionary advisories have unsurprisingly dampened the enthusiasm for travel to China. Outgoing CEO of Mandarin Oriental Group, James Riley, noted that geopolitical tensions have prompted a cautious approach among travellers, leading to a slower recovery in the inflow of visitors.
The aftermath of the Covid outbreak, which brought about stringent border controls, resulted in a significant downturn in air travel. Rebuilding flight capacity from such unprecedented lows is a gradual process. China’s major airlines, including Air China Ltd., China Southern Airlines Co., and China Eastern Airlines Corp., are grappling with substantial losses, with estimates suggesting combined losses of nearly 13 billion yuan in the first half of this year and close to 190 billion yuan for the period spanning 2020 to 2022.
Additionally, navigating China’s unique digital payment landscape poses a challenge for foreign visitors. The exclusive reliance on local payment platforms like WeChat Pay and Alipay, coupled with the limited acceptance of non-Chinese credit cards and cash, contributes to a sense of unfamiliarity and frustration. While efforts have been made to enhance compatibility with foreign bank cards, the hurdles for non-Chinese tourists remain.
Barbara Kosmun, a filmmaker from Slovenia, highlighted the complexity of China’s digital payment system, even for those familiar with it. She underscored the importance of Mandarin language proficiency, the right apps, and a Chinese card to seamlessly navigate the country’s digital ecosystem.
Moreover, obtaining visas for China can be a cumbersome process involving lengthy queues at embassies or application centres, document submissions, and subsequent collection. The expenses and effort associated with obtaining a visa can act as a deterrent for potential travellers.
A Zhihu.com post from June highlighted that American tourists were favouring Southeast Asia and Europe over China due to the array of challenges faced while travelling there. The post echoed sentiments that unless one holds a strong affinity for China, it might not be the primary choice for travel.
