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03 Apr 2026

Urban Services for International Visitors: The "Innovation Code" of an Open City

The world is flocking to China. Ahead of the Spring Festival in the Year of the Horse, a wave of videos celebrating "Chinese-style life" went viral on overseas social media. "Chinamaxxing" has become an online buzzword among Gen Z across the world. Meanwhile, the China travel boom shows no signs of slowing down. Data from travel service platforms indicate that during the 2026 Spring Festival holiday, bookings of flights to China from abroad surged nearly 10-fold year-on-year and domestic flight bookings by foreign travelers covered 107 cities across the country1.

Beyond leveraging cultural and tourism resources, what have the Chinese cities and regions that continuously attract global travelers and convert footfall into consumer spending got right in their services for international visitors? What practical insights and lessons can other cities and public institutions draw from this?

Generated by AI

The "China Travel" Market Continues to Rebound

China recorded over 82 million inbound border crossings in 2025, with visa free entries up 49.5% year-on-year at 30.1 million2. Major gateway ports are once again seeing surging crowds. Traditional top destinations such as Shanghai, Beijing, Shenzhen, and Guangzhou remain the most popular choices among inbound travelers, with cities including Chengdu, Kunming, Chongqing, and Xi’an gaining rapidly in popularity.
Enhanced Policy Benefits

Millions of international visitors are coming to—and falling in love with—China, a growing appeal underpinned by enhanced facilitation policies and faster service improvements. As China continues to upgrade visa-free and transit visa-free policies, including the expansion of its unilateral visa-free regime to 50 countries and the extension of 240-hour visa-free transit to 65 ports, overseas visitors can enjoy hassle-free travel and experience local life over an extended stay.

Shifts in Tourist Demographics

The number of foreign tourists to China is rebounding rapidly, with short-haul Asian markets such as South Korea and Japan remaining the anchors of growth and Europe, along with other up-and-coming markets, contributing significantly to the rebound. Asian and European markets are now the main drivers of inbound tourism growth, while the share of visitors from the Americas has dropped. Overall, China is welcoming a more diverse and balanced mix of inbound tourists.

Diversified Tourist Preferences

Tourists from Europe and the Americas tend to enjoy immersive, slow-paced travel experiences, Southeast Asian visitors favor food exploration and photogenic scenes, and tourists from the Middle East show a strong preference for shopping trips. For all international visitors, high-tech attractions such as maglev trains and hotel robots, and distinctive shows inspired by Chinese intangible cultural heritage, have become must-see experiences. The overseas popularity of cultural and entertainment products such as Black Myth: Wukong and Labubu have further promoted Chinese culture abroad, creating a positive synergy with inbound tourism.

Social Media as a Catalyst

On overseas social media platforms, content with hashtags like #BeijingWalkingTour and #ShanghaiNoodleChallenge has amassed over 2.8 billion views, spawning viral #ChinaTravel content. Live streaming by global influencers has helped sustain this momentum, with Chongqing’s 8D magical urban landscape and cyberpunk night views trending on social platforms. The spectacular natural scenery of Jiuzhaigou, Zhangjiajie, Lijiang, Yangshuo, and Guilin, meanwhile, has attracted waves of overseas visitors seeking travel guides and tips.

Viewed through the lens of higher-level urban governance, international service capability is becoming a new dimension in evaluating Chinese cities’ degree of openness. Highly open cities enable every overseas visitor to experience charm and warmth through convenient services. Thus, international service capability is crucial to transforming "China Travel" from a short-term sensation into a long-lasting urban brand and global IP.

Upgraded Service Experience: What Cities Have Done Right

Removing Barriers to a Smooth Stay & Travel in China for Visitors through Facilitated Services

Streamlining Border Clearance for Efficient Travel

Chinese cities are implementing national policies, such as visa-free entry and transit and visas on arrival, alongside measures to streamline immigration clearance. By deploying smart border technologies and multilingual services, they have optimized the arrival and departure experience. These efforts are building a more convenient, efficient, and welcoming travel environment, ultimately ensuring the seamless flow of international visitors.

Examples

  • Beijing Port has developed an immigration inspection system for temporary entry permits, enabling one-stop processing of temporary entry permit issuance and entry formalities.
  • Shanghai has promoted a digital arrival card model for foreigners, featuring in-flight completion and online submission.
  • Guizhou has implemented measures such as on-arrival checks and fast-lane clearance, enabling border inspection procedures to be completed in seconds.


Comprehensively Innovating Payment Methods

Guided by the objective to create an inclusive payment ecosystem, characterized by "large-value card transactions, small-value mobile payments, and cash as a universal fallback," cities across China are optimizing their payment environments. By ramping up the promotion of mobile payments and driving payment product innovation, they are streamlining the end-to-end payment experience for international visitors across tourism, shopping, and daily life.

Examples

Mainstream domestic mobile payment products such as WeChat Pay and Alipay have undergone comprehensive upgrades. Simplifying the process of opening payment accounts and increasing the threshold for small-value, authentication-exempt transactions have enhanced convenience for international users.

Cities including Beijing, Shanghai, and Shenzhen have innovated payment products by launching passes for overseas visitors such as BEIJING PASS, Shanghai Pass, and Shenzhen AI Travel Pass. Beijing has also developed innovative, multifunctional integrated products such as the TRAVEL PASS device and the CUBe Card, promoting the establishment of barrier-free payment service demonstration zones.


Enhancing Travel Comfort and Optimizing Service Experience

To address the core daily needs of international visitors in China: such as dining, accommodation, and transport, cities have been working to overcome language and information barriers, align services with global standards, and facilitate seamless travel. More accommodation and catering businesses have been encouraged to upgrade their services, fostering a friendly, inclusive environment that embodies the vision of "delighting those nearby and attracting those from afar."

Examples

To facilitate travel for foreign tourists, Beijing launched Beijing Map, the first city-wide English map in China, Shanghai has optimized the English version of its Suishenxing APP, and multiple cities now support “tap-to-go” card access to subways.

To streamline accommodation procedures for foreign visitors, the Ministry of Public Security has directed public security authorities across China to further optimize registration and management services for overseas guests in hotels. Shanghai, Sichuan, and other regions have promoted the improvement of international visitor-related services in the hotel industry. To enhance the dining experience for tourists from overseas, Shanghai has released a "Global Food Guide", Chengdu High-Tech Zone has promoted bilingual menus, and Chongqing has developed international cuisine-themed restaurants.
Unlocking the Potential of Vibrant Consumer Ecosystems through Bespoke Services

Exploring China: Enriching Tourism Offerings

By closely aligning local cultural and tourism characteristics with the preferences of international visitors, local authorities have optimized and upgraded inbound tourism routes and launched more targeted, convenient, efficient, and globally appealing tourism products and services. These efforts attract tourists to take deep and immersive visits to Chinese cities, fully unlocking the market potential of inbound tourism.

Examples

The Ministry of Culture and Tourism has required tourist attractions which consistently operate below maximum capacity to eliminate reservation requirements and minimize personal information collection. Major inbound tourism hubs such as Beijing, Shanghai, Guangzhou, and Shenzhen have developed localized and distinctive tourism products tailored to different visitor demographics. They have also launched free half-day / one-day tours for inbound travelers, precisely addressing the needs of international transit passengers seeking brief yet meaningful experiences. 

To further facilitate tourist reservations and ticket purchases, Shanghai Museum has made reservation quotas available for longer and Beijing has established a one-stop online service platform for overseas visitors to buy tickets for scenic landmarks.


Shopping in China: Invigorating Consumption

From "Traveling in China" to "Shopping in China," international visitors have strong enthusiasm for shopping during their trips. "China-chic" cultural and creative products, electronic products, and other commodities have invigorated a diverse range of consumption. Continuous upgrades to facilitative measures such as "instant tax refund upon purchase" has further smoothed the shopping experience for international visitors.

Examples

  • Beijing has pioneered a "citywide tax refund, one-stop service" model, allowing international visitors to shop at any tax-refund store and complete the refund process at service points across the city.
  • Fujian has introduced mutual recognition of departure ports for instant tax refunds, enabling travelers who receive on-site refunds to leave China through any eligible port in the province.
  • Guangzhou is testing "one receipt, one sealed package" tax-refunds, where each refund application corresponds to a sealed package containing the purchased goods. Sealed packaging allows customs officers to quickly verify goods during departure checks, making the refund process much faster for international travelers.


Healthcare in China: Integrating Medical Services with Tourism

A growing number of international tourists are coming to China for medical treatment, including growing demand for visits to traditional Chinese medicine (TCM) clinics, herbal markets, and wellness centers to experience China’s distinctive health and wellness tourism programs. A vibrant cross-border medical tourism sector is emerging in many regions, featuring the integrated development of healthcare, rehabilitation, wellness and travel.

Examples

Provinces such as Hainan, Jilin, Sichuan, and Guangdong have used their local advantages to create integrated TCM and cultural tourism brands, developing distinctive offerings such as TCM health examinations, wellness tourism packages combining TCM with travel, and TCM cultural experiences. These initiatives transform traditional Chinese medical wisdom into tangible, experiential tourism products, enhancing global brand recognition.
Building a Convenient Gateway for Foreign-related Services through Integrated Services

Information Integration: "One Window" for All Information

Dedicated information platforms for international visitor-related services have been established, consolidating previously scattered resources. By transforming fragmented information into standardized content and shifting from passive inquiry to proactive, targeted delivery, these platforms reduce the cost of accessing essential services. They serve as signature windows illuminating a city's openness, information dissemination capabilities, and service excellence.

Examples

Beijing, Shanghai, Shenzhen, and Hainan Free Trade Port have built multilingual international versions of their official portals. These platforms address the diverse needs of overseas visitors in areas such as travel, employment, education, and daily life, providing one-stop online services for individuals and foreign-invested enterprises. They are designed as international communication platforms with a user-centric approach focused on the needs of global visitors.


Service Integration: "One-Stop" Processing

Notable efforts have been made to optimize "first-stop" services for international travelers upon arrival. Focusing on essential, everyday needs such as payment, telecommunications, transport, culture, and travel, comprehensive service hubs have been established to provide information, consultation, and application processing. These targeted, one-stop, and proactive services help international travelers begin their journey in China with ease and confidence.

Examples

Beijing and Shanghai have substantially upgraded their first-stop services at major international airports and established one-stop airport service centers, enabling international passengers to access a full range of financial, communication, transport, cultural, and travel services immediately on arrival.


System Integration: "One Platform" for Direct Access

To break down service barriers and streamline business processes, coordinated efforts have been made to promote interconnectivity among cross-departmental and cross-sector information systems. Integrated, streamlined, and intelligent comprehensive service platforms have been developed, transitioning from multi-channel, decentralized processing to integrated, centralized online services. This transformation has created more efficient and seamless service experiences.

Examples

Beijing has launched the English version of "Jingtong", its city-wide public service mobile portal, allowing overseas visitors to complete single authentication with a passport or permanent residence ID to access multiple services.

Shenzhen's Futian District has developed a one-stop online platform for overseas visitors and international residents to quickly access comprehensive services by scanning QR codes, delivering convenient smart services.
Empowering Efficient and Seamless Service Experiences through Digital Services

Technology Empowerment: Breaking Down Language Barriers

Language barriers are increasingly being overcome through core technologies such as AI translation, speech recognition, and multilingual interaction. Multilingual intelligent interactive terminals have been deployed in government services, transport, and commercial settings, enabling real-time translation and barrier-free consultations. These initiatives have made urban services much more inclusive and approachable.

Examples

  • In Shenzhen, "MossTalk" AI intelligent translation devices have been introduced in taxi services, inter-city buses, airport express lines, port bus terminals, and other high-frequency travel scenarios, supporting the two-way translation in over 140 languages.
  • In Beijing, subway station service counters and government service halls are now equipped with multi-language translators, and airport service points have multilingual, transparent screens with AI functions.
  • In Hangzhou, police officers wear AI smart glasses which enable real-time translation of over 50 languages and automatic language recognition, making police services for international visitors more considerate and law enforcement more accurate and standardized.


Platform Integration: Optimizing Service Functions

Comprehensive service platforms are being established to address the challenges of fragmented functions, multiple access points, and cumbersome registration processes across various digital platforms. These platforms integrate multiple service functions including payment, transport, ticketing, lifestyle services, and cultural tourism. Through unified access points, streamlined procedures, and upgraded interfaces, they comprehensively enhance platform convenience and user experience.

Examples

  • The National Immigration Administration and the Cyberspace Administration of China have launched "Sinoguide", a one-stop, smart service mobile application. The APP offers digital services for high-frequency scenarios such as entry and exit policy inquiries, stay expiration reminders, exchange rate queries, online payments, one-click taxi booking, and food delivery.
  • Various industries have also taken the initiative, with digital service platforms like Bank of China's "Laihuatong", China UnionPay's "Nihao China", and Umetrip's "Hi China" providing one-stop digital services for international tourists. Additionally, multiple cities have tailored their approaches and used digital means to break down service barriers.
  • Platforms such as Shanghai's "Easy Go", Zhejiang's "Hi Tourism", and the "Hangzhou AI Comprehensive Foreign-Related Service Platform" have emerged as exemplary models of city-level smart services.


Data Collaboration: Boosting Service Efficiency

By deepening data sharing and cross-departmental synergy, China is promoting the efficient online handling of international services. Through a highly collaborative and interconnected smart digital service ecosystem, China aims to comprehensively enhance the convenience and satisfaction of foreign nationals and foreign-invested enterprises in accessing administrative services.

Examples

  • Zhejiang Province has piloted the "Overseas Personnel Identity Verification Platform", providing foundational application capabilities for various sectors to confirm the identities of foreign nationals.
  • Hangzhou has introduced an identity code for foreign nationals and innovative hotel check-ins for guests to complete the process with one tap or scan. Beijing has implemented online identity verification for overseas investors, promoting full-process online registration for foreign-invested enterprises.
  • In Shanghai, passport recognition technology has been introduced in multiple venues, including banks, airports, railway stations, pedestrian streets, and tourist attractions, enabling the automated verification of passport information and reducing the time required for customers from overseas to complete business transactions.
What Further Improvements Are Needed in City Services for International Visitors
Objectively Assessing "Convenience" and "Inconvenience" to Solve Fundamental Challenges

Often, the inconveniences visitors to China face stem from two fundamental barriers: language and identity verification. To reduce language barriers, greater reliance on digital technological solutions is needed. To lower identity-related barriers, support should be provided for foreign nationals to conveniently use documents such as their overseas permanent resident ID cards and passports in more scenarios, removing bottlenecks and enabling them to seamlessly access various services.

Precisely Targeting the Different Needs of "Short-Term" and "Long-Term" Groups

Short-term international visitors primarily come to China for tourism, to see relatives or friends, or participate in business activities. They generally prioritize dining, accommodation, transport, sightseeing, shopping, and entertainment services, with a strong emphasis on convenience and user experience. Long-term visitors, who are usually in China to work or to live, pay more attention to the local physical and living environment, hoping to  integrate into local life and strengthen their sense of belonging.

Harnessing Policy and Market Dynamics: Building an Inclusive Service Ecosystem

A collaborative framework between government and the market should be established to provide services for international visitors and residents in Chinese cities. The government should focus on upholding baseline standards and bolstering support systems: enhancing top-level design, optimizing policies and regulations, improving public service delivery, and refining laws and regulations to create a fair, standardized, and secure international service environment. The market should emphasize improving efficiency and user experience: using professional expertise and service innovation to expand services into overseas visitor-related domains and providing market-driven, professional, and personalized international services.

Expanding from "Domestic" to "Overseas": Enhancing Global Branding and Outreach

Most international visitors form their impressions of China before arrival. Efforts should be made to enhance the brand stories and international image of Chinese cities. The visibility and tangibility of urban services should be strengthened through participatory storytelling, documenting authentic stories of international exchange through short videos, travel vlogs, and other formats. Overseas engagement and promotion centered on social media should be enhanced, creating understandable and appealing "city brand" stories for international audiences and achieving deep global resonance through authentic, welcoming experiences.

About Deloitte China's Urban International Services

In an increasingly complex global environment, Deloitte China continues to assist the nation in expanding high-level opening-up and enhancing the international development capabilities of cities in China. As conditions and trends evolve, Deloitte deploys its global resource network and international perspective to collaborate with stakeholders on solutions for city’s international development strategies, enhancing their international exchange capabilities, creating environments with global appeal, and optimizing governance standards. We are committed to being a long-term partner for governments and public institutions at all levels.

Notes：

1 Fliggy, Qunar.com 

2 National Immigration Administration, https://www.nia.gov.cn/n741440/n741567/c1762355/content.html

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