How “City不City” Took the World by Storm: China's Tourist Boom

Recently, a new phrase has caught on globally: “City不City.” Unlike most internet trends, this term originated from a Western influencer and quickly spread across the internet, becoming synonymous with words like "urban," "modern," "trendy," and even "exciting." But what's even more remarkable is that the rise of "City不City" reflects how China itself has become a hotspot for global tourism.

On July 4th, the Chinese Ministry of Foreign Affairs responded to this newfound attention, stating, "We are delighted to see foreign friends enjoying the beauty and cuisine of China, experiencing a vibrant and real China. China is here, and we welcome everyone to visit."

So, just how popular is China right now? And why has it become such a must-see destination?

1. How Popular is China?

You may have noticed that there seem to be more foreign faces around China lately—whether at iconic spots like Beijing's Forbidden City and the Great Wall, or the natural beauty of Chongqing’s Hongya Cave or Zhangjiajie in Hunan. Foreign tourists are everywhere.

A quick search for terms like “China Travel” or “Foreigners Traveling in China” on social media will bring up countless vlogs of foreigners exploring the country. These clips, ranging from a few seconds to several minutes long, cover everything from popular tourist attractions to street markets, traditional Chinese clothing (hanfu), local food, high-speed rail, and even traditional Chinese medicine. Foreign visitors are diving into China’s culture with a depth and enthusiasm that sometimes even leaves local Chinese surprised.

As a result, "China Travel" has become a major trend, with hashtags racking up over 700 million views on popular video platforms. And it’s not just online attention that’s surging—tourism numbers are also skyrocketing.

According to data released by China’s National Immigration Administration on July 5th, in the first half of this year, 14.6 million foreigners entered China, a 152.7% increase from the previous year. Among them, over 8.5 million took advantage of China’s visa-free entry policy, representing more than half of all foreign entries, an increase of 190.1%.

In destinations like Chengdu, guides are booked solid. One Spanish-speaking guide from the city mentioned, "From June through October, I’m fully booked. I lead tours for 25 days each month, from morning until late afternoon."

It’s not just tourists flocking to China, either. Travel agencies from North America and Europe are setting their sights on the Chinese market, exploring innovative travel routes and engaging in international tourism partnerships.

2. What’s So Special About China?

So, what is it that’s drawing so many foreigners to China? There are a few key factors:

Warm Hospitality
As the ancient Chinese saying goes, “Isn’t it a joy to have friends coming from afar?” The innate hospitality of the Chinese people is often highlighted in foreign travelers' social media posts. From warm greetings on the Great Wall to locals sharing their meals with foreigners, many travelers rave about the warmth they experience in China.

In one viral video, tourists riding the escalator in Zhangjiajie’s Tianmen Mountain had an impromptu meet-up with Chinese tourists, resulting in cheerful greetings and high-fives. A visitor from Russia exclaimed, “I can really feel their warmth.”

Scenic Beauty and Culinary Delights
From the breathtaking views of Zhangjiajie to the bustling energy of Chongqing, China offers a wide array of natural and cultural experiences. Foreigners rave about the beauty of places like the West Lake in Hangzhou or the towering mountains of Guilin. And then there’s the food—foreigners are frequently seen marveling at dishes like Beijing’s roast duck, spicy skewers in Chongqing, or delicate dumplings in Shanghai.

Moreover, China’s rich cultural traditions have also become a major draw for tourists. Whether it’s dressing up in hanfu for a photoshoot, receiving traditional Chinese medical treatments, or learning about ancient arts and crafts, tourists can dive deep into the country’s heritage.

High-Tech and Modern Infrastructure
China’s modern infrastructure is another significant draw for visitors. Many foreign tourists are keen to experience China’s famous high-speed rail network, which is often described as a window into the country’s rapid development. China’s tech-savvy society, with cashless payments and smart technologies, is often met with surprise and admiration from foreign travelers.

3. Why is China So Popular Now?

China’s rise as a global tourism hotspot is not accidental. It’s the result of a deliberate effort to open the country to the world.

Visa-Free Travel Policies
China has been expanding its "visa-free" friends list. For example, as of July 1st, China introduced visa-free entry for citizens from New Zealand, Australia, and Poland. This follows the December 2022 policy, which granted visa-free entry to 12 countries including France and Germany. In total, 54 countries now enjoy China’s visa-free entry policies for either 72 or 144 hours, depending on the port of entry.

Solving Logistical Problems
Previously, foreign visitors to China faced several obstacles, such as difficulties in using mobile payments, booking tickets, and finding accommodation. However, many of these issues are being addressed through government action.

Earlier this year, China’s central bank issued a guide that explains how foreign visitors can use payment platforms like Alipay and WeChat Pay. International credit cards can now be linked to these apps, allowing for a seamless experience. Additionally, many hotels that once refused foreign guests without "foreign guest reception qualifications" are now being required to accommodate international visitors.

Restoring International Flights
China is also actively restoring international flight routes. In May, the Civil Aviation Administration of China announced plans to further increase international flight capacity, supporting airlines in adding new routes and boosting tourism.

4. The Challenges of Meeting Demand

With the surge in inbound tourism, some challenges remain—particularly in terms of guide services and language skills. There has been a noticeable shortage of foreign language-speaking tour guides, especially for less common languages. Some agencies report that experienced guides in languages like Spanish or French are in high demand, commanding high daily rates.

Additionally, there are still areas for improvement in public services. Foreign visitors frequently mention the need for better signage, communication, and connectivity in tourist hotspots. Further efforts are needed to ensure that China’s infrastructure and tourism services can accommodate the influx of international travelers.

Conclusion

Through the eyes of foreign tourists, China’s vibrant cities, rich history, and modern infrastructure are more appealing than ever. Their video testimonials and glowing reviews help to spread the word about China’s unique charm and allure. As more and more foreigners travel to and fall in love with the country, China is becoming a global destination for culture, beauty, and modern convenience.

As one foreign tourist aptly put it, “We are discovering the real China—and we’re falling in love with it.”

China’s doors are open, and the world is coming to visit.