China Faces Hurdles in Reviving Foreign Tourism as Visitor Numbers Lag Behind Pre-Pandemic Levels

China, in its bid to portray itself as a global hub for trade and tourism, recently revealed that the country witnessed over 35 million entries and exits by foreign nationals in 2023 – a significant surge compared to the previous year when strict Zero-COVID policies were in place. However, this figure still falls short of the 97 million foreigner border crossings recorded in 2019 before the onset of the pandemic.

Visa Loosening Efforts

Despite Beijing’s efforts to attract more foreign visitors by relaxing visa requirements, concerns over personal freedom seem to be dissuading potential tourists. The Chinese embassy in the United States announced visa application relaxations for U.S. citizens, eliminating the need for detailed materials such as round-trip flight tickets, hotel reservations, itineraries, or invitation letters. While this change is welcomed by some Americans, reservations persist.

Uncertain Personal Freedoms

Amid eased visa restrictions, potential visitors express apprehensions about personal freedom in China. The U.S. State Department’s level 3 travel alert issued in June highlights the “risk of wrongful detentions,” urging travelers to reconsider visiting China. This concern, coupled with fears of arbitrary enforcement of local laws, including exit bans, presents a challenge for Beijing’s goal of projecting a positive image to international travelers.

Mixed Response to Visa-Free Policies

China’s recent visa-free policy for citizens from France, Germany, Holland, Italy, Malaysia, and Spain, followed by the inclusion of Switzerland and Ireland, has seen a 28.5% increase in visitors from these countries in December. However, it remains to be seen whether these measures will significantly boost the overall number of foreign tourists.

Rising Apprehensions Among Travelers

Even with relaxed tourist visa requirements, some frequent visitors to China report increased scrutiny from Chinese customs officers. Concerns have grown since the revision of China’s counter-espionage law last July, leading to fears of more arbitrary arrests. Visitors, including Chinese citizens, now face a perception that every foreigner is viewed with suspicion, potentially deterring travel.

Impact on Business and Western Companies

Zev Faintuch, a senior intelligence analyst at risk assessment firm Global Guardian, notes an increase in businesses seeking to assess the situation in China. However, he expresses pessimism about improving conditions, cautioning Western companies that the window for doing business in China may be closing due to legal complexities and rising tensions.

Closing Thoughts

As China strives to revive its tourism sector and present itself as a welcoming destination for international travelers, the balance between national security concerns and fostering a hospitable environment poses a significant challenge. The release of the counter-espionage law, coupled with increased scrutiny and perceptions of unwelcome visitors, underscores the delicate balance China must strike to attract visitors while addressing security concerns.