Demand for travel to China is rebounding rapidly as visa-free entry policies and expanded flight routes take effect. Traditional tourist destinations such as Baekdu Mountain and Zhangjiajie, along with urban destinations like Shanghai and Qingdao, are gaining popularity, positioning China once again as a key short-haul overseas travel destination.
According to ModeTour on Tuesday, the number of travelers sent to China last month reached 19,556, up about 31% from the same period last year. Bookings for this month have also increased about 40% year-on-year as of the current date. Notably, booking demand for the July-August summer peak season surged about 105% compared to last year.
The industry views the implementation of the visa-free system and the expansion of flight capacity, led by Chinese airlines, as having directly influenced the recovery in travel demand. Short flight times and relatively low local prices are also cited as factors driving the inflow of travelers.
Office worker A, who recently visited Shanghai, said, "The flight took just over an hour, so there was almost no travel burden, and the visa-free policy made departure preparations much simpler." A added, "Local prices for taxis and meals were also cheaper than expected, so I could enjoy the trip without burden." A continued, "Being able to enjoy shopping, restaurants, and night views made it a highly satisfying destination for a short holiday."
Among regional booking shares for the summer peak season, Baekdu Mountain accounted for the largest share at 41%, followed by Zhangjiajie (21%), Qingdao (8%), Inner Mongolia (5%), and Shanghai (4%).
While demand for natural scenery tourism in destinations such as Baekdu Mountain and Zhangjiajie continues steadily among middle-aged and older travelers, preference for urban travel products is becoming pronounced among younger generations, according to the analysis. Qingdao and Shanghai are drawing interest from travelers in their 20s to 40s with products combining cuisine, shopping, and free itineraries, while Inner Mongolia is also gaining attention as a new destination, highlighting unique natural landscapes such as grasslands and deserts.
Travel agencies are also segmenting their product strategies in line with shifting demand. Scenic-area-focused products are being strengthened with professional guides and stable local operations to target middle-aged and older customers, while big-city products are expanding free itineraries and enhancing local experience elements to reflect younger travelers' preferences.
The price competitiveness of package products is also seen as influencing the expansion of China travel demand. Packages include flights, accommodation, meals, transportation, and tour itineraries, reducing additional cost burdens. Recently, products with fixed fuel surcharges have also emerged, lowering travel expense burdens.
Song Heon-taek, head of ModeTour's China Business Division, said, "Recent China travel has continued to grow as the visa-free effect aligns with preferences for short-haul travel." Song added, "We plan to strengthen stable operational capabilities in traditionally popular regions such as Baekdu Mountain and Zhangjiajie, while also expanding our product lineup to reflect new demand for destinations such as Inner Mongolia, Qingdao, and Shanghai."
