On the afternoon of September 3, 2026, the Ministry of Commerce of the People's Republic of China held its regular press conference. A CCTV reporter asked about the new wave of inbound tourism and consumer spending during the summer, and what highlights the Ministry of Commerce had observed in terms of foreign visitors' spending in China.
A spokesperson for the Ministry said that China travel and China shopping remained extremely popular this summer, with growing numbers of international visitors coming to China to shop for quality products, enjoy local cuisine, explore scenic destinations, and experience exhibitions and cultural performances.
From January to July 2026, foreign visitors to China spent RMB 263.6 billion, representing a 27.8% year-on-year increase. The number of overseas visitors applying for departure tax refunds also increased by more than three times year on year.
According to the Ministry of Commerce, inbound tourism consumption this summer showed four major trends:
1. China is becoming a popular summer escape
Persistent high temperatures across Europe and other regions have contributed to a significant increase in visitors traveling to China to escape the summer heat. The concept of “ChinaCool” has also gained popularity on overseas social media platforms.
According to platform data, among the top 20 source markets for inbound tourism during this summer, European countries accounted for 30%, with bookings increasing by 275% year on year. Ticket bookings increased by more than 20 times.
Less well-known Chinese destinations have also attracted growing attention. For example, the number of foreign visitors flying to Yining in Xinjiang and Nyingchi in Tibet during the summer increased by more than six times year on year.
2. Chinese brands are gaining international attention
An increasing number of Chinese lifestyle brands and smart products are becoming must-buy items for international visitors.
For example, Shanghai custom-made products have attracted visitors with personalized design and production services, covering categories such as clothing, jewelry, watches, and eyewear. More than 50% of customers at some businesses are foreign visitors who travel specifically to China for customized products.
Smart products such as foldable smartphones, AI-powered smart glasses, and smart bands have also become increasingly popular among international travelers.
3. Services are improving and shopping experiences are becoming more convenient
Since last year, the Ministry of Commerce, together with the Ministry of Finance, has been promoting the development of more internationalized consumer environments.
Fifteen pilot cities have been supported in expanding high-quality consumer offerings and improving services, making it easier for international visitors to enjoy their travels and shop with greater convenience and confidence.
Shenzhen, for example, has developed a number of new international consumption destinations, introduced more multilingual signage, and improved payment services for overseas visitors.
4. Departure tax refunds are becoming faster and easier
On July 1, the updated Departure Tax Refund 2.0 policy officially introduced paperless processing and a simplified inspection system for smaller-value purchases.
These changes have made tax refunds more convenient for international visitors while also making the departure process smoother.
Local governments have also introduced new initiatives. Beijing opened its first online departure tax refund store, while cities including Guangzhou, Chongqing, and Chengdu have established designated locations where visitors can receive tax refunds immediately after making eligible purchases.
Overall, the continued improvement of tourism services, shopping experiences, payment facilities, and tax refund policies is making China increasingly attractive to international visitors—not only as a travel destination, but also as a place to shop, experience local culture, discover new products, and explore emerging destinations.
Source: CCTV