China Unveils New Measures to Boost Inbound Tourism and Consumption

China is rolling out the red carpet for international visitors with a comprehensive new policy package aimed at enhancing the travel experience and boosting consumption. On March 31, 2026, nine government departments, including the Ministry of Commerce, jointly released the "Policy Measures on Promoting Travel Service Exports and Expanding Inbound Consumption." The new measures focus on removing barriers across the entire travel chain—from payment and tax refunds to communication and ticketing. Key highlights include: - **Optimized Tax Refunds:** Improving the "refund upon purchase" service and expanding duty-free shopping opportunities. - **Digital Convenience:** Encouraging major life-service apps (ride-hailing, food delivery, maps) to launch multi-language versions. - **Better Signage:** Increasing the coverage of multi-language signs in airports, high-speed rail stations, and key commercial areas. These efforts build on the momentum of China's expanded visa-free "circle of friends," which now includes 50 countries eligible for unilateral visa-free entry and 29 countries with mutual visa exemptions. As a result, inbound tourism is shifting from simple sightseeing to "quality-oriented" travel, with foreign tourists increasingly interested in Chinese goods, from cultural creative products to consumer electronics.