Despite moving in fits and starts, China PR’s tourism market has been moving in the right direction – enjoying healthy growth in inbound tourism thanks to new visa-free policies, greater transport interconnectivity and smart use of influencer platforms like Xiaohongshu and Douyin.
Yereth Jansen has seen all this unfold from his front-row seat in China PR tourism. Leading two companies in China PR focused on destination marketing—CloudBridge in Kunming and Darling Advertising + Design in Shanghai—Yereth has collaborated with local government agencies and international organizations to help Chinese provinces refine their global tourism strategies.
In the interview below, Yereth shares his thoughts on the changing landscape of inbound tourism to China PR, how destinations are adapting their international marketing strategies, and the growing role of digital platforms like TikTok in reaching a broader audience.
How has inbound travelers’ behavior shifted since international travel has reopened? Are there any noticeable changes in the types of destinations or experiences they prefer – or any notable trends you’re seeing?
Since the reopening of international travel, we’ve seen a substantial surge in inbound activities to China, but it’s important to note that much of this traffic has been from nearby regions like Hong Kong and Macao. According to recent data, 17.25 million foreign visitors entered China in the first seven months of 2024, marking a 129.9% year-on-year increase. However, many of these visitors come for reasons beyond pure tourism, including business, family visits, or other personal needs.
Visa-free policies have played a critical role in motivating visits, especially with simplified entry processes and expanded eligibility for port visas. This type of policy continues to ease access for travelers, particularly from neighboring regions.
However, more off-the-beaten track destinations see much more limited recovery in inbound tourism, and often lack the capacity to properly service international arrivals.
Image courtesy of xiquinhosilva (CC BY 2.0)
How have Chinese destinations like Yunnan or Guangxi adapted their international marketing strategies post-COVID to attract more visitors?
Since the reopening of international travel, provinces like Yunnan and Guangxi have made strategic updates to their marketing, but the core approach remains largely the same as before COVID.
One notable change is the increased use of TikTok and other digital platforms to reach international audiences, with many destinations leveraging these channels to highlight local cultural experiences and natural attractions. Over the past year, we’ve also seen a significant return to overseas promotional activities after a three-year hiatus, allowing these destinations to reconnect with global travelers.
Visa-free policies introduced earlier this year, including the 144-hour visa-free transit in certain regions, have also become a major selling point in their campaigns. However, beyond these tactical shifts, there hasn’t been a dramatic change in their overall strategy compared to pre-pandemic efforts.
Destinations continue to promote their rich cultural heritage and scenic beauty, now with a greater emphasis on more convenient payments and ease of access.
Are you seeing a growing interest among Chinese travelers for eco-friendly and sustainable tourism options? If so, what factors are driving this change?
While there has been some growth in awareness around sustainability among Chinese travelers, there hasn’t been a significant shift toward eco-friendly travel being a major decision-making factor. Instead, Chinese travelers tend to focus more on convenience, comfort, and cost, with sustainability often being a secondary consideration.
Eco-friendly travel options aren’t yet a major priority for most. For example, while some travelers express interest in green hotels or eco-tours, the majority still prioritize the overall experience, cultural immersion, and luxury.
However, younger generations—particularly Gen Z—are showing more interest in sustainability, driven largely by social media influencers who promote responsible travel. These factors suggest that while awareness is growing, the demand for sustainable tourism hasn’t reached a tipping point just yet.
So, while we are seeing some increased interest in eco-friendly options, it’s more of a growing awareness rather than a full-blown shift in behavior across the board.
Photo credit: CNTO Bangkok Facebook
How are local businesses and tourism providers in China PR aligning with international standards of sustainability, or taking actions to “walk the talk” on sustainability?
Local businesses and tourism providers in China are beginning to align with global sustainability standards. ESG is more of a marketing term for now.
But the bigger story here is how China’s progress in renewable energy—particularly solar and wind—are reshaping its image. China is installing more solar capacity than the rest of the world combined for the second year in a row, and its wind capacity is also the largest globally. These achievements are slowly transforming China from a country traditionally associated with pollution into a leader in clean energy and innovation.
This shift toward green energy is improving air quality and changing how both residents and visitors perceive the country.
Of course, there’s still work to be done, especially when it comes to embedding sustainability into everyday tourism practices. But this green energy leadership is helping China reframe its global image, not just as a cultural and historical giant but as a forward-thinking destination. For travelers who care about innovation, sustainability, and technology, this makes China a more attractive destination.
That said, while these large-scale efforts in renewable energy are impressive, there’s still a gap between the country’s green policies and how sustainability is implemented on the ground in tourism. Local providers are starting to adapt, but there’s plenty of room for improvement to really “walk the talk” in terms of everyday travel experiences.
What advice would you give to international destinations or brands that want to attract Chinese travelers with an emphasis on sustainability? How should they approach marketing and engagement?
To attract Chinese travelers, sustainability doesn’t need to be the central focus. For Chinese tourists, the top priorities are safety and security, especially when traveling abroad. This has been a consistent trend, particularly post-pandemic.
Equally important is a strong presence on Chinese social media platforms like Xiaohongshu (Little Red Book) and Douyin (China’s version of TikTok). These platforms are highly influential, and working with local influencers (KOLs) to showcase the destination or brand is essential. Trends in the Chinese market change quickly, so keeping an eye on what’s popular—whether it’s new travel experiences, luxury items, or even specific cultural trends—is key to staying relevant.
Lastly, ensuring ease of payment through platforms like WeChat Pay or Alipay, as well as offering comprehensive information and services in Chinese, is important but pretty standard for any market aiming to attract Chinese travelers. It’s less about sustainability and more about ensuring a seamless and secure experience tailored to their preferences.
China is home to a rich cultural and natural heritage. How do you see the balance between modern tourism development and the preservation of China’s historical and natural sites?
This is definitely a tough question to answer. Most of China’s tourism developments are focused on the domestic market, which means that international travelers might not always find the level of preservation or the type of experience they’re expecting around historical and natural sites. Development around these areas can sometimes feel over-commercialized, which can be off-putting for visitors looking for an authentic or untouched experience. That’s why having a knowledgeable guide or travel agent is key to finding lesser-known spots that maintain a more natural or historical atmosphere.
This kind of diversity in development is common across China—some sites are overdeveloped, while others remain more authentic, but hard to access.
On the positive side, preservation efforts are improving. Many sites now hold UNESCO World Heritage status, and destinations are increasingly proud of this, which does help push for better preservation standards. But it’s still a balancing act, and the challenge remains in aligning domestic tourism demands with the expectations of international travelers.
Living and working in China for many years, what do you think are some of the most unique or overlooked aspects of China as a tourism destination that international travelers should know?
There are so many stories to be told about China that often get overlooked. Beyond the famous landmarks, you have historical routes like such as the Ancient Tea Horse Road in Yunnan, which highlights the incredible diversity of cultures and traditions across the country. The variety of cuisines is another unique aspect—each region offers a distinct culinary experience, from fiery Sichuan dishes to delicate Cantonese dim sum.
But I think the most fascinating story to tell right now isn’t about China’s rich history—most people already have a sense of that. What really surprises visitors is how modernized and ultra-convenient China has become.
Traveling at 300 km/h between megacities on a bullet train is routine, and the level of integration between mobile payment systems, transportation, and everyday life is astonishing to first-time visitors. It’s a level of convenience and efficiency that doesn’t always get the attention it deserves in international media. That, I believe, is the real untold story of China today—how it has seamlessly blended tradition with cutting-edge modernity, and how that transformation defines the travel experience here.
Photo credit: Yunnan Tourism
In your opinion, what can Yunnan and Guangxi provinces do to attract more inbound tourism from the rest of the Mekong Region – and how can they exploit the long-standing ties between themselves and neighboring countries?
To attract more inbound tourism from the Mekong Region, Yunnan and Guangxi need to focus on collaborating with international agencies and experts who can help elevate their global presence.
These provinces have incredible natural beauty and cultural richness, but they often struggle to effectively communicate their appeal on the world stage. Part of the challenge is getting the right products and experiences into the hands of international tour operators and travel agencies.
We’ve worked with various destinations across China, helping them refine their strategies through both our company and in collaboration with the UN Tourism Organization. Sometimes the struggle is due to a lack of understanding of international tourism markets, and other times it’s simply a matter of limited budgets for marketing and promotion. Strengthening partnerships with global tourism experts and increasing investment in these areas could make a big difference.
