KUALA LUMPUR - China’s tourism sector is expanding steadily as visa-free policies attract more foreign visitors this spring.

Travellers are increasingly exploring smaller cities and choosing cultural activities instead of traditional sightseeing.

Many visitors are taking part in local experiences such as wearing hanfu, making dumplings and learning traditional crafts.

A viral video featuring wingsuit pilot Zhang Shupeng flying over Tianmen Mountain gained global attention, highlighting China’s tourism appeal.

The video, shared by a foreign blogger, drew over 100 million views and nearly five million likes online.

Officials at the scenic area said the site attracts both adventure sports fans and tourists interested in major international events.

The area also offers cultural performances such as the Tianmen Fox Fairy show, held in a mountain canyon setting.

The show has seen strong international interest, with overseas visitors making up 60 to 70% of audiences between 2024 and 2025.

In 2025, the performance attracted about 250,000 international visitors, marking a 45% increase year on year.

Early 2026 shows recorded about 70% attendance from overseas visitors.

The scenic area welcomed over 162,000 foreign tourists in the first quarter of 2026, a 26% increase from the previous year.

Top visitor markets included South Korea, Taiwan, Indonesia and Malaysia.

Tourism operators have improved services by offering multilingual guides, translation tools and English training for staff.

In Lijiang, foreign visitors praised the city’s safety, culture and travel experience during local festivals.

“We felt very safe here. As a tourist, safety is very important because you’re not familiar with the city or the culture.

“In Europe, you have to wrap your phone with a string so if somebody tries to grab it, you can pull it back. Here you don’t have to worry. I can carry my phone and take pictures,” Helperin said. 

Another visitor, Knispel added that while Lijiang is touristy, it is less crowded than destinations in Thailand, and he would recommend it to friends and family.

Experts said smaller cities offer more authentic cultural and natural experiences for tourists.

China has also improved transport links, including high-speed rail and regional flights, making it easier to travel beyond major cities.

“Overseas communication has shifted from official promotion to authentic experience sharing on social media platforms such as TikTok, Instagram and YouTube. Foreign visitors’ real-life posts are more influential and relatable than traditional advertising.

“Young overseas tourists, especially Generation Z, no longer want to just check off landmarks; they want to participate in Chinese daily life.

“This demand change is essentially a shift from knowing China to understanding China,” a tourist, Lyu said.

Experts said immersive tourism experiences are now key to attracting repeat visitors and strengthening China’s tourism sector.