The World Travel & Tourism Council (WTTC)
The World Travel & Tourism Council (WTTC) has unveiled its latest Economic Impact Research (EIR), revealing that China is powering ahead as one of the world’s most dynamic Travel & Tourism markets, marking a significant comeback and long-term growth trajectory.
In 2025, China’s Travel & Tourism sector is forecast to contribute a record ¥13.7TN to the national economy, the highest level ever and 10.3% above pre-pandemic, and support more than 83MN jobs, with an additional 1.3MN jobs created this year alone.
While this is still nearly 1MN jobs below pre-pandemic highs, the sector is rapidly closing the gap.
International visitor spending is projected to rise by nearly ¥33BN – 13% above 2019, while domestic spending is forecast to increase by over ¥1.1TN, reaching ¥7TN, further cementing China’s strength as a global Travel & Tourism leader.
Looking Back on 2024
Last year, the sector contributed almost ¥12TN to China’s economy, a 23% increase on the previous year, and supported over 82MN jobs — nearly one in every nine across the country.
Following one of the world’s longest border closures, international visitor spending in China surged to a record ¥1TN in 2024, a 66% year-on-year increase and almost 10% above 2019 levels.
Domestic travel continued to dominate, accounting for more than 85% of all tourism spending, reaching ¥5.9TN. With growing demand across a population of 1.4BN, China’s domestic market is leading the way in global tourism recovery, even amid broader economic uncertainty.
But China’s strength doesn’t lie in domestic travel alone. A targeted focus on international market reactivation, infrastructure investment, visa facilitation, and global brand positioning is driving a broader recovery and setting the foundations for sustained inclusive growth.
Julia Simpson, WTTC President & CEO said “Everything is pointing in the right direction for China’s Travel & Tourism sector. Jobs are catching up, international visitor spending hit a record ¥1TN last year, and the outlook for 2025 is strong. While 2024 wasn’t without its challenges with an uneven recovery – international travel spend exceeded pre-pandemic levels.
“Recent moves, such as refund-upon-purchase for international visitors and the expansion of visa-free access to international visitors show a smart, outward-looking strategy. This is long-term thinking in action, focused on competitiveness, experience, and re-establishing China’s position as a global Travel & Tourism leader.”
Vision 2035: A Global Powerhouse
By 2035, WTTC forecasts that China’s Travel & Tourism sector will contribute over ¥27TN to the economy, 14% of total GDP, and will grow at twice the rate of the overall economy at 7%.
Travel & Tourism will support more than100MN jobs, adding nearly 20MN new roles over the next decade.
Domestic visitor spending is expected to reach just under ¥14TN while international visitor spending is projected to rise to ¥1.5TN, reflecting the country’s strengthened global connectivity and appeal.
China’s sustained investment in infrastructure, digital transformation, and destination development is positioning it as a world leader in modern, sustainable tourism.
As global tourism rebuilds, the data points to a sector that is not just recovering – its redefining the future of global Travel & Tourism.
All figures are given in CNY
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