While much of the Northern Hemisphere has been suffering through intense heat waves this summer, growing numbers of travelers are heading to China, seeking a more pleasant climate and an escape from high temperatures.
In the bustling electronics markets of the Huaqiangbei district in southern China's Shenzhen, foreign visitors can be spotted carrying portable fans and chilled drinks as they browse the latest gadgets for beating the heat. For many people, China has become a standalone and sought-after summer destination.
Their numbers are also growing rapidly. According to China's National Immigration Administration, more than 22 million foreigners entered China in the first half of 2026, representing a year-on-year increase of 20.4 percent. Europe ranked among the fastest-growing source markets. Among the top twenty countries and regions sending tourists to China this summer, European markets accounted for nearly 30 percent. The number of bookings from Europe rose by 275 percent year-on-year.
A more pleasant ecological environment
One of the main drivers of this boom is climate. As heat waves have become a regular feature of summer in recent years, the diversity of China's climatic conditions is emerging as a significant competitive advantage.
China stretches from tropical regions to cool temperate zones and encompasses territory from coastal lowlands to the so-called roof of the world. It therefore offers tropical coastlines, high-altitude plateaus, temperate forests, and vast pasturelands. Foreign tourists thus have an unusually wide selection of places where they can escape the summer heat.
Geography alone, however, does not fully explain China's growing appeal. What foreign visitors actually discover upon arrival also plays an important role.
For many travelers, the landscape is the first attraction. Xinjiang and Xizang are prime examples. Since June, the number of flight bookings to the historic city of Kashgar in Xinjiang has grown elevenfold year-on-year. Nyingchi in Xizang recorded 2.7-fold growth.
Tourists marvel at the striking scenery, whose unique ecosystems have been preserved by decades-long environmental restoration programs.
Xizang, for example, has incorporated more than 600,000 square kilometers of land into ecological protection areas, representing more than half of its total territory. In Xinjiang, which was historically a largely arid region in northwestern China, the area of oases has increased by 56.6 percent.
The appeal of China's landscape is therefore not merely a gift of nature, but also the result of long-term efforts in ecological protection and environmental stewardship. By preserving natural resources and improving their accessibility, China has transformed its ecological advantages into concrete tourist attractions. Growing numbers of people can now witness firsthand a landscape that was previously difficult for them to reach.
More comfortable travel
Breathtaking scenery, however, is only the beginning. What ultimately determines whether visitors stay longer and whether they ever return is the overall experience of being there.
The phenomenon known as "China Travel" has this year rapidly shifted from traditional sightseeing to a broader experience of the "Chinese lifestyle." The Great Wall and the Forbidden City remain iconic destinations, but a growing number of visitors are also interested in everyday life in China.
Riding high-speed trains between cities, using mobile payments, ordering food with a few taps, or strolling through night markets have all become part of the travel experience. It is precisely these experiences that contribute to the perception of traveling in China as modern and appealing.
This shift is well illustrated by Kunming in southern China, known as the "City of Eternal Spring" for its mild climate year-round. A foreign visitor's ideal day might begin at the Dounan Flower Market, the largest market of its kind in Asia.
More than 300 varieties of flowers are sold there, often at significantly lower prices than elsewhere, thanks to efficient logistics and transport infrastructure. Visitors can pay with international payment cards or via mobile payment accounts. Payment, which was once a common obstacle for foreign tourists, is now considerably simpler.
The same level of convenience is not limited to major cities. Tourists can purchase high-speed train tickets online and, within an hour, head out of the city to experience local culture and cuisine.
What makes these experiences remarkable is not any single specific service, but the way in which the individual components of everyday life are interconnected. Efficient transport, convenient payments, a wide range of goods and services, and a safer social environment allow visitors to travel around China with fewer complications.
According to official statistics, the number of criminal cases nationwide fell by 12.8 percent year-on-year in 2025, reaching the lowest level this century. Public satisfaction with public safety has moreover remained above 98 percent for six consecutive years.
It is precisely these everyday experiences that foreign tourists frequently highlight when describing their time in China.
A greater sense of security
Being able to easily book a train ticket or pay for a meal by quickly scanning a code is an important part of travel. The ability to move around freely and with confidence also helps explain why this year's surge in foreign visitors to China is not merely a seasonal trend. It reflects a broader shift in how people from abroad perceive and experience the country.
Government policy and systems that make travel easier also underlie the growing sense of comfort. China continues to relax its visa policy as part of its economic opening. Unilateral visa-free entry is available to citizens of 50 countries, and full mutual visa exemptions have been introduced with an additional 29 states.
The results are already visible. In 2025, visa-free arrivals accounted for 73 percent of all entries by foreign visitors.
Growing numbers of tourists are therefore coming to China, where they discover the convenience of everyday life, an open and hospitable society connected to the wider world, and the tangible results of the country's modernization.
China's appeal thus lies not only in the opportunity to spend summer in a more pleasant climate. The growing sense of security that people gain from the personal experience of traveling around the country also plays a significant role.
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