Harbin, China .- The World Travel & Tourism Council (WTTC) has welcomed China’s ongoing efforts to facilitate international travel, recognising the positive impact of visa-free entry policies, expanded transit visa programmes, and broader government measures aimed at creating a more seamless travel experience for global visitors.

These developments were a central focus at the Global Tourism Economy Forum (GTEF), held in Harbin, where global leaders and industry experts gathered to discuss the future of Travel & Tourism and China’s increasingly influential role in shaping the global tourism economy.

Within this framework, WTTC Interim President & CEO Gloria Guevara delivered a keynote address on Global Trends and China Outlook, highlighting the sector’s strong economic performance and the tangible effects of China’s travel facilitation initiatives.

“China’s Travel & Tourism sector continues to gain strength,” said Guevara. “Travellers are drawn by the country’s rich heritage, the dynamism of its cities, its diverse landscapes, and the quality of its infrastructure. China offers a breadth of experiences that appeal to visitors from all over the world.”

According to WTTC data, Travel & Tourism now contributes approximately US$1.9 trillion to China’s economy in 2025, growing at an annual rate of 15.8%, which is double the global average for the sector. Guevara emphasised that supportive government policies are generating real momentum, boosting investor confidence and enabling travellers to explore the country more freely.

Key projections for 2025 further underline the scale of China’s tourism market. Inbound visitor spending is expected to reach US$144.1 billion, while domestic tourism spending is forecast to total nearly US$968 billion. Employment supported by the sector is projected to rise to 83.4 million jobs, marking a new milestone for its contribution to national employment. WTTC also anticipates that inbound visits from newly visa-free countries will reach 15 million by the end of 2026, with these travellers spending on average US$1,000 more than other international visitors.

Looking ahead, China’s Travel & Tourism sector is forecast to grow at an average rate of 7% per year over the next decade, reaching a total GDP contribution of US$3.8 trillion by 2035, equivalent to nearly 14% of the national economy. By 2031, China is expected to overtake the United States as the world’s largest Travel & Tourism market. Employment in the sector is projected to reach 103 million jobs by 2035, with one in five new Travel & Tourism jobs globally expected to be located in China.

The GTEF also highlighted Harbin’s transformation into a leading winter tourism destination. Last winter alone, the city welcomed 90 million visitors and recorded almost 17% growth in tourism spending, reaching US$19 billion. “Destinations like Harbin demonstrate how natural strengths can be developed into world-class visitor experiences,” Guevara noted.

During the forum, WTTC and GTEF signed a Memorandum of Understanding to strengthen collaboration, enhance global connectivity, and support long-term, sustainable growth across China’s Travel & Tourism sector.