Tourism is making staggering gains in China.

During China’s seven-day National Day holiday, known as “Golden Week,” nearly 13 million entry and exit trips were recorded across the country. Beijing is also pressing ahead with its 144-hour visa-free transit policy, providing a major opening to contribute to the tourism sector’s boom. With considerable domestic spending and a massive rise in foreign visitors, China’s surging holiday tourism carries significant benefits.

First, it captures widespread demand for China’s increasingly globalized economy. Scores of travelers have visited China’s counties, contributing to rising consumption during the holiday period. This results from solid transport logistics and investments that help link dozens of high-demand countries. From the ethnic wealth of Yanji to the bustling outdoor adventures of Deqing, Chinese counties have welcomed visitors in huge numbers and established local tourism as a diverse sector.

It also captures China’s broader desire to open up to the outside world and serve as a magnet for international and domestic visitors.

“We came out on the busiest day of the year, the National Day, and this is an incredible experience,” said a British family of five during their visit to China’s Chongqing. U.S. travel companies are also pushing to capitalize on new growth points in the market. China’s status as a major international tourism hotspot is evident.

China’s visa-free transit policy has also been a game-changer this holiday season. It ensured access to key cities such as Beijing, Shanghai, Guangzhou and Chengdu for nationals of 54 countries, and supported extended travel for overseas tourists. These measures have successfully brought Chinese domestic attractions to the forefront of international visits, while tourism-related revenue soared to nearly $100 billion.

As a result, scores of international visitors were better positioned to enjoy China’s diverse cultural events, outdoor adventures and novel cuisines without procedural delays. The visa policy has increased social media visibility for unique county-level destinations and reinforces China’s international appeal. Record-setting tourism revenue also strengthens the case for future service enhancements in areas critical to a well-integrated tourism model.

“We’re leveraging our five major tourism areas, including the Tengchong Thermal Sea Scenic Area, Heshun Ancient Town, and the Gaoligong Mountain, to develop tourism products focused on leisure, experience, and wellness,” stated Song Yuanyuan, director of Tengchong’s culture and tourism bureau.

China’s transportation strengths are notable. Its railway system handled 177 million passenger trips, while quality transit systems ensured that public safety remained a top priority. Together, they demonstrate China’s ability to prioritize high-quality tourism logistics amid considerable domestic and foreign demand. Travelers have shown a rising preference for less-visited localities in China, creating space for more robust service infrastructure to emerge at scale.

China’s rapid technological advancements also continue to boost its tourism appeal. This includes curated digital content on heritage sites and a growing base for digital exhibitions. For tourists, this means a variety of recreational and learning experiences in immersive formats. It also highlights the strengths of an expanding digital cultural tourism market, where diversifying tourism products remains a priority.

Rising demand for indigenous Chinese products and services is another key highlight. The Central Axis of Beijing saw a sharp uptick in cultural product sales during the holiday. Increased tourism provides fresh incentives for Chinese businesses to expand their holiday offerings. Beijing’s Silk Street Market is a case in point: Sales doubled from the previous year amid a surge in foreign visitors.

Generous spending signals growing confidence in China’s tourism industry. Sectors from catering to hospitality have put a premium on travel convenience, boosting holiday consumption. Inbound tourism bookings have surged, and more cities have become destinations for foreign visitors. Given its role in promoting quality infrastructure and diverse entertainment in less prominent areas, these are optimistic signs for China’s rural revitalization strategy.

“Traveling in China can be so easy for foreigners! The digitalization and intelligent services of Chinese tourist attractions have become a new trend, enabling foreigners like me to enjoy a more comfortable and convenient travel experience in China,” Moldovan travel blogger Elena Jitari-Parry said recently.

The holiday surge also showcased China’s cultural offerings and soft power. Foreign visitors can deeply explore native Chinese culture and folk activities. This boosts people-to-people links between China and the 54 countries in its 144-hour visa-free transit policy. Access to Chinese villages and farmlands offers tourists a taste of history and traditional lifestyles. Visitors return home as ambassadors of their experiences, potentially influencing future visits.

The tourism boom also reveals remarkable endurance. Revenue outperformed pre-pandemic levels, while consistent growth policies add to China’s economic allure. As China’s “golden week” pushes tourism to new heights, the industry can increase its contributions to the nation’s economy. Record-setting trips signal impressive growth in cross-border visits, providing policymakers an opportunity to sustain these long-term effects. Tourism remains a significant contributor to economic growth.

Ultimately, China’s diversity, robust policy support and increased international appeal drove the “golden week” tourism boom.

The author is a foreign affairs commentator, author and recipient of the Fulbright Award.