China Forum Unveils New Inbound Tourism Opportunities

On February 27, 2026, the Chinese Embassy in the Netherlands hosted a forum titled 'Innovative Cooperation in China's Inbound Tourism: Cross-border Media Communication and Tourism Opportunities.' The event attracted over 40 European tour operators, industry experts, and media representatives, all eager to explore new opportunities in China's inbound tourism sector.

Yu Jian, the cultural counselor at the Chinese Embassy in the Netherlands, shared insights regarding China's latest initiatives to streamline inbound tourism. These measures include the expansion of visa-free access to 50 countries, an adjustment of transit visa exemptions to 240 hours, and a simplification of the online visa application processes.

China aims to highlight its diverse cultural offerings beyond traditional sightseeing. As 'China travel' increasingly incorporates elements of culture, sports, and agriculture, foreign visitors are shifting from brief visits to more immersive experiences. Attractions such as road trips, rural tourism, and historical architecture are gaining popularity.

'An excellent example of this is Yunnan Province, branded as Yunnan: A Many-Splendored Life,' Yu explained. 'Last November, we conducted a familiarization tour for global operators, enabling them to not only see the sights but also experience the breathtaking Hani Rice Terraces, the serenity of Erhai Lake, and the dynamic heritage of Naxi Dongba culture and Bai tie-dye.' This success exemplifies the synergy needed between transportation, content, and local expertise for future collaborations.

For over a decade, the China Cultural Center in The Hague has actively promoted Chinese culture within the Netherlands, acting as a bridge between the two nations. Through various cultural exhibitions, festive events, and tourism promotional activities, the center continuously showcases China's rich regional cultures and ethnic traditions to Dutch audiences.

According to Liu Wei, a representative of the center, 'liaison, information, and partnership' serve as the three support pillars offered by the center. He emphasized that tourism transcends mere commercial exchange, representing a vital avenue for cultural exchange; the true essence of China can only be understood by experiencing local interactions, cuisines, and traditions.

UN tourism expert and founder of Otherside Travel, Linda Lin, presented insightful perspectives on cross-border content creation and the promotion of destinations. She remarked that the key challenge for boosting China's inbound tourism lies not within the product offerings but in fostering global understanding of China through accessible, authentic content.

Aligning with Lin's viewpoint, Dutch expert Lennard van Gendt emphasized that many European tourists develop an interest in China not through traditional tourism advertisements but through exposure to 'non-tourism content' on social media platforms. This ongoing engagement gradually reshapes public perceptions of China.

Dutch content creator and influencer Sander Kole, who has over 20 years of experience in China, emphasized the importance of firsthand experience in dispelling misconceptions. 'The most powerful way to shatter misconceptions? Get people to actually step foot in China,' Kole asserted, highlighting the transformative effect of personal encounters.

Tourism promoter Gabriella Esselbrugge from Giethoorn echoed sentiments about safety and convenience being crucial aspects for travelers. She noted her own positive experiences in China, promoting the message that safety is paramount in the travel experience.

The World Travel & Tourism Council anticipates that China's tourism industry will grow at an annual average rate of 7 percent over the upcoming decade, putting the country on track to emerge as the world's largest tourism market by 2031.