WASHINGTON / BEIJING — As concerns over press freedom and human rights deepen in neighboring India, China is taking a sharply different approach—flinging open its doors to the world with a bold expansion of visa-free travel, part of a calculated effort to revive tourism and polish its global image.
Citizens of 74 countries can now enter China without a visa for up to 30 days—a dramatic departure from pre-pandemic restrictions. The number will rise to 75 on July 16, when Azerbaijan joins the list. This move follows a surge in global travel after years of isolation, and the Chinese government’s clear intent to regain its place on the world tourism stage.
More than 20 million visitors entered China visa-free in 2024, accounting for nearly one-third of all arrivals and more than doubling last year’s figures.
“It’s 100 percent beneficial to us,” said Jenny Zhao, managing director at WildChina, a luxury tour operator. “We’re up 50 percent compared with pre-pandemic numbers.” Zhao added that U.S. travelers make up 30% of her clientele, but European interest has jumped significantly—from 5% in 2019 to nearly 20% today.
China’s visa shift began in late 2023, starting with France, Germany, Italy, Spain, and Malaysia. Since then, nearly all of Europe has been added, along with several Latin American and Middle Eastern nations.
This open-door strategy is seen by analysts as a soft-power move—subtle diplomacy through hospitality—at a time when India, its regional rival, is facing criticism for increasing digital censorship, detentions of journalists, and unrest in states like Manipur and Kashmir.
Where India battles headlines of silenced dissent, China, at least for now, is rolling out the welcome mat.
