In Guangzhou, He Weijing has noticed something remarkable. "At the end of last year, the number of foreign tourists in Guangzhou was much higher than in midyear. You can hear different languages everywhere now," she said.

A post-1995 freelancer who grew up in the city, He has been working as a foreign-language guide for two years. Fluent in English, Cantonese, and Italian, she sees herself as both storyteller and cultural ambassador.

Her experience reflects a broader trend. According to the National Immigration Administration, China recorded 51.27 million foreign entries from January to August 2025, up 27.8 percent year-on-year. Among them, 15.89 million travelers arrived visa-free — a surge of 52.1 percent — now accounting for more than 60 percent of all foreign arrivals.

She attributes the increase to streamlined visa policies, more affordable flights, and China's growing visibility on social media. "Many people used to think it was difficult to visit," she said. "Now they're curious to see for themselves what China is really like."

To help visitors connect with the city's character, He designs tours that highlight Lingnan traditions — from the tanglongmen, a three-layered half-gate that balances ventilation and privacy, to the fruit trees locals plant in their courtyards. "When I explain these designs, many foreigners find them ingenious," she said.

For kung fu fans, she arranges trips to nearby Foshan, home to lion dance performances and Bruce Lee's legacy.