BERLIN — From an expanded visa-free transit policy to broader unilateral visa-free access, a series of measures is making China increasingly attractive to international visitors eager to explore Chinese culture, landscapes and unique travel experiences.
That growing appeal was showcased at ITB Berlin 2026, the global tourism trade fair that wrapped up its 60th anniversary earlier this month. The event once again drew tourism professionals from around the world, with the "Nihao China" pavilion generating strong interest among a steady stream of visitors throughout the fair.
"May I take a photo here?" a young blonde woman asked at the China pavilion, as she stood before a bamboo installation evoking the charm of a classical Chinese garden.
Carefully adjusting her Chinese-style outfit, she turned to her companion with a smile. "It feels like I've really stepped into an ancient Chinese painting."
Behind her, the pavilion unfolded in soft blue-green hues, echoing the elegance of classical Chinese aesthetics. Translucent hanging decorations, calligraphic design elements, and touches of bamboo gave the space a light, flowing feel.
"Traditional Chinese culture is one of the strongest draws of travel to China," says Jack Pinnick, an American who has lived in China for 16 years. This year, representing central China's Hubei province, he performed a Wudang martial arts routine at the China pavilion, drawing a steady crowd of onlookers.
Pinnick believes international interest in China is evolving. "In the past, many foreign visitors came to China with a fascination for kung fu," he says. "Now, more and more are being drawn by the depth and diversity of traditional Chinese culture. Many come the first time out of curiosity, but after experiencing it for themselves, they return because of its lasting appeal."
Lydia Li, deputy general manager of ITB China, says inbound travelers are increasingly choosing independent and flexible travel. Their interests are also shifting from traditional tourist hot spots to lesser-known destinations. As travelers look beyond first-time curiosity and checklist sightseeing in search of deeper experiences, the shift is reshaping tourism services.
