TMTPOST--"Since April, there has been no off-season for inbound tourism," says Jin Dengke, an English-speaking tour guide in Zhangjiajie, a popular tourist destination in Hunan Province.

Jin, who was among the first guides to return to work when China reopened its inbound tourism market in 2023, has witnessed the gradual recovery of an industry hit hard by COVID-19.

When Jin rejoined the tourism sector, the tourism industry and international flights barely recovered. However, by April of this year, the revival of inbound tourism has become palpable.

"During peak times, I had to handle three groups in a day," Jin recalls. The practice of managing multiple groups in a day, referred to as "group stacking," became commonplace as guides rushed from one tour attraction to another.

At the same time, the term "China travel" began trending on international social media platforms. A viral video compilation of Chinese cities, posted by a Chinese girl on TikTok, garnered millions of views.

Additionally, international influencers on TikTok and YouTube shared their experiences of China's 144-hour visa-free transit, further boosting people’s interest in the country.

In these videos, visitors from various countries are engaged in a variety of activities across China, from exploring night markets and visiting matchmaking corners in public parks to experiencing traditional Chinese culture through activities like wearing Hanfu, practicing paper cutting, and tasting local teas. Many tourists also marveled at China's advanced technologies, such as driverless cars and high-speed trains.

With the influx of inbound tourists, guides like Jin had to adapt quickly. "In April, some travel agencies struggled to find guides for over a hundred tourist groups," Jin says. The scarcity of guides drove up their fees, with daily rates for English-speaking guides rising from 500 yuan to 800 yuan (US$ 70-112). The demand for guides fluent in languages like Spanish and Russian was even hard to meet. Some agencies offered as much as 2,000 yuan per day, but failed to find one.

Jin also began exploring new avenues to attract clients. Inspired by a video from a Hangzhou-based English tour guide, Jin decided to try his hand at social media marketing.

Jin believes that social media can be a powerful tool for building a sustainable business model. He plans to establish his own studio, leveraging his experience in cross-border live streaming to build a team of ten people by early next year.

The resurgence of inbound tourism is not limited to tour guides. Retailers in popular tourist areas are also experiencing a boost. Wang Hui, who runs a boutique luggage shop in Shanghai's Asia-Pacific Plaza, notes that foreign tourists can be seen anywhere. "Foreigners rarely leave empty-handed," he says, pointing to a row of large suitcases that are particularly popular with tourists who want to stock up on goods before heading home.

Wang's shop, located in a commercial street adjacent to the Shanghai Science and Technology Museum subway station, has been a fixture in the area for over 20 years. The pandemic brought tough times, with Wang even taking a brief stint as a food delivery driver to make ends meet. But with the return of foreign tourists, business is picking up again, although customers are more price-conscious than before.

From January to July, China recorded 17.254 million entries by foreign nationals, marking a 129.9% year-on-year increase. The number of port visas issued also saw a sharp rise, reaching 846,000—an increase of 182.9% compared to the same period last year.

Experts and officials attribute this growth to a range of policy measures, particularly the 144-hour visa-free transit policy, which has made a lengthy visa application process unnecessary. As these policies continue to roll out, experts anticipate even more foreign visitors coming to China for tourism, study, or work.

The introduction of the 72/144-hour visa-free transit policy, now applied to people from 54 countries, has been a game-changer. Major travel agencies like Ctrip have launched new initiatives, such as free half-day tours for transit passengers in Shanghai, which include services like English-speaking guides, shuttle buses, and free internet access.

As these trends unfold, the future of China's inbound tourism looks bright, with new opportunities emerging for both traditional and innovative approaches to exploring the country.

For entrepreneurs like Jin, who are tapping into the power of social media and niche tourism experiences, the next few years could mean significant business growth for them.