For Nezha Berrahou, a backpacker from Morocco, her 25th birthday wasn't just a personal milestone—it was a passport to discovery. Choosing a trip to China as the ultimate gift to herself, she journeyed through Beijing's imperial majesty, Xi'an's historical landmarks and Shanghai's futuristic skyline. But what she found was more than just ancient wonders and modern marvels.

"What I liked most is that each city has its own unique character, which makes it very different and very interesting," she told Beijing Review in Shanghai on May 27. "From the moment I landed in China, I felt welcome."

"I especially recommend China for female travelers. When a woman travels alone, safety is often a big concern—how to navigate, how to get around. It can be difficult. But in China, that's not the case," she added.

Her experience reflects a growing shift in global travel narratives: one where perceptions of China are being rewritten not by headlines, but by footsteps on its streets. For solo female travelers like Berrahou, China's blend of hospitality and safety is not just reassuring—it's empowering.

While travelers like Berrahou are discovering a China unknown to them before, the rest of the world is also looking East—with anticipation. Many countries are eagerly awaiting the return of Chinese tourists amid the post-pandemic resurgence of the global tourism market.

"We believe that what Chinese travelers are looking for, Brazil can offer: breathtaking natural beauty, a rich and vibrant culture and a unique cuisine. Chinese tourists especially prefer visiting Rio de Janeiro and Foz do Iguaçu," Alisson Andrade, head of the International Markets Division at Embratur, the Brazilian agency for the promotion of international tourism, told Beijing Review on May 29 at the 2025 ITB China.

ITB China is a leading business-to-business-exclusive trade show focused on the Chinese travel market. The 2025 edition ran in Shanghai from May 27 to 29.

"We have brought a delegation of entrepreneurs and representatives from various Brazilian states and municipalities to participate in the event again after six years," Andrade said.

A booming market 

The 2025 ITB China's exhibition space increased by 30 percent compared to last year's edition, according to its organizers. Over 700 enterprises and organizations from 85 countries participated in the event as exhibitors. The number of attendees exceeded 20,500—a year-on-year growth of more than 35 percent—including 1,400 buyers from China and abroad, as well as nearly 280 media representatives and influencers. More than 38,800 business meetings were held during the event, substantially advancing cooperation and exchange between the global tourism enterprises and their Chinese counterparts.

Whether it's Chinese travelers going abroad or foreign travelers visiting China, all parties have made thorough preparations.

"The number of Chinese tourists visiting Brazil has grown exponentially, reaching over 70,000 last year," Andrade said, adding that Brazilian tourism operators will offer new travel packages to attract more Chinese visitors—either for leisure or for business purposes—and boost their overall spending in Brazil.

"Brazil and China are long-standing friends and partners. In fact, China is Brazil's number one trading partner in both imports and exports. So the connection between our countries is already strong," he added.

At the event, representatives from Hubei Province in central China had in-depth discussions with exhibitors from countries including Spain, Malaysia, Japan and the Republic of Korea. "There's a growing interest in China among international audiences, and we're actively working to ensure that Hubei becomes part of their travel radar—helping more global travelers discover and learn about our province," Xu Hui, an official from the Hubei Provincial Department of Culture and Tourism, told Beijing Review.

Travel companies are proactively mapping out strategies to seize emerging market opportunities. According to Anson Liu, Executive Deputy General Manager of Business Development and Cooperation at Trip.com, one of China's leading online travel agencies with a collection of premier travel brands, the company's international platform offers comprehensive services for international travelers. For example, leveraging its AI-powered travel assistant TripGenie, the platform can accurately identify user needs, recommend destinations and provide detailed travel information.

"Our group also helps improve inbound travelers' experience by offering diverse payment solutions. For example, we provide an integrated service for buying entry tickets for scenic spots and we've also set up self-service machines for offline purchase of entry tickets in scenic spots," Liu told Beijing Review.

China's inbound tourism has maintained strong momentum, with a sharp rise in both international arrivals and visitor spending, buoyed by streamlined visa policies and an improved travel environment. As of June 1, China had granted unilateral visa-free entry for up to 30 days to travelers from 43 countries and had extended its visa-free transit period to 240 hours for travelers from 54 countries. About 380,000 foreign visitors entered China under these arrangements during the May Day holiday (May 1-5), a year-on-year increase of 72.7 percent.

Marco Favretto, a tourist from Italy, shared his excitement about China's visa-free policy. "It's very tourist-friendly, and I think tourism here is only going to improve," he told Beijing Review, adding that there is a special energy in China and it feels wholesome and inviting. 

He described China as a vibrant and welcoming destination. "I'm really sad I have to leave soon, but I'm sure I'll be back. I want to see the entire country one day," he added.

Reading China 

"China Travel" has become a buzzword on international social media. With an increasing number of foreign travelers visiting China, their stories will transcend borders and foster mutual understanding.

"China is a wonderful country. We're used to seeing it through other people's eyes. But we need to see China through our own eyes," Brazilian travel blogger Lipe Camanzano told Beijing Review at the 2025 ITB China. He came to China with the Brazilian delegation.

"The people are amazing, the country is amazing. There are so many incredible things here that we should use as examples. Coming to China helps us grow in every way," he added.

Marco Aurélio, a tourist from Brazil, echoed Camanzano's views and described his time in China as "a very different experience." "I see this stunning China, which feels different from what we have in Brazil. And when you come face to face with this place, you see the culture, education, cleanliness, technology, and that everyone here is very technologically savvy," he said.

Laura, a traveler from Viet Nam, was struck by China's urban development. "It's very modern and very clean—everything is so advanced. What really impressed me is how many cars are on the streets, and most of them are electric. In my country, we mostly use gasoline vehicles, so this was a surprise," she told Beijing Review.

"The air is also very clean, and the streets are spotless—no trash anywhere. It all feels very fresh and well-maintained," Laura said.

Alex Semshyn, from San Francisco, the U.S., also visited China for the first time. "I find this country truly fascinating and beautiful—very historic, yet incredibly modern," he told Beijing Review. During his two-week trip, he visited Beijing, Xi'an (where he saw the Terracotta Warriors), Chengdu (home to more than 200 giant pandas), Chongqing (where he took a river cruise to the Three Gorges Dam, the world's largest hydropower project on the upper stream of the Yangtze River), and Shanghai.

"What surprised me most is how modern China really is. Coming from the U.S., I always thought we were the most modern country, but China might be even more advanced. The people are extremely kind and helpful. I'm also amazed by how clean everything is and how safe I feel here." BR

(Print Edition Title: Travel Booming)   

Copyedited by G.P. Wilson 

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