In recent months, "China Cool" has become a hot topic on international social media platforms. This summer's growth in the number of international visitors is being driven by both increased interest in China and the country becoming more open and accessible to tourists.

China has expanded its visa-free entry program in recent years, simplified customs clearance procedures, increased international flight routes, improved port services and upgraded other tourism services aimed at visitors, reducing the time, cost and difficulty of visiting China. Statistics by leading online travel booking platform Trip.com show the number of purchases on the platform by European tourists traveling to China surged by 275 percent this summer over the previous year, a break from the norm of inbound tourism being dominated by travelers from neighboring countries.

Inbound tourists are also becoming more adventurous as they pursue niche and interest-based experiences. Where international visitors once largely remained within large cities such as Beijing, Shanghai and Xi'an in Shaanxi Province, many are now exploring smaller destinations in search of nature, culture and picture-perfect scenery. In the scorching heat of summer, the Changbai Mountains in northeast China, Huangguoshu Waterfall in mountainous Guizhou Province and small plateau towns in the northwest have all become top choices for overseas travelers seeking respite from the heat.

The appeal of Chinese culture is also increasing, with more travelers engaging with forms of intangible cultural heritage such as arts and crafts. Mainstream visitors are now less satisfied with traditional sightseeing and are seeking to immerse themselves in local life, customs and traditions.

The growth in visitor numbers reflects improvement in China's image abroad. While some continue to imagine China as backward, polluted and closed off, social media content created by travelers who have visited the country is helping share the reality of a modern, clean, safe, friendly and increasingly accessible destination with boundless natural beauty and a deep and fascinating culture.

Word of mouth has always been a trusted form of marketing, and in the digital age, a visitor to China now has the potential to share their experiences with thousands or even millions of others. Given time, momentum and China's increasing openness, the country's charms, many of which have existed for millennia, will replace the misconceptions and draw new demographics of enthusiastic visitors. China looks forward to welcoming them!