An increasing number of overseas visitors are enjoying the diverse cultures and high-quality products as China continues to expand its visa-free policy, simplify the entry procedures and facilitate payment processes.

The Student and Youth Travel Association (SYTA) from the United States brought its 16 educational travel agencies to China during the 2025 Xianghu Dialogue of the World Tourism Alliance (WTA), held from Tuesday to Friday in Hangzhou, east China's Zhejiang Province. Together they scouted multiple popular cities to craft customized student itineraries.

During their 10-day China tour, these international travel agents learned Tai Chi at Beijing's Temple of Heaven and experienced Peking Opera culture; visited the Emperor Qinshihuang's Mausoleum Site Museum and tried pottery making in Xi'an City, northwest China's Shaanxi Province; they also studied traditional tea art and toured West Lake in Hangzhou, immersing themselves deeply in historical and cultural resources of different cities.

"There has been a real movement on social media, on TV entertainment, to build China as a destination for more student groups," said Carylann Assante, CEO of the SYTA.

Data shows that China's inbound tourist numbers have surged over 100 percent year on year in 2025, with spending levels rising correspondingly. European and American tourists account for significantly larger shares, with U.S. visitor spending up 50 percent and French tourist spending growing 160 percent.

The inbound tourism spending growth is a result of a series of payment facilitation policies. 

Hangzhou pioneered China's first "tap to tax refund" service for departures in August, just a tap by using near-field communication (NFC) on phone can process refunds within two minutes.

"Hangzhou now has 277 tax refund stores for overseas tourists this year. Currently, we're prioritizing the 'tap to tax refund' service in about 20 leading stores. Last year's tax refund sales in Hangzhou totaled 110 million yuan (about 15.5 million U.S. dollars), and this year's refund sales are projected to reach 250 million yuan (about 35.1 U.S. dollars)," said Chen Bin, director of the international exchange and promotion department of Hangzhou Municipal Bureau of Culture, Radio, TV and Tourism.

The "tap to tax refund" pilot will subsequently expand nationwide.