Since the beginning of this year, with the deepening of facilitation measures for inbound tourism, international tourists have further experienced the joy of "China tourism". Traveling, shopping, and eating in China have become a new international trend. When going out and traveling in a foreign land, the first thing we want is convenience. Recently, the World Tourism Federation released the "2024-2025 Cross border Tourism Consumption Trends Research Report", which shows that with the continuous relaxation of China's visa free policy on the length of stay, the duration of stay for foreign tourists of all ages in the first half of this year has continued to increase compared to previous years. From the past concentration of inbound tourists on "special forces" style travel to the current shift towards deep experiential travel... One important factor driving the continued popularity of "China Travel" on overseas social media platforms is convenience. Since the beginning of this year, China has continuously expanded its visa free "circle of friends". Regional visa free policies such as Hainan visa free entry, ASEAN country tour group visa free entry, cruise ship visa free entry, etc. have been precisely implemented, and "convenience" has become the most direct feeling of foreign tourists towards China and the most genuine "closeness" during their journey. At the same time, "China Shopping" is becoming a major highlight for foreign tourists who are gaining popularity. On overseas social media platforms, 'When traveling to China, bring empty boxes!' has become a hot topic. Foreign tourists come to China for tourism, traveling through beautiful rivers and mountains, and exploring every street and alley. 'Buy buy buy' is an indispensable experience during their travels. While traveling and shopping, foreign tourists are competing to "plant grass" in China, from small cultural and creative works that express Chinese cultural elements, intangible cultural heritage handmade experiences, to fashionable and practical high-tech electronic products such as smart watches, noise cancelling headphones, drones, and AI glasses... "Buy in China" is becoming increasingly popular, activating tourism and driving the economy. Customers come from all over the world, and China's policies continue to release warmth. The departure tax rebate policy continues to be optimized, and many places implement "buy and refund" port mutual recognition, effectively reducing the shopping costs of foreign tourists, improving the consumption experience, and promoting the continuous increase in the popularity of "Chinese tourism" for overseas tourists. In the first 11 months of this year, the number of overseas tourists who applied for departure tax refunds increased by 285% year-on-year, and the sales of tax refunded goods and tax refunds increased by 98.8% year-on-year. From "China Travel" to "China Shopping", foreign tourists come to China not only to pursue "poetry and distant places", but also to gain a rich and profound journey in the long-standing Chinese culture and tangible cultural experiences. Data shows that cultural experience products have become a new highlight of inbound consumption this year. The pre order volume of immersive tourism projects such as intangible cultural heritage workshops, folk performances, and exploration of urban life has surged by 300% year-on-year. In Xi'an, foreign tourists dressed in Hanfu stroll through the Tang Dynasty city that never sleeps; In Jingdezhen, "foreign faces" personally experience the porcelain making process; In villages in Guizhou, foreign tourists learn to sing Dong ethnic songs... From the living inheritance of millennium intangible cultural heritage to the new cultural scene of ancient and modern integration, the interests of inbound tourists have become increasingly diverse, and the unique charm of Chinese culture has become a key driving force for the continuous heating of the inbound tourism market. Cultural IP is also a lasting charm that attracts foreign tourists to enter China, understand China, and fall in love with China. How to make culture enter the eyes, the mind, and the heart? How to spread further and keep 'China Tour' hot and popular? Local practices continue to emerge. Taking Jiangsu as an example, from the "Su Chao" sports event attracting foreign tourists to come to Jiangsu, check-in and play, to the current popular "Su flavor" attracting people's attention, these unique cultural IPs with local characteristics attract foreign tourists to "travel in China" and "taste in the local area". For example, Suzhou is committed to creating a "showcase for the inheritance and innovation of Chinese culture" and building an international tourist destination with Jiangnan water town characteristics. Here, it is not just about "bringing in", but also pursuing "staying". From Kunqu opera to Kunqu opera to Pingtan, each "cultural feast" is carefully prepared, making tourists "feel like they have traveled back to ancient times". Whether it's the passion of the "Su Chao" competition, the fireworks of the "Su style" lifestyle, or the lingering cultural IP, what attracts international tourists to immersive experiences in Jiangsu is the "cultural flavor" that reaches the soul. The "15th Five Year Plan" proposes to "enhance the international level of inbound tourism facilitation". An increasingly open China is attracting more and more foreign tourists to enter China, delving into the fabric of urban and rural areas, and narrowing the distance with China through in-depth experiential tourism. A high-quality and normalized tourism environment can sustainably attract tourists. Each region needs to dig deep into its advantages, provide excellent services, cultivate cultural connotations, and develop products and formats with regional characteristics in a targeted manner. With enthusiastic, thoughtful, and friendly tourism services, it is necessary to accelerate the construction of a comprehensive international tourism pattern, let "China Travel" and "China Shopping" continue to be popular, and let the trend of "shopping in China" spread around the world, attracting international tourists to get up close and get to know a three-dimensional, diverse, colorful, and lovely China. (New Society)