On February 4, 2026, tourists from Russia were shopping for dried fruits at the New Year's market in Qilou Old Street, Haikou, Hainan. Photo by Xu Yushen Russian tourist Daria made a special trip to Bohai Ancient Town in Hunchun Scenic Area during the Spring Festival to book Hanfu travel photos. She believes that this is a better way to experience the traditional Chinese Spring Festival. Emperor Hanni, a Hungarian residing in China, for the first time this year hosted three fellow countrymen who had come from afar as "locals" to eat candy and taste dried fruits at a vegetable market in Tianjin. Many foreign tourists have appeared on the New Year's dinner tables in some restaurants in Foshan, Guangdong. This year, more and more international tourists are choosing to cross mountains and seas to travel and shop in China during the Spring Festival, the most important reunion time for Chinese people, and to deeply experience traditional Chinese culture. The National Immigration Administration predicts that the daily average number of inbound and outbound personnel at ports nationwide during the Spring Festival holiday will exceed 2.05 million, a year-on-year increase of 14.1%. According to tourism platform data, the number of foreign tourists booking flights to China before and after the Spring Festival increased by over 400% year-on-year. More importantly, many of them are no longer satisfied with casual travel - what they crave is the "very Chinese time" that has been circulating on social media recently. They visit temple fairs, write blessings, post Spring Festival couplets, watch New Year lantern festivals, lion dances, and English songs and dances, and share videos of watching firecrackers set off in China with family and friends. The arrival of foreign tourists has driven consumption. According to data from the State Administration of Taxation, the number of overseas tourists who processed departure tax refunds in 2025 increased by 305% year-on-year, and the sales revenue and tax refund amount of refunded goods increased by 95.9% and 95.8% respectively year-on-year. The "shopping cart" of inbound tourists is also quietly undergoing changes. Along with international big brands, there are increasingly more products that can only be bought in China. This is a consumption upgrade, but also a cultural identity: from "seeing China" to "taking China away". On the eve of the Spring Festival, products that incorporate elements of the Year of the Horse and traditional patterns have become hot sellers. At the Beijing Universal Resort, Dutch tourist Finn purchased a zodiac hat and a Spring Festival themed T-shirt. He said that the festive atmosphere here makes people want to bring this warmth home. Shopping is not just about consumption, but a conversation with a city, "Greek tourist Maxilis told reporters while shopping on Nanjing East Road in Shanghai. China-Chic toys have also become the new favorite of foreign tourists. At a trendy toy store in the center of Shanghai, Li Hanbin from South Korea purchased the "Great Nation Heavy Equipment" series of building block toys. There are many trendy shops here, with too many types, "he said. During their travels in China, many inbound tourists make a special trip to offline stores to experience high-tech products that have been "planted" on social media for a long time. On site experience of folding screen phones and flying drones, their understanding of "Made in China" has been repeatedly refreshed - from "affordable substitution" to "Made in China". Many tourists claim that Chinese smart products are exquisitely crafted, of excellent quality, and have a wide variety of products. This' richness of choices' has become a keyword repeatedly mentioned by foreign consumers. Shopping in China is like opening a blind box, every store has new discoveries, "said Vietnamese tourist Le Yana. In her view, China is not only the "world factory", but also the source of innovation. Some high-tech domestic products, although unable to be taken away on the spot, have been added to the wish list of international tourists. In the Wangfujing business district of Beijing, Martin and Lori from Croatia experienced intelligent driving, and Chinese new energy vehicles were "surprising" in terms of intelligent cockpit, interior design, and overall technological sense. If these models enter the European market, we will seriously consider purchasing them, "Martin said. The popularity of "China Tour" and "China Shopping" continues to rise, attributed not only to the attraction of Chinese culture, but also to the continued efforts of visa free policies and entry facilitation measures. By 2025, the number of China's unilateral visa free countries will increase to 48, and the number of mutual visa free countries will expand to 29. China has also upgraded its 240 hour visa free transit policy, expanding its application to 55 countries and increasing the number of entry ports to 65. In Sanya, Hainan, Russian tourist Anastasia admitted that the visa free policy has made it more convenient for her and her family to come to China. According to data from the National Immigration Administration, there will be 30.08 million visa free foreign visitors in 2025, accounting for 73.1% of the total number of foreign visitors, an increase of 49.5% year-on-year. To allow tourists to enter, it is even more important to ensure that they can buy smoothly. As of the end of November 2025, there are 12252 departure tax refund shops nationwide, and over 7000 shops providing "buy and refund" services. As of last September, Alipay International has reached cooperation with 40 electronic wallets in the Asia Pacific region, and tourists can use local payment applications in 150 million Chinese merchants. Scanning the QR code for payment here is much more convenient than using a credit card, "said Christina, a German customer who purchased a Huawei phone at Beijing Guomao Mall. In early February this year, 11 departments including the Cyberspace Administration of China and the Ministry of Commerce jointly issued policies, proposing to significantly improve the internationalization and facilitation of digital services for inbound travelers by 2027. At the same time, the Ministry of Commerce is supporting 15 cities to carry out pilot projects for international consumption environment construction, and has recently allocated the first batch of 1 billion yuan in funds in conjunction with the Ministry of Finance. We will strive to make it more convenient, comfortable, and affordable for global consumers to travel, and to experience a more open, inclusive, and innovative China. ”Vice Minister of Commerce Sheng Qiuping said. (New Society)