China is attracting more and more European tourists with its rich history, culture, and magnificent natural scenery. In recent years, the number of German tourists visiting China has continued to grow, thanks to the good cooperation between the two sides and the continuous upgrading of China's entry convenience policies. Recently, at the Berlin International Tourism Fair, which celebrated its 60th anniversary, the President of the German Tourism Association, Albin Loeider, said that China has rich and diverse tourism resources, and "China tourism" is continuing to "circle fans" of the world. "The German side looks forward to deepening cooperation in Chinese culture and tourism, so that more German tourists can appreciate the diverse charm of Chinese culture and tourism The Chinese Ministry of Culture and Tourism organized hundreds of Chinese representatives from cultural and tourism departments, tourism enterprises, airlines, and mobile communication companies from Beijing, Shanghai, Zhejiang, Hainan, Guangdong and other places to attend the 2026 Berlin International Tourism Fair. Hello! The "China" exhibition area showcases China's rich and diverse tourism resources and unique tourism products, attracting numerous merchants and visitors from all over the world to stop and consult and interact. Sanya is as beautiful as a brilliant pearl. ”At the exhibition booth in Hainan, Simon Bresson, the global partner in charge of the world-renowned travel guide series "Lonely Planet", gave high praise to Sanya tourism. The Sanya Tourism Development Bureau has signed a strategic cooperation memorandum with Lonely Planet, with "content co creation" and "global dissemination" as the core of the cooperation. Through the professional perspective of international authoritative travel IP, Sanya will be included in the knowledge graph of global travelers, focusing on showcasing the urban narrative related to Sanya's coastal lifestyle and sustainable development. The Guangdong booth showcases Lingnan lifestyle characteristics through Gongfu tea art and other means. Guangdong has highlighted themed tourism routes such as health and wellness vacations, cultural experiences, and high-tech innovation. Tourism companies from Guangzhou, Shenzhen and other places have reached cooperation intentions with multiple travel agencies in Europe, with a target cooperation amount of 120 million yuan. Zhejiang Culture and Tourism showcases the core image of "Poetry and Painting Zhejiang", cleverly integrating the totems of Liangzhu jade cong, the flowing lines of the Grand Canal, and the shimmering light and shadow of West Lake, attracting numerous merchants to come and negotiate. Its globally launched "Hi Travel Zhejiang" one-stop inbound tourism service platform is based on an AI big model and has launched a tourism service code, allowing international tourists to easily complete customs clearance, payment, and tax refund, achieving "instant travel upon arrival". With China's continuous optimization of visa free policies and convenient entry conditions, more and more foreign people are choosing China as a destination for cultural tourism, business and other purposes, and the demand for cross-border payments continues to grow. Bank of China Frankfurt Branch has set up exhibition boards on site to promote the UnionPay Jinxiu Zhonghua Card. Foreign cardholders visiting China can easily integrate into the widely popular mobile payment ecosystem in China. A few years ago, the visa fee for China was 160 euros, but now you can enjoy a 30 day visa free treatment, which makes traveling to China more convenient. ”Francois, founder of French tourism promotion company Dior, said that the increasing popularity of "Chinese tourism" in France can be attributed to friendly policy measures. China has a vast territory with rich natural landscapes and cultural forms. International tourists can experience the landscapes of major cities such as Beijing, Shanghai, and Chongqing, as well as choose to go to Xinjiang, Inner Mongolia, and other places to experience the vast nature. The current policy dividends are accelerating to transform into the vitality of the tourism market, and it can be foreseen that the Chinese tourism market will continue to show an upward trend in the future. China's infrastructure and digitalization level in urban construction and transportation have reached world-class levels, making travel easy and convenient. ”If you want to learn about the world, you must go to China to see it, "said Jacabahaz, marketing manager of the Timisoara Tourism Bureau in Romania." China attracts European tourists because of its strong human touch. China is both modern and retains simple and natural interpersonal interactions. Whether in cities or rural areas, as long as international tourists have a basic understanding of Chinese, local people will interact enthusiastically, and this sense of familiarity makes us feel like we are in our own country Ascanio, Chief Technology Officer of the Italian hotel group "Aries", said that he plans to travel to China for two weeks this summer, with destinations such as Beijing, Xi'an, Chongqing, Hong Kong, and Macau listed. "I am very interested in different cities and cultural customs in China. By gaining a deeper understanding of the customs and traditions of various regions in China, I can better grasp the interests and needs of Chinese tourists visiting Europe." "'China tourism' is becoming increasingly attractive, and exploring China is a wonderful thing. ”Sarah Wilson, a German senator for culture and social cohesion in Berlin who has visited China multiple times, said, "The Chinese exhibition area showcased many distinctive tourism resources from different regions, with many highlights, providing a platform for face-to-face exchanges between various parties. We look forward to further strengthening mutual understanding and enhancing cooperation willingness." The "World Tourism Economy Trends Report (2026)" released during this period shows that the total number of global tourists in 2025 will reach 15.9 billion, a year-on-year increase of 6.6%. Among them, the Chinese market plays an important leading role in the global tourism recovery process. Wu Meiqing, Director of the External Liaison Department of the World Tourism Cities Federation, predicts that the growth rate of China's total tourism revenue will reach 8.5% in 2026, ranking second in the world. The latest Global Tourism Monitor report released by IPK International Travel Consulting in Germany at the conference shows that China's tourism industry has officially transitioned from a "recovery period" to a "strong growth period". The industry generally predicts that the growth rate of China's total tourism revenue in 2026 will be significantly higher than the global average. China will remain the world's second-largest tourism economy and become a key engine for global tourism growth. As an important source country and destination globally, China plays a crucial role in the recovery process of the global tourism industry. ”Zheng Hao, Vice Chairman and Secretary General of the World Tourism Federation, emphasized that by 2025, the number of people entering and leaving China will reach 697 million, a historic high, with a year-on-year increase of 26.4% in foreign arrivals and departures. The World Tourism Alliance is willing to leverage its platform advantages to promote exchanges and cooperation between Chinese and European tourism agencies, promote resource sharing and integrated development, and jointly promote the stability and prosperity of the global tourism industry. (New Society)