The developments were discussed at the Global Tourism Economy Forum (GTEF) in Harbin, China, where global tourism leaders and industry experts examined the future of the sector and China’s increasingly influential role in global Travel & Tourism.
WTTC Interim President & CEO Gloria Guevara delivered a keynote address on global travel trends and China’s outlook, focusing on the sector’s economic performance and the impact of recent government policies designed to improve accessibility and visitor experience.
“China’s Travel & Tourism sector continues to gain strength,” said Gloria Guevara. “Travellers come for the heritage, the energy of the cities, the landscapes, and the calibre of the country’s infrastructure. China offers a breadth of experiences that appeals to visitors from all over the world.”
Guevara underlined the sector’s strong performance in 2025, noting that Travel & Tourism now contributes $1.9 trillion to China’s economy, growing at an annual rate of 15.8%, which is double the global average. “The government’s policies are creating real momentum, giving businesses the confidence to invest and travellers the freedom to explore,” she added.
According to WTTC projections, inbound visitor spending in China is expected to reach $144.1 billion in 2025, while domestic tourism spending is forecast to approach $968 billion. Employment supported by the sector is set to reach 83.4 million jobs in 2025, marking a new high for tourism-related employment. In addition, inbound visits from newly visa-free countries are expected to reach 15 million by the end of 2026, with these travellers spending on average $1,000 more than other international visitors.
Looking further ahead, WTTC forecasts China’s Travel & Tourism sector will grow at an average annual rate of 7% over the next decade, reaching a GDP contribution of $3.8 trillion by 2035, equivalent to nearly 14% of the national economy. By 2031, China is expected to overtake the United States to become the world’s largest Travel & Tourism market. Employment supported by the sector is projected to reach 103 million jobs by 2035, with one in five new global tourism jobs created in China.
The GTEF also highlighted Harbin as an example of destination development, showcasing how winter tourism has been successfully positioned as a core product. During the last winter season, Harbin welcomed 90 million visitors and recorded nearly 17% growth in tourism spending, reaching $19 billion.
“China’s continued leadership presents major opportunities for destinations across the country,” said Guevara. “Places like Harbin show how natural strengths can be developed into world-class visitor experiences.”
WTTC also announced the signing of a Memorandum of Understanding with the Global Tourism Economy Forum to strengthen collaboration, enhance international engagement, and support long-term, sustainable growth in China’s Travel & Tourism sector.
Tags: China, Travel Tourism Gloria Guevara WTTC
