Sichuan charms international visitors

These travelers tend to be younger, tech-savvy and more adventurous, Wang explains. They are comfortable navigating unfamiliar environments and are often looking for more personalized, flexible experiences.

"That's why we're enhancing services like airport transfers, mobile internet solutions and online booking for attractions," Wang says.

According to data from the National Bureau of Statistics, inbound tourism in 2024 surged 61 percent year-over-year compared to 2023.

The country's international flight volume has rebounded to approximately 70 percent of pre-pandemic 2019 levels. Central Asian routes show particularly strong recovery, with inbound flights averaging 67 percent above 2019 levels, according to the cross-border tourism development report released by Trip.com Group.

"We're partnering with international tour operators to revive group travel, especially in regions like western China where language and transport barriers still pose challenges," Wang says.

Chengdu, in particular, is gaining momentum as a gateway to China's western hinterlands.

"The city has a youthful, energetic vibe," Wang says. "Its reputation is bolstered by iconic symbols like giant pandas and cultural treasures like Sanxingdui (a Shu civilization site with bronze artifacts dating back 3,000 to 3,600 years)."

It has helped the province double growth in both inbound traveler numbers and spending, the agency reported.