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A |     At more than 1,500 meters above sea level, Tianmen Mountain in central China's Zhangjiajie offers summer temperatures of just 22 to 26 degrees Celsius, drawing a steady stream of visitors.
Among them are growing numbers of European travelers, like Italian Giancarlo Marino. Escaping the relentless summer heat in his hometown, he traveled to China with friends in search of cooler weather.
"Here you can feel the breeze, and while you're resting up on the mountain, you can even buy ice-cold drinks from the many vendors. It's thoughtful and relaxing," he said.
As extremely high temperatures grip many parts of the world this summer, China is emerging as an unexpected destination to avoid the soaring temperatures. With more convenient entry policies and a host of tourism-friendly measures, the country is drawing international visitors in surprising new ways.
NICHE ATTRACTIONS
Jizhou District in north China's Tianjin Municipality is usually known among Beijing residents as a weekend escape. Few would expect to encounter overseas tourists there, let alone visitors from Argentina.
Argentine traveler Michael visited Jizhou during his trip to China to enjoy the mountain scenery around the Huangyaguan section of the Great Wall.
For him, the "coolness" of Jizhou was not just about the pleasant temperature, but also about immersing himself in nature and experiencing rural life.
"The environment here is beautiful, and you can even see the Great Wall from the guesthouse," he said.
Local guesthouse owner Zhang Wei has noticed a growing number of foreign visitors seeking a deeper understanding of local life instead of simply checking off famous attractions.
"We've lately seen a clear increase in overseas guests. Many like to combine countryside experiences with natural scenery, allowing them to experience China in a more in-depth way," Zhang said.
Dutch tourist Noa is another traveler seeking out niche experiences. On a recent independent trip to Nanjing in east China's Jiangsu Province, Noa and friends made a point of visiting local produce markets and public parks, including matchmaking corners where parents gather to find partners for their children, to observe daily life up close.
"Many of the vegetables here are things I've never seen back home. It's really interesting," Noa said.
China's rapid economic and social development is also reshaping inbound tourism. Slovenian tourist Rainer Grega, visiting China for the first time, said he hopes to tour major Chinese technology companies.
"Many Chinese companies and brands are well-known overseas, so I'm really looking forward to visiting the headquarters of some of them. It would be fascinating to tour an electric-vehicle factory or see how those advanced robots are manufactured," he said.
According to a representative of a Suzhou-based international travel agency, foreign visitors are increasingly planning multi-city itineraries, while younger independent travelers, trips to smaller cities and rural areas, and longer stays have all become notable trends.
"Nowadays, many foreign visitors venture into city neighborhoods and rural villages to experience authentic Chinese life. From vibrant urban nightlife to rural revitalization, a vivid, multi-dimensional China is being increasingly shared with the world," said Wu Guoping, president of the Wuxi Tourism Association.
MORE OPEN STANCE
For many overseas visitors, China's increasingly convenient entry policies have provided an important guarantee for more flexible and in-depth travel.
China currently offers unilateral visa-free entry to nationals of 50 countries, including Slovenia and Italy.
"Thanks to the 30-day visa-free policy, you can come whenever you want -- just book a flight and go," Grega said. He added that transfers between airports and high-speed rail stations were seamless, making detailed travel planning largely unnecessary.
Marino echoed the view, saying the visa-free policy was a major reason for choosing China.
"It feels like the policy is becoming more and more foreigner-friendly. You can tell that China is opening its arms and genuinely welcoming more people to visit and learn about the country," he said.
Data from the National Immigration Administration (NIA) showed that China recorded 22.91 million inbound foreign visits in the first half of this year, up 20.4 percent year on year. Of those, 77.7 percent were made under visa-free entry facilitation policies.
China is also expanding the coverage of its 240-hour visa-free transit policy. According to an NIA announcement released on Aug. 20, citizens of Kyrgyzstan and Vietnam became eligible for the 240-hour visa-free transit policy and the 30-day visa-free entry policy for Hainan Province starting Aug. 20. The move increased the number of countries covered by the 240-hour visa-free transit policy to 57.
Vietnamese student Do Thi Huyen My, now in her second year at Hainan University, happily welcomed the new policy.
"I think the policy will definitely attract more Vietnamese tourists to China, especially to Hainan," she said.
"For me personally, it also means my family can visit me in Hainan more conveniently while enjoying a vacation here. By the time I graduate, my parents, relatives and friends will also be able to attend my graduation ceremony without going through complicated visa procedures," My said.
REFINED SERVICES MATTER
As inbound visitors become increasingly diverse and venture beyond traditional destinations, new opportunities have emerged for China's tourism industry, alongside higher expectations for service quality.
The city of Suzhou in Jiangsu Province, for instance, recently introduced a package of incentive measures to boost inbound tourism, offering rewards to travel agencies and online travel platforms that manage to organize overnight stays for foreign tourists and expatriates, or arrange one-day tours, with the annual reward up to 3 million yuan (about 442,000 U.S. dollars). Senior tour guides who manage to cultivate or recruit foreign-language guides are also eligible for incentives.
However, experts warned that feedback from some foreign visitors suggests that information access and language services remain weak links amid the boom of inbound tourism, which underscores the need to improve tourism services for international guests.
Wu Guoping suggested building a more comprehensive support system by developing multilingual digital platforms that seamlessly connect transportation, accommodation, dining, shopping and attractions, making travel planning and consumption more convenient.
To that end, Shanghai has recently launched a type of integrated smart tourism service kiosk that combines abundant online and offline resources.
Resembling a telephone booth, the facility provides access to 14,000 ticketing and shopping links, more than 20,000 dining venues and over 7,500 hotels and guesthouses. Powered by an AI travel assistant, it offers personalized recommendations, real-time interpretation and AI-generated travel journals. Its foreign bank card payment system supports 10 languages and more than 120 currencies.
Zhangjiajie is also improving services to match its surging international guests. From January to July this year, the city received 860,700 inbound visitors from 195 countries and regions, up 19.01 percent year on year. Tourism foreign exchange revenue reached 98.52 million U.S. dollars, an increase of 40.52 percent.
Despite the rapid growth, a previous survey in the Wulingyuan Scenic Area found that fewer than one-third of frontline staff could communicate proficiently in a foreign language.
The scenic area has since partnered with local universities to compile English-, Korean- and other foreign-language learning handbooks, while organizing evening classes for tourism workers.
Chen Heng, a 52-year-old publicity officer and one of the evening school participants, has even purchased language-learning software at his own expense and practices English pronunciation by reading aloud with a chopstick in his mouth.
"Zhangjiajie boasts world-class natural scenery. Our service quality has to keep pace as well," he said.
。    AI摘要      平潭立足地缘与文脉优势，通过升级海岸旅游、打造台湾小镇、活化壳丘头遗址，深化两岸文旅融合。今年2月以来，台湾小镇接待游客同比增191%，以文化为桥促进心灵相通。

B |               暑期的68海里景区碧波、礁石临海铺展，游人络绎不绝。刘宇捷 摄     东南网8月21日报道（福建日报记者 刘宇捷 蒋丰蔓 张颖）19日至20日，“活力中国调研行”采访团走进平潭综合实验区，探访海岸街区与考古展馆。作为祖国大陆距离台湾岛最近的海岛，平潭立足独特地理条件，赓续海峡情缘，探寻远古文明根脉。如今，两岸同根同源的文化底色，在此演绎成文旅融合发展的鲜活篇章。    20日上午，海风裹挟着咸湿气息拂过猴研岛的嶙峋礁石。

C | 在68海里景区，不少游客驻足在“祖国大陆距台湾岛最近点”标识碑旁，举着相机定格这一特殊的地理坐标。    放眼整个平潭岛，这个镌刻着海峡乡愁的海岸地标早已不再依靠单一石碑吸引游人。    限山岛上的黑礁音乐馆，落地大窗直面万顷碧波，民俗舞蹈、奇幻魔术轮番上演。

D | 馆内还设置有台湾商品展示售卖区，凤梨酥、一条根、高粱酒等180多种货品集中陈列。观海赏艺、休闲品读、邂逅两岸风物——游客的体验方式已从单纯打卡观光，转向更富文化内涵的沉浸式享受。    沿着海岸线前行，22号国际游艇码头帆影摇曳。作为平潭游艇产业重点项目，码头于2024年6月投入运营，共建有49个泊位，其中包含17个对台专用泊位。    “码头汇聚了游艇、帆船、摩托艇、尾波冲浪、水上超跑等热门海上项目，让游客在观光之余，也能体验水上运动的乐趣。

E | ”平潭旅游客运公司总经理陈紫良介绍，投运以来，码头累计接待游客超5.3万人次。    目光从海岸转向岛内，一个个跨越海峡的“回家”故事正在温情上演。    走进平潭台湾小镇台味餐厅“同源·宝岛家宴”，一份特色菜单格外引人注目：花莲清炒时蔬、台北家园三杯鸡、澎湖白灼明虾……道道菜品对应台湾各地风土，成为小镇汇聚海峡烟火的鲜活注脚。    这座总建筑面积16万平方米、由38栋闽南红厝建筑组成的对台交流载体，过去只是业态相对单一的免税购物区，不少游客感慨“逛一小时就结束”。

F | 今年2月焕新开街后，这里完成了迭代升级，蜕变为集文化体验、商贸交流、休闲娱乐于一体的文商旅综合体。

G |     漫步街区，店铺鳞次栉比，烟火气息扑面而来。

H | 在1号免税商城1.6万平方米的空间内，300多个台湾品牌的商品琳琅满目；“平潭有礼”文创商店里2600多款文创产品精巧别致；植觉闽台植物馆内，两岸特色草木生机盎然；台湾铁路便当、盐酥鸡等特色小吃香气四溢。    小镇蓬勃发展的背后，台胞是不可或缺的核心力量。    平潭综合实验区文旅集团总经理林彦介绍，台湾小镇创新探索“大台商牵头、中小台商参股”的组团招商模式，吸引大批台商跨海来岚扎根兴业。

I | 台式餐饮、茶饮、文创等业态相继落地，交织出浓浓海峡烟火。    “我们把家乡的风味带到这里，和越来越多的台胞抱团创业，在这里既有事业，也有家的归属感。”台商王志强和记者分享道。    林彦介绍，小镇现有入驻企业150家，其中台资企业78家。浓郁的两岸风情持续释放吸引力，今年2月焕新开街以来，累计接待游客约55.8万人次，同比增长191%。

J |     如果说台湾小镇承载的是海峡人间烟火，那么，将两岸的文化联结溯源至7000年前的壳丘头遗址博物馆，则成为两岸同胞获得情感共鸣的精神坐标。    走进壳丘头遗址博物馆，陶器、石器、贝器等600余件文物系统铺展出东南沿海距今7500年至3000年的史前考古序列，证实平潭是南岛语族向外迁徙的重要踏板，也印证了海峡两岸史前阶段便有着密切的文化交融往来。    “文物不能只静态地陈列在展馆玻璃之内。”平潭国际南岛语族研究院学术交流部主任林颖说。依托海峡两岸南岛语族考古教学实习基地，博物馆常态化举办闽台海洋文化探源研学营、两岸青少年考古体验等活动，把考古成果转化为面对面的交流平台，在两岸青年互动交往之间，同源共脉的历史记忆就此传递。

K |     数据显示，依托博物馆与考古基地这一复合平台，平潭累计承接国内外各类参访研学活动940多场次，参与总人数超2.8万人次。    从礁石海岸的隔海相望，到台湾小镇的烟火相聚，再到壳丘头遗址博物馆的文明寻根，乡愁期盼、人间烟火、远古回响，循着两岸同源的文化脉络层层铺展，平潭立足独有的地缘禀赋与文明根脉，以文化为桥，书写两岸文旅融合、心灵相通的崭新篇章。

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Published on:04:02:53