Why China Is Suddenly The Destination Everyone’s Talking About

From a British perspective, certain destinations are perennial favourites. Italy, Greece, Spain, France, Turkey: we cycle through the eurozone each summer, often influenced by our favourite celebrities’ sojourns the year prior (this summer, it seems Spanish and Italian islands are the place to be). When it comes to venturing further afield – investing both time and money into long-haul travel – we have traditionally favoured westward routes. According to the Office for National Statistics, the US was the fourth most visited country by British tourists in 2025, trailing Spain, France and the Republic of Ireland, and followed by Switzerland, Italy, Poland, India, Germany and the Netherlands.

While India ranked as the top Asian destination for British travellers in 2025, emerging trends suggest a significant shift further east. Beaches in Thailand, Vietnam and Bali have long dominated our social feeds as backpackers and luxury travellers alike discover exceptional value in South East Asia. More recently, Japan claimed the title of destination du jour, drawing visitors with its exceptional cuisine, cutting-edge cities, dramatic landscapes and favourable exchange rates. In 2025, half a million British residents visited Japan – a 22 per cent increase on 2024. Yet as these numbers continue to climb, savvy travellers have already identified their next frontier: China.

According to Booking.com‘s summer 2026 report, searches for Shanghai have surged 88 per cent year-on-year, whilst Trip.com has recorded a 35 per cent increase in bookings to the People’s Republic this year. Here’s why.

Post-COVID Rediscovery

‘There has definitely been a surge in interest, and much of that stems from China being somewhat “off the radar” since Covid,’ explains True Travel‘s director of global sales, Pete Trangmar. Overseas travel was banned and long-haul journeys felt impossibly distant throughout 2020 and 2021, whilst sinophobia surged globally in the wake of the pandemic’s origins.

Six years on, China’s allure is being rediscovered. ‘Whilst neighbouring Japan continues to draw significant visitor numbers, China offers an equally captivating experience with substantially fewer international crowds,’ Pete observes. ‘It’s home to some of the world’s most iconic landmarks – the Great Wall, the Forbidden City in Beijing, the Terracotta Warriors in Xi’an, and the giant pandas of Chengdu.’

China is home to some of the world’s most iconic landmarks, including the Great Wall. (© WildChina)

Visa-Free Entry For Brits

‘Within the UK market, China is perceived as a more mysterious, adventurous and relatively unexplored destination,’ notes Julie Murray, Tailor-Made product manager for Asia at Elegant Resorts. Yet this enigmatic appeal was, until recently, undermined by bureaucratic obstacles: visa requirements.

Previously, prospective British visitors required a visa, applied for up to three months in advance and costing £130, with fingerprinting mandatory at Chinese visa offices in London, Manchester, Belfast or Edinburgh. Compared with visa-free neighbours – Thailand, Vietnam and Singapore among them – the process deterred many potential visitors.

That changed in February 2026. China introduced a new visa-free entry scheme designed to attract more UK passport holders, aligning with its ambitious target of 190 million annual visitors by 2030. ‘We’ve certainly seen interest in China intensify since their visa policy shift in 2026, making entry considerably more accessible,’ Julie confirms. The scheme also extends to Canadian visitors, bringing the UK into line with the EU and Australia – though the arrangement is officially scheduled to expire in December 2026, explaining the current surge in bookings. Should the initiative prove successful, however, insiders believe the partnership may continue.

Giant Pandas remain a draw for visitors to Sichuan. (© WildChina)

Undiscovered Terrain

Of course, for affluent travellers in search of authentic, off-the-beaten-path experiences, a £130 visa fee is scarcely prohibitive. ‘China represents a bucket-list destination, particularly for the more seasoned and discerning traveller who has already explored other Asian nations such as Japan,’ Julie explains.

Japan, indeed, has recently fallen victim to overtourism – its 40 million annual visitors straining local infrastructure, disrupting communities and degrading celebrated cultural sites. Across the East China Sea, China is approximately 25 times larger, and attracted 154 million visitors in 2025, with even more ambitious targets ahead.

Across this vast expanse, there is something for every traveller. ‘It’s profoundly authentic, culturally rich and ideal for history enthusiasts and wildlife lovers alike – think pandas in Chengdu,’ Julie agrees.

China’s Guangxi region is known for its extraordinary karst formations. (Mingshi, Guangxi © WildChina)

Extraordinary Landscapes

Beijing, Shanghai and increasingly Chongqing draw the majority of visitors to China. But what of the lesser-known gems? ‘Venture slightly beyond the typical tourist circuit and Yangshuo reveals extraordinary karst formations – rolling limestone peaks stretching endlessly,’ Pete recommends. ‘It’s perfect for those seeking to combine spectacular scenery with active pursuits: hiking, mountain biking and rock climbing.’

Whilst cities remain the primary draw, China’s rural landscape deserves equal attention. Pete’s most memorable Chinese experience involved cycling through the countryside surrounding Yangshuo in southern China. Further north, he advocates for the rice terraces at Longsheng. ‘Also known as Longji, they attract day visitors, but an overnight stay transforms the experience entirely,’ Pete notes. ‘Once the crowds disperse, you can savour the terraces’ tranquillity and truly appreciate the landscape at its most serene.’

Chongqing, a futuristic mountain megacity in southwest China, has earned a social media following. (© WildChina)

A Cultural Moment

For decades, Japan’s soft power – anime, Pokémon, Studio Ghibli, Nintendo – fuelled Western dreams of visiting the island nation. As the Yen weakened and this generation entered its peak earning years, the journey finally became financially feasible.

China’s neighbouring presence has, until now, remained largely overlooked – a situation rapidly changing. Last year, Labubu collectibles achieved cult status, and Chinese retailer Pop Mart has established a significant international presence. Earlier this year, Gen Z embraced ‘Chinamaxxing’, discovering and adopting Chinese wellness practices with characteristic enthusiasm. Simultaneously, Adidas’ Tang Jacket – designed in collaboration with Samuel Guì Yang – sold out instantly.

Western culture is demonstrably captivated by China and Chinese culture in ways not seen for decades; a visit is the natural culmination. With visa fees eliminated and an extraordinary landscape awaiting exploration, 2026 is decidedly the moment.

To explore tailor-made trips to China, visit elegantresorts.co.uk and true.travel