China’s Tourism Rebound Propels Growth at WTM 2025: Cathay Pacific Reports 21–30% Passenger Increase, Air China Launches New ‘China Pass’ for International Visitors

China’s tourism rebound is taking center stage, with the country’s growing role in global travel highlighted at the 2025 World Travel Market (WTM) in London. Cathay Pacific and Air China are capitalizing on this surge, reporting impressive increases in passenger numbers and launching new initiatives to cater to the growing demand. Cathay Pacific, in particular, has reported a significant 21–30% rise in passengers for 2025, driven by the rise in both inbound and outbound travel to and from China. Meanwhile, Air China has introduced the innovative “China Pass,” designed to simplify travel for international visitors and facilitate easier access to China’s vibrant cities and cultural treasures. With these developments, along with the expansion of China’s visa-free entry policies and the country’s hospitality sector ramping up its services, 2025 is shaping up to be a landmark year for tourism in China. As the country opens its doors wider to the world, it is poised to become an even more significant player in global tourism, offering seamless travel experiences for tourists eager to explore its rich heritage and modern attractions.
China’s Tourism Rebound propels Growth at WTM 2025: Cathay Pacific Reports 21–30% Increase in Passengers, Air China Launches New ‘China Pass’ for International Travelers
China is no longer viewed as only a destination for travelers, but also a significant source of international travelers. While China prepares for the 2025 World Travel Market (WTM) in London, the country’s tourism industry prepares to highlight the various components of its travel infrastructure and its rapid tourism policy liberalization. Chinese airlines including Air China, China Eastern Airlines, and Cathay Pacific acknowledge the advancements in the China tourism industry, as they implement passenger and flight service upgrades. For travelers looking to visit China over the next couple of years, the increased routes and hospitality services would be of great assistance.
China’s Tourism Surge and the WTM 2025 Spotlight
The 2025 World Travel Market (WTM) in London emphasized China’s tourism importance. China, after most of the world missed the travel boom, was recovering from the pandemic and returning to status as a primary tourist destination. China attracted foreign tourists in the first half of 2023 anticipating considerable tourism, with policy reforms. China’s tourism reforms included visa-free travel to several major tourism regions, travel tax rebates to tourists, and foreign tourist mobile payments.
The most exciting WTM announcement was the “China Pass” unveiled by Air China and China Eastern Airlines. The travel pass aims to streamline China tourism, allowing international tourists to enter China with minimal travel hassles. This “China Pass” aligns with the rapid growth of the Chinese airline industry to signal a positive outlook for China’s tourism and airline industry.
Cathay Pacific’s Surging Passenger Growth for 2025
With the growth of the tourism market in China, Cathay Pacific has been receiving greater numbers of travelers. The Hong Kong-based airline has recorded an astounding 30% growth in passenger traffic for the first half of 2025 compared to the same time period in 2024. The airline has taken full advantage of the recent growth in inbound and outbound Chinese tourists who are traveling to popular destinations in Asia, Europe, and other regions.
The airline’s expansion to and from primary Chinese cities such as Beijing, Shanghai, and Guangzhou has received a lot of praise. There is also an added network of direct connections to fast-developing Southeast Asian and European markets, which is simplifying travel for Chinese tourists to multiple world hot spots.
Air China’s ‘China Pass’ – A New Era for Tourists
Air China’s launch of the “China Pass” at WTM 2025 is a great accomplishment for the airline as well as the tourism industry. This service is intended to make the lives of international travelers a little easier when it comes to accessing visas, easing border control, and providing more flexibility with travel plans. The China Pass is intended to cut out the annoying and frustrating entry obstacles to travel to China. Border control and access will now be so much easier for international tourists. They will be able to visit China’s rich history, culture and modern marvels, without any obstacles.
Air China is extending their flight network by adjusting flight frequencies on highly demanded routes and providing attractive offers for international travelers. This has been designed to make it easier for travelers to organize their travel and for the airline to provide cultural travel opportunities throughout China.
China’s Hospitality Industry Prepares for an Influx of Visitors
When it comes to China’s tourism recovery, it’s more than just flights. The country’s hospitality industry is preparing for an influx of international visitors. International hotel chains like Marriott International, Hilton, and Accor are expanding operations across the country to capture the hospitality needs for the growing number of international visitors. These international hotel brands are preparing dedicated hospitality for overseas travelers by hiring multilingual staff, developing Chinese hospitality websites, and integrating Chinese mobile payment systems.
The increased focus on high-end accommodations are also a sought after part of hospitality. China’s overhaul on high-end hospitality chains like Four Seasons, The Ritz-Carlton, and Shangri-La have also expanded to top-tier tourism frontiers. Whether you are within the exclusive hospitality offerings and experiencing the hidden ancient hospitality along the Great Wall, or are within the technological hospitality of high-end accommodations and experiencing the modern skyscrapers of Shanghai, China’s hospitality caters to all travelers.
Flight Information for Tourists Visiting China in 2025
As more airlines like Air China, Cathay Pacific, and China Eastern Airlines expand their flight frequencies, visiting China is easier now more than ever. Here is important flight information for international tourists.
- Cathay Pacific: Cathay Pacific provides direct flights to numerous major Chinese destinations from Hong Kong, which include, Beijing, Shanghai and Guangzhou. The airline has also added more flights to Chengdu and Xi’an. I direct flights to these cities, tourists can experience more China. Flights from NY to Beijing take about 14 hours and flights from London to Shanghai take about 11 hours.
- Air China: Air China is another Chinese airline carrier to get the “flag” status. It has a large and complete international flights system. Flights from Los Angeles to Beijing take about 13 hours and flights from Paris to Beijing take about 11 hours. Air China is also well known for offering great luxury and comfort in their premium flights.
- China Eastern Airlines: China Eastern Airlines is moving toward more international travel and now offers direct flights from Los Angeles, New York, and Sydney to Shanghai and other major cities in China. New York to Shanghai flights take, on average, 14 hours while flights from Sydney to Shanghai take approximately 10 hours.
China Eastern and other international airlines provide good quality and more competitive fares. Airlines also provide quality international traveler services, and most of them have loyalty programs. Special China promotions for travelers to China also provide numerous price reductions for China travelers.
China Travel Tips for Tourists in 2025
International travel to China in 2025 comes with many new enhancements and exciting new experiences for travelers. To fully appreciate China and to make the most of your visiting experience in 2025, travelers to China should follow these tips.
Visa-Free Travel
China’s Visa-Free travel policy to some countries now includes visitors from Japan, Korea, and some European countries. International visitors and travelers now have more freedom to visit China and its attractions.
Mobile Payments and Technology
Traveling in China is amazing, especially because of mobile payments like Alipay and WeChat Pay. These are accepted almost everywhere, even at street vendors and fancy restaurants! International tourists can even link foreign credit and debit cards to mobile payment apps, making it even easier to pay.
Assistance in Communication
Mandarin is the main language of China, but at many major tourist attractions and hotels, services are offered in English. Hotels such as Marriott and Hilton have employees who speak several languages to assist foreign guests. If you are going to be in more remote places, it is smart to get some translation apps to help with the language.
Destination Highlights
With its diversity, China offers several unique travel destinations. Here are a few of the travel hot spots for tourists in 2025:
- Beijing: Here you can visit the Forbidden City, Great Wall of China, and Temple of Heaven. Beijing is a city integrating ancient and modern times.
- Shanghai: This metropolis is characterized by its modern skyline, varied shopping experiences, and diverse cultural offerings. The Bund, Yu Garden, and Shanghai Tower are key destinations you shouldn’t overlook.
- Xi’an: The city is of ancient heritage and is the start of the silk route. This is where the Terracotta Warriors are found.
- Chengdu: Chengdu is the designated panda city and is the way to the Sichuan cuisine. This city has a relaxed vibe which is a great change from the active megacities of China.
- Hangzhou: This is a beautiful city with West Lake and offers a combination of ancient temples and natural landscapes.
The Future of China’s Tourism Industry
The future of China’s tourism industry is positive. China tourism is going to be easier with the introduction of the China Pass and with the extended services of Air China, Cathay Pacific and China Eastern Airlines.
Major international hotels are expected to invest in new deals in the hospitality industry. Travellers can expect a variety of services, from high-quality budget hotels to high-end quality services, as China continues to open the country to international visitors.
China’s tourism is experiencing a remarkable resurgence, highlighted at the 2025 World Travel Market in London. Major airlines like Cathay Pacific and Air China are capitalizing on this growth, offering new services and increased connectivity for international travelers.
Wrapping Up
The tourism bounce back in China is the most remarkable in the world. As the country prepares to meet increasing international visitor numbers in 2025, hospitality brands and major international air carriers are investing to meet the expected demand. Cathay Pacific and Air China are the most active in increasing flights as well as new services such as the China Pass and an expanded network. Convenient and comfortable travel, new destinations, and a variety of services improve the travel experience to China.
As the country and world change, so does the tourism experience in China. The new tourism strategies will offer world class services for international tourists in 2025 and years to come. From the ancient world and diverse culture to modern technological marvels, China is open for the world.
The post China’s Tourism Rebound Propels Growth at WTM 2025: Cathay Pacific Reports 21–30% Passenger Increase, Air China Launches New ‘China Pass’ for International Visitors appeared first on Travel And Tour World.




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