Beijing's inbound tourism is entering a phase of high-quality development. A joint survey by Deep Blue Think Tank and Trip.com revealed that during this year’s summer holiday and National Day period, inbound order volumes grew by 34.07% year-on-year. The market is exhibiting a dual-track approach with “short stays” and “long experiences” coexisting: day tours are increasingly popular, highlighting the capital’s hub functionality; while 4-7 day deep tours remain mainstream, with a focus on thematic consumption and experiences.

Notable attractions such as the Forbidden City and the Great Wall continue to maintain high popularity, while the POP MART theme park has emerged as a new hot spot. On the accommodation front, the successful World Heritage designation of the Central Axis has boosted interest in areas like Qianmen, whereas neighborhoods like Jinsong and Panjiayuan stand out for their cultural and cost-effective offerings, reflecting the diversification of Beijing's tourism supply.

**Short Stays and Long Experiences** The inbound tourism market in Beijing is now showing a new pattern of “short stays” and “long experiences.” Data from Deep Blue Think Tank in collaboration with Trip.com indicates that, during the third quarter, which included the National Day and Mid-Autumn Festival holidays, 27.94% of inbound visitors stayed for only one day, a noticeable increase compared to the same period last year. In contrast, the proportion of visitors staying for 4-7 days remained relatively stable. The demands of inbound tourists are becoming increasingly distinct: those with short stays prefer iconic landmarks like the Forbidden City and the Great Wall, while those with longer stays focus on diverse themes and unique experiences.

The proportion of visitors staying only one day has risen by 5 percentage points. More foreign tourists are visiting Beijing. Data from Airlines Travel Network shows that from July 1 to October 8, over 2.16 million air passengers entered Beijing, marking a year-on-year increase of approximately 14%. According to the joint research by Deep Blue Think Tank and Trip.com, the total number of inbound tourism orders in Beijing from July 1 to October 8 grew by 34.07% year-on-year. Among these inbound tourists, the proportion of those with a stay of one day has significantly increased. Trip.com reports that from July 1 to October 8, the proportion of inbound visitors staying for one day was 27.94%, up from 22.76% in 2024, a year-on-year increase of 5.18 percentage points.

In mid-September, a French visitor named Sophie chose to transit in Beijing, spending one day there before heading to Guangzhou for a music performance. During her day in Beijing, Sophie visited the Mutianyu Great Wall and posted videos of her ride on the cable car and climbing the wall on Chinese social media. She expressed her desire to visit the Great Wall and the Forbidden City. Many other foreign tourists with one-day stays also prefer to quickly visit Beijing's most representative traditional attractions. A relevant executive from Trip.com noted that their overseas platform has launched over 10,000 one-day and half-day tour products, with the Forbidden City half-day tour and Mutianyu Great Wall one-day tour being particularly popular among foreign visitors.

Associate Professor Yu Haibo from Nankai University’s School of Tourism and Service emphasized that this year’s multiple entry and exit facilitation policies, including mutual visa waivers and unilateral visa-free policies, have positively impacted the total number of inbound tourists to China, with the proportion of international tourists making multiple entries also increasing. As the capital, Beijing features two major international transport hubs: Capital Airport and Daxing Airport. Under the influence of the hub effect, a certain proportion of international travelers choose to enter through Beijing, engage in short recreational activities, and later disperse to other destinations across the country.

**Diverse Deep Experiences** In addition to the increasing number of one-day visitors, those staying for 4-7 days make up the main group of inbound tourists in Beijing. According to the joint survey data from Deep Blue Think Tank and Trip.com, for inbound tourists from July 1 to October 8, 2025, those staying for 4-7 days ranked second, accounting for 26.23%; followed by those staying for 2 days at 21.89%, those staying for 3 days at 13.69%, and those staying for more than 7 days at 10.26%. Representatives from travel agencies participating in the Deep Blue Think Tank survey indicated that most of their inbound tour groups are typically 4-7 days long.

Despite this stable outlook, there are emerging trends in Beijing’s inbound group tours. Since the summer, Zhao Jia, head of the inbound division at Ctrip, has hosted several inbound groups in Beijing. Zhao observed an extension in the number of days for inbound tours. This change reflects an increasing focus among foreign tourists on thematic and experiential travel. Zhao noted that this summer, inbound products focusing on theme parks like Universal Beijing Resort and POP MART City Park have gained popularity among foreign tourists, with an increasing number opting for inbound tour packages centered around cultural themes like royal gardens. Moreover, the depth of shopping experiences is also increasing among foreign tourists, with markets like Panjiayuan Antique Market and outlet malls being increasingly included as shopping destinations on their itineraries.

Local brands such as POP MART, Li Ning, Anta, and Xiaomi, along with ethnic cultural products like vintage items and Hanfu accessories, are becoming increasingly sought after by foreign visitors. Amid these new trends, traditional sightseeing tours are failing to meet the expectations of foreign tourists, who are now dedicating more time to diverse cultural and travel experiences, which has resulted in longer stays in Beijing.

**Enhancing Supply of Unique Products is Key** If the rising proportion of visitors who stay for one day marks a quantitative breakthrough in Beijing's inbound tourism, then the new trends in the 4-7 day market represent an opportunity for qualitative advancement. Dou Junjie, a national gold medal tour guide and co-founder of Jingqi Culture, believes that it is not easy to achieve an average stay of over 7 days for inbound tourism at a single destination. The immediate priority is to increase the supply of unique products within traditional travel experiences.

To start, it's crucial to raise the SKU (stock keeping unit) of inbound tourism products, for example, from 50 products to 80, which could assist in extending the stay duration. However, it is even more important to ensure the quality, experiential effect, and emotional value of supply-side products. How to "exceed" the quality of past supplies will be a significant test for upgrading the supply side. Furthermore, inbound tourism needs to adopt an international perspective to meet global visitor needs. Zhao noted that among the foreign tourists hosted by Ctrip, many come from Islamic countries, making the introduction of international halal-friendly hotel certification standards and qualifications essential.

Yu Haibo believes that the development of inbound tourism in Beijing should place great emphasis on the quality of head products and the promotion of diverse offerings. For returning foreign tourists, understanding the depth of Beijing's cultural spaces and product matrix is vital, and efforts should be made to enhance the understanding of new cultural landmarks like Shougang Park, 798 Art District, and Liangma River’s scenic waterfront. It is also important to promote new leisure tourism methods like the Great Wall night tour, tech tourism, and cultural performance districts. Additionally, the identification and resolution of bottlenecks and pain points faced by international tourists during their travels must continue in order to enhance the overall tourism experience in Beijing.

Dou Junjie also highlighted that supply-side upgrades relate to product development, and product development is linked to talent cultivation. He expressed concerns over the current shortage of talent throughout the entire inbound tourism chain in Beijing. "Without addressing this issue, achieving a 'qualitative leap' in inbound tourism will be very difficult."

**Must-Visit Landmarks and Rising Celebrities** According to data from the joint survey by Deep Blue Think Tank and Trip.com, the most popular attractions for inbound tourism in Beijing this summer through the National Day and Mid-Autumn Festival periods included the Forbidden City, Mutianyu Great Wall, and Badaling Great Wall, which dominated the top spots. This emphasizes that renowned world cultural heritage sites like the Great Wall and the Forbidden City remain essential check-in spots for inbound visitors to Beijing.

Around the Forbidden City, it is common to see foreigners dressed in traditional costumes taking photos. Wendy, a tourist from Canada, visited Beijing this summer with her family. She mentioned that she had seen Chinese ancient costumes in “Empresses in the Palace” and was excited to experience wearing one while visiting the Forbidden City. According to Guo Min, deputy general manager of Mutianyu Great Wall Tourism Service Co., Ltd., the Great Wall has welcomed approximately 580,000 inbound visitors this year as of September, a 55% increase compared to last year.

**Universal Beijing Resort Emerges as a Popular International Attraction** The ongoing appeal of internationalization has pushed Universal Beijing Resort back into the ranks of popular inbound tourism attractions. The joint survey by the Deep Blue Think Tank and Trip.com indicated that Universal Beijing Resort made the list of the top ten inbound tourism attractions in 2025. Researchers from Deep Blue Think Tank noted that this year, many foreign tourists have been recorded at the park, and it has also become a favored destination for Southeast Asian visitors. Cindy, a tourist from Singapore, visited China with her family this summer. She recalls her previous visit in 2018 when she visited the Forbidden City and the Great Wall and enjoyed this summer’s trip to the Universal Beijing Resort.

As facilities and entertainment offerings around Universal Beijing Resort continue to improve, inbound tourists can look forward to a more comprehensive and enriching entertainment experience.

**POP MART Emerges as an Annual Surprise** This year, POP MART's IPs, including "LABUBU" and "Starry People," have gained huge popularity globally, thanks to the ongoing success of blind boxes. These adorable characters have drawn inbound tourists to the POP MART City Park in Beijing for sightseeing. Survey data shows that POP MART City Park ranks sixth in the top ten inbound tourism attractions for 2025, compared to ninth place in the same period in 2024. Moreover, during the summer of 2025, it has made its debut in the top ten, becoming the biggest "dark horse" among popular attractions.

With the burgeoning appeal of trendy amusement parks, Beijing's tourism resources are shifting from historical cultural attractions to a diversified matrix of "traditional culture + modern trendy experiences + immersive experiences." The Beijing tourism market not only carries the weight of history but also showcases the innovation of current times.

**Accommodation Preferences: Traditional Core Areas vs. High Cost-Performance Areas** Data from the joint survey by Deep Blue Think Tank and Trip.com indicates that in recent years, the Tiananmen/Wangfujing area has consistently ranked as the top hotel region for inbound tourists in Beijing. Upon arrival, staying near core attractions becomes the top choice for inbound visitors. The Yi Fei Hotel, located adjacent to prominent attractions, has welcomed many inbound tourists this year. Liu Hongni, the regional manager of Yi Fei Hotel, shared that there has been a continuous increase in inbound tourists this year, with foreign visitors making up about one-fifth of the total guests. By October 12, the number of foreign guests received had increased by 134% year-on-year.

Regarding the reasons inbound tourists choose to stay at Yi Fei Hotel, Liu believes it is mainly due to the hotel’s excellent geographic location, complemented by its scenic viewing terrace, which is also a significant attraction for foreign visitors. Additionally, the hotel collaborates with nearby scenic spots to offer promotional packages combining hotel stays and tickets to enhance convenience for visitors.

**Significant Growth in Accommodation Rates Near the Central Axis** With the successful heritage designation of the Central Axis in July 2024, this world cultural heritage site has attracted tourists from around the globe. Data from the joint survey by Deep Blue Think Tank and Trip.com reveals that three of the top ten hotel regions for inbound tourists in Beijing for 2025 are situated along or near the Central Axis. Besides Tiananmen/Wangfujing, Qianmen/Tiantan Park/Dongsi, and Yongdingmen/Nanzhan/Dahongmen/Nanyuan areas ranked fourth and eighth, respectively.

Researchers from Deep Blue Think Tank observed significant numbers of inbound visitors in shopping districts and scenic spots along the Central Axis, such as Wangfujing Street, Qianmen Street, and Tiantan Park. Many young and family groups engage in sightseeing while taking photos, and some youthful visitors even indulge in traditional snacks like grilled lamb skewers and candied hawthorns. As inbound tourists continue to express curiosity about the culture along the Central Axis and its surrounding hotspots, hotels located in this area have increasingly attracted international visitors.

Sun Jingping, manager of the Qiandian Courtyard Hotel in Qianmen, stated that this year, the hotel has seen a notable increase in the number of inbound guests, with tourists accounting for 8%-10% of their overall clientele, reflecting a year-on-year growth of 3.5 percentage points.

**Business Travelers Value Convenience of Location** In the inbound tourism market, business travelers also represent a considerable segment. The joint survey by Deep Blue Think Tank and Trip.com shows that core business districts and their surrounding areas occupy half of the top hotel regions for inbound tourists, including Sanlitun/Gongti/Dongzhimen, Guomao CBD/Chaoyang Joy City, Yansha/Chaoyang Park commercial area, Jinsong/Panjiayuan, and Beijing West Station/Lize Business District. These regions are also favored by inbound tourists for accommodation.

Liu Bo, revenue management director of the Kempinski Hotel Beijing Yansha Center, noted that by the end of September 2025, foreign tourists made up about 40.1% of hotel occupancy, reflecting a year-on-year increase of 4.3 percentage points. Among these, foreign independent travelers accounted for roughly 30% of the total increase, while 70% came from overseas groups and business travelers. The accommodation preferences of inbound tourists are increasingly diversified.