China has unveiled a series of measures aimed at attracting international visitors during the upcoming Chinese New Year holiday, officials said Wednesday.

On Feb. 11, 2026, the State Council Information Office holds a press conference in Beijing on carrying out the 2026 "Happy Shopping" campaign and ensuring market supply during the Spring Festival. [Photo by Liu Jian/China SCIO]

Sheng Qiuping, vice minister of commerce, told a press conference that authorities have prepared a series of policies to make it easier for foreign travelers to visit, experience traditional festivities, and shop during the Spring Festival.

The announcement comes as the Year of the Horse approaches, and China prepares for one of the world's busiest travel seasons. Data released on Feb. 6 shows that in the two weeks leading up to that date, flight bookings to China by foreign tourists had surged more than 400% compared with the same period last year.

The increase has been driven largely by expanded visa-free entry and travel facilitation policies. In 2025, China broadened its unilateral visa-free access to citizens from 48 countries, while the number of countries offering reciprocal visa exemptions rose to 29.

To further ease travel, the Cyberspace Administration of China, the Ministry of Commerce, and nine other departments recently issued measures to improve digital services for foreign arrivals, including multilingual information and streamlined online services.

Airlines are also adding capacity on major international routes during the holiday travel rush to meet growing demand.

Mexican tourists and their tour guide (1st L) pose for photos at the Tiantan (Temple of Heaven) Park in Beijing, Jan. 7, 2026. [Photo/Xinhua]

Authorities are encouraging local governments to publish multilingual guides to Spring Festival activities, helping visitors navigate temple fairs, lantern shows, historic districts, and markets featuring traditional crafts.

Officials said payment services will also be improved, with broader acceptance of international bank cards, mobile payments, and cash to ensure smoother transactions for overseas travelers.

In addition, about 13,000 departure tax refund shops nationwide are well stocked with quality products. Through the tax refund policy, foreign visitors can effectively save around 10% on eligible purchases.

"We sincerely invite friends from around the world to visit China during the Spring Festival, shop in China, and share the joy of the Chinese New Year with us," Sheng said.