Chengdu: The "Top-Choice City" for Global Travelers

According to data from Ctrip, Chengdu has emerged as the premier destination for inbound tourism, topping the charts in search popularity among overseas visitors. What's the secret to its success?

I. A World-Class Cultural and Tourism IP Ecosystem

The Chengdu Research Base of Giant Panda Breeding is an absolute must-visit for international tourists. Visitors from Vietnam and Thailand flock here specifically to snap photos with pandas, with some even following social media guides that recommend "bringing an empty suitcase to Chengdu for a shopping spree." Cultural heritage sites like the Jinsha Site Museum, Wuhou Temple, and Dujiangyan Irrigation System captivate tourists from Europe and the Americas. Meanwhile, the "climbing panda" sculpture and the Hanfu (traditional Chinese clothing) experience at Eastern Suburb Memory Park—which attracted over 10,000 foreign visitors in just six months—have become viral sensations among young travelers.

The Sichuan Cuisine Museum offers immersive Kung Pao Chicken-making workshops, while over 4,000 international flagship stores (including trendy brands like Pop Mart) and 427 duty-free shops for departing travelers create a seamless "shop, dine, explore" experience.

II. Tackling Inbound Tourism Challenges Head-On

1. Visa and Payment Innovations

Chengdu offers 144/240-hour transit visa exemptions for citizens of 55 countries, enabling in-depth travel during layovers. For example, Thai tourists have taken advantage of ultra-low-cost RMB 200 airfares for "off-peak travel."

The city boasts seamless global payment integration, with 65,000 merchants accepting foreign card POS machines and 21 overseas e-wallets supporting direct QR code payments. The airport's "one-stop" service center provides 41 types of foreign currency exchange, SIM card, and transportation card services.

2. Multilingual Smart Services

AI translation screens at airports and major scenic spots (such as Qingcheng Mountain and Dujiangyan) offer real-time translation in 10 languages. All key attractions feature bilingual menus and multilingual ticket machines.

III. Global Connectivity and Regional Synergy

1. Unmatched Aviation Network Density in Central and Western China

Chengdu's dual airports operate 86 direct international routes, welcoming 790,000 inbound and outbound foreign travelers in the first half of 2024—a 58.5% year-on-year increase.

2. High-Speed Rail Links to Western China's Gems

A 1.5-hour high-speed rail journey connects Chengdu to Jiuzhaigou (seeing a 367.5% surge in inbound tourists) and Sanxingdui (up 427%), forming a tourism network "centered on Chengdu and spanning multiple provinces."

Ten cross-border premium routes, jointly promoted by Sichuan, Chongqing, Shaanxi, Yunnan, and Guizhou, enable "10-day multi-province tours."

IV. From Visitor Traffic to Lasting Engagement

1. Precision Marketing on Social Media

Overseas platforms highlight Chengdu's "Internet-Famous Trinity": the panda sculpture, the "Tower of Vitality" water curtain, and Zhongshuge Bookstore, drawing young Southeast Asian travelers.

The global exhibition tour "Chengdu: More Than Just Giant Pandas" (featuring stops in Singapore and France) reinforces its image as a culturally diverse destination.

2. Film IPs and Cultural Co-Creation

Thai tourists specifically watch "Ne Zha 2" and extend their cultural and tourism consumption. Programs like the "International Little Auspicious Deities" at Wuhou Temple and Jinjiang's intangible cultural heritage paper-cutting workshops drive cultural engagement from passive "display" to active "co-creation."

V. Government-Led Initiatives and Regional Collaboration

1. Chengdu-Chongqing Economic Circle Empowerment

The two cities jointly develop the Bashu Cultural Tourism Corridor, promoting mutual attraction recommendations and tourist exchanges. A 2-hour high-speed rail connects Chongqing, Jiuzhaigou, and Chengdu.

2. Precision Incentive Policies

Travel agencies receive RMB 80 per inbound tourist (capped at RMB 800,000). OTA platforms offer RMB 200 subsidies per person for transit tour packages. 4A-rated scenic spots receive RMB 1 million for internationalization upgrades.

VI. Sustained Momentum from International Events

The Universiade venues have been repurposed as cultural tourism attractions, with multilingual services extended. Before the August opening, payment system upgrades and the launch of downtown duty-free shops (operational in October) further stimulated inbound consumption.

Chengdu's success stems from a holistic approach combining irreplaceable resources, pioneering policies, hub connectivity, youth-oriented communication, and regional synergy.

  • Core appeal: Pandas, ancient Shu culture, and Sichuan cuisine.

  • Pain point solutions: Visa exemptions, seamless payments, and multilingual services.

  • Cultural resonance: Social media marketing and film IP collaborations.

  • Amplified experiences: Leveraging Chengdu as a hub to enhance regional tourism value.