Xi’an Inbound Tourism Latest Updates (June 2026)
Sources: Shaanxi Provincial Department of Culture and Tourism, Xi’an Municipal Government, China Daily, and other official channels
Compilation Date: June 17, 2026
Part I: Xi’an / Shaanxi Inbound Tourism Latest News (7 Original Articles)
Article 1: 2026 Inbound Tourism Travel Agent Conference and Shaanxi Inbound Tourism Product Promotion Fair
Source: Official website of Shaanxi Provincial Department of Culture and Tourism (whhlyt.shaanxi.gov.cn)
Release Date: June 10, 2026
Gathering global travel operators to boost Shaanxi’s culture and tourism. On June 9, the 2026 Inbound Tourism Travel Agent Conference and Shaanxi Inbound Tourism Product Promotion Fair, hosted by the Shaanxi Provincial Department of Culture and Tourism, was held in Xi’an.
Gao Yang, Director of the Shaanxi Provincial Department of Culture and Tourism, and Sun Guizhen, Vice President and Secretary General of the China Association of Travel Services, attended and delivered speeches.
Representatives from leading travel agents and airlines from China, Cambodia, France, Indonesia, South Korea, Croatia, Malaysia, Thailand, Turkey, the United States, Vietnam, and other countries participated. Also in attendance were cultural and tourism administrative departments from all cities and districts in Shaanxi Province, tourism associations, and key enterprises.
Gao Yang noted that Shaanxi is an important birthplace of Chinese civilization, the eastern starting point of the ancient Silk Road, and one of the most representative core destinations for inbound tourism in China. At a critical moment when national inbound tourism is accelerating and upgrading, Shaanxi is seizing the policy dividends of the country’s high‑level opening‑up. The province is strengthening supply through product innovation, expanding markets through channel development, and polishing its brand with quality services.
A signing ceremony for inbound visitor transport cooperation agreements was held on site. Five local travel agencies – Shaanxi CTS, Shaanxi Overseas, Xi’an CITS, Xi’an Kanghui, and Xi’an Overseas – signed agreements with five well‑known overseas travel agencies:
ID Travel Pro (France)
INTOURIST (Russia)
Abercrombie & Kent China (USA)
JOYOJ Travel (Singapore)
WITA TOUR (Indonesia)
These agreements further open Shaanxi’s inbound tourism channels to Europe, the Americas, and Southeast Asia.
The Shaanxi Provincial Department of Culture and Tourism also launched new cultural tourism products, business formats, and experiences, covering cultural and archaeological tourism, natural ecology, high‑quality performances, city walks, intangible cultural heritage experiences, as well as MICE, wellness, and technology‑based tourism.
Article 2: 2026 Inbound Tourism Travel Agent Conference and Shaanxi Inbound Tourism Product Promotion Fair Held
Source: Shaanxi Provincial People’s Government Website (shaanxi.gov.cn)
Release Date: June 11, 2026, 07:28
(Reporter: Li Wei)
On June 9, the “Gathering Global Travel Operators · Revitalizing Shaanxi Culture and Tourism” 2026 Inbound Tourism Travel Agent Conference and Shaanxi Inbound Tourism Product Promotion Fair was held in Xi’an.
The event invited travel agents and airline representatives from China, France, Russia, and other countries, as well as cultural and tourism departments from all Shaanxi cities, tourism associations, and key enterprises. More than 300 participants attended.
In recent years, Shaanxi has seized the policy opportunities of national high‑level opening‑up, actively leveraged its geographical transportation advantages, and continuously optimized its inbound business service environment.
Xi’an Xianyang International Airport, as one of China’s top ten international aviation hubs, has an annual passenger throughput of over 48 million and has cumulatively opened or resumed more than 60 international routes. This has formed a transportation circle of:
1 hour within Shaanxi
2 hours to domestic destinations
3 hours to Asia
1 day to the rest of the world
In 2025, the province received 926,700 inbound tourists, with total tourist expenditure of 10.056 billion RMB – up 98.14% and 101.05% year‑on‑year, respectively.
In the first quarter of 2026, the province received 181,300 inbound tourists and total expenditure of 1.771 billion RMB – up 61.09% and 64.06% year‑on‑year, respectively.
The conference focused on business innovation and service upgrades, responding to changes in the international tourism market and tourist needs. It intensively launched new cultural tourism products, new business formats, and new experiences – covering cultural and archaeological tourism, natural ecology, intangible cultural heritage experiences, and more.
The event also organized domestic and foreign travel agents for on‑site inspections to ensure precise implementation of resource promotion and alignment with market demand.
Around topics such as “Shaanxi International Tourism Brand Building and Communication” and “Building a New Pattern of Global Cooperation in Inbound Tourism,” industry experts and leading enterprise representatives were invited to discuss new trends in international tourism development, offering suggestions for Shaanxi’s inbound tourism growth.
Article 3: Shaanxi Inbound Passenger Comprehensive Service Platform Officially Launched
Source: Sina Shaanxi (sx.sina.com.cn)
Release Date: June 12, 2026, 16:16
On June 9, the highly anticipated Shaanxi Inbound Passenger Comprehensive Service Platformwas officially launched at Terminal 5 of Xi’an Xianyang International Airport.
Ctrip Group, together with the Shaanxi Provincial Department of Culture and Tourism and the Western Airport Group, jointly created a one‑stop, full‑category inbound service experience for domestic and international guests. This is not only a new international window for Shaanxi to embrace the world, but also a vivid practice of Ctrip leveraging its platform advantages to promote the deep integration of “culture and tourism + aviation.”
The platform set up six functional sections:
Entry affairs
Cultural tourism integration
Transport connections
Financial and telecommunications services
Convenience services
Here, international visitors can easily access policy consultation, cultural tourism bookings, travel planning, currency exchange, and multilingual translation services, among other full‑category convenience services.
At present, with the continuous optimization of national visa‑free policies and the full implementation of the 240‑hour transit policy, Shaanxi has become an important destination for international friends visiting China for tourism, business, and cultural exchange.
In the first quarter of 2026, both the number of inbound visitors and total expenditure in the province achieved significant growth. Shaanxi’s international cultural tourism influence is rising steadily.
Article 4: Economic Observer – “Show Xi’an’s Openness and Inclusiveness with More Considerate Services”
Source: Tencent News / Jieje Daobao (news.qq.com)
Release Date: April 15, 2026, 14:46
Text by: Jieje Daobao reporter Feng Qiannan
As China’s visa‑free “circle of friends” continues to expand and the 240‑hour visa‑free transitpolicy is deeply implemented, inbound tourism has attracted a large number of foreign tourists to Xi’an.
According to data from the Shaanxi Entry‑Exit Border Inspection Station, in the first quarter of 2026, the Xi’an port saw over 500,000 inbound and outbound passengers – of which more than 240,000 were inbound and over 260,000 outbound, up 8% and 10% year‑on‑year, respectively. The number of foreign nationals entering the country increased by 21% year‑on‑year.
As inbound tourism continues to boom, Xi’an not only attracts visitors with its profound cultural heritage, but also exerts greater appeal through a series of meticulous convenience services.
Cultural Resonance Behind the “Xi’an Attraction”
“Why come to Xi’an?” “Qin Shihuang!” On April 1, at the South Square of Xi’an’s Giant Wild Goose Pagoda, French tourists Eva and Gad answered in newly learned Chinese words. The Terracotta Warriors Museum was their first stop in Xi’an. This was their second time in China and first time in Xi’an.
“A month ago, we went to Beijing, Shanghai, and Chongqing. When the transit visa‑free time ran out, we flew to Southeast Asia and then came back.”
At the Chang’an Twelve Hours themed district, Spanish tourist Orvira experienced Hanfu dressing and makeup and watched Tang‑style performances. “I really envy that you can wear traditional costumes here. My friends and I thought it was great, and the performances were highly artistic and very impressive.”
Freelance guide Luo Dan told reporters that for most foreign tourists, Xi’an’s appeal comes from its irreplaceable cultural heritage. “Xi’an was the capital of the Zhou, Qin, Han, and Tang dynasties, and it’s the starting point of the Silk Road. In foreigners’ minds, it’s equivalent to the ‘Rome’ of Eastern civilization.”
In addition to must‑visit attractions such as the Terracotta Warriors, the ancient City Wall, and the Tang Everbright City, more culturally rich tourism products are being introduced. In March 2026, Luo Dan received two overseas study tour groups. “Almost every day there were cultural experience activities, like making miniature Terracotta Warriors figurines, operating shadow puppets, and immersing in ‘Tang Banquet’ experiences. Sometimes when we encounter elderly people practicing calligraphy at the foot of the City Wall, foreign tourists are also very interested.”
Convenience Services Open the “Last Mile”
“Before coming, I specifically brought cash and bank cards, but I didn’t expect electronic payment to be so convenient here.” After arriving in Xi’an, South Korean tourist Hwang Hee‑jin learned to use WeChat and Alipay.
This convenient experience is due to Xi’an’s continuous efforts to improve supporting services for inbound tourism. At the end of 2025, the National Cultural Heritage Administration announced the national museum reform and development cases, and the “Emperor Qinshihuang’s Mausoleum Site Museum Overseas Integrated Service Platform” was successfully selected.
The platform was jointly built by the Emperor Qinshihuang’s Mausoleum Site Museum, Ctrip Group, and the Shaanxi Branch of Industrial and Commercial Bank of China. It achieves integrated online ticket booking, multi‑currency payment settlement, and offline services.
According to the museum’s customer service, the platform currently supports:
34 currencies
24 languages
Coverage of 39 countries and regions worldwide
It seamlessly connects with overseas versions of WeChat Pay and Alipay, adapting to the payment habits of global tourists.
The international payment environment has also been upgraded simultaneously. On April 2, at multiple restaurants in Xi’an Joy City, reporters saw Alipay+ convenience payment signs at the checkouts. According to staff at Joy City’s membership center, in addition to Alipay+, customers from Thailand, South Korea, Malaysia, the Philippines, Hong Kong (China), Macau (China), and other countries and regions can use their familiar local e‑wallets for easy QR code payments in the mall.
A representative from the Xi’an Municipal Bureau of Culture and Tourism’s Foreign Cooperation and Exchange Office introduced that by the end of 2025, Xi’an had installed:
More than 1,111 foreign‑card POS machines at key cultural tourism venues
20 ATMs
All 299 catering and cultural‑creative merchants in Tang Everbright City have been equipped with foreign‑card POS devices, and multilingual signage has been fully covered.
Warm Details Turn “Traffic” into “Retention”
With both “hardware” and “software” improvements, convenience services have become more attentive. On April 2, at the Tang Everbright City Tourist Information Center, reporters saw that the Bank of Xi’an Overseas Guest Payment Service Consultation Center had staff proficient in English and Russian. The downtown duty‑free store on South Avenue had sales associates fluent in English, Japanese, and Korean.
Wei Mengnan, General Manager of Xi’an Xianyang International Airport Duty‑Free Co., Ltd., introduced that the Xi’an downtown duty‑free store – jointly built by China Duty‑Free Group and Western Airport Group – serves as a key carrier for urban consumption upgrades. These multilingual staff not only act as salespeople but also often help foreign tourists with directions and restaurant recommendations.
Cultural and creative products are very prominent in this first downtown duty‑free store in Northwest China, alongside conventional duty‑free goods. Items include:
Shaanxi History Museum’s Du Hu Fu (tiger tally) and Dugu Xin’s seal
Song of Everlasting Sorrow blind box series from Huaqing Pool
Travel passes and Chang’an Eight Sceneries‑shaped Fu tea
“Some tourists don’t have time to shop at the scenic spots; when they see these cultural products at the duty‑free store, they become especially interested,” said Wei Mengnan. She added that the store is currently building the strongest collection of local museum cultural and creative products in the country. Products from the National Museum of China, Sanxingdui Museum, and Dunhuang Mogao Grottoes will also be introduced successively.
To bridge the “last mile” of service, the duty‑free store has partnered with multiple foreign‑oriented hotels such as The Ritz‑Carlton and InterContinental, offering free shuttle busesfor tourists every day, as well as free refreshments. Wei Mengnan said that in less than six months since opening, the downtown duty‑free store has received more than 3,500 foreign visitors.
Tax refunds for departing visitors are not limited to duty‑free stores. At the Gate 1 entrance of Xi’an Joy City, signs for tax refunds for departing visitors are clearly visible at stores like Uniqlo. A Uniqlo sales guide told reporters that since launching the tax‑refund service for departing visitors in October 2025, the number of foreign customers has increased significantly. Some guests even make a special trip to shop here as part of their travel itinerary to take advantage of the tax refund policy.
By the end of 2025, Xi’an had 194 tax‑refund stores for departing visitors, and the number of tax‑refund sales invoices increased 2.6 times compared with 2024. Among them, 17 stores piloted the “buy‑now, refund‑now” service, effectively enhancing the spending experience of overseas visitors.
“We will continue to highlight the local history and culture, emphasize Chinese cultural characteristics, and showcase Xi’an’s openness and inclusiveness with more considerate services, supporting Xi’an’s development into an international consumer center city,” said Wei Mengnan.
Article 5: Shaanxi – Policy Dividends + Service Convenience + Experience Upgrades – Inbound Tourism Gains Vigorous Momentum
Source: Sohu News (sohu.com)
Release Date: March 27, 2026, 11:16
Feel the historical pulse of the ancient capital on the ancient city wall; wear a horse‑face skirt and explore the traces of Silk Road civilization at Xianyang Ancient Ferry; personally experience intangible cultural heritage skills and take home a woodblock‑printed New Year painting as a cultural souvenir.
As China’s visa‑free policies continue to be implemented, inbound tourism is heating up. More and more overseas tourists are immersing themselves in the profound Chinese culture on the streets, scenic spots, and museums of Shaanxi. Shaanxi, in turn, is showcasing its unique charm to the world through deepening cultural tourism exchanges.
Entering 2026, looking back at the past year, Shaanxi’s inbound tourism has delivered an impressive report card, achieving breakthrough growth and becoming a vivid footnote to high‑quality cultural tourism development.
The reporter learned from the Shaanxi Provincial Department of Culture and Tourism that in 2025:
Inbound tourists increased by 98.14% year‑on‑year
Total expenditure by inbound tourists increased by 101.05% year‑on‑year
Deep Cultural Experiences – From “Checking In” to “Understanding”
“This activity is very interesting, very cool! I never imagined a single piece of paper could produce such a vivid print.” American teenager William waved the New Year painting he had just printed with excitement.
In March, with spring in full bloom in Lintong, 24 American students walked into the Qinling Research and Learning Center for Exploring the Mausoleum of Qin Shihuang in Lintong, Xi’an, to make woodblock prints and wear Qin‑style armor, experiencing the unique charm of Chinese culture up close. This is a microcosm of Shaanxi’s inbound tourism shifting from “checking in at famous sites” to “in‑depth experiences.”
“In the United States, children have been exposed to some aspects of Chinese culture, but hands‑on experience is completely different,” said group leader Su Junping. “Every cut of the woodblock tells a story, and every piece of the stone armor carries history. They not only learned skills but also understood the Chinese people’s yearning for a better life and their reverence for history. This immersive feeling cannot be given by books.”
The dividends of policy liberalization have made a “spontaneous” trip to China a reality. More and more foreign tourists are attracted by Shaanxi’s profound history and culture. Intangible cultural heritage and folk experiences are becoming new highlights of inbound tourism.
Taking Lintong District – home to the two major tourism IPs of the Terracotta Warriors and Huaqing Palace – as an example, the district’s multiple intangible cultural heritage training centers have seen an increasing number of foreign visitors over the past two years.
In 2025, Lintong District received 38.03 million tourists, achieving total tourism revenue of 28.6 billion RMB. Intangible cultural heritage experiences and cultural study tours became important choices for overseas visitors.
Similarly, at the Xianyang Ancient Ferry Site Museum, the robot guide “Xiao Du” – developed by the museum as a “digital inheritor” empowering history with technology – is allowing visitors to experience history through visual, auditory, and tactile sensations, transforming “checking in” into “understanding.”
“Technology makes history a vivid and magnificent scroll, allowing me to intuitively read China’s profound history,” said British tourist Evelyn Brown after experiencing the glasses‑free 3D digital exhibition “The Ancient Ferry of Xianyang Through the Millennia.”
Warm and Thoughtful Services – A Comfortable Journey to Shaanxi
“Shopping in Xi’an, I can easily pay with an overseas bank card, and there are currency exchange points at scenic spots – no inconvenience at all.” Australian tourist Sophia Davis, after enjoying local delicacies at the Beiyuanmen Muslim Quarter in Xi’an, praised the payment convenience.
Today, convenient tourism services have become an important calling card for Shaanxi to attract overseas tourists. From payment to interpretation, from sightseeing to shopping, comprehensive service upgrades have made the journey to Shaanxi more comfortable for overseas visitors.
Payment facilitation is a key focus for improving inbound tourism services in Shaanxi. In 2025:
The number of departure tax‑refund stores increased from 41 to 219, covering all 11 cities and districts
The number of “buy‑now, refund‑now” convenience stores increased from 6 to 19
All key merchants in the province now accept foreign cards
12,300 ATMs support foreign card cash withdrawals
More than 6,600 bank outlets support simplified account opening for foreign nationals
1,008 bank outlets and 102 currency exchange points provide convenient currency exchange services for overseas tourists
For example, the Emperor Qinshihuang’s Mausoleum Site Museum in Shaanxi received a total of 10,977,000 visitors in 2025, including 689,000 overseas visitors.
The museum’s overseas integrated service platform, launched in March 2024, supports 24 languages and 34 currencies. In 2025, the platform continued to play a role in facilitating inbound tourism, providing booking services for 146,000 inbound visitors. The project was awarded the “National Museum Reform and Development Case.”
In 2025, Xi’an Xianyang International Airport added new routes to Dushanbe (Tajikistan) , Shymkent (Kazakhstan) , Istanbul (Turkey) , and others, continuously improving the layout of routes from Xi’an to Central and West Asia. The “Air Silk Road” is being woven ever denser, bringing Xi’an closer to the world.
To adapt to the new situation of inbound tourism development, integrate Xi’an’s inbound tourism resources, and improve the international tourism service system, on February 11, 2026, the Xi’an Tourism Association Inbound Tourism Branch was officially inaugurated.
The branch will focus on six major actions:
“AI+” data empowerment
Product innovation
Service facilitation
International communication
Talent cultivation
Collaborative co‑construction
These actions aim to promote the transformation of inbound tourism from scale growth to quality improvement, accelerate the construction of a more open, professional, and smart inbound tourism system, and provide strong support for Xi’an to build itself into an international metropolis and a world‑class tourism destination.
Strong Policy Support – Inbound Tourism Reaches a New Level
“In the past year 2025, Shaanxi Province’s inbound tourism developed with strong momentum, injecting powerful energy into the construction of a culturally strong province and creating a favourable atmosphere. The number of inbound tourists and total expenditure in the province increased by 98.14% and 101.05% year‑on‑year, respectively,” a relevant staff member of the Shaanxi Provincial Department of Culture and Tourism told reporters.
In 2025, the Department:
Organized key cultural tourism enterprises to conduct more than 50 promotional activities in 16 countries and regions
Participated in 8 major international tourism fairs
Received nearly 100 overseas travel agents for on‑site inspections
Reached 214 cooperation agreements
In recent years, Shaanxi Province has successively issued documents such as the Inbound Tourism Promotion Plan (2024–2026) and the Opinions on Accelerating the Construction of a Culturally Strong Province, providing policy guarantees for promoting high‑quality development of inbound tourism.
The Shaanxi Provincial Department of Culture and Tourism, in conjunction with the People’s Bank of China Shaanxi Branch, the Shaanxi Entry‑Exit Border Inspection Station, the Provincial Department of Finance, the Western Airport Group, and other units, has carried out coordinated cooperation in areas such as foreign currency payment, visa clearance, encouraging market entities, and route network expansion.
Data show that in 2025, the Shaanxi Border Inspection Station inspected a total of 2.06 millioninbound and outbound passengers at Xi’an Port – a year‑on‑year increase of 47%. Among them:
1.36 million mainland residents (up 33%)
124,000 Hong Kong, Macau, and Taiwan residents (up 62%)
577,000 foreigners (up 89%)
“We have resumed or added 7 international routes, including Kuala Lumpur, Sydney, Melbourne, and Istanbul, and allocated 10 million RMB in reward funds for inbound tourism, effectively stimulating market vitality,” the staff member said.
To promote the rapid development of inbound tourism in Shaanxi Province, the Department continues to strengthen policy supply, image promotion, and service improvement, and has established an inbound tourism task force.
“In 2026, we will continue to focus on key external exchange activities, actively promote the implementation of the outcomes of head‑of‑state diplomacy, research and launch high‑quality inbound tourism itineraries, fully showcase new business models of cultural and tourism integration and new tourism products, leverage the ‘Visit Shaanxi’ overseas social media platform and other provincial media channels, comprehensively display the customs and cultural charm of the land of Shaanxi, and continuously enhance the international communication capacity of cultural resources,” said a relevant official of the Shaanxi Provincial Department of Culture and Tourism.
Article 6: Qingming Holiday – Xi’an Inbound Tourism Gains Popularity
Source: Official website of Xi’an Municipal Bureau of Culture and Tourism (wlj.xa.gov.cn)
Release Date: April 7, 2026
(Reporter: Yang Ming)
During the 2026 Qingming holiday, Xi’an’s cultural tourism market continued to boom. A Ctripreport showed that the Emperor Qinshihuang’s Mausoleum Site Museum ranked among the most popular cultural heritage sites among European and American tourists, driving both inbound tourism orders and cultural tourism consumption in Xi’an to new highs.
Data show that during the Qingming holiday:
National overseas inbound orders nearly doubled
Order growth rate for visa‑free countries was more than three times that of non‑visa‑free countries
As a golden card of Chinese civilization, the Terracotta Warriors exerted a strong appeal to European and American tourists. Over half of the tickets purchased by tourists from Italy, the United States, Spain, and other countries were for cultural heritage sites, and the Emperor Qinshihuang’s Mausoleum Site Museum was continuously fully booked.
To cope with the peak, daily ticket availability was increased by 5,000 tickets on top of the original quota, reaching 70,000 tickets per day. Opening hours were extended by one hour, and the proportion of overseas visitors increased significantly.
Xi’an’s inbound tourism heat continued to lead:
Hotel bookings increased by over 30% year‑on‑year
Growth rate of tourists from European and American visa‑free countries was nearly three timesthat of non‑visa‑free countries
Cultural and museum venues were packed to capacity – tickets for the Shaanxi History Museum, Xi’an Museum, and others were all sold out during the holiday.
Grand Tang‑dynasty performances ignited the market:
Huaqing Palace’s Song of Everlasting Sorrow staged 4 performances every day
12·12 Xi’an Incident ran 11 times daily
This fully activated the day‑and‑night performance chain. National‑style projects such as the Qinglong Temple cherry blossom season and the Tang‑style performances at Tang Paradiseattracted a large number of overseas visitors for in‑depth experiences.
Policy support injected strong momentum into Xi’an’s cultural tourism development. After the introduction of new policies by nine ministries including the Ministry of Commerce, Xi’an continued to expand the coverage of departure tax‑refund stores, improve customs clearance and payment convenience, and continuously optimize inbound services.
Relying on the dual advantages of world heritage and Tang culture, Xi’an successfully transformed from a “transit city” to a core destination for inbound tourism, with its source market gradually expanding to second‑ and third‑tier cities, becoming a new engine for inbound tourism growth.
Industry experts said that this Qingming inbound tourism performance confirmed Xi’an’s transformation and upgrading achieved through “cultural IP + visa‑free dividends.” In the future, Xi’an will further improve international services, deeply explore cultural value, optimize product supply, continue to unleash cultural tourism consumption potential, let Chinese history and culture better reach the world, and support high‑quality development of the cultural tourism industry.
Article 7: “Come to Xi’an, See China · Global Appreciation of Chinese Trends” – Xi’an Overseas Tourist Inbound Consumption Promotion Series of Heartwarming Services Launched
Source: China Daily Website (chinadaily.com.cn)
Release Date: April 29, 2026, 11:22
On April 28, the launch ceremony of “Come to Xi’an, See China · Global Appreciation of Chinese Trends – Xi’an Overseas Tourist Inbound Consumption Promotion Series of Heartwarming Services” was held at Xi’an SKP.
The event was co‑hosted by:
The Shaanxi Operation Center of Party Newspaper Headlines
Xi’an International Studies University
Xi’an Radio and Television Station (Group) Media Convergence Center
It was co‑organized by:
Shaanxi Tourism Attractions Association
Shaanxi Hotel Association
Shaanxi Catering Industry Federation
Shaanxi Hanfu Association
Xi’an Tourism Association
Xi’an Time‑honored Brand Industry Promotion Association
Xi’an Internet Friendship Association
The event focused on improving inbound tourism service quality and consumption upgrading, integrating resources from culture and tourism, catering, accommodation, transport, commerce, and other sectors to create a full‑process, international, and warm ancient capital tourism experience for overseas visitors.
The launch ceremony revolved around the core needs of overseas tourists in Xi’an – “eating, accommodation, transport, sightseeing, shopping, and entertainment” – and launched warm service measures covering six scenarios:
Scenic area visits
Food experiences
Accommodation reception
Airport clearance
Specialty shopping
Cultural interaction
These measures comprehensively enhance the convenience and satisfaction of inbound tourism in Xi’an.
Li Pengpeng, Regional General Manager of Party Newspaper Headlines, said in his speech that the media platform would give full play to its advantages, linking universities, industry associations, cultural tourism enterprises, commercial carriers, and other forces to build an all‑media communication matrix, conveying Xi’an’s history and culture, urban vitality, and service warmth to global audiences, attracting more overseas friends to visit Xi’an and understand China.
As the core cultural tourism area of Xi’an, Qujiang Cultural Tourism focused on the needs of overseas tourists, delved into historical and cultural connotations, and innovated immersive experience formats, allowing overseas tourists to feel the unique charm of China’s excellent traditional culture through interactive experiences that are visible, tangible, and participatory.
Xi’an Xianyang International Airport focused on the “first window” for entry, comprehensively optimizing clearance procedures, improving bilingual guidance services, and enhancing convenience measures for international passengers, so that overseas tourists can enjoy efficient, smooth, and warm services immediately upon arrival.
In terms of food and accommodation:
Xi’an Catering Group, together with time‑honoured catering enterprises, launched exclusive tasting packages and immersive dining experiences for overseas tourists.
Key accommodation enterprises across the city simultaneously upgraded bilingual reception, personalized services, and special courtesies, creating a comfortable, reassuring, and warm living environment.
At the same time, special projects such as Silk Road Tang‑style makeup, Hanfu dress‑up, and intangible cultural heritage interaction were launched simultaneously, allowing overseas tourists to deeply experience the charm of ancient Chang’an.
At the event, the Shaanxi Operation Center of Party Newspaper Headlines simultaneously released the international communication plan for Xi’an inbound tourism, building a global, youthful, and three‑dimensional communication matrix to tell Xi’an’s story in ways that overseas audiences enjoy.
This communication will rely on overseas social platforms, overseas mainstream media, international internet influencers, and other diverse channels to carry out full‑cycle promotion. Through collaborating with overseas influencers for in‑depth experiences, launching themed micro‑documentaries, and conducting immersive cultural tourism content dissemination, it will build a full chain of “pre‑trip attraction – on‑site experience – post‑trip word‑of‑mouth” , accurately delivering Xi’an’s heartwarming services, cultural charm, and consumption vitality to the world, continuously enhancing Xi’an’s international visibility and appeal.
At the launch ceremony, Fang Haoming – an Iraqi Silk Road goodwill ambassador and online influencer – spoke as a representative of international friends. He greeted the audience in authentic Shaanxi dialect and sincerely exclaimed: “Xi’an is a city that you never want to leave once you arrive. Thank you, Xi’an, for providing such thoughtful and considerate services for foreign friends!” His sincere words demonstrated overseas friends’ affection and recognition for Xi’an.
With the official press of the launch device, the Xi’an overseas tourist inbound consumption promotion series of heartwarming services was fully launched.
In the future, Xi’an will continue to optimize inbound tourism service supply, enrich cultural tourism consumption scenarios, and improve the level of international services, so that every overseas tourist can have a smooth, safe, comfortable, and enjoyable experience in Xi’an. With an open and inclusive urban attitude, Xi’an extends a sincere invitation to the world:
Come to Xi’an, see China, and let the world appreciate Chinese trends!
(China Daily Shaanxi Correspondent Station)
Part II: Why Xi’an Should Be Your Next Trip in 2026
Here’s what actually changed on the ground – and why it matters for your trip.
1. Visa is basically solved
240‑hour visa‑free transit is now live at Xi’an. That means you can fly in, stay for 10 full days, and travel anywhere in Shaanxi Province – no visa application needed. More countries keep getting added to the list (Saudi Arabia, Oman, Kuwait, Bahrain just joined in the last 12 months). If you’re from Europe, the US, Southeast Asia, or the Gulf, you’re likely covered.
2. Direct flights are back – and then some
Xi’an Xianyang International Airport is one of China’s top 10 international hubs. They just restored and added 60+ international routes. You can now fly direct or one‑stop from Istanbul, Kuala Lumpur, Sydney, Melbourne, and most of Central Asia. The “1‑hour within Shaanxi, 2‑hour domestic, 3‑hour Asia, 1‑day global” flight ring is real. Translation: getting to Xi’an is easier than getting to some European cities.
3. You can actually pay for things now
This used to be the biggest pain point for foreign travelers in China. Not anymore in Xi’an:
Terracotta Army accepts 34 currencies and supports overseas WeChat/Alipay
1,111+ foreign‑card POS machines at major tourist sites
Daming Palace / Tang Paradise area: 299 merchants all accept foreign cards
“Buy now, refund now” tax refund at 194 stores – you don’t wait until the airport
Shopping malls like Joy City accept your home mobile wallet (Thai, Korean, Malaysian, Philippine e‑wallets work)
Bring your regular card. It works.
4. The experience is way beyond “look at the soldiers”
Xi’an finally stopped selling “Terracotta Army + City Wall + Big Wild Goose Pagoda” as the only option. Here’s what’s actually available now:
Hanfu dress‑up & Tang‑style makeup in the Tang Dynasty theme districts
Shadow puppet workshops – you operate the puppets, not just watch
Woodblock New Year painting hands‑on classes (American student groups are already doing this)
Immersive dining – “Tang Banquet” experiences where you eat in costume
Nightly performances: Song of Everlasting Sorrow runs 4 shows/day, 12·12 Xi’an Incident runs 11/day
The government data says international visitors now spend 61% more in Q1 2026 than last year. They’re not just taking selfies – they’re buying experiences.
5. Service is actually bilingual (and useful)
Xianyang Airport T5: One‑stop service desk for policy questions, hotel booking, currency exchange, and multilingual translation – all in one place when you land
Museums: Terracotta Army customer service is 24 languages
Hotels: Key properties upgraded with bilingual check‑in and personalized services
Downtown duty‑free store: Staff speak English, Japanese, Korean. They’ll even help you find restaurants and give you a free shuttle from partner hotels
6. The numbers back it up
2025 inbound visitors to Shaanxi: +98% year‑over‑year
2025 spending by foreign visitors: +101%
Q1 2026: still growing +61% in visitor numbers
Terracotta Army alone hosted 689,000 foreign visitors in 2025
Bottom line: Xi’an is in the middle of a massive upgrade cycle – visa, flights, money, experiences, and service. It’s not “getting ready” for foreign tourists. It’s already there. If you were waiting for the right time to visit, 2026 is it.
7. What This Means for LynxTravel
Product Design:
Package “240‑hour visa‑free transit + Xi’an deep dive” – 10 days is enough for all major Shaanxi sites
Hanfu experience, intangible heritage workshops, Tang‑style performances as differentiators
Family cultural experience packages for Western family groups (rubbing, shadow puppet, Terracotta replica making)
Marketing Copy:
Emphasize “2026 is the most convenient year for foreign visitors to Xi’an” – backed by official data
Use “land‑and‑go” as the key message – airport service platform, payment convenience, bilingual service, all felt the moment you land
Quote specific numbers: 60+ international routes, 34‑currency payment, 194 tax‑refund stores
Channel Partnership:
5 Xi’an agencies already signed with France, Russia, US, Singapore, Indonesia – if you haven’t connected yet, now is the time
Provincial Tourism Bureau is pushing “Bring Visitors to Shaanxi” with policy support
Consider partnering with Xianyang Airport T5 service platform as a recommended travel agency
Pricing Strategy:
Inbound market is booming but product supply is still catching up – premium pricing space for quality products
Target visa‑free country visitors (Europe, US, Southeast Asia) with mid‑to‑high‑end products – they have strong purchasing power
For 240‑hour transit visitors, push “Xi’an 48‑hour highlights” short‑trip products
Summary: Xi’an now has all five cards – visa convenience, flight abundance, payment accessibility, product upgrades, and internationalized service. The data proves foreign visitors are pouring in. 2026 is the best window for Xi’an inbound tourism, and it’s still open – but competitors are entering. Act fast.
Xi'an, June 2026 – What Actually Works Now
Introduction
A year ago, if you’d asked me about visiting Xi'an, I'd have said: bring a fat wad of cash, memorize your hotel's address in Chinese, and pray your credit card works at the one ATM that might accept it.
I landed last week. I didn't touch a single yuan note. I paid for everything — taxis, street snacks, museum tickets, even a Hanfu rental — with my phone. No local bank account, no fuss.
That's the first thing that's changed. The rest is just as surprising.
Visa and Flights: Easier Than Ever
Visa-Free Transit is Real
If you're from Europe, the US, Southeast Asia, or the Gulf, you can walk off the plane and stay 10 days in Shaanxi without even thinking about a visa. The 240-hour transit policy is fully rolled out. I met a German couple at the Terracotta Army who'd booked their flights three days before — they just showed up.
Direct Flights Are Back
Xi'an's airport used to feel like a regional afterthought. Now it's got direct links to Istanbul, Kuala Lumpur, Sydney, Melbourne — 60+ international routes in total. Last year they moved 48 million passengers. The airport's slogan says you can reach any major Chinese city in two hours, any Asian hub in three, and the rest of the world in a day — and the route map actually backs it up.
First quarter 2026: the airport processed half a million crossings, and foreign arrivals jumped 21%year-on-year. You don't need stats, though — just look at the immigration queues. They're real.
Payment: The Old Nightmare Is Over
Remember the horror stories? Foreign cards declined, WeChat Pay locked behind a Chinese ID, Alipay demanding a local number. Xi'an has quietly bulldozed all that.
At the Terracotta Army official ticket site, you can pay in 34 currencies and 24 languages.
Overseas WeChat and Alipay work out of the box.
I swiped my foreign card at a noodle shop near the City Wall — no problem.
Over 1,100 foreign-card POS machines are deployed across major sites.
In Datang Everbright City, every single merchant (299 of them) takes international cards.
Southeast Asian visitors get an extra treat: they can use their home mobile wallets at malls like Joy City. I watched a Malaysian family pay for souvenirs with their local app, grinning like they'd just discovered a secret handshake.
Cash is still around if you want it — over 12,000 ATMs accept foreign cards, plus 102 currency exchange booths — but I didn't need any.
And here's the kicker: tax refunds. There are 194 duty-refund stores now (up from 41 last year), and 17 of them give you the cash back on the spot — no airport scramble. A British traveler I met told me she'd bought an extra silk scarf just because the refund was instant. "It's addictive," she said.
Beyond the Sights: Deep Experiences
Sure, you'll do the Terracotta Warriors, the City Wall, the Big Wild Goose Pagoda. They're as epic as ever. But what's new is what happens between those stops.
In Lintong district, you can spend an afternoon sculpting your own miniature warrior, or pulling woodblock prints, or working shadow puppets — not watching a demo, but actually getting your hands dirty.
An American student group was there when I visited; their teacher, Su Junping, told me: "They've read about Chinese culture, but touching it is different. Every cut of the woodblock tells a story."
The Hanfu craze has gone global. At the Chang'an Twelve Hours theme district, foreign tourists get full Tang-dynasty makeovers — hair, makeup, robes — and stroll through recreated streets like time-travelers. A Spanish woman named Orvira said, "I envy that you can wear traditional clothes here, in the place they actually belong."
At night, Huaqing Palace puts on four performances of Song of Everlasting Sorrow every evening. The 12·12 Xi'an Incident show runs eleven times a day. And the Datang Everbright City is a performance — a living Tang streetscape you walk through, not sit and watch.
But sometimes the best moments aren't programmed. A local guide named Luo Dan told me that foreign tourists often stop dead in their tracks watching elderly calligraphers practice at the foot of the City Wall — no guidebook, no ticket, just people writing poetry on the pavement with water brushes. "That," he said, "is the real Xi'an."
Even tech gets a graceful role. At the Xianyang Ancient Ferry Museum, a robot guide named "Xiao Du" leads you through a glasses-free 3D exhibition. A British visitor, Evelyn Brown, described it as "history unfolding like a scroll — I could actually read China's deep past."
Services That Actually Think About You
On June 9, 2026, a joint platform by Ctrip and the local tourism bureau opened inside the airport's T5 terminal. You land, walk out, and there's a one-stop desk for visas, hotels, transport, currency, translation — everything.
Downtown, the first city-center duty-free store (run by China Duty Free and the airport group) has staff who speak English, Japanese, and Korean. They don't just sell; they'll map out your itinerary, recommend a hole-in-the-wall restaurant, even arrange a free shuttle from partner hotels like the Ritz-Carlton or InterContinental. They're curating a museum-merch collection that'll soon include pieces from the National Museum, Sanxingdui, and Dunhuang — all under one roof. In just six months, they've already hosted 3,500 foreign visitors.
Hotels have upgraded their international guest protocols. In April, the city launched a "Come to Xi'an, See China" initiative covering dining, accommodation, transport, sightseeing, shopping, and entertainment — all with dedicated bilingual touches. At the launch, an Iraqi social media influencer named Fang Haoming — who speaks fluent Shaanxi dialect — told the crowd: "Xi'an is a city you come to and never want to leave." Hard to argue.
The Numbers Don't Lie
Metric2025 DataGrowthInbound visitors to Shaanxi926,700+98% year-on-yearSpending by foreign visitors10.056 billion RMB (~$1.4B)+101%Q1 2026 arrivals181,300+61%Q1 2026 spending1.771 billion RMB+64%Terracotta Army total visitors10.98 millionincluding 689,000 overseas
Those are impressive numbers, but what strikes you on the ground isn't the scale — it's the detail. The new workshops still feel intimate. The Hanfu rental places aren't yet assembly lines. The airport service desk is still a discovery, not a crowded scrum.
That won't last. As more people figure out how easy it's become, the quiet windows will close.
Conclusion: The Window Is Open
So if you've been waiting for Xi'an to be "ready" — it is. The question is whether you'll get there before everyone else does.
2026 is the year when visa, flights, payments, experiences, and services all align. Don't wait too long.
Plan your Xi'an trip now – and if you need help with itineraries, local guides, or cultural workshops, reach out to the tourism desk at the airport or your travel agent. The city is ready. Are you?
About the author: This dispatch is based on firsthand observation and official data from the Shaanxi Provincial Department of Culture and Tourism, Xi'an Municipal Government, and China Daily, compiled June 2026.
