What stands out most is that these shoppers are no longer confined to the big cities. Beijing, Shanghai, Guangzhou and Shenzhen remain must-visit stops, but more and more tourists are venturing into medium-sized cities and small towns in search of authentic products and less predictable experiences. That spread is supported by a logistics network of enormous scale. Between January and September, the country's express delivery system handled 151.3 billion parcels, 4.3 percent more than in the same period of the previous year, making it easy to ship home whatever does not fit in the suitcase.
Behind this boom there are also concrete decisions that have smoothed the way for travellers. The 240-hour visa-free transit policy now benefits citizens of 57 countries, while Hainan Island allows visa-free stays of up to thirty days for visitors from 61 nationalities. The results show in the figures. In the first half of 2026, China received 22.91 million foreign arrivals, an increase of 20.4 percent over the previous year.
Another traditional obstacle, payments, has also been overcome. In a country where the mobile phone has almost entirely replaced cash, tourists can now link their foreign bank cards to the main digital payment platforms. There is no longer any need to carry banknotes or look for currency exchange offices, and buying at a street market is as simple as shopping in a large mall.
Tax refunds have perhaps been the most effective incentive. In 2025, sales eligible for departure tax refunds nearly doubled. Today more than 18,000 stores take part in the scheme, the minimum purchase amount has been lowered from 500 to 200 yuan, and instant refund at the point of purchase now operates nationwide. For tourists, this means tangible savings and far less paperwork.
What people buy has changed too. If for decades travellers returned with tea or silk, today the basket is much more varied. Tech gadgets, guochao items inspired by contemporary Chinese culture, wellness and beauty products and trendy toys have earned a prominent place among the most sought-after souvenirs. It reflects a supply that has managed to combine innovation, design and tradition.
This interest also has an effect that goes beyond tourism. Exports of Chinese-owned brands grew 26.7 percent in the first three quarters of the year, and digital cultural products such as video games, films and short videos are gaining weight within service exports. Every purchase a visitor shares online works, in a way, as a small promotional campaign for the country.
Looking ahead, the Ministry of Commerce aims to improve the quality of supply, broaden the coverage of the tax refund system and further upgrade payment services. The goal is for shopping to become firmly established as one of the main reasons to travel to China.
If the trend continues, the suitcases opened in front of the camera will keep telling a story that is no longer only about consumption. They speak of a destination that has become more accessible, more convenient and, above all, more desired.
