Visa-Free Shoppers Flock to China as Agencies Pledge Fully Digital Entry Services by 2027

An upbeat Xinhua feature published on 21 February captures a growing trend: foreign tourists are choosing to spend the Lunar New Year inside China—shopping for “guochao” (China-chic) merchandise and immersing themselves in temple fairs—thanks to easier entry rules and more foreign-friendly payment options. The National Immigration Administration (NIA) forecast that average daily border traffic during the nine-day holiday would exceed 2.05 million, up 14 percent year-on-year, with 28.5 percent of foreign arrivals entering visa-free. Crucially, the report also revealed that 11 government agencies, led by the Cyberspace Administration and the National Development and Reform Commission, issued a joint circular in early February instructing ministries to “significantly enhance the internationalisation and convenience of inbound digital services by 2027.” Measures include multilingual e-gate kiosks at major airports, QR-code customs declarations and the integration of UnionPay, Mastercard and major overseas e-wallets into Alipay and WeChat Pay before the 2027 Asian Winter Games. Retailers are already reaping rewards. China Taxation Administration data show a 305 percent year-on-year jump in duty-free refund transactions in 2025, and analysts expect the 2026 figure to be higher once Spring-Festival numbers are tallied. International brands from Finland’s Marimekko to Brazil’s Havaianas launched limited-edition New Year collections exclusively in mainland stores, betting that visa-free shoppers will treat retail as part of the cultural experience. For global-mobility planners the message is clear: China’s consumer environment is becoming easier to navigate for expatriates and visiting executives. Companies organising short-lead client visits can now rely on foreigners being able to pay with their home-country credit cards or e-wallets, reducing the need for advance cash or local bank accounts. The planned 2027 digital-entry overhaul should further shorten arrival formalities, making China one of the most seamless large markets for business travel.