Reopening the Gateway: Why China Should Be on Your Radar in 2026

After years of limited access and evolving global dynamics, China is re-emerging as a compelling destination for travelers—and a prime opportunity for travel advisors. With its captivating synergy of ancient heritage and edgy modernity, China is attracting a new wave of culturally curious and experience-driven travelers in 2026. For travel advisors ready to tap into a market that combines high client satisfaction with strong commission potential, China’s allure is calling as a standout travel option in the years ahead.

Why Now?

China has not typically been a bucket list dream destination (when compared to the reigning favorites such as Italy, France, Egypt, and Africa), but the elements seem to be lining up for the gateway to China to reopen to greater numbers of travelers. But why now?

Stephen Scott, CEO and luxury travel advisor, Travel Hub 365 Inc. recently returned from a FAM to China. We asked him why, fresh off of his trip, he would recommend China to clients.

“One reason that I am recommending China to clients is that it’s a country that is energized to have tourists come to their country, and showed me that they have the infrastructure to handle guests from all over the world at scale,” says Scott. “From the brand-new, high-speed rail terminals that connect the cities, and the varied destinations and cultures they make available to us, it’s easy to see so much in a short period of time.

“The second reason is that the world is recognizing that China is now open for tourism with the creation of the new visa programs that allow you to go right now with ease, and apply for longer visa stays that give you plenty of time to discover all the megacities, pristine islands, and historical sites—whereas it was tough or impossible to do before. You don’t realize it until you are in the airport when you arrive that there were people from all over the world in line with you, which brought so much energy to the feeling of arrival in this new destination.”

Robyn Jacobs, owner of Orca Travel LLC, an independent agency in the Avoya Network, also participated in the FAM, and departed from the destination with a sense of awe.

“China completely surprised me in the best way,” reports Jacobs. “It’s a fascinating blend of ancient history and modern luxury—and traveling there is much easier than most people expect. The top reasons I recommend it are the culture and the experiences. You can walk along the Great Wall in the morning, savor incredible cuisine for lunch, and end the day in a world-class hotel that rivals anything in Europe.”

What China Offers

There are untold resources online where advisors can research the diverse cities, regions, natural attractions, culture, and cuisine found throughout China. But here, let’s discuss the main reasons why China is gaining ground as a destination of choice.

First, a freshly reopened and less-crowded experience. After several years of limited international tourism, China offers a more serene, uncrowded experience at many iconic sites. Travelers can enjoy landmarks like the Great Wall, the Forbidden City, and the Terracotta Warriors without the usual throngs, making for a more intimate and memorable visit.

Second, a rich cultural immersion and timeless heritage. With over 5,000 years of recorded history, China provides unmatched opportunities for cultural discovery—from ancient temples and historic towns to traditional tea ceremonies and calligraphy classes. It’s ideal for clients seeking depth, authenticity, and lifelong learning.

Third, modern wonders and urban sophistication. Cities like Shanghai, Beijing, and Chengdu dazzle with cutting-edge architecture, world-class dining, luxury accommodations, and efficient infrastructure. For travelers who enjoy seamless service and cosmopolitan flair, China’s urban centers deliver in spades.

Fourth, breathtaking natural landscapes. From the dramatic limestone peaks of Guilin to the misty gorges of the Yangtze River and the rainbow-hued mountains of Zhangye Danxia, China’s diverse geography appeals to nature lovers and photographers alike.

Finally, high value and strong return on experience. With favorable exchange rates, well-developed tourism services, and customizable group, FIT, or cruise options, China offers great value for travelers—and strong commission potential for advisors.

What Might Surprise You

Now that we’ve covered the top-level view of The Middle Kingdom (one of China’s favored nicknames), let’s talk about some things that might surprise you, and your clients, when in destination.

“What surprised me the most was the positivity from the people around us and the people we met or interacted with,” describes Scott. “I sat for an hour outside of the restaurant in Beijing, where our group was going to meet, just observing people in their daily lives—and it truly felt like people were just living their lives, enjoying the sunny day.

“Why is that special to me? Because it made me feel welcome, and immersed into the destination that the locals were not affected by me being there, or against me being there. People sat next to me, or near me, without making me feel any stress, or showing stress. It almost brought a tear to my eye that I felt so welcome, and no one was squirting water guns at me, the tourist, to leave their city. I know that my clients will feel that same warm welcome.”

Jacobs had a similar experience: “What struck me most was how advanced and welcoming everything felt. The guides were fantastic, the trains were spotless and fast, and the people were genuinely kind. Clients would be surprised at how effortless the trip can feel once they arrive. I felt completely safe and would return in a heartbeat. The locals were curious, warm, and friendly, and we were never made to feel like we didn’t belong. The Great Wall is an absolute must-see, and the city of Chongqing was so high-tech it looked like something straight out of the future.”

Preparing Clients

Most people are not especially well versed on China, and they may be hesitant to ask for it as a destination for an upcoming trip. That’s exactly where their trusted travel advisor comes in, taking the initiative to introduce them to a truly unknown and transformative experience, and helping shift client perceptions of China from intimidating and unfamiliar to exhilarating and rewarding.

Jacobs is focusing on removing that sense of intimidation and showing clients how exciting and comfortable the journey can be. “With the right planning and local connections, China feels very accessible,” she says. “I’m already planning a group for 2027, and after sharing my photos on Facebook, interest has been overwhelming.”

For Scott, the excitement about his personal experiences in China paves the way for him to recommend it to clients. “I can talk about the amazing moments, like the awe of climbing the Great Wall, laughing and stuffing our faces at all-you-can-eat dumpling restaurants in Xi’an, or enjoying cocktails with friends while sailing the Yangtze river at sunset. There are so many eye dropping moments we experienced in seeing the megacities like Chongqing light up like some futuristic Blade Runner movie right before your eyes, or witnessing the jewel-box beauty views of Shanghai from a riverboat excursion at night. I could talk for hours about moments where the unfamiliar became a rewarding memory that everyone needs to see with their own eyes.” 

When selling any new destination, it is key for advisors to experience it firsthand, so they can fully prepare clients on what to expect. Of note, in China, although the locals are friendly to visitors, a language barrier does exist, as many people do not speak English. All the more reason for advisors to partner with suppliers and local guides who understand the destination inside and out, and can help their clients navigate with ease.

Matching the Right Client

What types of travelers are best suited for a China trip in 2026 and beyond? And how can travel advisors match the right client with the right experience?

Jacobs recommends: “China is perfect for curious travelers who love culture, food, and unique experiences. It’s ideal for someone who has already explored Europe or Japan and wants something completely different, yet seamless and comfortable.”

And Scott says: “The types of travelers who shouldn’t wait to plan their trip to China in 2026 are those who say they’ve been everywhere already. What that means is that they have been everywhere they could go already. China is now a destination that is available to the world, and needs to be added to the top of your bucket list, because you don’t want to be the one that says, ‘Oh, I haven’t been there yet’.”

The Takeaway

As Jacobs summarizes: “China is one of those destinations that stays with you long after you return. I can’t wait to help more clients discover it for themselves. Honestly, I was a little apprehensive at first, but I absolutely loved my trip…The country is so vast and diverse that you can combine a land and river journey for the perfect mix of iconic sights, hidden gems, and unforgettable experiences.”

As 2026 approaches, China stands out as a destination brimming with opportunity for forward-thinking travel advisors. Its blend of rich history, vibrant culture, and modern sophistication offers something for every type of traveler—whether they’re seeking luxury, adventure, or cultural immersion. With renewed accessibility and a growing appetite among clients for transformative experiences, now is the time for travel advisors to reintroduce China into their sales strategies. Those who act early will not only meet the rising demand, but also position themselves as trusted experts on one of the world’s most dynamic and rewarding destinations.

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