A tourist promotional event called "Attractions of Guangdong" - World-Class Destinations of China's GBA holds on Nov 19, 2023, in Cairo, Egypt. (PHOTO / XINHUA)

China’s inbound tourism has made a steady recovery this year, with cities in the Guangdong-Hong Kong-Macao Greater Bay Area (GBA) among the biggest draws for overseas travelers, as a publicity drive by the government and the industry has started to pay off. 

Shenzhen topped the list of the most popular cities of the Chinese mainland for inbound travelers in the first 10 months, with the city accounting for seven out of 10 hotel bookings made by inbound tourists, according to Chinese online travel agency Trip.com Group.

The number of foreign visitors to the country saw a four-digit increase in the first 10 months compared to the same period last year, which is equivalent to more than 60 percent of pre-pandemic levels, according to Trip.com

Guangzhou ranked third, while three other mainland cities in the GBA — Zhuhai, Foshan, and Zhongshan — were also in the top 10. 

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Among Chinese mainland cities, travelers from Hong Kong and Macao liked to visit Shenzhen and Guangzhou the most, followed by Shanghai, Zhuhai and Beijing, the online platform’s data showed.

The ranking saw some changes from 2019 when the top mainland destination among travelers from Hong Kong and Macao was Shanghai. Beijing was also more popular than Zhuhai in the pre-pandemic year, suggesting that Hong Kong and Macao people are increasingly interested in visiting the GBA.

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The growth of Chinese inbound tourism comes after the government introduced measures to attract overseas travelers as part of its drive to boost economic recovery. The measures include optimizing visa and customs clearance policies, increasing international flight capacity and routes to key destinations, and improving inbound tourism products and information services for foreign visitors.

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Industry players are also doing their bit to fuel the recovery of tourism after the industry underwent a tough three-year period due to the COVID-19 pandemic. Last week, Trip.com Group teamed up with the China International Culture Association to launch the Nihao! China's campaign aims to foster cultural exchanges and establish friendships between China and visitors from around the world. 

The campaign is part of a three-year agreement to promote inbound tourism. 

The number of foreign visitors to the country saw a four-digit increase in the first 10 months compared to the same period last year, which is equivalent to more than 60 percent of pre-pandemic levels, according to Trip.com.

Contact the writer at sally@chinadailyhk.com