Province's range of attractions and natural beauty leave rising number of tourists in awe, Yang Feiyue reports.

Giant pandas, dazzling drone shows, mouthwatering cuisine and breathtaking plateau landscapes — these were just a few of the experiences that left French traveler Hugo Pellegrin in awe during his visit to Sichuan province in late May.

The journey through the southwestern province offered Pellegrin an immersive taste of the country's natural wonders, cultural charm and evolving tourism landscape.

"It was amazing," Pellegrin says, recalling his visit to the Chengdu Research Base of Giant Panda Breeding.

"Seeing pandas in real life for the first time was definitely one of the highlights of the trip. They're just as adorable and fascinating as I imagined."

Beyond the cuddly national treasure, Pellegrin found himself equally enchanted by Sichuan's culinary delights. "I really love the food here," he says with a bright smile.

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"It's so flavorful and diverse. I was expecting it to be very spicy, but it's just the right level. I could handle it even as a Frenchman!"

Pellegrin's adventure continued in the mountains of Jiuzhaigou, a UNESCO World Heritage Site known for its multicolored lakes, alpine forests and cascading waterfalls.

"This place in the mountains reminds me a bit of the French Alps," he says.

"It feels familiar and peaceful — I really love it here," he adds.

As a nature enthusiast, he found solace and inspiration in the highland scenery, which contrasted beautifully with the bustling energy of Chengdu. Jiuzhaigou's tranquility, he says, gave him time to reflect and appreciate the planet's diverse landscapes.

Adding to the richness of his experience were traditional folk performances across the province. Many of these shows offered English-language narration or subtitles, which helped international visitors like Pellegrin understand the cultural significance of the performances.

"It's wonderful that they make the effort to include explanations in English," he says. "It shows thoughtfulness and makes the experience more meaningful."

Pellegrin is among an increasing number of inbound travelers to the province, whose capital Chengdu was recently named among 2025 Global 100 Must Visit Destinations by domestic online major travel agency Trip.com Group.

Hu Yun, vice-governor of Sichuan, extended a sincere welcome to international friends, at the Global Cross-border Tourism (Sichuan) Conference and Trip.com Group Global Partner Gala on May 28.

Hu emphasizes that Sichuan is a place where natural beauty meets rich culture, and local authorities are committed to making it easier and more enjoyable for international travelers to explore all that the province has to offer.

To that end, the local government has implemented a series of measures aimed at enhancing the travel experience for inbound visitors. These include streamlining visa procedures, improving international transportation links, and investing in multilingual tourism infrastructure.

These actions have helped deliver positive results, with inbound tourist numbers showing significant growth in the first quarter of the year, and more than 520,000 international visitors staying in the province, a 62-percent increase year-on-year, Hu says.

At Jiuzhaigou National Park, the number of inbound travelers has been on the rise after the pandemic, with a record high of 383,000 visits in 2024, notes Guo Xiaomin, deputy director of the park's administration.

Guo attributes part of this growth to China's extended visa-free transit policy, which now allows travelers from dozens of countries to stay in China for up to 240 hours without a visa.

The attraction has seen a rise in interest and bookings from international tourists since the policy change, she notes.

Southeast Asian travelers dominate inbound arrivals, accounting for 56 percent, Guo says.

To address long-standing challenges like ticket booking difficulties, language barriers and payment obstacles, the park has streamlined ticketing process for international visitors to directly book tickets through global online travel agencies using passport information, Guo says.

AI translation robots proficient in 14 languages have been deployed at visitor centers, while all 32 entrance gates of the park accept passport-based entry with equal efficiency to domestic ID card scanning, she adds.

The park is also accepting major international credit cards to ensure overseas travelers have a hassle-free payment experience.

For Pellegrin, one of the compelling reasons for his visit has been the country's visa-free policy.

"It has been very convenient for European travelers to visit China," he says.

He made the decision to come for the first time last year when China announced the visa-free entry, and was blown away by the majestic landscape and pristine nature in Zhangjiajie, Central China's Hunan province.

"It left me a very good impression, so I didn't hesitate to come for a second time to the country," he says.

Wang Wei, a senior official with Trip.com Group, sees many inbound travelers' experiences like Pellegrin's as emblematic of a larger trend.

"We've seen two consecutive years of more than 100 percent growth in inbound tourism bookings," Wang says.

"Much of this growth is driven by independent travelers from countries like South Korea, Malaysia and Singapore."

These travelers tend to be younger, tech-savvy and more adventurous, Wang explains. They are comfortable navigating unfamiliar environments and are often looking for more personalized, flexible experiences.

"That's why we're enhancing services like airport transfers, mobile internet solutions and online booking for attractions," Wang says.

According to data from the National Bureau of Statistics, inbound tourism in 2024 surged 61 percent year-over-year compared to 2023.

The country's international flight volume has rebounded to approximately 70 percent of pre-pandemic 2019 levels. Central Asian routes show particularly strong recovery, with inbound flights averaging 67 percent above 2019 levels, according to the cross-border tourism development report released by Trip.com Group.

"We're partnering with international tour operators to revive group travel, especially in regions like western China where language and transport barriers still pose challenges," Wang says.

Chengdu, in particular, is gaining momentum as a gateway to China's western hinterlands.

"The city has a youthful, energetic vibe," Wang says. "Its reputation is bolstered by iconic symbols like giant pandas and cultural treasures like Sanxingdui (a Shu civilization site with bronze artifacts dating back 3,000 to 3,600 years)."

It has helped the province double growth in both inbound traveler numbers and spending, the agency reported.

Trip.com Group has developed a number of themed travel routes to help visitors make the most of their time in Sichuan. These include heritage tours that feature the Dujiangyan irrigation system, Mount Emei and Leshan Giant Buddha — all UNESCO World Heritage Sites.

"Chengdu is well on its way of becoming a regional hub for international tourism," Wang says.

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"With continued investment in infrastructure and targeted marketing, we believe China's share of global inbound travel will grow substantially in the coming years."

Pellegrin echoes this optimism.

"China is opening up more to foreign travelers," he says.

"That openness helps people from Europe and elsewhere better understand China's history, traditions and modern life," he says.

Contact the writer at yangfeiyue@chinadaily.com.cn