The new partnership between China and the UK, announced as prime minister Keir Starmer met with Chinese president Xi Jinping in Beijing on Thursday (29 January), will allow British citizens to visit the country for up to 30 days without a visa.
It brings the UK in line with countries including France, Germany, Italy, Australia and Japan, which have benefitted from more relaxed visa regulations since late 2023.
Trip.com called the policy a “very positive step”, highlighting how visa-free travel tends to be one of the “strongest catalysts” for demand – particularly for long-haul trips and first-time travellers.
According to Trip, interest in China increased by nearly three-quarters (74%) during the five weeks following the visa announcements in Germany, France, Italy, Spain and the Netherlands, and ran at nearly double the previous rate of interest for the following 12 months.
The OTA also recorded a 50% spike in group flight bookings to China from these markets. “This policy has the potential to deliver similar results for UK travellers, strengthening tourism, supporting airline capacity and encouraging longer stays,” said Fred Fishlock, Trip.com's UK country head.
“We expect demand to build quickly as awareness grows and travellers feel more confident planning further ahead.”
'Clients were put off by the process'
Several major operators shared Fishlock's sentiments, including Intrepid Travel UK director Joanna Reeve, who said the “great news” would drive a fresh wave of bookings for an already-popular destination.
“There’s been strong interest in the country already, with bookings from UK customers up by 71% last year compared with 2024,” Reeve said. “We’ve heard from people previously apprehensive to visit due to the visa restrictions, so this decision will give them confidence to book their trip.”
Julia Lo Bue-Said OBE, chief executive officer of The Advantage Travel Partnership, agreed that China had enjoyed a “robust resurgence” over the last two years, fuelled by restored flight connectivity and strengthened commercial ties with the UK.
“Today's announcement is a significant milestone that will undoubtedly accelerate this momentum across leisure travel,” she added.
Louisa Trickett, Audley Travel's China product manager, is another anticipating an influx of first-time travellers who won't have to jump through such stringent bureaucratic hoops.
“The process of applying for a visa was time-consuming, with two visits in person to the visa centre in London required to drop off and collect passports,” she explained. “We expect to see enquiries rise from those who have been intrigued by China and the incredible experiences it offers, but were put off by the visa application.”
'Open, welcoming, and extraordinary'
Equally optimistic was Gary King, head of trade sales at Wendy Wu Tours, who called the news “game-changing”. “This removes one of the biggest practical and psychological barriers British travellers have faced,” said King.
King added he believes the move will bring a “real boost” in traveller confidence and demand. “China is open, welcoming, and extraordinary to explore – and this announcement makes it easier than ever for people to experience it,” he said.
Robin Ball, director of Bamboo Travel, added that China is also one of the most “rewarding” destinations for return visitors, due to its “sheer size” and variety of experiences.
“There is so much to discover, including stunning historical monuments, breathtaking natural scenery, fascinating ancient culture, high-tech mega-cities, and some of the best food on the planet,” Ball said. “China really does have something to offer everyone.”
