Hunan aims to improve travel for foreign tourists

Hunan province has introduced a series of measures aimed at making it easier for foreign tourists to explore the region, following China's recent extension of its visa-free transit policy from six to 10 days.

Eligible citizens from 54 countries transiting to a third destination can now enter China through 60 designated ports in 24 provincial-level regions, an increase from 39 ports in 19 regions. Changsha and Zhangjiajie, both in Hunan, are among the newly added ports.

Hunan received more than 3 million international tourists last year, a 180 percent increase year-on-year, according to Li Aiwu, director of the Hunan culture and tourism department. Changsha was ranked as one of the top 100 travel destinations globally, while Zhangjiajie welcomed over 500,000 foreign visitors through international flights last year, she said.

Starting this year, the province will allow group travel with a minimum of two people and limit customs clearance time for all inbound flights to less than 60 minutes, according to a guideline issued Saturday by 18 departments, including those overseeing culture and tourism.

The province also plans to add more direct flights to Asian cities, particularly in countries which are members of the Regional Comprehensive Economic Partnership. Comprehensive service centers for international travelers will be established at airports in Changsha and Zhangjiajie, offering one-stop assistance with payment, telecommunications, transportation and other travel needs.

To enhance the tourist experience, Hunan will equip major travel sites, hotels, transportation hubs, business centers, cultural venues and restaurants with foreign-language signs and standard bathrooms. The province will also hire more multilingual tour guides during peak travel seasons in Zhangjiajie and Changsha.

Li said Hunan will launch promotional campaigns in sister cities and cities with direct flights, as well as conduct variety shows abroad to attract more visitors. International celebrities will also be invited to boost tourism.

"Through these new measures, we aim to ensure international travelers have a great experience in Hunan," Li said.

In Changsha, the number of international tourists soared 118 percent year-on-year last year, according to Chen Peng, head of the Publicity Department of the Communist Party of China Changsha Committee. The city plans to further improve services for international visitors, open green booking channels for group travelers at major sites and launch more high-quality international hotels.

Zhangjiajie Mayor Wang Hongbin said 1.83 million international tourists from 183 countries visited the city last year, up 166 percent year-on-year.

The city aims to establish itself as an international tourist destination by expanding its global market, inviting foreign influencers and hosting high-profile international competitions. Efforts will also focus on developing high-end resorts and mountain sports tourism while enhancing services in customs clearance, payment, language assistance and accommodation, Wang said.

"We want to ensure visitors experience the unique natural beauty, folk culture and exciting tourism products that Zhangjiajie has to offer," he added.