Exotic charm: East meets Middle East

"I must visit China immediately — I simply can't wait!" said Vivian Kobe at the China pavilion after experiencing a virtual reality showcase chronicling Guangzhou's historical legacy and modern development in South China's Guangdong province.

As a trade delegate to Arab Tourism Market 2025 — the Middle East's premier travel trade fair held in Dubai from April 28 to May 1 — she joined over 55,000 industry professionals and 2,800 exhibitors from 166 countries.

"This immersive experience gave me profound insights into China despite never having visited," said Kobe, who runs a travel agency in Kisumu, Kenya. "Guangzhou now tops my must-visit list among Chinese cities."

Titled Guangfumenghualu (Dream of Guangzhou), the VR production vividly juxtaposes the city's heritage as the Maritime Silk Road's origin with its cutting-edge urban development.

Leveraging high-fidelity 3D scanning, the film digitally resurrects Tang Dynasty (618-907) trade hubs like the Poshan Ferry and Huaisheng Mosque's Guangta Minaret, while showcasing modern engineering feats including the Shenzhen-Zhongshan Bridge.

Zhong Kai, a China pavilion representative from Guangzhou, said the film uses the same groundbreaking visual technology behind globally acclaimed works like Nezha 2 and Black Myth: Wukong.

The "Nihao China"-themed pavilion, curated by the UAE China Cultural Center, spotlights cutting-edge inbound tourism services alongside an exclusive exhibition zone for intangible cultural heritage artifacts.

Liu Yang, director of the cultural institute, said the delegation comprised seven governmental tourism bodies and 26 enterprises from 13 regions — including Guangdong, Shaanxi and Shanghai — presenting a unified national showcase.

"While Middle Eastern destinations attract growing numbers of Chinese visitors, tourist flows in the reverse direction remain modest. That's precisely why we're here to promote China's tourism offerings — particularly since foreigner-friendly travel policies were implemented," he said.

The pavilion has generated 150 formal inquiries for group itineraries, according to the cultural center, with premium business tours and customized packages for the Greater Bay Area, Yangtze River Delta and Southwest China dominating demand.

Liang Jiexian, who works for a travel agency in Shenzhen, said most tourists from the Middle East visit Guangdong for business, especially for exhibitions like the China Import and Export Fair, also known as the Canton Fair, and the Zhuhai Airshow.

"Usually their week-long trips average 20,000 RMB ($2,750) per person covering premium flights, hotels and car services," he said. "Middle Eastern clients frequently book last-minute and prioritize service excellence over cost considerations."

Notably, some Chinese hospitals showcased competitively priced medical tourism packages at the exhibition.

"This represents an innovative convergence of healthcare, travel facilitation and insurance solutions," said Shi Jiaqi from the international medical center of Xinhua Hospital Affiliated to Shanghai Jiaotong University School of Medicine —one of 13 municipal institutions government-backed to export premium medical services.

Since late 2023, China's unilateral visa-waiver program has permitted 30-day visa-free stays for ordinary passport holders from 38 nations. This policy catalyzed a social media phenomenon —the #ChinaTravel hashtag, amassing 1 billion views as globetrotters flooded platforms with travelogues.

Trip.com data reveals a 200 percent spike in hotel searches for the Chinese mainland and 173 percent growth in inbound bookings year-on-year through mid-April.

"China's groundbreaking tourism initiatives are setting remarkable benchmarks," said Abdulla Yousuf, director of travel trade and markets development for the Department of Culture and Tourism Abu Dhabi. "These measures aren't just inspiring, they're effectively helping China to become a must-visit global destination."

He highlighted safety as China's competitive edge, "just as visitors feel secure in Abu Dhabi, I experienced Shanghai's safety firsthand — strolling alone at 3 am near my hotel with complete peace of mind, much like in my hometown."

Meanwhile, the Middle East is emerging as an important destination for Chinese outbound travelers, buoyed by exotic cultural offerings, tourist-friendly infrastructure, and strengthening bilateral relations.

The China Trading Desk's 2024-25 Outbound Travel Report reveals China's accelerating influence on global tourism, with 130 million travelers last year projected to surge to 200 million by 2028. The report also notes a paradigm shift toward premium travel, with 49 percent of Chinese tourists spending upward of $3,400 per trip in 2024.

"In China, the retirement age for some groups is quite young, between 50 and 60. This demographic has spending power, they have time and they're very curious to explore this region," said Jane Sun, CEO of Trip.com.

Capitalizing on the strategic partnerships between China and Gulf Cooperation Council members — where China ranks among the top three tourism markets — Abu Dhabi is intensifying its appeal to Chinese visitors through tailored initiatives.

"Our market analysis revealed young Chinese women as primary travel decision-makers," Yousuf said. "That's why we selected Chinese actress Liu Yifei as our global tourism ambassador — her influence perfectly aligns with our target demographic."

Liu's 2024 promotional campaign "101 Abu Dhabi Experiences" went viral on Chinese social media, featuring the celebrity changing in different splendid outfits at landmarks like Emirates Palace, Louvre Abu Dhabi and Yas Marina Circuit — generating over 50 million views on Chinese social media in a short period.

According to Yousuf, a Chinese visitor usually spends an average of a week in the UAE to experience major cities Abu Dhabi, Dubai and the rest of the emirates, taking the country as a whole destination offering.

As the two countries celebrated the 40th anniversary of their diplomatic relations, Yousuf said: "Our partnership with China manifests in tangible ways — from the Chinese School Dubai to Mandarin programs in local schools. These growing cultural bridges make the emirates a second home for many Chinese, all made possible by our great relationship."

Dubai remains the gateway for Chinese travelers, welcoming 824,000 visitors in 2024 — a 31 percent year-on-year surge.

The tourism sector is one of the key pillars for Dubai's new economic agenda called "D33" as the emirate seeks economic diversification and become one of the top tourism destinations, said Shahab Abdulla Shayan, regional director for Asia Pacific International Operations Department at Dubai Corporation for Tourism and Commerce Marketing.

"Our enhanced 90-day visa-on-arrival policy, combined with full support on Chinese payment system such as WeChat Pay, Alipay and UnionPay, and 15 direct flight routes, including Emirates' newly launched Dubai-Shenzhen service, positions Dubai for sustained growth in the China market," Shayan said.

The UAE pioneers Lunar New Year celebrations among GCC states, with Dubai's month-long festivities — including Burj Khalifa light shows and traditional bazaars — now institutionalized as major municipal events.

"Dubai's core competitive edge lies in its perpetual reinvention," Shayan said. "There's always something new to see and something new to look forward to."

As per China Trading Desk findings, more and more Chinese travelers now prioritize cultural immersion over shopping — a trend accelerated by deepening political ties.

"Modern travelers seek regional experiences, not just city breaks," said Fahd Hamidaddin, CEO of Saudi Tourism Authority. "While we brand Saudi as 'Welcome to Arabia', this invitation extends across the Gulf. Our collective growth creates mutual benefits — a true rising tide lifting all vessels in the regional tourism ecosystem."

The tourism industry is a major pillar of Saudi Arabia's "Vision 2030" economic diversification strategy, he said. "We say tourism is the new oil. That's why we will continue investing and doubling down on tourism."

Backed by mega-events including the 2024 Esports World Cup, 2029 Asian Winter Games and 2030 Riyadh Expo, Saudi Arabia targets 5 million Chinese arrivals by 2030 — representing 15 percent of total projected inbound tourism.

"Our China strategy capitalizes on deepening bilateral ties," Hamidaddin said, noting the dual significance of 2025 marking both the 35th diplomatic anniversary and China-Saudi Year of Culture. "We're aligning tourism promotion with our comprehensive strategic partnership framework. Chinese tourists will get the warmest welcome in Saudi Arabia."

For Qatar, the Chinese market now ranks among the top ten inbound tourism destinations, said Jassim Mahmoud, director of communications and public relations at Visit Qatar.

He said negotiations for a GCC Unified Visa which would allow single-entry access to all six member states is "advancing". The visa scheme, often likened to Europe's Schengen system, is intended to simplify travel across the Gulf region by allowing tourists to move freely between member states on a single visa.

"We want to make the region as a hub for tourism. If GCC members adopt this policy, I think Chinese people will go to other countries as a package. I wish the number of Chinese tourists increases 100 times," he said, adding that Qatar would soon kickoff a series of 14-day promotional events in Beijing and Shanghai.

cuihaipei@chinadaily.com.cn