Guangdong welcomed 65.33 million international visitors in 2024, showing a 46% increase from the previous year, according to the Provincial Culture and Tourism Work Conference held on March 6 in Guangzhou. The conference reviewed the province's tourism and cultural achievements in 2024 and set ambitious goals for 2025.

In 2024, the province recorded a total of 874 million tourist visits, up 12.4% year-on-year, generating 1.1 trillion yuan in revenue, a 15.8% increase.

At the same time, Guangdong has been actively promoting itself as a world-class tourism destination. In 2024, it hosted 302 cultural exchange events with over 4,000 participants from Hong Kong, Macao, and Taiwan, and sent tourism promotion delegations to Germany and New Zealand. Meanwhile, the Puning Yingge Dance troupe from Jieyang performed during the Spring Festival celebrations in the UK.

Rural tourism became a significant growth sector in 2024, attracting over 500 million visitors and generating 379.9 billion yuan in revenue, showing an increase of 11% and 23%, respectively. This growth aligns with China's broader rural revitalization strategy, which aims to boost the rural economy, with the cultural and tourism industries seen as major growth engines.

Guangdong continued to enhance its cultural and entertainment landscape. In 2024, the province approved 546 large-scale commercial performances. To encourage travel, over 2 million discounted air tickets and 2.5 million subsidized attraction tickets were distributed.

Meanwhile, tourism spending saw steady growth. The average expenditure per tourist in Guangdong reached 1,263 yuan, a 3% increase from the previous year and 238 yuan above the national average.

Looking ahead, Guangdong plans to improve its tourism offerings, with the Danxiashan Global Geopark in Shaoguan, the Chikan Ancient Town in Jiangmen, and Hengqin International Leisure Tourism Island in Zhuhai set for upgrades to world-class destinations.

Additionally, Guangdong will continue to promote rural tourism, with a focus on developing forest spa destinations on the outskirts of Guangzhou and Huizhou.

To further stimulate tourism spending, Guangdong will distribute 16 million yuan in travel vouchers during key holidays such as the Spring Festival, Dragon Boat Festival, and National Day.

Another highlight in 2025 will be the 15th National Games, co-hosted by Guangdong, Hong Kong, and Macao for the first time. Throughout the event, cities across the province will roll out themed experiences that combine sports, culture, and food, making it a prime time for visitors to explore Guangdong.