Chinese Ambassador to Fiji Zhou Jian says tourism exchanges between Fiji and China are expected to grow as both countries strengthen travel links.

Mr Zhou said more than 20 visits between Fiji and China took place in November last year, including exchanges between sister cities.

He said the visits helped strengthen mutual understanding between the two countries.

Mr Zhou also highlighted Fiji’s presence in the Chinese market, with products such as Fiji Water, kava, turmeric, noni fruit and Fijian skincare products showcased at the 8th China International Import Expo.

The event introduced more Fijian products to Chinese consumers and strengthened economic ties between the two countries.

Mr Zhou said China would continue to leverage visa-free entry policies to make travel smoother for Chinese tourists visiting Fiji and for Fijians travelling to China.

“We welcome more Fijian friends to visit China to feel the vibe of Chinese culture and lifestyles,” he said.

At a press conference at the Beijing Media Centre last Saturday, China’s Minister of Culture and Tourism Sun Yee Li said tourism remained an important tool for strengthening friendship and cultural exchanges between countries.

He said the Chinese Government had introduced a series of policy measures in recent years to promote the growth of the inbound tourism market.

In 2025, more than 30 million foreign tourists entered China visa-free.

“The Chinese government attaches great importance to inbound and outbound tourism, encourages Chinese to go out and welcomes foreigners to China,” Mr Sun said.

“In recent years we have introduced a series of policy measures to further promote the prosperity of the inbound tourism market and the results are still quite good.”

Mr Sun said unilateral visa-free arrangements now covered 50 countries, while cross-boundary visa-free policies extended to 55 countries.

He said measures had also been introduced to make travel more convenient for international visitors, including improving mobile payment systems, expanding the use of point-of-sale machines and increasing currency exchange services.

“It is now very practical to travel to China without a visa. In terms of inbound payments, some foreign tourists have reported issues with payment facilitation in China,” he said.

“Over the years, we have taken a number of measures, including ‘external card binding and outsourcing for internal use’ in mobile payments, to promote mobile payment facilitation.”

Mr Sun said tax refund services had also been expanded, allowing foreign tourists to access refunds more easily when shopping.

He added that many foreign visitors were keen to experience Chinese culture, including travelling on high-speed rail, watching drone shows and trying traditional Chinese medicine massage.

“Wearing hanfu, drinking hot water and eating hot pot have become common experiences for travellers to China,” Mr Sun said.

He said authorities would continue working with relevant departments to improve visa processing, customs clearance and other travel services for international visitors.

“The large number of foreign tourists is an encouragement to us,” he said.